The Rectified Podcast

Sandy Dedeian
  • 5.0 (3)
  • MARKETING
  • UPDATED MONTHLY

The Rectified Podcast is the go-to resource for founders navigating the complexities of Direct-to-Consumer (D2C), e-commerce, and retail brands. We dive into real conversations with fellow founders and experts who share authentic insights to help you scale your business with clarity. Join us to gain actionable strategies on: ✅ Scaling E-commerce, D2C & Retail operations ✅ Modern Brand Building across online and physical channels ✅ Social media & content strategies that drive traffic and conversions Hit FOLLOW to get actionable insights every week & turn your vision into a profitable reality!

  1. 14H AGO

    #86 How Juju’s Built Keto Protein Cookie Dough in a Crowded CPG Market

    In this Rectified podcast episode, Sandy interviews Julian Hattem, founder of Juju’s Protein Snacks, about building a standout protein snack brand in a fast-growing global market projected at $8–$10B.  Julien shares how his career as a personal trainer led him to create better-tasting, clean-label snacks, including Juju’s early protein donuts and the pivot to refrigerated protein cookie dough driven by customer demand and nostalgia.  He explains product formulation priorities—clean ingredients, strong macros, 24g protein per tub, low sugar (about 3g), keto-friendly net carbs, and sweeteners like honey and monk fruit—plus the strategy behind bright, playful packaging to stand out in refrigerated cases.  The conversation covers launching a freeze-dried version for 18–24 month shelf life and easier portability, retailer growth from Popeye’s Supplements to Metro, and upcoming expansion to Super C.  Hattem also discusses CPG fundamentals such as the importance of team, margins, accounting, managing refrigerated logistics, raising capital through partners who believe in the product, handling manufacturing and formulation mistakes, delegating social media to his brother, and scaling carefully one account at a time while staying calm and operating in solution mode. ⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist ⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Juju’s Protein Snack on Instagram: https://www.instagram.com/jujusproteinsnacks/ 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 Protein Snacks Boom + Meet Juju’s Founder Julian Hattem 01:40 From Personal Trainer to CPG Leap: Shutting Down the Gym 05:56 New Innovation: Freeze-Dried Cookie Dough Bites for Shelf Stability 10:22 Clean Macros Breakdown: Keto-Friendly, Low Sugar, High Protein 14:24 Branding That Pops: Fun Colors, 2-Second Hook & Clean Label Trust 18:27 Surviving CPG: Team, Margins, and Scaling Without Going Broke 20:36 First Retail Wins: Popeye’s, IGA, Metro—and Getting Buyers to Call You 25:56 Freeze-Dried Pivot: Shelf-Stable Snacking & New Tech 32:05 Founder Mindset: Staying Calm, Managing Cash Flow & Clean Accounting 39:13 The Volume Game: Margins, Manufacturing Costs & Co-Packer Tradeoffs 43:06 Final Takeaways: Belief, Plan, Team, and Relentless Action

    45 min

  2. FEB 13

    #85 Scaling Your CPG Brand: How Innovation Helps You Position Yourself in the Market

    How do you take a "fun" idea from a home kitchen to retail shelves across the country? In this episode, I’m joined by Jenny Yu, co-founder of Ohme Foods, a Vancouver-based brand revolutionizing the healthy snack space with freeze-dried innovation. Jenny shares the raw, behind-the-scenes story of how she and her husband pivoted their brand name, bootstrapped their growth while working full-time jobs, and navigated the steep learning curve of retail expansion. If you are a product founder wondering how to balance "on-trend" innovation with the strict financial realities of CPG, this conversation is a masterclass in resilience and strategic agility. The "Accidental" Business: How a New Year’s resolution and a message from a local cafe turned a weekend hobby into a wholesale brand. The Rebranding Mistake: Why Jenny changed her company name from "Oatme" to "Ohme" and the importance of avoiding confusing brand names for retail success. Bootstrapping Strategy: Why they chose not to quit their day jobs immediately and how that financial safety net allowed them to reinvest in the brand. The Realities of Retail: Navigating the "hardest part" of business—figuring out pricing, margins, and the cost of goods sold (COGS). Innovation & Trends: How Ohme stays relevant by combining "cool ideas" with massive market trends like protein and probiotics. Don’t forget to SUBSCRIBE for more deep dives into the strategy behind successful product brands. ⚡️Join the waitlist to be notified about our monthly workshops ➡️https://learn.rectified.co/2026-workshop-waitlist   ⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Ohme’s Website: https://www.ohmefoods.com/ Ohme on Instagram: https://www.instagram.com/ohmefoods Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ ⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters:  00:00 Introduction to Omi Foods 03:12 The Journey of Health and Wellness 06:16 Evolution of Omi Foods 09:03 Challenges in the Food Industry 12:11 Funding and Financial Strategies 15:13 Innovation and Product Development 17:20 Creating a Joyful Brand Identity 20:18 Omnichannel Marketing Strategies 24:36 The Power of Customer Connection 27:08 The Benefits of Co-Founding 29:09 Personal Growth Through Entrepreneurship

