Ep 35 - The real 0 → 1 - with yogurt disruptor Kiki (Sourmilk founder)

Yoghurt disruptor Kiki Couchman joins us to share how she build Sourmilk, a gut-healthy Greek yogurt start-up she left a 5-years private equity career to build.If there's a thing you keep daydreaming about building but you're in a 9-5 and you don’t know where to start… this episode is for you.Kiki shares the real 0 to 1: building an audience before you have a product, quitting your job without burning bridges, living off savings, and why you build for your first 10 customers instead of your first 1,000.If you've ever told yourself you'll start once you've got the perfect plan - this episode is going to change your mind.WE COVERHow to stop overengineering your career and follow what's right, right nowHow to build an audience before your product even existsHow to quit a job you love without burning the bridgeHow to build for your first 10 customers, not your first 1,000How to let your product define your marketingCHAPTERS1:06 – Intro + welcome3:36 – From Stanford to private equity to yogurt8:59 – Building an audience before a product11:39 – Quitting the job she loved16:34 – Living off savings for two years18:14 – Build for your first 10 customers32:34 – The cease-and-desist name change39:00 – Her best advice everMY LINKSEllie’s LinkedIn: https://www.linkedin.com/in/elliedewit/Ellie’s IG: https://www.instagram.com/elliedewit_/MOXIE: https://www.getmoxie.ioMOXIE IG: https://www.instagram.com/getmoxie.io/MOXIE TikTok: https://www.tiktok.com/@getmoxie.ioEPISODE LINKSKiki's IG — @CouchWoman: https://www.instagram.com/couchwoman/Sourmilk IG — @GetSourmilk: https://www.instagram.com/getsourmilk/Kiki's LinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/Sourmilk website: https://www.sourmilk.com/