John Elijah Richards is the founder of In God We Must, a lifestyle apparel brand here in Atlanta. We talked with him about growing up around Atlanta, turning his back on the easy path to pursue a life on the road in music, and a battle with his health that was so dire, he had few options but to start a company.

On today’s episode we sit down with Michael Tavani. He’s now been a part of building a few businesses, most notably Scoutmob, a daily-deals site that launched in 2010, and Switchyards Downtown Club, an incubator and co-working space focused on helping turn Atlanta into a hotbed for B to C startups.

Atlanta is full of great small businesses and brands. We are talking to the founders and entrepreneurs that sacrificed it all to build those brands.