You should never hold yourself back to start on your business. 

In this episode of the Tom Ferry Podcast Experience, I had the opportunity to talk with one of my great friends before the pandemic started. 

Steve Schulze, CEO and co-founder of Nékter talked all about entrepreneurship, disrupting the juice industry and gave so many golden nuggets on managing your business!

He also talked about why every business should reinvent itself and how to maintain relevance in your market. Steve also opens up about the hurdles that he went through with Nékter and the lessons learned when they overcame them.

We talk about insightful marketing strategies, product launches and having the best communication strategy with your business. 

If you’ve been thinking of starting your own business or reinventing it, then don’t wait any longer. Listen now to find out how you can taste success by taking that risk!

In this episode we talk about…

1:23 – Steve Schulze shares how he’s always been a serial entrepreneurial and reveals details from his time in the infomercial business 

2:30 – Discover how Steve started in the juice business with the intention of reinventing the industry. 

6:30 – Steve talks about the early days of Nékter and how the name came about

8:17 – Listen to Steve talk about the importance of why every business should evolve

9:47 – Steve shares how he disrupted the juice industry and differentiated Nékter from the rest

11:40 – Discover the story behind the cleanse juices that Nékter offers

14:04 – “We’re going to build this into the Starbucks of juice.”

18:46 – Every business goes through hurdles, Nékter was no exception

23:55 – Steve shares a genius idea that almost got Nékter out of business 

26:20 – This one was the most complex problem that Nékter went through and how they fixed it 

20:05 – Communication strategy and the process of it is important 

34:23 – Steve shares the marketing campaign for a new location launch in a new state

38:53 – Steve recommends some great books you have to read!

39:44 – How do you come up with and launch a new product? Listen to find out!

44:42 – Steve explains how Nékter retains relevance and innovates in the market 

53:33 – Listen to this insightful advice if you’re starting a new business or need to reinvent it


Steve Schulze


Mother’s Market

Tim Cook


Land Rover


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Trillion Dollar Coach: The Leadership Playbook of Silicon Valley’s Bill Campbell

Bob Iger’s Masterclass