    31 min

  3. FEB 6

    #84 Interviewed by my producer: D2C, Scaling & Resilience

    Unleash the potential of your physical product brand! Today, we’re doing something a little different. After a poll on Instagram, you asked for more personal content, so I’m sitting in the guest seat! In this episode, I'm being interviewed by my producer, Charles (Speak Up Studio). We’re pulling back the curtain on the journey behind The Rectified Podcast and what it really looks like to build a brand in today’s Direct-to-Consumer (D2C) and retail landscape. We’re diving into: Family Business Lessons: What I learned working with my father for 11 years. The Lebanese Touch: How resilience and navigating uncertainty shaped my business. Why Product Brands? The reason I focused my strategy on physical goods over services. Founder Mindset: The truth about the "entrepreneurial rollercoaster" and cash flow. The Future of Rectified: My new founder community and upcoming workshops. Stop the "trial and error" cycle. SUBSCRIBE to get actionable insights every week and turn your vision into a scalable, profitable reality. Join the Journey: Free Founder Community: community.rectified.co/scalepartner Workshop Waitlist: https://learn.rectified.co/2026-workshop-waitlist 100th Episode Live Event (Montreal): [Link] 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 Introduction and Episode Overview 04:29 Working with Family: Challenges and Insights 14:06 Moving to Montreal and Starting Over 19:47 Understanding Product-Based Business Strategies 22:44 Launching a Podcast: From Blog to Audio 26:32 Building a Community for Entrepreneurs 31:54 Celebrating the 100th Podcast Episode 34:26 Final Thoughts and Audience Engagement

    36 min

  4. JAN 30

    #83 The Reality of Building a Brand in Public

    What does it actually look like to build a brand in real-time before you even have a product to sell?  In this episode of the Rectified Podcast, Sandy sits down with Martin McNicholl, a former Canadian Armed Forces member and tech entrepreneur who exited his successful cloud solutions company to start a whiskey distillery. Martin is currently in the "waiting period". He’s documenting every step of the process long before the first bottle hits the shelf. We dive deep into why documenting is the ultimate marketing strategy for modern founders, the importance of standard operating procedures (SOPs), and Martin's philosophy on why "Sales is vanity, Profit is sanity, and Cash is king." In this episode, you’ll learn: The Power of Building in Public: Why Martin is acting as a media company first and a distillery second. The "Stop Doing" List: A productivity hack for entrepreneurs to scale by delegating what they hate. Transitioning Industries: How to bring skills from the military and tech into the world of physical products and agriculture. Managing the "Critical Path": How Martin used project management to fix production bottlenecks in the distillery. Surrounding Yourself with Experts: Why you don't need to know everything if you know who to ask. If you are a product founder or an entrepreneur currently in the "unpolished" phase of your journey, this conversation will give you the perspective you need to keep building. ⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist ⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Distillerie des Cantons’ Website: https://www.distilleriedescantons.ca/ Martin on LinkedIn: https://www.linkedin.com/in/martinmcnicoll/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ ⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters: 00:00 - Introduction: Meet Martin McNicholl 04:50 - The Trigger: Why Martin Left a Secure Career to Start a Business 07:30 - The Risks of the Service Industry vs. Product Businesses 12:40 - The Power of SOPs: Bringing Military Discipline to Whiskey 15:00 - Exiting a Tech Company 18:45 - The "Aha" Moment in Scotland: Why Start a Distillery? 25:30 - Why Every Company Must Be a Media Company First 28:45 - Managing the 3-Year Wait32:15 - Sales is Vanity, Profit is Sanity, Cash is King 36:00 - Using Tech & Data to Optimize an Old-World Industry 41:20 - Solving the "Critical Path" in Production 45:10 - Martin’s Advice for New Product Founders 48:30 - Life is a Road, Not a Destination

