The Rectified Podcast

The energy drink aisle is one of the most saturated categories in retail — dominated by billion-dollar brands with decades of shelf space locked up. So how do you launch a new brand into that and actually win? In this episode, I sit down with Jean-Olivier Campion, co-founder of Mana, a yerba mate energy brand that broke into IGA, Sobeys, Metro, Avril, and Lufa Farms across Quebec, Ontario, and BC...

What do the most successful product brand founders all have in common? After hosting 100 episodes of The Rectified Podcast, I started noticing the same patterns showing up over and over again, no matter the product, no matter the industry. In this special solo episode, I'm breaking down the 5 biggest lessons my guests taught me about building and scaling a product brand. From the moment that c...

Allan Glenfield spotted a gap that every Canadian meat lover knows: the best snack brands don't ship here. So he built one, starting with one SKU, no operations background, and a "worst case I eat a lot of meat sticks" attitude. In this episode, we get into how he validated the idea before spending a dollar on production, why he's actively turning down retail offers, the hidden c...

He built one of Canada's fastest-growing mattress brands, scaled to $15M during the pandemic, and just went through an acquisition.  In this episode, Jeremiah Curvers, founder of Polysleep, breaks down exactly how he did it, from guerrilla marketing tactics in Montreal to a full retail strategy, and what every product founder needs to understand about brand trust before spending a dollar on ad...

What does it actually take to get a Dragon to invest in your product? Georges Karam has spent 7 seasons on Dans l'oeil du dragon (the Quebec version of Dragon's Den) and is one of the sharks on Shark Tank Lebanon's first season. He's seen hundreds of pitches — and turned most of them down. In this episode, Georges breaks down what makes him lean in or check out, the #1 mistake foun...

In this solo episode, I share the 3R framework, the exact system I use with clients for their product brand strategy. This masterclass will provide actionable business tactics to grow your business and help with scaling brands, positioning them as leaders. Learn how to refine your business strategy and enhance your branding for sustained success. ⚡️Struggling to figure out where your business is...

If you're a product brand and you're not on Amazon yet, you're leaving money on the table. In this episode, I sit down with Michael Maher, founder of Cartology, to break down exactly what it takes to launch, advertise, and win on Amazon — from choosing between 1P and 3P, to the ad strategy most brands get completely wrong, to what AI (hello, Rufus) could mean for the future of selling...

85% of people have never used AI. So why does everyone act like it's replacing us? In this episode, I sit down with Jean Philippe Arcand, co-founder of Glowtify, to talk about what AI actually does well, where it completely falls short, and why most businesses are using it wrong. We get into the AI hype machine, why the biggest VCs are saying the future of SaaS is service, how Glowtify is buil...

Is AI making your brand messaging better, or just louder? In this episode of the Rectified Podcast, I sit down with communication expert and Aria Consulting founder, Amandine Michaud. As an MBA colleague and seasoned corporate strategist, Amandine explores the shift from "mass content" to "meaningful connection" in a world saturated by ChatGPT and Claude. If you’ve felt the &qu...

Most e-commerce brands pour money into paid ads before their foundation is solid, and that's exactly why they're not converting. In this episode, Sandy sits down with Nora Arzoumanian, Head of E-Commerce at Mobilia, with over two decades of experience scaling e-commerce for product-based brands across multiple industries. Together, they break down what actually drives e-commerce conversions, why e...

What do you do when your brand name feels like a barrier to growth? In today’s episode, I sit down with Tamar Panossian, the visionary behind 57 Végane , to discuss her bold decision to launch Oudélic . Instead of a simple rebrand, Tamar is tackling the "Great Vegan Reset of 2026" head-on by moving away from ultra-processed "faux meats" and introducing a clean, high-protein, pl...

Every product category has a "need" product, the thing people buy on autopilot. Mariela Katz of Nutterie figured out that the real opportunity is in the "I want" product. The one thing people did not know they needed until they saw it. In this episode, she breaks down exactly how she built that strategy into every decision from her packaging to her collaborations to her limited...

