For Your Own Good › Episode 122
You Don't Need Credibility To Build A Brand | Kiki Couchman
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About this episode
What happens when you trade a Private Equity career for a fridge full of probiotics? In this episode, I sit down with Kiki Couchman, the founder of Sour Milk, to uncover the raw, unpolished reality of launching a CPG brand in NYC. From getting hit with a sudden cease & desist to selling out 1,500 units via bike delivery, we dive into how to build a community-first brand without the pressure of VC funding. Whether you're a founder or just curious about what it takes to disrupt the "Big Dairy" aisle, this conversation is packed with actionable lessons on ruthless prioritization, creator-led growth, and why sometimes, the best marketing is just showing the truth. Sixth Summit: Join the waitlist at https://www.sixthsummit.io/hackathon use the code FYOG Lodgify: Use code FYOG60 for 60% off until June 30,2026. https://www.lodgify.com/pricing/?utm_source=podc Kassidy Warren https://www.instagram.com/kassidy.warren Kiki Couchman https://www.instagram.com/couchwoman/ Watch #ForYourOwnGood on YouTube https://www.youtube.com/@KassidyWarren
The systems behind these conversations — the deal underwriting, the tax strategy, the operators doing it live — are in Escape Velocity.