Paul Lagerstedt, founder of ALKAA, shares how a personal question about his own physical reactions to alcohol became a multiyear journey of testing, laboratory validation, product development, and category creation.

This conversation explores founder courage, imposter syndrome, product proof, mindful drinking, and the harder challenge of helping people trust something they have never seen before.

Episode Summary

Paul Lagerstedt did not begin with a plan to create a company.

He began with a physical pattern he could not explain.

Instead of accepting the usual advice, he approached the problem like a mechanic and began investigating what was happening inside the drink itself. That curiosity eventually led to ALKAA, a patented product built around the concept of treating the drink rather than the body.

Paul and Michael discuss experimentation, founder fear, self-trust, product validation, category creation, and why earning trust can be more difficult than developing the product.

Content Note

This episode discusses alcohol and drinking wellness. It does not encourage excessive alcohol use and is not medical advice. Individual responses to alcohol vary, and listeners should consult a qualified healthcare professional regarding personal health concerns, medications, allergies, or alcohol use.