As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What Brown has demonstrated, and what every entrepreneur should learn: You must first build trust from customers – making sure they feel heard – before you can educate them about the value of your innovation. Cameos: Chris Paul (professional basketball player).

Read a transcript of this episode at https://mastersofscale.com

Subscribe to the Masters of Scale weekly newsletter at https://mastersofscale.com/subscribe

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.