In Episode 15, James and Sean dive deep with Dr. Steven Goudy, the founder of the innovative babycare brand, Dr. Noze Best, and Director of Pediatric Otolaryngology (ENT) and Vice Chairman of Research of Otolaryngology at Emory University School of Medicine. We discuss: -The journey from being a world-renowned pediatric otolaryngologist (ENT) to founding a CPG brand centered on improving upper respiratory health in children. -How personal experiences with his own children and patients sparked the key insight to create a hospital-grade nasal suction device. -The importance of listening to repeated consumer needs and transforming those insights into actionable product solutions. -The challenges and learning curve of entering the ecommerce space without a traditional business background. -How he built a board of advisers and hired an external CEO to make the company successful. -Leveraging TikTok and other social platforms for educational content, building brand authenticity, and engaging with parents. -The critical role of mentorship, the psychological resilience needed in entrepreneurship, and the value of systems like the Entrepreneurial Operating System (EOS). -The unique difficulties in fundraising for a child-focused CPG brand and the importance of finding the right investors aligned with your mission. -How Dr. Noze Best is expanding beyond online sales into brick-and-mortar distribution while maintaining its commitment to content and education-first marketing. Dr. Goudy shares invaluable insights on balancing a demanding medical career with entrepreneurship, offering practical advice for anyone looking to start a brand, especially in the challenging CPG sector.