    49 min

  5. JAN 23

    #82 Fashion for Entrepreneurs: How Your Look Impacts Your Income in 2026

    In this first episode of 2026, we’re diving deep into Fashion for Entrepreneurs and the "Invisible Tax" you might be paying if your personal branding isn't on point.  Joining us is fashion entrepreneur Sarah Khatib to break down exactly how your professional grooming—including your outfits, hair, and makeup—directly impacts your ability to land promotions and close high-ticket deals. Most entrepreneurs focus entirely on their product, but in 2026, you are the brand asset. We discuss the ROI of style and why "dressing for success" is no longer a cliché. It’s a measurable business strategy. 🚀 What you’ll learn in this episode: Why the business world decide your worth before you even open your mouth. How subtle changes in grooming can speed up your career trajectory. How to align your hair and makeup with your business values to build trust. 2026 Fashion Trends: What high-performance entrepreneurs are wearing this year to command authority. ⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist ⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Sarah on Instagram: https://www.instagram.com/thesarahkhatib/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ ⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters:  00:00 Introduction and welcome to the podcast 05:12 Sarah Khatib's journey in the fashion industry 12:45 The impact of grooming on career growth 24:38 Structuring your business wardrobe 35:20 Wardrobe investments that pay off

    38 min

  6. 12/19/2025

    #81 From Dragons' Den Investment to Market Launch | The Real Story

    Dragons’ Den startup founder Joseph Karam shares how Bello built a smart water dispenser and scaled a product-based hardware business. From Dragons’ Den to market, this episode breaks down the real challenges of building and scaling a startup. In this episode of The Rectified Podcast, host Sandy Dedeian sits down with Joseph Karam, co-founder of Bello, a Dragons’ Den–backed startup reinventing hydration with a smart countertop water dispenser. Joseph shares what really happens after Dragons’ Den, why deals aren’t always binding, and how Bello went from a 3D-printed prototype to a fully manufactured product now scaling in the market. This is an honest conversation about building a product-based startup, managing inventory, running paid ads, and avoiding the mistakes that kill hardware businesses. In this episode, we cover: What happens after Dragons’ Den (behind the scenes)How Bello built a smart water dispenser startupThe real challenges of hardware startupsScaling a product-based business with paid adsPaid ads vs organic marketing for startupsSelling out inventory and managing cash flowWorking with family in business and investor pressureWhy hydration is a billion-dollar opportunityThe future of functional drinks and personalized health This episode is ideal for startup founders, entrepreneurs, and product-based business owners who want practical insights into scaling physical products, running ads profitably, and building a brand that lasts. ⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Belllo’s Website: https://origenseawater.com/ Bello on Instagram: https://www.instagram.com/biainilinyc/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ ⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters: 00:00 Introduction and Guest Welcome 00:19 Introducing Bello: The Innovative Water Dispenser 02:23 The Origin Story: From Dragons' Den to Market 03:07 Joining the Family Business 07:43 Challenges and Strategies in Hardware Startups 08:24 Marketing and Sales Tactics 12:04 Balancing Inventory and Demand 16:29 Working with Family: The Dynamics and Lessons 21:36 Balancing Growth and Quality 22:05 Identifying Market Potential 23:52 Expanding Beyond Quebec 25:44 Innovations in Filtration 27:24 Future Plans and Inventory 29:15 Outcome-Based Capsules 36:31 Marketing Strategies and Trends 40:49 Recommended Reads and Podcasts

