"The idea that got you excited is probably what will excite everyone else. Don’t lose that."

In this episode Ruth chats with Olly Dixon, co-founder of premium soda brand Something & Nothing, about building a brand that’s both creatively uncompromising and commercially smart.

Olly shares how a background in culture, music, and branding led to a category-defying drinks brand, why they ignored the rules of soft drink development, and how an obsession with quality, flavour, and design helped them stand out in one of the world’s most competitive categories.

Expect honest takes on scaling in the US, resisting trend-chasing, and why doing less (but better) can be your best growth strategy.

We cover:

• What sparked the idea for a grown-up soft drink
• The accidental ( ...