In this episode, I am joined by Joe Welstead, the Co-founder and CEO of Motion Nutrition. Joe is on a mission to build the most trustworthy sports supplements brand in the world. Like a lot of entrepreneurs, when it came to identifying his first customer he started with himself. Which was a pretty good place to start, given the fact he swam in the Commonwealth Games for his country. His company has remained razor-focused on quality, convenience and environmental friendliness - values that don’t always mix easily. But he managed to stay lean, market in a resourceful and innovative way, raise money at the right time and for the right reasons and work damn hard. This episode is full of incredible advice for entrepreneurs, side hustlers and startups - such as the importance of self-belief, adopting the right mindset and thinking creatively and innovatively. Joe also believes that fundraising is not just about getting money in your account - there is a right way and a wrong way to raise and startups need to deliver consistent value to investors at each round. But the biggest takeaway is the importance of creating a quality product that consumers believe in. Motion Nutrition is a product-led business built on credibility and reputation, all of which comes down to one word; trust. And as Joe says, trust is all about creating a product your clients can believe it - it’s not just some marketing exercise.