1 00:00:00,000 --> 00:00:02,160 Buckle up everybody because this deep dive 2 00:00:02,160 --> 00:00:03,400 is gonna be a wild one. 3 00:00:03,400 --> 00:00:04,540 Yeah, that's a good one. 4 00:00:04,540 --> 00:00:07,880 We're talking about DeSiem, the beauty company. 5 00:00:07,880 --> 00:00:08,720 Okay. 6 00:00:08,720 --> 00:00:10,680 You know them for the ordinary skincare. 7 00:00:10,680 --> 00:00:11,560 Right. 8 00:00:11,560 --> 00:00:14,480 But this is not your typical business success story. 9 00:00:14,480 --> 00:00:15,720 This is way more than that. 10 00:00:15,720 --> 00:00:18,960 It is, it's got it all, it's really innovative ideas. 11 00:00:18,960 --> 00:00:20,680 A fascinating company culture 12 00:00:20,680 --> 00:00:23,440 and unfortunately some tragedy mixed in. 13 00:00:23,440 --> 00:00:25,900 Yeah, and to really get into the story, 14 00:00:25,900 --> 00:00:28,720 we're turning to an interview with Nikola Kilner. 15 00:00:28,720 --> 00:00:29,560 Okay. 16 00:00:29,560 --> 00:00:31,760 She's the co-founder and CEO of DeSiem. 17 00:00:31,760 --> 00:00:35,280 And we found this interview on the YouTube channel, 18 00:00:35,280 --> 00:00:37,000 The Diary of a CEO. 19 00:00:37,000 --> 00:00:38,240 Nice. 20 00:00:38,240 --> 00:00:39,560 And it is incredibly candid. 21 00:00:39,560 --> 00:00:41,000 I mean, she really gets into it. 22 00:00:41,000 --> 00:00:41,840 Which is- 23 00:00:41,840 --> 00:00:42,680 That's what we want. 24 00:00:42,680 --> 00:00:43,500 Exactly what we want. 25 00:00:43,500 --> 00:00:46,120 And we're gonna hear straight from someone who was there, 26 00:00:46,120 --> 00:00:47,480 basically from day one. 27 00:00:47,480 --> 00:00:48,300 Yeah. 28 00:00:48,300 --> 00:00:49,140 You know, starting with her early gaze. 29 00:00:49,140 --> 00:00:49,980 Right. 30 00:00:49,980 --> 00:00:51,920 Her ambitions and her time at Boots. 31 00:00:51,920 --> 00:00:53,040 The UK pharmacy chain. 32 00:00:53,040 --> 00:00:53,880 I mean- 33 00:00:53,880 --> 00:00:54,700 Yeah, that's interesting. 34 00:00:54,700 --> 00:00:55,540 It really is. 35 00:00:55,540 --> 00:00:57,560 You can see how those experiences working 36 00:00:57,560 --> 00:00:58,760 in a corporate setting. 37 00:00:58,760 --> 00:00:59,500 Totally. 38 00:00:59,500 --> 00:01:01,680 And it helped her path to becoming an entrepreneur. 39 00:01:01,680 --> 00:01:04,520 I mean, she was already thinking about financial freedom 40 00:01:04,520 --> 00:01:05,720 way back then. 41 00:01:05,720 --> 00:01:06,560 Way back then. 42 00:01:06,560 --> 00:01:09,440 And then she meets Brandon Truax. 43 00:01:09,440 --> 00:01:10,280 Okay. 44 00:01:10,280 --> 00:01:12,000 The visionary behind DeSiem. 45 00:01:12,000 --> 00:01:15,160 And I love this little tidbit, the name DeSiem. 46 00:01:15,160 --> 00:01:17,960 It comes from the Latin word for 10. 47 00:01:17,960 --> 00:01:21,960 Because get this, their original plan was to run 10 brands 48 00:01:21,960 --> 00:01:23,000 at the same time. 49 00:01:23,000 --> 00:01:24,320 Wow. 50 00:01:24,320 --> 00:01:25,160 So ambitious. 51 00:01:25,160 --> 00:01:26,320 That is ambitious. 52 00:01:26,320 --> 00:01:27,280 Right from the start. 53 00:01:27,280 --> 00:01:30,960 And their approach to business was also anything but ordinary. 54 00:01:30,960 --> 00:01:31,800 Yeah. 55 00:01:31,800 --> 00:01:34,560 They had this philosophy, focus is overrated. 56 00:01:34,560 --> 00:01:35,800 Hmm. 57 00:01:35,800 --> 00:01:36,640 I don't feel like that. 58 00:01:36,640 --> 00:01:37,920 Right. Sounds a little counterintuitive. 