From Jitters to Clarity: Building a Functional Coffee Brand That Actually Works | Unconform Founder Yusuf Amanullah

We trace Yusuf’s path from schoolyard hustles to building a functional cold brew that swaps jitters for calm focus. The story spans painful caffeine experiments, tough retail lessons, and the mindset shift from making a product to selling one at a profit. Listen to the story of building Unconform • early ventures and the itch to build  • caffeine overload as the spark for a solution  • cold brew, adaptogens, and nootropics for a smoother hit  • scrappy R&D, 31 iterations, and crowdfunding proof  • timing, outreach, and landing Holland and Barrett  • taking feedback, rebranding for shelf visibility  • packaging that signals benefit at a glance  • avoiding ego traps and focusing on sales  • the real maths of margins and target numbers  • recommended resources for learning to sell Please like and subscribe, and write a review, would really appreciate it  If you want to know more about starting a food business, head to www.jgreenwood.com Support the show