The Rectified Podcast

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 conversionsHit FOLLOW to get actionable insights every week & turn your vision into a profitable reality!

The Rectified Podcast is a business podcast hosted by Sandy Dedeian, with 93 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Sandy Dedeian hosts The Rectified Podcast, a business show with 93 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #105

  #105 The 2026 Brand Playbook: How Small Brands Beat Big Budgets

  Aug 14, 202638 min

  Reese De Luca ran ads for three months. They brought in one order. He hasn't spent money on ads since, and today about 75% of his sales come from standing behind a table and talking to people. In this episode, Reese breaks down how he built Skincare for Weirdos from a single pimple patch into a full four-step routine without investors, loans, or an ad budget. We talk about why he almost named the brand Patchy and what changed his mind, how being called a weirdo growing up became the most valuable asset he owns, why his pimple patches aren't even in his top five sellers anymore and why that was the plan, the discipline of making every product earn its place on the table, how he built a booth people stop at instead of scroll past, and the 25 years of fashion and design experience that let him skip the $20,000 branding agency invoice. If your product is good but your brand could belong to anyone, this one is for you. FREE LIVE WORKSHOP – August 20: I'm walking you through the 3R Strategy, the exact framework I use with private clients to break through growth plateaus. Live on Zoom, kept small, completely free. Save your spot: https://learn.rectified.co/break-through-your-growth-plateau Skincare for Weirdos on the web: https://skincareforweirdos.com/ Skincare for Weirdos on Instagram: https://www.instagram.com/skincareforweirdos Skincare for Weirdos on TikTok: https://www.tiktok.com/@skincareforweirdos Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ Chapters: 02:46 Origin of the Weirdoverse 08:32 Product Development Process 15:30 Pop-Ups as Growth Engine 18:40 Shopify POS and Email Flows 23:38 Social Content Mix 29:39 Wholesale Growth Plan 33:38 Advice for Founders 36:08 Funding Without Debt

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  The Rectified Podcast

  #104 Most Websites Aren't Ready for Black Friday 2026

  Jul 31, 202649 min

  Last holiday season, shoppers spent over $1 trillion, and most small businesses lost their share before the season even started. In Part 1 of our monthly Holiday-Ready E-Commerce series, I sit down with e-commerce expert Nora Arzoumanian (20+ years scaling product brands) to break down exactly how to turn your website into a machine that converts before the Q4 rush hits. If you're a product business, this is the foundation everything else is built on; fix this first, before you spend a dollar on ads. ️ Tools mentioned: Shopify (affiliate): Start free, build for $1/month, earn up to $13,000 in credits as you sell: https://shopify.pxf.io/rectified Metricool: Schedule all your content in one place. Use code RECTIFIED for a 30-day free trial of any tier: https://i.mtr.cool/RSBQOY Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian L inkedIn: https://www.linkedin.com/in/sandydedeian/ New to Nora? Watch her first episode here: https://youtu.be/ZgzgOkBwfjY?si=AsHFHkAJ48sZosAT New episodes in this series drop monthly through December. Subscribe so you don't miss one. Chapters 01:24 Series Kickoff With Nora 04:32 Conversion Rate Benchmarks 07:50 Analytics And Funnel Drops 14:00 Product Page Trust Builders 19:07 Checkout Friction Fixes 25:25 Homepage Placement Strategy 28:41 Holiday Conversion Mindset 36:24 SEO GEO Priorities 41:45 Map Customer Journey 44:09 Post Purchase Delight 46:12 Three Holiday Priorities

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  Episode #103

  #103 Every Big Retailer Said No to Her Product. Now She's in 800 Stores.

