What does it really take to build a product from scratch and bring it to life? Josh Cohen, co-founder of New Lane, shares the full story — from obsession and failure to the six-year grind that almost broke him. With only £30k left from £1.2m raised and a product that kept failing safety tests, Josh reveals how one email flipped everything.
This is a raw, honest conversation about what it's really like to chase a big idea, battle through doubt, and bet it all one last time.
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00:00 – The Reality Behind Success
01:39 – Josh’s Mission: Create & Never Work for Anyone
03:40 – First Business Failures (Velour T-Shirts & “Chris and Dips”)
05:36 – Resilience vs. Knowing When to Quit
11:34 – The Power of a Co-Founder
14:23 – Marketing Without Money: The Rise of Authentic Content
38:00 – The Truth About Cash Flow & Financial Literacy
43:36 – Balancing Passion, Pressure & Progress
45:57 – Final Advice for Aspiring Entrepreneurs
https://youtu.be/TNuXTHqsZls