59 00:01:37,920 --> 00:01:40,440 But they actually found it really beneficial 60 00:01:40,440 --> 00:01:43,880 to run multiple brands under the DeSiem umbrella. 61 00:01:43,880 --> 00:01:44,720 Yeah. 62 00:01:44,720 --> 00:01:45,640 I mean, that is kind of the opposite 63 00:01:45,640 --> 00:01:46,640 of what you normally hear. 64 00:01:46,640 --> 00:01:47,480 Exactly. 65 00:01:47,480 --> 00:01:48,480 Like what was the thinking behind that 66 00:01:48,480 --> 00:01:50,060 more as better approach? 67 00:01:50,060 --> 00:01:51,920 Well, they wanted to create this completely 68 00:01:51,920 --> 00:01:54,800 self-sufficient business ecosystem. 69 00:01:54,800 --> 00:01:57,360 So DeSiem handled everything in-house, 70 00:01:57,360 --> 00:01:59,400 the manufacturing, the marketing, all of it. 71 00:01:59,400 --> 00:02:01,560 So they weren't relying on outside partners. 72 00:02:01,560 --> 00:02:02,400 Yeah. 73 00:02:02,400 --> 00:02:05,480 And they could maintain tighter control over their brands. 74 00:02:05,480 --> 00:02:08,520 But the real genius of it was the shared resources. 75 00:02:08,520 --> 00:02:09,360 Okay. 76 00:02:09,360 --> 00:02:10,200 Right. 77 00:02:10,200 --> 00:02:11,200 So instead of having like 10 separate companies 78 00:02:11,200 --> 00:02:14,560 all duplicating their efforts, they streamline things. 79 00:02:14,560 --> 00:02:15,400 That makes sense. 80 00:02:15,400 --> 00:02:16,240 Yeah. 81 00:02:16,240 --> 00:02:17,080 Keep costs down. 82 00:02:17,080 --> 00:02:17,920 Exactly. 83 00:02:17,920 --> 00:02:20,280 And it allowed them to experiment more freely. 84 00:02:20,280 --> 00:02:22,040 So it's like having a venture capital model 85 00:02:22,040 --> 00:02:23,320 built right into their company. 86 00:02:23,320 --> 00:02:24,160 Totally. 87 00:02:24,160 --> 00:02:25,000 You got it. 88 00:02:25,000 --> 00:02:26,520 And because they could afford to take risks 89 00:02:26,520 --> 00:02:30,360 and fail quickly, they attracted all this young talent 90 00:02:30,360 --> 00:02:32,600 right out of college who were excited 91 00:02:32,600 --> 00:02:34,640 to be part of something so different. 92 00:02:34,640 --> 00:02:36,780 It sounds like a playground for ideas. 93 00:02:36,780 --> 00:02:37,620 It does. 94 00:02:37,620 --> 00:02:39,720 But I'm guessing this multi-brand strategy 95 00:02:39,720 --> 00:02:41,400 wasn't without its challenges. 96 00:02:41,400 --> 00:02:42,240 Of course not. 97 00:02:42,240 --> 00:02:43,560 There's gotta be a downside. 98 00:02:43,560 --> 00:02:44,400 There is. 99 00:02:44,400 --> 00:02:47,440 The biggest one was the unexpected success of the ordinary. 100 00:02:47,440 --> 00:02:48,280 Oh. 101 00:02:48,280 --> 00:02:51,240 It just completely overshadowed all their other brands 102 00:02:51,240 --> 00:02:53,360 and it became this global phenomenon. 103 00:02:53,360 --> 00:02:54,100 Makes sense. 104 00:02:54,100 --> 00:02:56,840 I mean, it's hard to keep everything else going 105 00:02:56,840 --> 00:02:59,560 when one thing is like a rocket shift. 106 00:02:59,560 --> 00:03:00,200 Totally. 107 00:03:00,200 --> 00:03:03,160 Nicola admits it was really difficult to balance resources 108 00:03:03,160 --> 00:03:07,360 when one brand just took off like that while others needed 109 00:03:07,360 --> 00:03:08,000 more attention. 110 00:03:08,000 --> 00:03:10,760 So like having a star athlete on a team, 111 00:03:10,760 --> 00:03:12,600 you want to focus on them but you still got to. 112 00:03:12,600 --> 00:03:14,000 You got to build up the rest of the team. 113 00:03:14,000 --> 00:03:14,680 Exactly. 