  Jul 24, 202639 min

  Every big grocery chain told Emma Lukian no. Every co-packer in Quebec told her no. Even the Dragons on Dans l'œil du dragon told her she'd never find one. Six years later, Good Big Nice kimchi is in almost 800 stores across Quebec, including Metro, IGA and Super C. In this episode, Emma breaks down exactly what was blocking her from big retail for four years and how she finally cracked it. We talk about the real cost of getting on a big banner shelf (including the $7,000 per SKU listing fee nobody warns you about), why she had to stop looking for a co-packer and start looking for a partner, what happened when a four-month warehouse strike wiped out one of her biggest sales channels, and the moment she realized she'd been tracking revenue while having no idea how much money she was actually making per jar. If your product is selling but you can't seem to break into bigger retail, this one is for you. FREE LIVE WORKSHOP – August 20: I'm walking you through the 3R Strategy, the exact framework I use with private clients to break through growth plateaus. Live on Zoom, kept small, completely free. Save your spot: Good Big Nice on the web: https://www.goodbignice.com/Good Big Nice on Instagram: https://www.instagram.com/goodbignice/ 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 and Guest Intro 02:52 First Store Breakthrough 09:30 Funding the Scale Up 15:42 Kebwich Collab Challenge 20:06 Budgeting for Big Retail 23:17 Metro Strike Supply Shock 28:12 New Flavor Pikliz Launch 33:58 Marketing Needs a Strategy

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  Episode #102

  #102 They Spent $1.4M on a Product That Isn't Even Out Yet

  Jul 17, 202642 min

  How do you spend $1.4 million on a product that isn't even on the market yet, and still have customers paying in full a year before it ships? In this episode, I sit down with George Korkejian, co-founder and COO of Rozvelt, the Montreal brand behind the Vektr, a premium breath-filtration wearable for hunting, wildlife photography, and soon defense. George spent a decade on the other side of the table, investing in startups through a VC fund and running an accelerator, before finally taking his own advice and building a company himself. We get into what $1.4M actually buys before a hardware product ever hits the market, how they validated a product nobody knew they needed, why they called every single pre-order customer to ask why they bought, and the full story behind their Dans l'oeil du dragon deal, including why they skipped the bunker and countered a dragon with a royalty deal on the spot. FREE LIVE WORKSHOP — August 20: I'm walking you through the 3R Strategy, the exact framework I use with my private clients to help product brands break through their growth plateau. 90 minutes, live on Zoom, kept small so you can ask your questions. Save your spot: [insert link] Rozvelt’s Website: https://www.rozvelt.com/ Rozvelt on Instagram: https://www.instagram.com/rozveltofficial/ Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/ Chapters: 02:39 Scent Control Outdoors 07:37 Origin Story Hunting 14:53 Why Hardware Costs 21:28 Premium Pricing Logic 25:35 Dragon Show Journey 31:22 After Airing Growth 35:00 Grit And Burnout 39:09 Taking Chances Finale

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  Episode #101

  #101 How to Launch a Brand in an Oversaturated Market

  Jul 10, 202641 min

  The energy drink aisle is one of the most saturated categories in retail — dominated by billion-dollar brands with decades of shelf space locked up. So how do you launch a new brand into that and actually win? In this episode, I sit down with Jean-Olivier Campion, co-founder of Mana, a yerba mate energy brand that broke into IGA, Sobeys, Metro, Avril, and Lufa Farms across Quebec, Ontario, and BC — built by a five-person, no-office team with zero background in the beverage industry. We get into how a bootstrapped team went from zero to 100+ retail accounts in eight weeks, what it actually takes to pitch a major grocery chain, why they walked away from paid ads after realizing they needed an 11x return just to break even, and how they navigate one of the toughest parts of retail: fighting for (and keeping) shelf space. ⚡️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/scalepartner Mana’s Website: https://en.manayerbamate.com/ Mana on Instagram: https://www.instagram.com/manayerbamate/ 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 Launching In Saturation 02:17 David Versus Goliath 09:14 Taste Test And Branding 17:53 Shelf Space Battles 22:03 Quebec Energy Drink Ban 24:31 Rapid Fire Questions 29:19 Signature Cocktail Recipe 35:19 Remote Work Loneliness 41:08 Final Wrap Up

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