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Starting a company is often a leap of faith for its founders—come up with a cool concept, do your research, scrape together the necessary capital, and hope once you roll out your product or service that customers respond.

If that startup is being launched into a new — or nonexistent — product category, the task for founders is that much bigger. How does a company go about building a brand while simultaneously educating the market?

In this month’s special three-part Insight In Person podcast series, Kellogg School professor Linda Darragh and lecturers Daniel Weinfurter and Joe Dwyer join Enjoy Life Foods founder and CEO Scott Mandell ’01 to look at how he founded a company that was instrumental in creating the allergen-free foods category, how he scaled the business and how Enjoy Life was financed from startup to sale.

Kellogg Insight is an online publication where faculty bring their latest research and expertise to you in an accessible, engaging format. Kellogg Insight provides ambitious business leaders with the research and expertise needed to drive growth.