114 00:03:14,680 --> 00:03:16,720 So how'd they navigate that within to see them? 115 00:03:16,720 --> 00:03:18,480 It was a constant balancing act. 116 00:03:18,480 --> 00:03:22,680 They had to figure out how to allocate resources effectively 117 00:03:22,680 --> 00:03:24,440 without starving their other brands. 118 00:03:24,440 --> 00:03:25,000 Makes sense. 119 00:03:25,000 --> 00:03:28,560 But even with those challenges, their multi-brand approach 120 00:03:28,560 --> 00:03:31,560 ultimately helped them build a really strong foundation 121 00:03:31,560 --> 00:03:32,840 for success. 122 00:03:32,840 --> 00:03:36,200 Speaking of foundations, let's talk about the dynamic duo 123 00:03:36,200 --> 00:03:38,560 behind to see them, Nicola and Brandon. 124 00:03:38,560 --> 00:03:39,160 OK. 125 00:03:39,160 --> 00:03:42,440 They were co-CEOs and it's just so fascinating. 126 00:03:42,440 --> 00:03:42,760 Yeah. 127 00:03:42,760 --> 00:03:44,680 They had such contrasting personalities. 128 00:03:44,680 --> 00:03:45,480 They did. 129 00:03:45,480 --> 00:03:46,800 But it seemed like their skills really 130 00:03:46,800 --> 00:03:48,280 complimented each other perfectly. 131 00:03:48,280 --> 00:03:48,780 Yeah. 132 00:03:48,780 --> 00:03:50,080 That balance was crucial. 133 00:03:50,080 --> 00:03:52,840 Nicola describes herself as the common collected one. 134 00:03:52,840 --> 00:03:53,360 Right. 135 00:03:53,360 --> 00:03:55,280 Making sure everything was running smoothly. 136 00:03:55,280 --> 00:03:56,440 Keeping it all together. 137 00:03:56,440 --> 00:03:57,320 Exactly. 138 00:03:57,320 --> 00:03:59,440 And then Brandon, he was more the visionary, 139 00:03:59,440 --> 00:04:02,760 the mad scientist obsessed with the science behind the products. 140 00:04:02,760 --> 00:04:03,440 I love that. 141 00:04:03,440 --> 00:04:03,940 Yeah. 142 00:04:03,940 --> 00:04:07,000 He could be eccentric and even hot headed at times. 143 00:04:07,000 --> 00:04:08,240 Which, oh, I bet. 144 00:04:08,240 --> 00:04:08,740 Yeah. 145 00:04:08,740 --> 00:04:10,080 It may for an interesting dynamic. 146 00:04:10,080 --> 00:04:10,720 For sure. 147 00:04:10,720 --> 00:04:12,920 And there's something else that really stands out 148 00:04:12,920 --> 00:04:16,400 about Brandon, this intense desire 149 00:04:16,400 --> 00:04:20,360 to create a family atmosphere at Deceme. 150 00:04:20,360 --> 00:04:21,400 Yeah. 151 00:04:21,400 --> 00:04:23,040 It sounds like he wanted to build something. 152 00:04:23,040 --> 00:04:23,540 He did. 153 00:04:23,540 --> 00:04:26,560 That went beyond a typical company culture. 154 00:04:26,560 --> 00:04:29,080 It's clear that his upbringing played a big role 155 00:04:29,080 --> 00:04:31,040 in shaping his vision for Deceme. 156 00:04:31,040 --> 00:04:32,640 You know, he had a troubled past. 157 00:04:32,640 --> 00:04:33,040 Yeah. 158 00:04:33,040 --> 00:04:35,360 And carried the scars of broken relationships 159 00:04:35,360 --> 00:04:37,080 from previous business ventures. 160 00:04:37,080 --> 00:04:40,040 So Deceme was his chance to do things differently. 161 00:04:40,040 --> 00:04:41,400 To build a community where people 162 00:04:41,400 --> 00:04:44,120 felt a sense of belonging and loyalty that 163 00:04:44,120 --> 00:04:47,840 went beyond the typical employer-employee relationship. 164 00:04:47,840 --> 00:04:50,680 And it sounds like he succeeded maybe even a little too well. 165 00:04:50,680 --> 00:04:51,200 Yeah. 166 00:04:51,200 --> 00:04:54,880 Because Nicola actually uses the word cult-like to describe 167 00:04:54,880 --> 00:04:56,480 the intensity of the early culture. 168 00:04:56,480 --> 00:04:57,920 Yeah, it was a double-edged sword. 