How Suja Life Repositioned Cold-Pressed Juice for Double-Digit Growth | Saxon Seay, Chief Strategy Officer at Suja Life

The Consumer Signals Private Equity Investors Trust Most | Sharon Fox, Operating Partner at Stride Consumer Partners

Episode Summary In this episode of Architects of Impact, host Shawn Edwards sits down with Sharon Fox, Operating Partner at Stride Consumer Partners. With over two decades of experience spanning brand management at Kraft and Unilever, e-commerce leadership at Ralph Lauren and Quidsi, Sharon brings a rare, 360-degree perspective on consumer brands. Sharon demystifies Stride's core investment thesis—the "Passion Brand"—and explains why true passion brands enjoy structural economic advantages that make them highly defensible investments. She shares the exact consumer metrics she trusts to separate healthy brands from those built on temporary marketing hype, and addresses the common "founder blind spot" that prevents many promising brands from scaling beyond their initial community. About the Guest Sharon Fox joined Stride Consumer Partners as a founding member in 2019. She has over 20 years of hands-on experience across brand management, performance marketing, e-commerce, consumer insights, and new product innovation. Prior to Stride, she was an Operating Partner at Castanea Partners. She has served as CMO at Freshly and Melissa & Doug, led e-commerce as SVP at Ralph Lauren, and held senior roles at Quidsi (Amazon). She spent over a decade in brand management at Kraft and Unilever, working across food, ice cream, and beverage portfolios. Stride's portfolio includes brands such as Chomps, Serenity Kids, Jennie's Ice Cream, Tatcha, Drybar, and First Aid Beauty. Key Takeaways Sharon defines a "Passion Brand" as one that has an extraordinary, authentic connection with an underserved consumer group. These brands possess structural advantages: lower customer acquisition costs driven by word-of-mouth advocacy, higher loyalty, higher buy rate, and greater resilience to economic fluctuations. When evaluating investments, Sharon ignores trial rates (which can be bought with marketing spend) and focuses on two metrics: Repeat Rate (how often consumers return, proving product efficacy) and Sustained Velocity (how fast the product turns on the shelf over a long period compared to category benchmarks). Sharon also addresses the "founder blind spot": while founders understand their "founding consumer" deeply, scaling requires transitioning focus to the "growth consumer"—a broader segment that may not yet be aware of the brand. She uses the Graza olive oil squeeze bottle as a brilliant case study in how packaging can function as a psychological "permission structure" that transforms consumer behavior. Connect with Sharon: https://www.linkedin.com/in/sharon-fox-b979265 [https://www.linkedin.com/in/sharon-fox-b979265] Learn about Stride Consumers: https://www.strideconsumer.com/ [https://www.strideconsumer.com/] About the Show Architects of Impact is a podcast hosted by Shawn Edwards, founder of mindsight. Each episode explores the high-stakes decisions that shape growth: the tradeoffs, the pressure, and the moments when leaders need real clarity to move forward. Through conversations with founders, operators, and investors, Architects of Impact reveals how smarter decisions create stronger brands, greater impact, and more valuable outcomes. Learn more about mindsight at mindsight.inc [mindsight.inc]

The Indulgence Paradox of the GLP-1 Journey | Erin Krubeck, Executive Director of Insights at mindsight

Episode Summary In this special bonus episode of Architects of Impact, host Shawn Edwards is joined by Erin Krubeck, Executive Director of Insights at mindsight, to break down the findings of mindsight’s massive, custom GLP-1 consumer study. Moving past clinical trials and superficial trend reports, Shawn and Erin dive into the deeply human, emotional, and strategic realities of the GLP-1 consumer journey. The conversation explores how GLP-1 medications are reshaping culture and CPG, scaling from just 2% of US adults in 2023 to 11% today. Erin reveals the "Indulgence Paradox"—why cravings for sweets and fatty foods disappear, but the desire for the emotional and social rituals of food remains as strong as ever. They map the four distinct consumer segments of the GLP-1 journey, explain why brands must shift from "healthy" to "useful" claims, and discuss the massive opportunity to support lapsed users who are navigating a difficult "tug of war" as their cravings return. To download mindsight’s complete, 100% free, and ungated GLP-1 strategic research report, visit mindsight.inc/glp-1 [http://mindsight.inc/glp-1]. About the Guest Erin Krubeck is the Executive Director of Insights at mindsight, a leading consumer insights and brand strategy firm that helps CPG brands make smarter decisions at critical growth stages. Erin is an elite researcher and strategist who specializes in designing mixed-method studies that pair large-scale quantitative validation with deep qualitative empathy. She led the design, execution, and analysis of mindsight’s landmark GLP-1 consumer study, translating complex behavioral data into actionable strategies for better-for-you brands. Connect with Erin on LinkedIn: https://www.linkedin.com/in/ekrubeck/ [https://www.linkedin.com/in/ekrubeck/] Learn about mindsight: https://mindsight.inc [https://mindsight.inc] Key Takeaways Erin explains that the GLP-1 experience is not just a biological shift; it is a deeply human journey marked by both triumph and grief. While users celebrate rapid weight loss, they also describe a profound sense of loss and grief around food. This "Indulgence Paradox" reveals that even when cravings for chocolate or pizza disappear, the desire for the emotional and social rituals those foods represented—comfort, reward, family pizza nights, and sharing ice cream with their kids—remains entirely intact. She dismantles the myth of the single "GLP-1 consumer" by mapping four distinct segments along the journey. New Adopters are in a reactionary phase of safe experimentation, navigating side effects and the sudden, quiet removal of "food noise." Active Losers are solution-oriented problem solvers, making them the most open to trying new brands and remaking their routines. Maintainers have reached a stable "cruise control" where routines are locked in and harder to penetrate. Lapsed Users are not "exit stage left" but are actively trying to maintain habits while fighting a difficult biological tug of war as cravings return. Erin makes a critical distinction between "healthy" and "useful" positioning. For a consumer with a finite plate and smaller portion sizes, vague health halos like "all-natural" are no longer enough. GLP-1 users are highly purposeful shoppers—over 70% are actively reading nutrition labels. They demand specific, functional utility: high protein to prevent muscle loss, high fiber, digestibility, and nutrient density. About the Show Architects of Impact is a podcast hosted by Shawn Edwards, founder of mindsight. Each episode explores the high-stakes decisions that shape growth: the tradeoffs, the pressure, and the moments when leaders need real clarity to move forward. Through conversations with founders, operators, and investors, Architects of Impact reveals how smarter decisions create stronger brands, greater impact, and more valuable outcomes. Learn more about mindsight at mindsight.inc [http://mindsight.inc].

