And it turns out resurrecting a 2000-year-old Roman sports drink is no joke.
Ed is this week’s guest on episode 69 of Startup 360, talking about building a brand in a competitive category, and moving from corporate to founder life.
Posca began when Merrick discovered the vinegar-based hydration drink while researching his wine show. The Romans used it to make questionable water safer, keep soldiers sharp and, presumably, help the plebs recover from a hard night at the Colosseum.
Merrick first pitched the idea to Lion Nathan, where Ed was GM. He ultimately said no, but offered some business advice to the funnyman-turned-founder. Nine months later Merrick called back, having done everything Ed suggested, and asked him to quit his corporate job and become cofounder.
Ed initially said no once again. But now in his mid-40s, he realised the bigger risk was spending the rest of his life wondering what might have happened.
Three years later, he’s in the startup trenches selling what Posca now calls a “hydration soda” — after discovering that consumers struggled to compute a fizzy sports drink in a can.
That “flearning” – learnings from failure – is one of several brutally honest lessons in this week’s Startup 360.
Ed talks about why founders need complementary cofounders, why startups and corporates misunderstand each other, how AI has become the assistant his business can’t afford, making his family part of his startup life, and why good ideas need market tailwinds rather than heroic founders battling a cyclone.
Most of all, he explains the drive behind taking the leap.
“If I don’t make this the best I fucking can,” he says, “then why was I here in the first place?”
Startup 360 is a SmartCo. Media production, produced and edited by Matt Jackson, and supported by Deel. Hire, manage and pay – anyone, anywhere.
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