169 00:04:57,920 --> 00:04:58,360 Oh, I bet. 170 00:04:58,360 --> 00:05:01,640 On one hand, it fostered this incredible dedication 171 00:05:01,640 --> 00:05:03,720 and shared sense of purpose. 172 00:05:03,720 --> 00:05:05,640 People genuinely loved working there 173 00:05:05,640 --> 00:05:08,120 and felt deeply connected to the mission. 174 00:05:08,120 --> 00:05:09,960 But on the other hand, there were definitely 175 00:05:09,960 --> 00:05:12,960 some blurred lines between work and personal life. 176 00:05:12,960 --> 00:05:13,720 I can imagine. 177 00:05:13,720 --> 00:05:13,920 Yeah. 178 00:05:13,920 --> 00:05:15,040 Like no separation. 179 00:05:15,040 --> 00:05:15,720 Not really. 180 00:05:15,720 --> 00:05:17,200 They worked long hours. 181 00:05:17,200 --> 00:05:19,640 They socialized together constantly. 182 00:05:19,640 --> 00:05:22,280 They even went on company trips to theme parks. 183 00:05:22,280 --> 00:05:23,000 Wait a minute. 184 00:05:23,000 --> 00:05:23,240 Yeah. 185 00:05:23,240 --> 00:05:24,520 Like the whole company. 186 00:05:24,520 --> 00:05:24,960 Yeah. 187 00:05:24,960 --> 00:05:25,840 To a theme park. 188 00:05:25,840 --> 00:05:26,560 Yeah. 189 00:05:26,560 --> 00:05:27,240 That's amazing. 190 00:05:27,240 --> 00:05:29,120 It was a unique environment, for sure, 191 00:05:29,120 --> 00:05:32,640 one that both Nicola and Brandon actively cultivated. 192 00:05:32,640 --> 00:05:33,120 I love it. 193 00:05:33,120 --> 00:05:36,440 But as they grew, Nicola started to recognize 194 00:05:36,440 --> 00:05:38,960 the need for a more sustainable approach. 195 00:05:38,960 --> 00:05:39,440 Yeah. 196 00:05:39,440 --> 00:05:41,040 I mean, that level of intensity. 197 00:05:41,040 --> 00:05:42,400 He can't keep that up forever. 198 00:05:42,400 --> 00:05:43,320 People burn out. 199 00:05:43,320 --> 00:05:43,800 Exactly. 200 00:05:43,800 --> 00:05:46,960 She started emphasizing mental health and well-being, 201 00:05:46,960 --> 00:05:49,920 encouraging people to take breaks and set boundaries. 202 00:05:49,920 --> 00:05:50,800 Good for her. 203 00:05:50,800 --> 00:05:51,000 Yeah. 204 00:05:51,000 --> 00:05:54,600 It was a shift towards a more balanced company culture, 205 00:05:54,600 --> 00:05:56,760 recognizing that people need space 206 00:05:56,760 --> 00:05:58,400 to thrive outside of work. 207 00:05:58,400 --> 00:05:59,920 It's like a much needed evolution, 208 00:05:59,920 --> 00:06:03,840 even if it meant moving away from that initial family dynamic. 209 00:06:03,840 --> 00:06:05,560 It was a delicate balance, but one 210 00:06:05,560 --> 00:06:08,520 that Nicola felt was necessary for the long-term health 211 00:06:08,520 --> 00:06:10,120 of the company and its employees. 212 00:06:10,120 --> 00:06:10,760 Yeah. 213 00:06:10,760 --> 00:06:13,480 It really marked a significant shift in their thinking, 214 00:06:13,480 --> 00:06:16,000 acknowledging the importance of a sustainable work 215 00:06:16,000 --> 00:06:17,120 environment. 216 00:06:17,120 --> 00:06:20,680 And speaking of shifts, let's move on to the brand that 217 00:06:20,680 --> 00:06:25,720 really catapulted DeSiem into the spotlight. 218 00:06:25,720 --> 00:06:26,960 The Ordinary. 219 00:06:26,960 --> 00:06:29,440 It was such a simple but revolutionary concept, 220 00:06:29,440 --> 00:06:32,680 bringing pharmaceutical-grade transparency to skim care. 221 00:06:32,680 --> 00:06:33,000 Yeah. 222 00:06:33,000 --> 00:06:35,840 They basically ripped the curtain back on the beauty industry. 