Freddy Ward is the co-founder and CEO of Wild and before that he was the Marketing Director of HelloFresh. In both roles he was responsible not just for launching a new ecommerce brand but for creating a whole new category. He explains the steps in category creation from explanation to the customer through to building a brand once competition emerges. He tells us how a cancelled media booking led to them accidentally finding their most successful recruitment channel. He also covers the importance of selling face-to-face for learning, on and offline channels, building brand loyalty, creating a moat and finally we talk about recruiting a growth team once it becomes too much for one person.