What does it take to bounce back from a business blunder that nearly costs you everything? 

Ask Joel Primus, the Founder who went from a mortifying moment on Dragon's Den to a multi-million dollar exit - and then found himself on the brink of bankruptcy when a global pandemic hit.

Joel takes us behind the scenes of ill-fated underwear launch that left him red-faced on national television and scrambling to save his company. 

Through it all, Joel emerges with a newfound appreciation for the long game of entrepreneurship, the power of perseverance, and the importance of confronting one's fears head-on.

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