As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What Brown has demonstrated, and what every entrepreneur should learn: You must first build trust from customers – making sure they feel heard – before you can educate them about the value of your innovation. Cameos: Chris Paul (professional basketball player).
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