The Business of Better

Smita suffered from excruciating endometriosis pain. After being told the "cure" was stopping her menstruation, she decided to find another way. She discovered a natural protocol that eliminated her endometriosis — and went on to have a daughter. After years of research, she turned that protocol into a product to help others do the same. Men & women's reproductive health: aayusc...

Most people don’t actually crave alcohol… they crave a shift in how they feel . After a long day, it’s about unwinding, quieting the mind, and feeling more relaxed, present, and connected. But more and more people are starting to realize that alcohol comes with tradeoffs that just aren't worth it anymore. So what are we really looking for when we reach for a drink? And is there a better way t...

Why are sugar cravings so hard to control — even when you know better? Sugar cravings are one of the hardest habits to break. Most people know they should cut back, but when that craving hits, logic goes out the window — and suddenly one bite turns into the whole dessert. In this episode, we break down why sugar cravings happen , what’s actually going on in the brain, and how to stop sugar craving...

If your caffeine gives you energy… but makes you feel worse after, you’re not alone. I got to a point where my usual beverage of choice wasn't making me feel better… it was making me feel worse. Jitters. Crashes. Digestive issues. That wired-but-off feeling. So I started looking for a better alternative — and found Zest Tea. I had to bring on the founder, James Fayal, to break down how Zest w...

Most founders think customers buy based on logic. They don’t. In this episode, we break down what actually drives buying decisions - and why up to 95% of them happen below conscious awareness. I’m joined by Chelsea Burns , also known as The Marketing Psychologist™ , who combines nearly two decades of marketing experience with a Master’s in Applied Psychology to help brands grow through ethical, hu...

What makes us actually stop and pay attention to a brand? In the world of beauty and wellness products , packaging is often the first thing that captures a consumer’s attention. Before someone reads ingredients or understands the benefits, they are already forming a judgment based on design, color, and brand presentation . In this episode of The Business of Better , I sit down with Lilian Santini...

Probiotics have become one of the most popular wellness products in the world, but most people still don’t understand how they actually work in the microbiome. In this episode of The Business of Better , I’m joined by Dr. Bilal Ahmed , cardiologist and co-founder of Lylah Health , a microbiome-focused supplement designed to support both gut and heart health in one daily drink. Did you know the hum...

What happens when a founder turns a personal health challenge into a brand that customers deeply trust? In this episode, I sit down with Julia Giatrelis , founder of Julia’s Faves and the movement Gluten Freedom for All . After being diagnosed with Celiac disease, Julia experienced firsthand how stressful and overwhelming it was to find safe, enjoyable gluten-free snacks. Instead of accepting the...

Nicotine and energy drinks promise focus and drive - but at what cost? In this episode, I’m joined by NECTR co-founders Oskar Klaveback, Jared Martin, and Brett Martin to break down a healthier alternative for people who want clean energy, calm focus, and control over their habits - without the crash, jitters, or dependency. They share powerful stories of customers who had been addicted to nicotin...

Welcome to The Business of Better,  the wellness podcast built on one truth: Brands win when they deeply understand their customers. We break down how wellness CPG companies shape their products, messaging, and retention strategies around the humans they serve. Each episode uncovers the customer journey and what brands are doing to deliver unforgettable experiences, earn trust, and turn buyers int...