    43 min

  7. 11/28/2025

    #80 The 2026 Playbook: AI, Influencer Marketing & the Future of Social Media

    ⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner In this episode of The Rectified Podcast, Sandy reconnects with Lorie Dishoyan — founder of Maison Branding Marketing Agency — for a deep, honest conversation about what’s actually working in marketing today. Lorie walks us through her journey from PR to launching Maison Branding, and breaks down how social media has evolved from curated perfection to the era of authentic, organic content. We talk about why micro-influencers are winning, how AI is reshaping content creation, and what brands must focus on to grow in 2025 and beyond. Whether you're a founder, marketer, or content creator, this episode is packed with actionable insights you can start using right away. ✨ In this episode, we cover: How Lorie transitioned from PR to building a successful marketing agency Why organic, real content is outperforming polished brand campaigns The rise of micro-influencers (and how to work with them effectively) How AI is changing marketing workflows and brand strategies What small & medium businesses should focus on to grow through content Practical tips for staying relevant in an oversaturated digital landscape Maison Branding’s Website: https://origenseawater.com/Maison Branding on Instagram: https://www.instagram.com/biainilinyc/ Canada Luggage Depot: https://www.canadaluggagedepot.ca/Nanor: https://nanorcollection.ca/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters: 00:00 Welcome to Rectified Podcast 00:31 Meet Lorie Dishoyan: Founder of Maison Branding 02:15 The Shift to Organic Content in Social Media 06:57 The Role of Micro-Influencers 08:34 Challenges and Misconceptions in Influencer Marketing 16:41 The Rise of AI in Marketing 18:45 AI's Impact on Visual Content 20:15 The Cost of Quality AI Content22:16 Rapid Fire Questions 23:38 Underrated Social Media Strategies 27:04 Going Viral: Risks and Rewards 30:15 Favorite Creator Brands

    32 min

  8. 11/07/2025

    #79 How Founders Serge and Michael Transformed Seawater into a Health Elixir

    ⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner Use code RECTIFIED 20 for 25% ➡️  In this episode of The Rectified Podcast, we sit down with Serge Maghalian and Michael Rockwell, the innovative founders of Origen Seawater. They share the fascinating journey behind their product— an organically sourced seawater electrolyte drink packed with over 92 minerals for optimal hydration and performance.  Learn how Origen Seawater stands out in the market with its direct-from-France, highly bioavailable mineral content, and how the founders pivoted their business strategy from direct-to-consumer to retail success. Tune in to discover their insights on wellness, customer engagement, and future expansion plans. Origen’s Website: https://origenseawater.com/Origen on Instagram: https://www.instagram.com/biainilinyc/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ ⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/ Chapters: 00:00 Introduction and Guest Welcome 00:44 What is Origin Seawater? 01:31 Product Composition and Source 03:09 Usage and Convenience 05:48 Morning Routine and Personal Preferences 08:24 Founders' Journey and Product Development 14:27 Marketing and Community Building 22:15 Contaminated Salts and Health Trends 23:26 Building a Product-Based Brand 23:49 Montreal as a Test Market 24:32 Positive Feedback from Users 25:23 The Unique Benefits of Origin Electrolytes 26:42 The Science and Marketing of Origin 28:45 Introducing the Prototype Water 33:09 Future Plans and Expansion 35:00 The Importance of Water Security 39:09 Staying Inspired and Grounded as Founders 41:23 Proudest Moments and Community Support 46:14 Where to Find Origin Products

    48 min
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5
out of 5
3 Ratings

About

The Rectified Podcast is the go-to resource for founders navigating the complexities of Direct-to-Consumer (D2C), e-commerce, and retail brands. We dive into real conversations with fellow founders and experts who share authentic insights to help you scale your business with clarity. Join us to gain actionable strategies on: ✅ Scaling E-commerce, D2C & Retail operations ✅ Modern Brand Building across online and physical channels ✅ Social media & content strategies that drive traffic and conversions Hit FOLLOW to get actionable insights every week & turn your vision into a profitable reality!

Information

  • Creator
    Sandy Dedeian
  • Years Active
    2019 - 2026
  • Episodes
    86
  • Rating
    Clean
  • Copyright
    © Sandy Dedeian
  • Show Website
    The Rectified Podcast