What happens when you take a simple daily habit like your morning coffee, and supercharge it with performance ingredients, influencer buzz and a Formula One partnership? You get Before You Speak, the Brisbane-based functional coffee brand co-founded by Jaryd Terkelsen. In this episode, Jaryd shares the caffeine-fuelled story behind Before You Speak’s rise from a D2C startup to a global ecommerce brand, now stocked in Woolworths, Ampol, Amazon Australia, and launching into the UAE.

In this episode, we’re covering:

• Why and how functional coffee works
• The shift from D2C to retail and how they landed in Woolies, Ampol & more
• Going global: UAE expansion, Amazon growth, and F1 influence
• Jaryd’s $1.5M lesson in shiny-object syndrome and finding focus
• Subscription, loyalty, and creative hacks that actually moved the needle
• The silky Irish AI ad that crushed Meta acquisition costs

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