⚡️Join The 3R Strategy Workshop & let’s scale your brand together! ➡️ https://learn.rectified.co/3rstrategy Most product founders obsess over cutting costs wherever they can. Olivia Lovenmark did the opposite. She chose the most expensive bottle on the market for Duchess Cocktails, and it became the single biggest reason her brand stood out on shelves. In this episode, she breaks down exactly...

If your product has a great story but your sales don't reflect it, this episode is for you. Alessio Monterosso of Ariana Naturals spent three years in near-zero sales before cracking the code and scaling to 150+ retail stores in under 12 months. He explains the exact moment everything changed and how you can apply the same thinking to your brand. Most founders believe a powerful "why&quot...

In this new episode, we discuss how Kristyn Carriere is using the “Nike” niche strategy for her product brand to go from small to mainstream. Drawing on her experience at global giants like Godiva and Mondelez, Kristin explains why the secret to mass-market appeal often starts with a hyper-focused niche. We break down the "aspirational flywheel", designing for elite endurance athletes to...

In this Rectified podcast episode, Sandy interviews Julian Hattem, founder of Juju’s Protein Snacks, about building a standout protein snack brand in a fast-growing global market projected at $8–$10B.  Julien shares how his career as a personal trainer led him to create better-tasting, clean-label snacks, including Juju’s early protein donuts and the pivot to refrigerated protein cookie dough driv...

How do you take a "fun" idea from a home kitchen to retail shelves across the country? In this episode, I’m joined by Jenny Yu, co-founder of Ohme Foods, a Vancouver-based brand revolutionizing the healthy snack space with freeze-dried innovation. Jenny shares the raw, behind-the-scenes story of how she and her husband pivoted their brand name, bootstrapped their growth while working ful...

Unleash the potential of your physical product brand! Today, we’re doing something a little different. After a poll on Instagram, you asked for more personal content, so I’m sitting in the guest seat! In this episode, I'm being interviewed by my producer, Charles (Speak Up Studio). We’re pulling back the curtain on the journey behind The Rectified Podcast and what it really looks like to build...

What does it actually look like to build a brand in real-time before you even have a product to sell?  In this episode of the Rectified Podcast, Sandy sits down with Martin McNicholl, a former Canadian Armed Forces member and tech entrepreneur who exited his successful cloud solutions company to start a whiskey distillery. Martin is currently in the "waiting period". He’s documenting every step of...

In this first episode of 2026, we’re diving deep into Fashion for Entrepreneurs and the "Invisible Tax" you might be paying if your personal branding isn't on point.  Joining us is fashion entrepreneur Sarah Khatib to break down exactly how your professional grooming—including your outfits, hair, and makeup—directly impacts your ability to land promotions and close high-ticket deals....

Dragons’ Den startup founder Joseph Karam shares how Bello built a smart water dispenser and scaled a product-based hardware business. From Dragons’ Den to market, this episode breaks down the real challenges of building and scaling a startup. In this episode of The Rectified Podcast , host Sandy Dedeian sits down with Joseph Karam , co-founder of Bello , a Dragons’ Den–backed startup reinventing...

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner In this episode of The Rectified Podcast, Sandy reconnects with Lorie Dishoyan — founder of Maison Branding Marketing Agency — for a deep, honest conversation about what’s actually working in marketing today. Lorie walks us through her journey fro...

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Use code RECTIFIED 20 for 25% ➡️  In this episode of The Rectified Podcast, we sit down with Serge Maghalian and Michael Rockwell, the innovative founders of Origen Seawater. They share the fascinating journey behind their product— an organically...

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Use code THANKYOUSANDY for 25% ➡️ https://www.biainili.com/ In this episode of the Rectified Podcast, Sandy is having a discussion with Victoria Arakelyan, and Astrid Sarkissian to discuss their entrepreneurial journeys, focusing on their respecti...

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Use code RECTIFIED for 15% of Torshi ➡️ https://torshi.com/ In this episode of the Rectified Podcast, Sandy Dedeian interviews Metin Mugadam, the general manager of Torshi Foods. They discuss the origins of Torshi, a Persian-style pickle, and how...