Gardar Stefansson is the co-founder and CEO of GOOD GOOD, a no-added-sugar jam and spread brand born in Iceland, a country of 350,000 people. He'd grown up watching his aunt with diabetes work through sugar-free food that tasted terrible, never forgot it, and after exiting a salt company and a stevia sweetener venture that didn't pan out, he made the first batch of strawberry jam in his kitchen with his aunt's help. Iceland became the test market in 2016. Today GOOD GOOD is in roughly 10,000 stores across the US and 36 countries.

In this episode we get into:

• The wager that put the CEO in a strawberry jar suit

• Beating the goal in ten days and turning it into a habit

• Running Atlanta two weeks after Austin on dead legs

• No one too important to do the job

• Always an entrepreneur, even on a truck to Costco

• Hiring as a conversation, starting with the karaoke song

• Forced to think about scale from day one

• The cost of going into too many chains too fast

• Catching the signs earlier than he used to

• A weekly co-founder call with no agenda

• Why partnerships need friction

• The belief he's let go of: that it gets easier

• What he protects every night, no matter the time zone

More:

• Find GOOD GOOD: goodgoodbrand.com

• Read Lucas' deep dive on takeaways from this episode here