Marisa Poster's Definition of Courage and Its Role in Building PerfectTed

Every week I ask my Brave New Girls podcast guest how they define courage. This week’s guest is Marisa Poster, co-founder of the Dragon’s Den winner PerfectTed, the healthy matcha energy drink that is on a meteoric rise, with Steven Barlett investing £1M, an 11,000% growth in the last two years and a £12M annual revenue. This is how Marisa defines courage:

" My grandmother always told me, Marisa, fake it till you make it. And I know that might seem like a really terrible piece of advice, but I do think that courage is...sometimes you almost have to have this false sense of confidence or even delusion at times that you can do something and that you're capable or you're prepared to do something even though you might not be at all. But I think that is when you get yourself into situations where you put yourself in an uncomfortable position to experience then growth and then that's where you can foster courage and bravery."

Marisa Poster's definition of courage is rooted in taking bold steps, even when self-doubt looms large. This mindset has been crucial in the building of PerfectTed, a brand that challenges the norms of the energy drink industry by promoting healthy, natural energy sources through matcha green tea.

Marisa's journey, from facing personal challenges to creating a thriving business, exemplifies the essence of courage as she describes it: embracing the discomfort of new challenges and growing through them.

See below how she showed courage as she and her co-founders built their brand.

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The Role of Courage in Building PerfectTed

1. Starting Without All the Answers: Marisa and her co-founders launched PerfectTed with limited experience in the beverage industry. This leap into the unknown required a significant amount of courage, as they navigated sourcing high-quality matcha and building a brand from the ground up.

2. Facing Industry Skepticism: Entering a market dominated by sugary, synthetic energy drinks, PerfectTed faced skepticism. Marisa's courage lay in her conviction that a healthier alternative could succeed, even when it meant challenging established giants.

3. Dealing with Personal Challenges: Marisa's battle with ADHD and anxiety was a personal hurdle that influenced her business journey. Instead of letting these challenges hinder her, she turned them into strengths, using her experience to advocate for healthier energy solutions.

4. Pitching on Dragons' Den: The decision to pitch on "Dragons' Den" was a pivotal moment that required courage. Marisa and her team faced the pressure of presenting their brand to millions of viewers and potential investors, knowing that failure could be public and impactful.

5. Embracing Rapid Growth: Managing an 11,000% growth rate in two years can be daunting. Marisa's ability to handle this rapid expansion while maintaining product quality and brand integrity is a testament to her courage and leadership.

6. Authentic Branding: PerfectTed's branding intentionally departs from the hyper-masculine imagery of traditional energy drinks, making it more inclusive. This bold move reflects Marisa's courage in redefining what an energy drink brand can look like.

7. Staying True to Values: In an industry where cutting corners for profit is common, Marisa's commitment to organic, sustainably sourced matcha showcases her courage to prioritize ethics over convenience.

8. Navigating Challenges: Whether dealing with supply chain issues or market competition, Marisa has consistently shown resilience. Her approach is rooted in the courage to face and overcome these obstacles rather than avoiding them.

9. Fostering a Positive Company Culture: As PerfectTed expanded, maintaining a positive and inclusive workplace became essential. Marisa's courage in creating a supportive environment reflects her belief in leading with empathy and integrity.

10. Inspiring Others: Through her journey, Marisa encourages others to face their fears and pursue their passions. Her story is a powerful example of how courage can lead to both personal and professional growth.

Explore how Marisa Poster and her co-founders’ courage has shaped the journey of PerfectTed, a revolutionary healthy energy drink brand.

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