122 | Love & Money: Value Chains, Investment Decks and the 95% Who Aren't Buying Yet with Maurice Doyle

Maurice and I dive deep into the uncomfortable truths about brand building that most people dance around. We start with his killer insight: 95% of your target market isn't buying your category right now, so what do you do about that? Through war stories from Hendrick's (which took 10 years of faith before showing data-driven success) and Monkey Shoulder (almost killed until the team saw 30-year-younger drinkers going drinking it), we explore why timing beats tactics every time.

The conversation gets real about money, not the sexy fundraising decks, but the unsexy plumbing like understanding your value chain where the gap between gross and net pricing is often bigger than your entire A&P budget. Maurice drops his "love and money" framework and we tackle the elephant in every room: how founders pitch exits while asking for investment, spread themselves across 20+ countries while selling 80% in three, and mistake motion for momentum. Plus, I share my Greek vs Roman cities analogy that perfectly captures why beautiful marketing without operational excellence is like building on sand. This is the episode where theory meets the trenches.

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations.

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