223 00:06:35,840 --> 00:06:38,480 Instead of fancy packaging and all that marketing jargon, 224 00:06:38,480 --> 00:06:40,760 they focused on high-quality ingredients 225 00:06:40,760 --> 00:06:42,080 at affordable prices. 226 00:06:42,080 --> 00:06:42,640 That's great. 227 00:06:42,640 --> 00:06:42,920 Yeah. 228 00:06:42,920 --> 00:06:44,440 And they really challenged that notion 229 00:06:44,440 --> 00:06:46,400 that expensive equals better. 230 00:06:46,400 --> 00:06:47,400 Which a lot of people think. 231 00:06:47,400 --> 00:06:47,880 Oh, yeah. 232 00:06:47,880 --> 00:06:49,600 And it resonated with so many people. 233 00:06:49,600 --> 00:06:50,000 Of course. 234 00:06:50,000 --> 00:06:52,160 It's so interesting that something so straightforward 235 00:06:52,160 --> 00:06:53,960 could disrupt an entire industry. 236 00:06:53,960 --> 00:06:56,800 It's crazy, but it wasn't an easy road. 237 00:06:56,800 --> 00:06:58,400 I mean, they initially faced pushback 238 00:06:58,400 --> 00:07:00,720 from major retailers, right? 239 00:07:00,720 --> 00:07:01,000 Yeah. 240 00:07:01,000 --> 00:07:01,800 Can you believe it? 241 00:07:01,800 --> 00:07:03,640 These retailers were actually telling them 242 00:07:03,640 --> 00:07:06,120 to make their products less appealing. 243 00:07:06,120 --> 00:07:10,080 They thought the minimalist white packaging was too confusing. 244 00:07:10,080 --> 00:07:12,280 And they wanted them to come up with catchy names, 245 00:07:12,280 --> 00:07:14,000 like anti-aging serum. 246 00:07:14,000 --> 00:07:14,880 Really? 247 00:07:14,880 --> 00:07:15,400 Yeah. 248 00:07:15,400 --> 00:07:17,280 So they were like, tone down your marketing. 249 00:07:17,280 --> 00:07:18,480 Basically. 250 00:07:18,480 --> 00:07:22,280 But thankfully, their multi-brand structure 251 00:07:22,280 --> 00:07:25,840 gave them the financial cushion to just say no. 252 00:07:25,840 --> 00:07:27,800 They trusted their gut and launched 253 00:07:27,800 --> 00:07:29,880 the ordinary independently. 254 00:07:29,880 --> 00:07:30,480 I love that. 255 00:07:30,480 --> 00:07:31,680 And the rest is history. 256 00:07:31,680 --> 00:07:33,000 And what a history it was. 257 00:07:33,000 --> 00:07:33,480 Yeah. 258 00:07:33,480 --> 00:07:35,800 The ordinary became an absolute sensation 259 00:07:35,800 --> 00:07:37,320 selling out constantly. 260 00:07:37,320 --> 00:07:37,840 It did. 261 00:07:37,840 --> 00:07:41,280 I mean, at one point, they were producing 400,000 units 262 00:07:41,280 --> 00:07:42,160 per day. 263 00:07:42,160 --> 00:07:43,280 Per day. 264 00:07:43,280 --> 00:07:44,560 To keep up with demand. 265 00:07:44,560 --> 00:07:45,560 That's insane. 266 00:07:45,560 --> 00:07:46,080 It's insane. 267 00:07:46,080 --> 00:07:48,640 It's a level of growth that most companies only dream of. 268 00:07:48,640 --> 00:07:49,120 Yeah. 269 00:07:49,120 --> 00:07:51,360 They tapped into something that people were really craving 270 00:07:51,360 --> 00:07:54,080 that transparency, efficacy, and affordability. 271 00:07:54,080 --> 00:07:55,560 And it didn't hurt that they were getting 272 00:07:55,560 --> 00:07:56,800 a ton of attention online. 273 00:07:56,800 --> 00:07:57,600 Oh, yeah. 274 00:07:57,600 --> 00:07:59,400 They became like a social media darling. 275 00:07:59,400 --> 00:08:00,120 Of course. 276 00:08:00,120 --> 00:08:00,400 Yeah. 277 00:08:00,400 --> 00:08:01,480 All of this success. 278 00:08:01,480 --> 00:08:03,920 It caught the eye of some big players, 279 00:08:03,920 --> 00:08:05,120 including Estee Lauder. 280 00:08:05,120 --> 00:08:05,480 Right. 