Despite the success of Adidas and Puma, companies that established themselves as two of the world's most dominant sportswear brands, the brothers' conflict was never resolved. Even in death, they would be divided, with the brothers' graves situated at the opposite ends of the main Herzogenaurach cemetery.

"You don't have a business unless you have a reasonable margin to play with. Without a good margin, you can't surprise and delight your customers, invest in growth or hire exceptional people. We learnt that without a healthy margin, you don't have a business model that works. So we make sure our customers respect that we make a high-quality product and need to charge a fair amount for it." - Dan Mrray-Serter

Nothing is more exciting for a startup and scaleup founder than an order. More than a dopamine hit, if your customers are B2B, these orders are often substantial and can make a tough week a great week.

Hence as a founder, I know how hard it is to turn orders down. However, it is sometimes the right thing to do.

“We would never have considered the product without the community, and vice versa. We saw it as a holistic offering”, Tom Stancliffe, co-founder of Tribe.

Tribe is a business from a boy’s own story, their founders run thousands of miles, traversing though deserts, climbing up volcanos, crossing oceans, rivers and borders. All the while powered on by a mission to end modern-day slavery and child trafficking. To do this they have created a community of people to share in the journey and in turn, built a sports nutrition business to serve this community.

"You have to get your brand, product and service spot on and if you still have to rely on paid-for acquisition, you are going to run into problems", Lucas London, CEO and Co-Founder of Lick

Lick launched in 2020 as a multi-product, multi-region, omnichannel, DTC and B2B company. If it sounds ambitious that is because it is, and it is what it is, according to its founders Lucas and Sam, as it is the only way it can succeed.