In this engaging conversation, Samuel Anderson and Adam Smith welcome attorney Roger Lee, who specializes in legal matters for consumer packaged goods (CPG) companies. Roger shares his journey from working in renewable energy to becoming a partner at a law firm that supports entrepreneurs in the CPG space. The discussion covers the importance of legal advice for startups, common pitfalls in business partnerships, trademark protection, and the intricacies of mergers and acquisitions. Roger emphasizes the need for early legal consultation and the value of building brand equity while navigating the complexities of the legal landscape. In this conversation, the speakers delve into the intricacies of business sales, the importance of storytelling in attracting buyers, and the challenges of raising funds for startups. They discuss the differences between bootstrapping and seeking external capital, emphasizing the necessity of legal protections for new businesses. The conversation also highlights the value of startup packages that provide essential legal documents at a reasonable cost, and the significance of building long-term relationships with service providers. Finally, they touch on the power of brand storytelling in establishing a strong market presence.