281 00:08:05,480 --> 00:08:07,240 They ended up investing in Deceme, 282 00:08:07,240 --> 00:08:09,720 taking a 29% stake in the company. 283 00:08:09,720 --> 00:08:10,240 Yeah. 284 00:08:10,240 --> 00:08:13,200 That investment speaks volumes about Deceme's potential. 285 00:08:13,200 --> 00:08:13,600 Yeah. 286 00:08:13,600 --> 00:08:16,120 I mean, Estee Lauder, they don't just throw money 287 00:08:16,120 --> 00:08:16,840 at any company. 288 00:08:16,840 --> 00:08:17,480 Right. 289 00:08:17,480 --> 00:08:20,920 They saw the value in Deceme's disruptive approach 290 00:08:20,920 --> 00:08:23,240 and their incredibly loyal customer base. 291 00:08:23,240 --> 00:08:24,160 Makes sense. 292 00:08:24,160 --> 00:08:27,040 It was a strategic move that instantly boosted 293 00:08:27,040 --> 00:08:28,520 Deceme's credibility. 294 00:08:28,520 --> 00:08:29,040 Of course. 295 00:08:29,040 --> 00:08:31,120 And gave them access to even more resources. 296 00:08:31,120 --> 00:08:32,920 And their valuation skyrocketed. 297 00:08:32,920 --> 00:08:33,640 Oh, absolutely. 298 00:08:33,640 --> 00:08:36,880 They went from $160 million valuation 299 00:08:36,880 --> 00:08:39,720 to a staggering $2.2 billion. 300 00:08:39,720 --> 00:08:40,680 Wow. 301 00:08:40,680 --> 00:08:43,400 In just a few years, it was a meteoric rise. 302 00:08:43,400 --> 00:08:43,920 Jeez. 303 00:08:43,920 --> 00:08:46,040 Fueled by the success of the ordinary 304 00:08:46,040 --> 00:08:49,320 and that validation from a major industry player. 305 00:08:49,320 --> 00:08:52,360 But as we know, this story takes a turn just 306 00:08:52,360 --> 00:08:55,040 as the ordinary is hitting its peak. 307 00:08:55,040 --> 00:08:57,680 Brandon's behavior starts to shift dramatically. 308 00:08:57,680 --> 00:08:58,160 Yeah. 309 00:08:58,160 --> 00:09:00,200 He began experimenting with psychedelics. 310 00:09:00,200 --> 00:09:00,880 Uh-huh. 311 00:09:00,880 --> 00:09:03,360 And according to Nicola, it had a profound impact on him. 312 00:09:03,360 --> 00:09:03,680 Yeah. 313 00:09:03,680 --> 00:09:05,640 It was a sudden and unsettling change. 314 00:09:05,640 --> 00:09:07,840 You know, Brandon, everyone knew 315 00:09:07,840 --> 00:09:10,040 the passionate energetic leader. 316 00:09:10,040 --> 00:09:12,040 He was kind of replaced by someone 317 00:09:12,040 --> 00:09:14,160 who is almost unrecognizable. 318 00:09:14,160 --> 00:09:15,120 Oh, wow. 319 00:09:15,120 --> 00:09:16,760 Nicola describes his personality 320 00:09:16,760 --> 00:09:20,000 as completely different, almost like he'd become a stranger. 321 00:09:20,000 --> 00:09:21,080 That's scary. 322 00:09:21,080 --> 00:09:21,840 It is. 323 00:09:21,840 --> 00:09:24,360 And it wasn't just, you know, personal quirks. 324 00:09:24,360 --> 00:09:27,360 These changes started to affect his decision making 325 00:09:27,360 --> 00:09:29,040 and his interactions with people. 326 00:09:29,040 --> 00:09:29,800 Oh, no. 327 00:09:29,800 --> 00:09:30,160 Yeah. 328 00:09:30,160 --> 00:09:33,120 He became increasingly erratic, rejecting things 329 00:09:33,120 --> 00:09:34,520 like scheduling meetings. 330 00:09:34,520 --> 00:09:34,960 What? 331 00:09:34,960 --> 00:09:36,880 Believing that people should just be there 332 00:09:36,880 --> 00:09:38,280 when they're supposed to be there. 333 00:09:38,280 --> 00:09:39,040 Oh, my gosh. 334 00:09:39,040 --> 00:09:41,600 It was really unsettling for everyone around him, 335 00:09:41,600 --> 00:09:42,560 especially Nicola. 