The Business of Better

Smita suffered from excruciating endometriosis pain. After being told the "cure" was stopping her menstruation, she decided to find another way.

She discovered a natural protocol that eliminated her endometriosis — and went on to have a daughter.

After years of research, she turned that protocol into a product to help others do the same.

Men & women's reproductive health: aayuscience.com

Most people don’t actually crave alcohol… they crave a shift in how they feel.

After a long day, it’s about unwinding, quieting the mind, and feeling more relaxed, present, and connected. But more and more people are starting to realize that alcohol comes with tradeoffs that just aren't worth it anymore.

So what are we really looking for when we reach for a drink?
And is there a better way to get there?

In this episode, I’m joined by Gabriel and Isabella, co-founders of Osia, a modern non-alcoholic mood beverage brand. We dive into the idea of “state shifts” and how certain plants, herbs, and compounds can actually support relaxation and mood—without the negative side effects of alcohol.

If you’ve been looking for a way to truly unwind without compromising your health, this episode will challenge how you think about what you’re reaching for—and why.

Learn more about Osia ~ drinkosia.com 

Why are sugar cravings so hard to control — even when you know better?

Sugar cravings are one of the hardest habits to break. Most people know they should cut back, but when that craving hits, logic goes out the window — and suddenly one bite turns into the whole dessert.

In this episode, we break down why sugar cravings happen, what’s actually going on in the brain, and how to stop sugar cravings instantly without relying on willpower.

I sit down with the co-founder of CraveX, a functional gum designed to neutralize sweet taste and interrupt sugar cravings in real time. Instead of replacing the habit with “healthier” alternatives, CraveX takes a completely different approach — helping you rewire your brain’s reward system and reduce sugar cravings at the source.

You’ll learn:

•  How to stop sugar cravings fast (even in the moment) 
•  Why sugar cravings feel so hard to control 
•  The connection between dopamine, habits, and sugar addiction 
•  Why “healthy sweets” don’t actually fix cravings 
•  How to reduce sugar cravings naturally without extreme dieting 

If you’ve ever struggled with sugar addiction, late-night sweet cravings, or constantly reaching for snacks, this episode will change how you think about cravings — and give you a practical way to take control.

If your caffeine gives you energy… but makes you feel worse after, you’re not alone.

I got to a point where my usual beverage of choice wasn't making me feel better… it was making me feel worse.

Jitters. Crashes. Digestive issues. That wired-but-off feeling.

So I started looking for a better alternative — and found Zest Tea.

I had to bring on the founder, James Fayal, to break down how Zest was built to deliver a completely different kind of energy experience — combining high caffeine (135–150mg) with naturally occurring L-theanine to create focus without the internal chaos.

We talk about the shift happening in how people think about energy, and why more consumers are moving away from traditional caffeine experiences that come with unwanted side effects.

If your energy has ever felt like it’s working against you, this will change how you think about it.

Most founders think customers buy based on logic.

They don’t.

In this episode, we break down what actually drives buying decisions - and why up to 95% of them happen below conscious awareness.

I’m joined by Chelsea Burns, also known as The Marketing Psychologist™, who combines nearly two decades of marketing experience with a Master’s in Applied Psychology to help brands grow through ethical, human-centered strategy.

We dive into the real psychology behind consumer behavior - not surface-level tactics, but the deeper drivers of identity, emotion, and belonging that influence whether someone says yes to your product… or ignores it completely.

You’ll learn:

• Why customers aren’t buying your product - they’re buying the transformation it offers
• The difference between ethical influence and manipulative marketing (and why it matters)
• How subconscious identity actually drives purchasing decisions
• What makes someone feel safe enough to say yes to your brand

Connect with Chelsea:
LinkedIn: https://www.linkedin.com/in/chelseaburns26/
Website: https://www.the-marketing-psychologist.com/

What makes us actually stop and pay attention to a brand?

In the world of beauty and wellness products, packaging is often the first thing that captures a consumer’s attention. Before someone reads ingredients or understands the benefits, they are already forming a judgment based on design, color, and brand presentation.

In this episode of The Business of Better, I sit down with Lilian Santini, Founder & Director of The Copper Portico, to explore the psychology behind beauty and wellness packaging and why it plays such a critical role in building trust with customers.

We discuss:

 • How packaging influences the emotional buying brain
 • The layers of branding that create a visually cohesive brand identity
 • The design details that signal trust in a buyer’s mind
 • Common packaging mistakes founders make — and how to avoid them

This conversation is packed with valuable insights, whether you're launching a new brand or have been on the market for years. Lilian also specializes in revamping and elevating existing product packaging.

Connect with Lilian Santini

LinkedIn
 https://www.linkedin.com/in/liliansantini/

Website
 https://thecopperportico.com/

Probiotics have become one of the most popular wellness products in the world, but most people still don’t understand how they actually work in the microbiome.

In this episode of The Business of Better, I’m joined by Dr. Bilal Ahmed, cardiologist and co-founder of Lylah Health, a microbiome-focused supplement designed to support both gut and heart health in one daily drink.

Did you know the human body contains more bacterial cells than human cells? In many ways, we’re less “human” than we think — and more like a complex ecosystem of microbes.

Despite how critical these microbes are to our health, we’re still only beginning to understand how to properly support them.

Many people eat healthy, exercise regularly, and still struggle with health issues that may actually stem from imbalances in the gut microbiome.

So how do we take care of the bacteria that help take care of us?

In this conversation, we explore the science of the microbiome, why gut health is becoming a key frontier in wellness, and what most people still misunderstand about probiotics.

What happens when a founder turns a personal health challenge into a brand that customers deeply trust?

In this episode, I sit down with Julia Giatrelis, founder of Julia’s Faves and the movement Gluten Freedom for All. After being diagnosed with Celiac disease, Julia experienced firsthand how stressful and overwhelming it was to find safe, enjoyable gluten-free snacks. Instead of accepting the frustration, she decided to change it.

What began as a personal struggle evolved into a mission-driven brand designed to give the gluten-free community more options — and peace of mind.

We discuss how her product offering has been shaped (and continues to evolve) through actively listening to customer feedback, and why leaning into personal branding became a powerful strategy for building trust and connection in a sensitive category like gluten-free foods.

Learn more about Julia’s Faves here:
 Website: https://glutenfreedomforall.com/

Nicotine and energy drinks promise focus and drive - but at what cost?

In this episode, I’m joined by NECTR co-founders Oskar Klaveback, Jared Martin, and Brett Martin to break down a healthier alternative for people who want clean energy, calm focus, and control over their habits - without the crash, jitters, or dependency.

They share powerful stories of customers who had been addicted to nicotine and stimulants for decades and were able to quit using NECTR, offering real insight into what helps people break long-standing habit loops.

We also talk about why so many people rely on stimulants in the first place, what supports sustainable energy and focus, and how NECTR fits into the broader shift toward healthier habits and more intentional, nervous-system-friendly performance.

If you enjoyed this episode, feel free to share it with someone who’s been looking for a healthier approach to energy. 

Welcome to The Business of Better,  the wellness podcast built on one truth:
Brands win when they deeply understand their customers.

We break down how wellness CPG companies shape their products, messaging, and retention strategies around the humans they serve.

Each episode uncovers the customer journey and what brands are doing to deliver unforgettable experiences, earn trust, and turn buyers into raving fans.