Special Forces to Startups: Ant Middleton’s Brutal Business Lessons

Описание: TV personality. Special Forces soldier. Royal Marines Commando. Royal Engineer in the British Army. Best-selling author.

Ant Middleton has conquered the world's toughest environments. Now, he is expanding his empire into a new kind of battlefield: Business.

In the first official interview of This Could Be So Good, Ant sits down with hosts Larry Emdur and Steve Grace for a raw, unscripted conversation about the reality of building a brand from scratch.

Ant reveals why he turned down a blank cheque to become the face of a sugary energy drink, choosing instead to build his own hydration company, R3SUP, with a team of scientists. He opens up about the "confidence ego" that serves you in the Special Forces but destroys you in the boardroom, and why doing business with friends is the fastest way to lose them both.

From the battlefield to the balance sheet, this is Ant Middleton like you’ve never heard him before.

Timestamps:
00:00 - Intro
01:45 - Ant Middleton’s Elevator Pitch for R3SUP
02:50 - The danger of doing business with friends & family
06:40 - Money does funny things to people
09:55 - Military Ego vs. Corporate Ego
11:30 - How Ant’s ego led to bad investments
15:15 - The "Control Freak" Trap: Why you must delegate
19:40 - Why startups really fail (It’s not usually money)
22:00 - Protecting your personal brand & equity
24:45 - Larry Emdur on launching Ben Buckler Whiskey at age 60
29:30 - Why Ant turned down a massive energy drink sponsorship
31:00 - Developing the R3SUP formula with scientists
37:50 - The power of storytelling in sales
40:40 - How Ant’s book "Zero Negativity" changed Larry’s mindset
44:20 - Ant’s "Superpower": Why he doesn't fear failure
49:10 - The meaning behind Ant’s tattoos
52:45 - Ant’s final advice for founders

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