The Rectified Podcast

Hosted by Sandy Dedeian

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Jun 2026

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About the show

The Rectified Podcast is the go-to resource for founders navigating the complexities of Direct-to-Consumer (D2C), e-commerce, and retail brands. We dive into real conversations with fellow founders and experts who share authentic insights to help you scale your business with clarity. Join us to gain actionable strategies on: ✅ Scaling E-commerce, D2C & Retail operations ✅ Modern Brand Building across online and physical channels ✅ Social media & content strategies that drive traffic and conversions Hit FOLLOW to get actionable insights every week & turn your vision into a profitable reality!

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60 recent

June 12, 202647 min

#98 He scaled a mattress brand to $15M and why he'd never do it again

He built one of Canada's fastest-growing mattress brands, scaled to $15M during the pandemic, and just went through an acquisition. In this episode, Jeremiah Curvers, founder of Polysleep, breaks down exactly how he did it, from guerrilla marketing tactics in Montreal to a full retail strategy, and what every product founder needs to understand about brand trust before spending a dollar on ads.This one is a masterclass.⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerPolysleep’s Website: https://polysleep.ca/Polysleep on Instagram: https://www.instagram.com/poly_sleep/Jeremiah on LinkedIn: https://www.linkedin.com/in/jeremiahcurvers/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 01:28 Injury Sparks Idea05:25 Branding and Virality09:00 Pandemic to Exit13:05 Exit Mindset Shift17:43 Life After Acquisition25:11 Marketing Today31:45 Omnichannel Storytelling35:01 Email Life Moments38:13 Founder Trust Playbook41:55 Rapid Fire Takeaways

May 22, 2026Episode 9746 min

#97 A Dragon Told Me Exactly What He Looks For | Georges Karam

What does it actually take to get a Dragon to invest in your product? Georges Karam has spent 7 seasons on Dans l'oeil du dragon (the Quebec version of Dragon's Den) and is one of the sharks on Shark Tank Lebanon's first season. He's seen hundreds of pitches — and turned most of them down.In this episode, Georges breaks down what makes him lean in or check out, the #1 mistake founders make in their pitch, why your first impression matters more than your financials, the difference between red ocean and blue ocean strategy for product brands, and why resilience without a financial plan will still kill your business.Georges also gets real about arrogance, staying grounded after success, and why there's no shortcut to building a solid foundation.Whether you're preparing to pitch investors or just trying to scale your product business past a plateau, this one's for you.⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerGeorges’ Website: https://georgeskaram.ca/Georges on Instagram: https://www.instagram.com/georgeskaram.one/Get Georges’ Book: https://amzn.to/4uWFKBcFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 0:00 — Intro1:12 — From Lebanon to Montreal10:42 — Success without arrogance19:24 — Are entrepreneurs born or made?27:00 — What a Dragon looks for in a pitch34:30 — Advice for product founders

May 15, 20269 min

#96 The Only Framework You Need to Scale Your Brand

In this solo episode, I share the 3R framework, the exact system I use with clients for their product brand strategy. This masterclass will provide actionable business tactics to grow your business and help with scaling brands, positioning them as leaders. Learn how to refine your business strategy and enhance your branding for sustained success.⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnosticFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 00:33 Three R Framework Overview01:08 Revamp Brand Psyche03:36 Reshape Growth Strategy06:09 Reach Audience Growth08:27 Find Your Weakest R09:03 Free Diagnostic Next Steps

May 8, 202631 min

#95 Why Most Brands Fail on Amazon (And How to Actually Win)

If you're a product brand and you're not on Amazon yet, you're leaving money on the table. In this episode, I sit down with Michael Maher, founder of Cartology, to break down exactly what it takes to launch, advertise, and win on Amazon — from choosing between 1P and 3P, to the ad strategy most brands get completely wrong, to what AI (hello, Rufus) could mean for the future of selling on the platform.⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerCartology Website: https://thinkcartology.com/Cartology on Instagram: https://www.instagram.com/thinkcartology/Cartology on LinkedIn: linkedin.com/company/cartology/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 3:15 — Why your brand needs to be on Amazon in 2026 8:00 — 1P vs 3P: Which model should you choose? 13:20 — Do you need Amazon ads or can you grow organically? 19:00 — Optimizing your product listing (images, copy, A+ content) 23:30 — What to expect in your first 30–60 days 25:40 — The pricing trap that kills your buy box 27:50 — Does Amazon buy Google Shopping ads? 29:30 — The #1 mistake brands make on Amazon 32:00 — AI, Rufus, and predictions for 2027 36:00 — Why you shouldn't build Amazon in-house

