From Jitters to Clarity: Building a Functional Coffee Brand That Actually Works | Unconform Founder Yusuf Amanullah

We trace Yusuf’s path from schoolyard hustles to building a functional cold brew that swaps jitters for calm focus. The story spans painful caffeine experiments, tough retail lessons, and the mindset shift from making a product to selling one at a profit. Listen to the story of building Unconform

• early ventures and the itch to build 
• caffeine overload as the spark for a solution 
• cold brew, adaptogens, and nootropics for a smoother hit 
• scrappy R&D, 31 iterations, and crowdfunding proof 
• timing, outreach, and landing Holland and Barrett 
• taking feedback, rebranding for shelf visibility 
• packaging that signals benefit at a glance 
• avoiding ego traps and focusing on sales 
• the real maths of margins and target numbers 
• recommended resources for learning to sell

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If you want to know more about starting a food business, head to www.jgreenwood.com

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