This week on Help My Small Business, Jane is joined by Sophie Hood, founder of Seoul Tonic, to review Glydelle—an anti-chafing brand created by Kristy.

Right now, Kristy's content is resonating more with other small business owners than with the customers she's actually trying to reach. Jane and Sophie dive into how she can shift gears and build a community that buys, not just supports.

They unpack the importance of brand equity—and how it starts with packaging that makes people feel something. From there, it’s all about getting the product into people’s hands—using strategies like mass gifting, user-generated content, and real, organic reviews to build buzz. Sophie and Jane also talk about the importance of making your content work hard—leaning into humour, strong visual hooks, and relatable use-cases to stop the scroll and actually drive action.

They explore why having a clear expansion roadmap is crucial, even in the early stages—and how to learn from what your competitors are doing right (and wrong). Because it’s not just about the next product, it’s about building a brand that can grow with purpose.

If you’ve got a good product but it’s not gaining traction yet, this episode is packed with practical, founder-tested strategies to try today.

Connect with us:

Follow The Lazy CEO podcast on Instagram: @thelazyceo_podcast

Stay updated with our host, Jane Lu: @thelazyceo

Follow Sophie Hood: @sophiehood1

Follow Seoul Tonic: @seoul.tonic

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