Wrong on Paper

by ADDO Studios

The stories behind the brand decisions that shouldn't have worked - but did. Every beloved brand has a few defining moments that made no logical sense… until they changed everything. In Wrong on Paper, co-hosts Aaron Fossas and David Salyers go inside original brand stories to uncover the bold, counterintuitive choices that defied conventional wisdom and unlocked lasting emotional connection with an army of raving fans.

  1. Apr 20

    Patagonia: Chapter 3

    Aaron and David close out the story of Yvon Chouinard and Patagonia, sharing their “Wrong on Paper” insights and the key strategies they’ve drawn from his unconventional approach to building a business and a legacy.

    1h 8m

  2. Apr 15

    Patagonia: Chapter 2

    Aaron & David continue the story of Yvon Chouinard and Patagonia from their equipment roots, to their current destination: outdoor apparel & gear.

    43 min

  3. Apr 15

    Patagonia: Chapter 1

    Much more than a clothing brand. Yvon Chouinard built Patagonia as a user, not an entrepreneur, making it one of the most unique business lessons in the world. Join David & Aaron as they explore the early days of a wrong on paper company, Patagonia.

    46 min
  4. Buc-ee's: Chapter 3

    Mar 17

    Buc-ee's: Chapter 3

    Quiz time! David tests Aaron's knowledge to see if he can make the correct Wrong on Paper decisions that we've learned from Arch "Beaver" Aplin III and Don Wasek.

    15 min
  5. Buc-ee's: Chapter 2

    Mar 17

    Buc-ee's: Chapter 2

    What can we learn from Arch "Beaver" Aplin III and Don Wasek? Join Aaron and David as they discuss the key insights from the Buc-ee's story and make Arch and Don's story applicable for business today.

    46 min
  6. Buc-ee's: Chapter 1

    Mar 17

    Buc-ee's: Chapter 1

    A tourist attraction, your go-to convenience store, and people's favorite place to fill up (themselves and their cars)... welcome to the Buc-ee's story. Aaron and David dive deep into how Arch "Beaver" Aplin III and Don Wasek built a truly Wrong on Paper giant.

    31 min
  7. Trader Joe's: Chapter 3

    11/21/2025

    Trader Joe's: Chapter 3

    Close out the Trader Joe's story as David tests Aaron's knowledge of how Joe Coulombe and his Trader Joe's team would approach different business opportunities.

    9 min
  8. Trader Joe's: Chapter 2

    11/21/2025

    Trader Joe's: Chapter 2

    The Trader Joe's story continues as Aaron and David dive into the strategic principles and ways of thinking that made Trader Joe's the most profitable grocery store per square foot in the country.

    31 min
See All (19)

Ratings & Reviews

5
out of 5
8 Ratings

About

The stories behind the brand decisions that shouldn't have worked - but did. Every beloved brand has a few defining moments that made no logical sense… until they changed everything. In Wrong on Paper, co-hosts Aaron Fossas and David Salyers go inside original brand stories to uncover the bold, counterintuitive choices that defied conventional wisdom and unlocked lasting emotional connection with an army of raving fans.

Information

  • Creator
    by ADDO Studios
  • Years Active
    2025 - 2026
  • Episodes
    19
  • Rating
    Clean
  • Copyright
    © by ADDO Studios
  • Show Website
    Wrong on Paper

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