This episode is brought to you by Sendlane.   Arthur says, “I think part of the entrepreneurial journey in our country is that everyone thinks it is so damn easy. The success stories we’ve read about. The billion dollar exits that are so far and few between. I think it's disillusioning when they see that, because this is a blood, sweat and tears industry to build something.”   Today, we interview Arthur Gallego, CEO of Gallego & Co Marketing and a 2023 SKU Mentor. Arthur is the preeminent Food & Beverage marketing expert and has worked with clients such as OLIPOP, Health-Ade Kombucha, Vita Coco, Flow Spring Water, LifeAid, BulletProof 360, CANN, Hop WTR, Chomps, Vervet and more.    We discussed 3 major topics: 1) Why an Accelerator?, 2) Entrepreneurial Psychology, and 3) What to look at Expo West 2023   * What is SKU? * Difference between incubator and accelerator * What Arthur likes about SKU * The SKU 2023 Track * SKU vetting process * What makes a good accelerator? * What the SKU process looks like? * Entrepreneurship Psychology, including single mindedness, Shark Tank Affect and more * How to become more emotionally aware as an entrepreneur * Going to Expo West 2023 * Trends to look for at Expo West and in Food & Beverage * And so much more…   Join Ramon Vela and Arthur Gallego as we break down the inside story of Gallego & Co Marketing and a 2023 SKU Mentor on The Story of a Brand.   For more on Gallego & Co., visit: https://www.gallegoandco.com/ For more on SKU, visit: https://sku.is/   Subscribe and listen to the podcast on all major apps. Simply search for “The Story of a Brand” on your favorite podcast player.   *   This episode is brought to you by Sendlane.   Alright, guys, here’s the deal: I have a gift for you from our primary sponsor — Sendlane. They’re giving away their online course eCommerce Academy - Email & SMS Marketing!   This course gives you the step-by-step playbook to drive more revenue and retention with email & SMS. This is typically a $500 package, but for our listeners, it’s entirely FREE when you get started with your FREE 14-day trial of Sendlane.    When you do, chat with their support team and let them know you’re one of our listeners to get full access to hours of course content that will help you make email marketing your #1 growth engine.   Visit https://storybrandgift.com to get the details, sign up for a free trial and get your gift!