How Suja Life Repositioned Cold-Pressed Juice for Double-Digit Growth | Saxon Seay, Chief Strategy Officer at Suja Life

Episode Summary In this episode of Architects of Impact, host Shawn Edwards sits down with Saxon Seay, Chief Strategy Officer at Suja Life. Fresh off the milestone of Suja Life going public, Saxon shares her journey from business school to leading major brand transformations at both The Coca-Cola Company and Suja Life. Saxon discusses the critical concept of "Brand Edge"—how a brand uniquely delivers on a consumer's deepest needs compared to its competitors—and explains why the product itself, along with its packaging, is always a brand's most powerful billboard. She also reveals the exact consumer insights that drove massive turnarounds for Coke Zero Sugar and Suja Organic, and explains why being closest to the consumer makes you the most powerful person in any boardroom. About the Guest Saxon Seay has served as Chief Strategy Officer of Suja Life since May 2025, having previously served as Chief Marketing Officer from December 2022. She brings more than 15 years of consumer marketing and brand-building experience across the better-for-you beverage and consumer goods sectors. Since joining Suja Life, Saxon has helped drive 19% topline growth across the company's portfolio, which includes Suja Organic, Vive Organic, and Slice. Prior to Suja Life, Saxon spent nearly seven years at The Coca-Cola Company, where she was part of the leadership team that orchestrated one of the brand's most significant commercial turnarounds and helped establish Coke Zero Sugar as the number-one share gainer of the decade. Key Takeaways Saxon defines "Brand Edge" as a brand's unique point of difference—identifying the exact attribute a consumer wants most, and positioning the brand to deliver on it in a way competitors cannot. She argues that product and packaging are the primary consumer impression point for any brand, regardless of media budget. She details how Suja Organic's repositioning came directly from listening to consumer "breadcrumbs" in focus groups. Health-engaged buyers were describing Suja as a "nutrition and health drink," not a juice. This led to a packaging redesign that listed ingredients clearly on the front of the bottle—like a "Kind bar and an RXBAR having a baby"—which drove double-digit velocity growth. Saxon also makes a passionate case for qualitative, face-to-face research. She shares how a Vive Organic consumer described the shot as "a cold plunge for your mouth," an invaluable insight that a quantitative survey could never surface. Her ultimate advice: the person who knows the consumer best holds the most power in the room. Connect with Saxon: https://www.linkedin.com/in/saxonseay [https://www.linkedin.com/in/saxonseay] Learn about Suja Life: https://www.sujalife.com/ [https://www.sujalife.com/] About the Show Architects of Impact is a podcast hosted by Shawn Edwards, founder of mindsight. Each episode explores the high-stakes decisions that shape growth: the tradeoffs, the pressure, and the moments when leaders need real clarity to move forward. Through conversations with founders, operators, and investors, Architects of Impact reveals how smarter decisions create stronger brands, greater impact, and more valuable outcomes. Learn more about mindsight at mindsight.inc [mindsight.inc]

Move Fast, Just Don't Move Blind: Launching Architects of Impact | with Shawn Edwards at mindsight

Episode Summary In this inaugural episode of Architects of Impact, host Shawn Edwards introduces the core mission of the show and shares the philosophy behind mindsight, the consumer and brand research firm he founded to help better-for-people and better-for-planet brands scale. Shawn breaks down why early traction can be a deceptive metric and how deep consumer understanding is the ultimate catalyst for durable growth. He discusses the difference between simply selling a product and building a resilient brand that tightly delivers on a consumer's core needs. Architects of Impact is a show about the high-stakes decisions, tradeoffs, and moments of pressure that determine whether a brand breaks through or stalls out. If you are a founder, operator, marketer, or investor in the better-for-you space, this show was built for you. Subscribe! Key Takeaways The show opens with a foundational truth: brands that completely understand their consumer's needs—not just who they are, but what they need and what motivates them—will scale far faster and more effectively than those that don't. Shawn references CPG pioneer John Foraker (Annie's, Once Upon a Farm) who put it plainly: if brands "tightly deliver" on a consumer's need, they will scale effectively. Shawn also introduces mindsight's ongoing research as a recurring resource for listeners. The show will serve as a platform for sharing proprietary consumer and brand research to help operators and investors make smarter decisions at every stage of growth. About the Show Architects of Impact is a podcast hosted by Shawn Edwards, founder of mindsight. Each episode explores the high-stakes decisions that shape growth: the tradeoffs, the pressure, and the moments when leaders need real clarity to move forward. Through conversations with founders, operators, and investors, Architects of Impact reveals how smarter decisions create stronger brands, greater impact, and more valuable outcomes. Learn more about mindsight at mindsight.inc