May 1, 202646 min

#94 | 85% of People Don't Use AI Yet. Here's What They're Missing

85% of people have never used AI. So why does everyone act like it's replacing us? In this episode, I sit down with Jean Philippe Arcand, co-founder of Glowtify, to talk about what AI actually does well, where it completely falls short, and why most businesses are using it wrong.We get into the AI hype machine, why the biggest VCs are saying the future of SaaS is service, how Glowtify is building full marketing functions for companies that don't have one, and where we need to draw the line with AI before it stops us from thinking for ourselves.⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerGlowtify Website: https://glowtify.com/ Glowtify on Instagram: https://www.instagram.com/glowtify.app/Glowtify on LinkedIn: https://www.linkedin.com/company/glowtify/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters:00:44 What Glowtify Does05:39 AI Bubble And Adoption Reality15:39 Future Of SaaS Is Service22:24 Democratizing Marketing With AI33:26 Will AI Replace Us40:57 Entrepreneur Mindset With AI42:51 AI Traps and Guardrails

April 24, 202646 min

#93 AI Is Raising the Bar for Brand Messaging—Here's What That Means for Founders

Is AI making your brand messaging better, or just louder?In this episode of the Rectified Podcast, I sit down with communication expert and Aria Consulting founder, Amandine Michaud. As an MBA colleague and seasoned corporate strategist, Amandine explores the shift from "mass content" to "meaningful connection" in a world saturated by ChatGPT and Claude.If you’ve felt the "AI fatigue" on LinkedIn or struggle to keep your brand's voice authentic while using new tools, this conversation is for you. We dive deep into why the most successful brands of the future won't be the ones with the best prompts, but the ones with the most human hearts.⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you’ll discover if you need to Revamp, Reshape, or Reach ➡️https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerAria Consulting’s Website: https://www.ariaco.com/Aria Consulting on Instagram: https://www.instagram.com/ariaconseils/Amandine on LinkedIn: https://www.linkedin.com/in/amandinemichaud/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 00:00 – Intro: Meet Amandine Michaud.04:30 – From Pianist to Communication Consultant: The art of connection.09:15 – Why big brands struggle with clarity (and how to find yours).14:00 – The "LinkedIn AI Pattern" and why it’s killing engagement.19:45 – How to use AI for brainstorming without losing your "voice."25:30 – The ROI of authenticity: Why being yourself is more efficient.32:00 – Predictions for the next 5 years: Analog vs. Digital.

April 9, 202642 min

#92 E-Commerce Brands: Stop Spending on Ads Until You Do This First

Most e-commerce brands pour money into paid ads before their foundation is solid, and that's exactly why they're not converting.In this episode, Sandy sits down with Nora Arzoumanian, Head of E-Commerce at Mobilia, with over two decades of experience scaling e-commerce for product-based brands across multiple industries. Together, they break down what actually drives e-commerce conversions, why email marketing and SMS outperform paid ads for product brands, and what small and mid-size brands can do today to move the needle without burning through their budget.What you'll learn in this episode:Why your paid ads are not converting and what to fix firstHow to use email marketing and SMS to drive consistent revenue for your product brandThe trust signals every e-commerce website needs to reduce friction and increase conversionsThe difference between SEO and GEO and what it means for product brand visibilityHow to optimize your e-commerce website for both search engines and real buyersWhether you are just launching your DTC brand or trying to scale past a plateau, this episode is packed with practical e-commerce marketing strategies you can apply immediately.⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist⚡️Join the Rectified Founders Community, a FREE space where you connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerNora on LinkedIn: https://www.linkedin.com/in/noraarzoumanian/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 00:00 Meet Nora Arzoumanian07:18 Paid Ads Reality Check10:20 Email Marketing Goldmine20:27 Selling High Ticket Online25:46 Website Content and UGC29:29 Analytics and Journey Mapping31:57 SEO Meets GEO37:44 Designing for Humans and AI40:31 Three Quick Wins

