The founders breaking through in the consumer brand world | Founders Code | Episode 6

Harvey Armstrong, co-founder of Prime Time, and Anthony ‘Staz’ Stazicker, co-founder of ThruDark, join Founders Code for a candid conversation about what it really takes to build a successful brand from the ground up. From creating a better-for-you beer brand in one of the world's most competitive consumer markets, to developing high-performance clothing inspired by years of military and Special Forces experience, both founders share the stories, setbacks and decisions that shaped their businesses. Harvey discusses leaving a career at PwC and turning his passion for beer into Prime Time, developing a lower-calorie, lower-carb beer without compromising on taste, and using personal branding and community to help build a challenger brand. Staz explains how his military career and experience of equipment failures in extreme environments inspired ThruDark, why authenticity matters when building a brand, and how lessons from the Special Forces have translated into entrepreneurship. The conversation explores resilience, product development, personal branding, overcoming rejection, surviving the difficult early years of business and the importance of surrounding yourself with the right people. And, in the final Founders Code question, both founders reveal the principle that drives them . . . A fascinating and honest conversation for anyone thinking about starting a business, building a brand or simply understanding what it takes to keep pushing when things get difficult.