The Rectified Podcast

How do you spend $1.4 million on a product that isn't even on the market yet, and still have customers paying in full a year before it ships?

In this episode, I sit down with George Korkejian, co-founder and COO of Rozvelt, the Montreal brand behind the Vektr, a premium breath-filtration wearable for hunting, wildlife photography, and soon defense. George spent a decade on the other side of the table, investing in startups through a VC fund and running an accelerator, before finally taking his own advice and building a company himself.

We get into what $1.4M actually buys before a hardware product ever hits the market, how they validated a product nobody knew they needed, why they called every single pre-order customer to ask why they bought, and the full story behind their Dans l'oeil du dragon deal, including why they skipped the bunker and countered a dragon with a royalty deal on the spot.

FREE LIVE WORKSHOP — August 20: I'm walking you through the 3R Strategy, the exact framework I use with my private clients to help product brands break through their growth plateau. 90 minutes, live on Zoom, kept small so you can ask your questions. Save your spot: [insert link]

Rozvelt’s Website: https://www.rozvelt.com/

Rozvelt on Instagram: https://www.instagram.com/rozveltofficial/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters: 

02:39 Scent Control Outdoors

07:37 Origin Story Hunting

14:53 Why Hardware Costs

21:28 Premium Pricing Logic

25:35 Dragon Show Journey

31:22 After Airing Growth

35:00 Grit And Burnout

39:09 Taking Chances Finale

The energy drink aisle is one of the most saturated categories in retail — dominated by billion-dollar brands with decades of shelf space locked up. So how do you launch a new brand into that and actually win?

In this episode, I sit down with Jean-Olivier Campion, co-founder of Mana, a yerba mate energy brand that broke into IGA, Sobeys, Metro, Avril, and Lufa Farms across Quebec, Ontario, and BC — built by a five-person, no-office team with zero background in the beverage industry.

We get into how a bootstrapped team went from zero to 100+ retail accounts in eight weeks, what it actually takes to pitch a major grocery chain, why they walked away from paid ads after realizing they needed an 11x return just to break even, and how they navigate one of the toughest parts of retail: fighting for (and keeping) shelf space.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Mana’s Website: https://en.manayerbamate.com/

Mana on Instagram: https://www.instagram.com/manayerbamate/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters: 

00:00 Launching In Saturation

02:17 David Versus Goliath

09:14 Taste Test And Branding

17:53 Shelf Space Battles

22:03 Quebec Energy Drink Ban

24:31 Rapid Fire Questions

29:19 Signature Cocktail Recipe

35:19 Remote Work Loneliness

41:08 Final Wrap Up

What do the most successful product brand founders all have in common? After hosting 100 episodes of The Rectified Podcast, I started noticing the same patterns showing up over and over again, no matter the product, no matter the industry.

In this special solo episode, I'm breaking down the 5 biggest lessons my guests taught me about building and scaling a product brand. From the moment that changes everything (your first real customer) to the hard truth about resilience that most founders don't want to hear.

In this episode, you'll learn:

• Why your first customer who isn't family or a friend matters more than you think

• The one thing every founder who scaled had around them

• Why starting before you're ready is not reckless — it's the only way

• How your personal story becomes your biggest competitive advantage

• Why resilience without a plan will still kill your business

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Rectified Founders Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

0:00 — Intro: 100 Episodes Later

3:30 — Your First Real Customer Changes Everything

9:00 — You Can't Do This Alone

15:00 — Start Before You're Ready

21:00 — Your Personal Story IS Your Brand

27:00 — Resilience Without a Plan Will Still Kill Your Business

33:00 — Recap & What's Next

Allan Glenfield spotted a gap that every Canadian meat lover knows: the best snack brands don't ship here. So he built one, starting with one SKU, no operations background, and a "worst case I eat a lot of meat sticks" attitude.

In this episode, we get into how he validated the idea before spending a dollar on production, why he's actively turning down retail offers, the hidden cost that almost derailed the business, and how he's positioning Chuck as the family-friendly alternative in a category dominated by gas station brands.

If you're building a physical product brand, this one's worth your time.

Topics covered:

• How to validate a physical product before manufacturing

• D2C vs. retail — and why the wrong choice can kill your cash flow

• Amazon's dirty secret for new brands

• Family-friendly vs. fitness positioning: did it hurt or help?

• Working capital traps no one talks about

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Chuck’s Website: https://eatchuck.com/Chuck on Instagram: https://www.instagram.com/eatchuck/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters: 

00:00 Welcome and Guest Intro

00:22 Why Make Chuck

03:26 Validating Demand Fast

07:01 Launching D2C and Amazon

09:19 Retail Expansion Caution

10:22 Hidden Costs and Cash Flow

12:01 Marketing Shift and Positioning

17:25 Social Channels and Content

19:28 Email and Retention Plans

20:19 Rapid Fire Founder QandA

He built one of Canada's fastest-growing mattress brands, scaled to $15M during the pandemic, and just went through an acquisition. 

In this episode, Jeremiah Curvers, founder of Polysleep, breaks down exactly how he did it, from guerrilla marketing tactics in Montreal to a full retail strategy, and what every product founder needs to understand about brand trust before spending a dollar on ads.

