Ashwinn Krishnaswamy is the co-founder of Oklahoma Smokes and Sunpowder, and one of the most thoughtful brand minds in the game. In this episode, we talk about what it actually takes to build a brand that lasts, why most early-stage founders waste money on paid ads, and how a run-in with the cops turned into a story worth telling.

He breaks down why identity matters more than aesthetics, why performance marketing is often a trap, and how to build cultural relevance from day one. If you care about brand, distribution, or just want to hear how a wellness founder ended up in handcuffs, this one’s for you.