April 3, 202632 min

#91 The Go-To-Market Strategy To Launch a New Product Category

What do you do when your brand name feels like a barrier to growth? In today’s episode, I sit down with Tamar Panossian, the visionary behind 57 Végane, to discuss her bold decision to launch Oudélic.Instead of a simple rebrand, Tamar is tackling the "Great Vegan Reset of 2026" head-on by moving away from ultra-processed "faux meats" and introducing a clean, high-protein, plant-based staple designed for everyone. In this episode, we cover:The Pivot from 57 Végane to Oudélic: Why Tamar decided to keep her original brand while launching a second one to reach a broader, non-vegan audience.The "Great Vegan Reset" of 2026: Understanding the massive consumer shift toward transparency, clean labels, and recognizable ingredients.Scaling via Co-Packing: The emotional and operational challenge of "letting go of your baby" to move production to a large-scale facility.CPG Logistics & Family Business: The reality of managing delivery, rising costs, and working alongside parents in a growing startup.The #1 Advice for CPG Founders: Why you should stop using your personal cash and start looking for grants and networking within your industry.⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerWebsite: https://57vegane.com/ 57 Végane on Instagram: https://www.instagram.com/57vegane/Oudélic on Instagram: https://www.instagram.com/oudelic_officiel/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 0:00 – Introduction: The Evolution of an Entrepreneur 2:15 – Why a new brand? Introducing Oudélic 4:45 – Navigating the "Great Vegan Reset": Clean vs. Ultra-Processed 8:10 – The Science of TVP: Pea protein and fava bean concentrates 12:30 – From the freezer to the fridge: Why placement in the "Fresh Aisle" matters 16:45 – Scaling up: Moving to a co-packer and simplifying recipes 21:20 – The reality of running a family business in 2026 25:10 – Essential advice for CPG founders: Grants and Networking

March 27, 202637 min

#90 How to Make Customers Say 'I Want That'

Every product category has a "need" product, the thing people buy on autopilot. Mariela Katz of Nutterie figured out that the real opportunity is in the "I want" product. The one thing people did not know they needed until they saw it. In this episode, she breaks down exactly how she built that strategy into every decision from her packaging to her collaborations to her limited edition drops.Mariela is back for her second episode on The Rectified Podcast, and a lot has changed. She launched a brand new mini collection, landed her first retail distributor, built collaborations with Cafe Depot and Les Filles Fattoush, and did all of it while becoming a mom of three.If you are a product founder trying to stand out in a crowded category without slashing your prices, this episode is the blueprint.Join The 3R Strategy Workshop & let’s scale your brand together! ➡️ https://learn.rectified.co/3rstrategy⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerNutterie Website: https://nutterie.ca/ Nutterie on Instagram: https://www.instagram.com/nutterie/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 00:00 Welcome Back Mariela00:14 Nutterie Origin Story01:23 What Changed Since Last Time02:39 Mom Life Balance06:38 Expo Prep And Events08:20 Connecting Over Selling10:22 Local Collabs For Growth13:46 Effort Behind The Scenes15:39 Introducing The Minis16:30 Unique Mix Philosophy17:02 Retail Expansion Plans17:39 Differentiation and Freshness20:19 Cherry Cherry Origin Story21:50 Packaging as Brand Edge23:35 Packaging Costs and MOQs25:03 Staying Lean and Vertical28:46 Limited Editions Strategy34:08 What’s Next for Nutterie34:56 Final Advice for Founders

March 20, 202632 min

#89 The Bold Move That Nobody Else Would Make

⚡️Join The 3R Strategy Workshop & let’s scale your brand together! ➡️ https://learn.rectified.co/3rstrategyMost product founders obsess over cutting costs wherever they can. Olivia Lovenmark did the opposite. She chose the most expensive bottle on the market for Duchess Cocktails, and it became the single biggest reason her brand stood out on shelves. In this episode, she breaks down exactly why that decision worked and what product founders can learn from it.Olivia shares her unconventional journey from Silicon Valley fintech to building a premium ready-to-drink cocktail brand from scratch, including the moment she realized no co-packer in Western Canada could produce her product and had to build her own factory nine months into launching.If you are a product-based founder wrestling with packaging costs, distribution strategy, or the question of how to stand out in an overcrowded market, this episode is a masterclass in betting on your product and winning.FIND ME HERE: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/DUCHESS COCKTAILS:Duchess Cocktails Website: https://duchesscocktails.com/Duchess Cocktails on Instagram: https://www.instagram.com/duchesscocktails/CHAPTERS: 00:00 Welcome and Guest Intro02:29 Launching Duchess Cocktails05:24 Bottle Design and Branding09:40 Founder Life and Motherhood16:51 Marketing Without Ads21:51 Label Rules And Shipping24:55 Lightning Round Favorites27:38 Beverage Industry Myths31:21 Legacy Plans And Wrap