This one is a masterclass.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Polysleep’s Website: https://polysleep.ca/

Polysleep on Instagram: https://www.instagram.com/poly_sleep/

Jeremiah on LinkedIn: https://www.linkedin.com/in/jeremiahcurvers/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters:

01:28 Injury Sparks Idea

05:25 Branding and Virality

09:00 Pandemic to Exit

13:05 Exit Mindset Shift

17:43 Life After Acquisition

25:11 Marketing Today

31:45 Omnichannel Storytelling

35:01 Email Life Moments

38:13 Founder Trust Playbook

41:55 Rapid Fire Takeaways

What does it actually take to get a Dragon to invest in your product? Georges Karam has spent 7 seasons on Dans l'oeil du dragon (the Quebec version of Dragon's Den) and is one of the sharks on Shark Tank Lebanon's first season. He's seen hundreds of pitches — and turned most of them down.

In this episode, Georges breaks down what makes him lean in or check out, the #1 mistake founders make in their pitch, why your first impression matters more than your financials, the difference between red ocean and blue ocean strategy for product brands, and why resilience without a financial plan will still kill your business.

Georges also gets real about arrogance, staying grounded after success, and why there's no shortcut to building a solid foundation.

Whether you're preparing to pitch investors or just trying to scale your product business past a plateau, this one's for you.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Georges’ Website: https://georgeskaram.ca/

Georges on Instagram: https://www.instagram.com/georgeskaram.one/

Get Georges’ Book: https://amzn.to/4uWFKBc

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters:

0:00 — Intro

1:12 — From Lebanon to Montreal

10:42 — Success without arrogance

19:24 — Are entrepreneurs born or made?

27:00 — What a Dragon looks for in a pitch

34:30 — Advice for product founders

In this solo episode, I share the 3R framework, the exact system I use with clients for their product brand strategy. This masterclass will provide actionable business tactics to grow your business and help with scaling brands, positioning them as leaders. Learn how to refine your business strategy and enhance your branding for sustained success.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters: 

00:33 Three R Framework Overview

01:08 Revamp Brand Psyche

03:36 Reshape Growth Strategy

06:09 Reach Audience Growth

08:27 Find Your Weakest R

09:03 Free Diagnostic Next Steps

If you're a product brand and you're not on Amazon yet, you're leaving money on the table. In this episode, I sit down with Michael Maher, founder of Cartology, to break down exactly what it takes to launch, advertise, and win on Amazon — from choosing between 1P and 3P, to the ad strategy most brands get completely wrong, to what AI (hello, Rufus) could mean for the future of selling on the platform.

⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Cartology Website: https://thinkcartology.com/

Cartology on Instagram: https://www.instagram.com/thinkcartology/

Cartology on LinkedIn: linkedin.com/company/cartology/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters:

3:15 — Why your brand needs to be on Amazon in 2026

8:00 — 1P vs 3P: Which model should you choose?

13:20 — Do you need Amazon ads or can you grow organically?

19:00 — Optimizing your product listing (images, copy, A+ content)

23:30 — What to expect in your first 30–60 days

25:40 — The pricing trap that kills your buy box

27:50 — Does Amazon buy Google Shopping ads?

29:30 — The #1 mistake brands make on Amazon

32:00 — AI, Rufus, and predictions for 2027

36:00 — Why you shouldn't build Amazon in-house

85% of people have never used AI. So why does everyone act like it's replacing us? In this episode, I sit down with Jean Philippe Arcand, co-founder of Glowtify, to talk about what AI actually does well, where it completely falls short, and why most businesses are using it wrong.We get into the AI hype machine, why the biggest VCs are saying the future of SaaS is service, how Glowtify is building full marketing functions for companies that don't have one, and where we need to draw the line with AI before it stops us from thinking for ourselves.⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerGlowtify Website: https://glowtify.com/ Glowtify on Instagram: https://www.instagram.com/glowtify.app/Glowtify on LinkedIn: https://www.linkedin.com/company/glowtify/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters:00:44 What Glowtify Does05:39 AI Bubble And Adoption Reality15:39 Future Of SaaS Is Service22:24 Democratizing Marketing With AI33:26 Will AI Replace Us40:57 Entrepreneur Mindset With AI42:51 AI Traps and Guardrails

Is AI making your brand messaging better, or just louder?

In this episode of the Rectified Podcast, I sit down with communication expert and Aria Consulting founder, Amandine Michaud. As an MBA colleague and seasoned corporate strategist, Amandine explores the shift from "mass content" to "meaningful connection" in a world saturated by ChatGPT and Claude.

If you’ve felt the "AI fatigue" on LinkedIn or struggle to keep your brand's voice authentic while using new tools, this conversation is for you. We dive deep into why the most successful brands of the future won't be the ones with the best prompts, but the ones with the most human hearts.

⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you’ll discover if you need to Revamp, Reshape, or Reach ➡️https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Aria Consulting’s Website: https://www.ariaco.com/

Aria Consulting on Instagram: https://www.instagram.com/ariaconseils/

Amandine on LinkedIn: https://www.linkedin.com/in/amandinemichaud/

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

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

Chapters:

00:00 – Intro: Meet Amandine Michaud.

04:30 – From Pianist to Communication Consultant: The art of connection.

09:15 – Why big brands struggle with clarity (and how to find yours).

14:00 – The "LinkedIn AI Pattern" and why it’s killing engagement.

19:45 – How to use AI for brainstorming without losing your "voice."

25:30 – The ROI of authenticity: Why being yourself is more efficient.

32:00 – Predictions for the next 5 years: Analog vs. Digital.