336 00:09:42,560 --> 00:09:44,680 I mean, imagine the confusion and worry 337 00:09:44,680 --> 00:09:46,680 she must have felt seeing someone she cared about, 338 00:09:46,680 --> 00:09:48,280 someone she built a company with. 339 00:09:48,280 --> 00:09:49,400 Yeah. 340 00:09:49,400 --> 00:09:50,640 Just spiral like that. 341 00:09:50,640 --> 00:09:53,720 It was a deeply troubling time for everyone at DeCiem. 342 00:09:53,720 --> 00:09:57,080 And as Brandon's behavior became more unpredictable, 343 00:09:57,080 --> 00:09:59,520 so did his actions within the company. 344 00:09:59,520 --> 00:10:00,160 Oh. 345 00:10:00,160 --> 00:10:02,480 Yeah, he started making these impulsive decisions 346 00:10:02,480 --> 00:10:05,040 like publicly firing employees on Instagram. 347 00:10:05,040 --> 00:10:05,560 Oh, wait. 348 00:10:05,560 --> 00:10:07,600 Yeah, and ending partnerships without warning. 349 00:10:07,600 --> 00:10:10,120 It was like watching a train wreck in slow motion. 350 00:10:10,120 --> 00:10:10,920 Oh, my gosh. 351 00:10:10,920 --> 00:10:13,520 And this whole situation was made even more poignant 352 00:10:13,520 --> 00:10:15,240 by another loss in Nicola's life. 353 00:10:15,240 --> 00:10:16,800 Yes, her father's death. 354 00:10:16,800 --> 00:10:17,280 Yeah. 355 00:10:17,280 --> 00:10:19,640 He had struggled with alcoholism, which 356 00:10:19,640 --> 00:10:21,440 stemmed from personal challenges 357 00:10:21,440 --> 00:10:23,560 and eventually led to a rapid decline. 358 00:10:23,560 --> 00:10:26,560 What's striking is how Nicola draws a parallel 359 00:10:26,560 --> 00:10:28,440 between her father's struggles. 360 00:10:28,440 --> 00:10:28,920 Right. 361 00:10:28,920 --> 00:10:30,680 And what she was witnessing with Brandon. 362 00:10:30,680 --> 00:10:31,480 Yeah. 363 00:10:31,480 --> 00:10:34,840 It's like she was reliving that same feeling of helplessness. 364 00:10:34,840 --> 00:10:35,440 Yeah. 365 00:10:35,440 --> 00:10:39,080 Of watching someone she loved succumb to forces 366 00:10:39,080 --> 00:10:40,480 beyond their control. 367 00:10:40,480 --> 00:10:42,480 It's a heart-wrenching connection. 368 00:10:42,480 --> 00:10:44,520 Nicola had experienced this kind of loss before, 369 00:10:44,520 --> 00:10:46,520 and now she was watching it unfold again. 370 00:10:46,520 --> 00:10:47,160 Oh, god. 371 00:10:47,160 --> 00:10:50,360 But on a much larger scale impacting not just her family, 372 00:10:50,360 --> 00:10:52,840 but the entire DeCiem community. 373 00:10:52,840 --> 00:10:55,040 And this time it was playing out in a very public way. 374 00:10:55,040 --> 00:10:55,600 Exactly. 375 00:10:55,600 --> 00:10:58,680 Brandon's erratic behavior was all over social media. 376 00:10:58,680 --> 00:10:58,960 Wow. 377 00:10:58,960 --> 00:11:02,240 Creating this chaotic and confusing situation 378 00:11:02,240 --> 00:11:04,680 for customers, employees, and investors alike. 379 00:11:04,680 --> 00:11:06,720 It's almost unimaginable dealing with that level 380 00:11:06,720 --> 00:11:07,880 of personal turmoil. 381 00:11:07,880 --> 00:11:08,480 Yeah. 382 00:11:08,480 --> 00:11:11,440 While also trying to steer a company through such a storm. 383 00:11:11,440 --> 00:11:11,920 Yeah. 384 00:11:11,920 --> 00:11:13,280 So what did Nicola do? 385 00:11:13,280 --> 00:11:16,160 She found herself in this incredibly difficult position 386 00:11:16,160 --> 00:11:17,920 on a personal level. 387 00:11:17,920 --> 00:11:20,640 She was deeply concerned for Brandon's well-being. 388 00:11:20,640 --> 00:11:21,480 Of course. 389 00:11:21,480 --> 00:11:24,640 But as CEO, she also had a responsibility 390 00:11:24,640 --> 00:11:27,280 to protect the company and its employees. 