Ben Goodwin of Olipop advises three founders on consumer education, scaling without freezing, and reviving a struggling co-op. Goodwin reveals why rejecting 'market' compromises and trusting entrepreneurial instinct drove Olipop to a $2 billion valuation—and shares tactical guidance on taste-first positioning, capital strategies, and community-driven retail. Taste must come before ingredient education; blind taste tests against competitors reveal whether structural product claims matter to mainstream consumers.