PerfectTed’s £30m Brand Building Secrets Revealed in 46 Minutes

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Aug 18, 2025

Discover how to build a £30m brand in just three years by embracing messiness and constant feedback. Learn why the founder rejects traditional advice about competition and instead champions authenticity. Explore the power of in-person engagement, the importance of a bold vision, and the value of data in driving brand strategies. Unpack the art of cultivating trust, especially in foreign markets like Japan, and dive into the lessons of failure as a path to growth. It's all about the grit and good vibes!

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INSIGHT

Growth Is Messy, Not Broken

Growth is messy and chaotic, not a sign you are doing things badly.
Innovative companies must write their own playbook and accept the pain of doing it first time.

ANECDOTE

No F&B Background, Brutal Learning Curve

PerfectTed had no food & beverage background and repeatedly learned by painful, practical mistakes.
They persisted through unanswered emails and risks until marketing and luck prevented delisting.

ADVICE

Get In The Tesco Basement Yourself

Do not rely on desk sales; get into stores and physically ensure availability.
If product is not on shelf it will not sell, so commit founders to field merchandising.

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how to build a £30m brand in 3 years…

you have to think differently

…to build £30m brand in 3 year

you must ignore Stephen Bartlett’s advice

…to build a £30 million brand in 3 years

Bartlett says go after RedBull

Create an enemy.

David vs. Goliath

Stand against something.

Teddie disagrees.

PerfectTed don’t go after Red Bull

PerfectTed are contrarian and unique without slagging off competitors

Teddie’s built Big Green Monster fuelled by matcha, grit and good vibes

Total honour to sit with Teddie at Bread & Jam couple weeks ago

SOOO much fucking FIREEEEE in this BRO!!!

the episode:

£30m Brand Building Secrets Revealed in 46 Minutes - PerfectTed founder

ON THE MENU:

Why Fast Growth is NOT clean. Embrace messy. Messy = Growth.
Why business a series of missiles pointed at your head every single day. Embrace pain.
Why Founders MUST be agile and persistent to the point of annoyance…”try literally everything and something will stick”
REMEMBER: Grocery Sales doesn’t happen from behind a computer screen… founders get in the Tesco basement now
You may have the best marketing in the world… but if you don’t spend 99.9% of your time in the basement of Tesco stores you’ll fail
Customer Feedback Inversion Rule: why did you NOT pick up our product > why you did pick up our product
The Subtle Art of Self Belief: Never underestimate the power of YOU
Why you need a big bold vision BUT you must tailor your pitch to each individual retailer
Japanese Hidden Business Wisdom: why every team member should shake every person who ever walks into the office
Why indies are waste of time for small brands… “back yourself and go for the big retailer from the jump”
Eating the frog + never bury your head in the sand about people problems…”you’ll do more damage to your business doing nothing”
The Aldi Allergy: Why PerfecTed will never incentivise their sales team on commission
PerfectTed LinkedIn Strategy: Why Employee Generated Content (EGC) = MILLIONS of FREE impressions a month
The RedBull Riddle: Never slag off your competitors… it looks so NAFF
ALWAYS hire 6 -12 months ahead of the curve…never be left thinking “I wish I hired that person sooner”