https://gethumantra.com/[00:00:00] Welcome to Ecommerce Gold. Today's guest is Charlie from Humantra. The conversation covers building a business, philosophy, zen, creativity, advertising, and branding. Show sponsors are Sendlane and Rewind.[00:08:11] Creativity: Collaborate, question, learn, and succeed.[00:13:37] Illogical thinking led to Red Bull's success.[00:22:54] Constantly adapt, listen to customers, be creative.[00:29:31] Hydration is key for health and wellness.[00:36:29] Importance of electrolytes and hydration for wellbeing.[00:41:30] Continuously improving product, prioritizing taste and usability.[00:46:51] Focus on flavor, broad product offering, small business constraints, customer feedback on sweetness, increasing flavors with new product.[00:55:11] Transitioning from business to brand; brand building, storytelling, packaging. Projects: website redevelopment, brand strategy, packaging. Consistency and continuous improvement are crucial.[00:59:29] Building business and brand for long term.[01:03:59] Dubai business expanding to UK market confidently.[01:12:13] Advocate of one channel, learning digital marketing.[01:19:35] Knowing your numbers is crucial for success. The metrics that matter are CAC to LCB and Cactus LTV.[01:26:36] Hiring is tough, but embrace the unknown.[01:32:12] Creating warrior mentality, finding value in family.[01:34:59] Focus on the here and now.[01:39:52] Appreciative guy talks about his Instagram accounts.On this episode of EcomGold, Charlie and Finn discuss the importance of collaboration and creativity in business. They start by highlighting the example of Bondi Sands and how asking questions can enhance the creative process. They also discuss the success of Burger King's sponsorship of Stevenage in FIFA, emphasizing the importance of thinking outside the box. Throughout the episode, they emphasize the need for open communication, constantly adapting to change, and listening to customers. They also talk about the value of failure and making mistakes in the creative process. The episode features a special guest, Charlie, who promotes a hydration brand called Hydration Sticks. They discuss building a business from scratch, product development, and the importance of proper hydration. In addition, Charlie talks about plans to expand to the UK market and the challenges of brand building. They emphasize the significance of storytelling and brand recognition in the evolving e-commerce landscape. The episode is sponsored by Sendlane and Rewind Overall, the episode covers a range of topics related to creativity, business growth, and the importance of hydration for overall wellness.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford