‘We Asked Each Other 80 Questions Before We Started the Company’ — Loonen Founder On Finding the Right Co-Founder & Everything You Need To Know About Drinking Water

On today’s episode, I’m joined by the founder of Loonen to discuss reinventing the bottled water category, becoming obsessed with water quality, and building a brand from the ground up in an industry that hadn’t seen real product innovation in decades. We dive into what’s actually in bottled water, the difference between spring and purified water, why plastic packaging matters, and how to think about the quality of the water you’re drinking every day. Plus, she shares how her IVF and pregnancy journey inspired her to rethink the products she brought into her home, why she and her co-founder asked each other 80 personal and professional questions before starting the company, how they took a scrappy approach to building Loonen, and the moment they knew the brand was going to work. We also talk about finding the right co-founder, doing things that don’t scale, balancing big-picture vision with gritty execution, and what it takes to disrupt an established industry. Whether you’re curious about what’s really in your water, thinking about starting a company, or looking for inspiration to build something different, this episode is packed with fascinating insights and practical advice. Enjoy!

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