391 00:11:27,280 --> 00:11:29,480 So it was this constant balancing act 392 00:11:29,480 --> 00:11:33,400 between loyalty to Brandon and her duty to DeCiem. 393 00:11:33,400 --> 00:11:34,080 Exactly. 394 00:11:34,080 --> 00:11:36,640 And as things escalated, the shareholders 395 00:11:36,640 --> 00:11:38,360 were forced to make some tough decisions. 396 00:11:38,360 --> 00:11:38,960 Yeah. 397 00:11:38,960 --> 00:11:42,400 In 2018, Brandon was officially removed from the company. 398 00:11:42,400 --> 00:11:43,120 Wow. 399 00:11:43,120 --> 00:11:46,760 It was a move that was necessary, but undoubtedly painful 400 00:11:46,760 --> 00:11:48,000 for everyone involved. 401 00:11:48,000 --> 00:11:50,600 I can only imagine the weight of that decision 402 00:11:50,600 --> 00:11:52,000 knowing that it was for the best. 403 00:11:52,000 --> 00:11:52,480 Yeah. 404 00:11:52,480 --> 00:11:54,440 But still having to remove someone you care about 405 00:11:54,440 --> 00:11:55,600 from the company they built. 406 00:11:55,600 --> 00:11:57,480 It was a heartbreaking situation. 407 00:11:57,480 --> 00:11:59,760 And the public scrutiny surrounding it 408 00:11:59,760 --> 00:12:01,360 only added to the pressure. 409 00:12:01,360 --> 00:12:01,920 Hey, bet. 410 00:12:01,920 --> 00:12:04,800 And through it all, Nicola was dealing with her own personal 411 00:12:04,800 --> 00:12:07,480 grief over her father's passing and preparing 412 00:12:07,480 --> 00:12:08,440 to become a mother. 413 00:12:08,440 --> 00:12:10,080 It's hard to fathom the strength it took 414 00:12:10,080 --> 00:12:11,200 to navigate all of that. 415 00:12:11,200 --> 00:12:12,120 It really is. 416 00:12:12,120 --> 00:12:14,440 So what happened to DeCiem after Brandon's removal? 417 00:12:14,440 --> 00:12:17,520 Well, Nicola stepped back into the role of CEO seven months 418 00:12:17,520 --> 00:12:18,680 pregnant at the time. 419 00:12:18,680 --> 00:12:19,280 Wow. 420 00:12:19,280 --> 00:12:22,760 And her first order of business was to restore stability. 421 00:12:22,760 --> 00:12:25,160 So she immediately reassembled the original team, 422 00:12:25,160 --> 00:12:28,080 bringing back those who had been pushed out during Brandon's 423 00:12:28,080 --> 00:12:29,200 turbulent reign. 424 00:12:29,200 --> 00:12:32,040 It's like a really powerful message, a way of saying, 425 00:12:32,040 --> 00:12:34,800 we're going back to our roots to the values that 426 00:12:34,800 --> 00:12:36,840 made DeCiem successful in the first place. 427 00:12:36,840 --> 00:12:37,400 Exactly. 428 00:12:37,400 --> 00:12:40,280 It was a signal to everyone that they were moving forward, 429 00:12:40,280 --> 00:12:43,160 but not forgetting the lessons of the past. 430 00:12:43,160 --> 00:12:44,920 And while she was rebuilding the company, 431 00:12:44,920 --> 00:12:48,320 Nicola was also facing that very public scrutiny 432 00:12:48,320 --> 00:12:50,200 that followed Brandon's removal. 433 00:12:50,200 --> 00:12:53,560 I can't even imagine dealing with that level of attention 434 00:12:53,560 --> 00:12:55,840 while also adjusting to motherhood. 435 00:12:55,840 --> 00:12:58,360 It was an incredibly challenging time, both personally 436 00:12:58,360 --> 00:12:59,520 and professionally. 437 00:12:59,520 --> 00:13:02,720 But Nicola's resilience is truly remarkable. 438 00:13:02,720 --> 00:13:05,320 She focused on the positive, on rebuilding DeCiem 439 00:13:05,320 --> 00:13:07,480 with kindness and purpose. 440 00:13:07,480 --> 00:13:10,400 And she never lost sight of the human element in all of this. 441 00:13:10,400 --> 00:13:13,320 And then, as if things weren't already difficult enough, 442 00:13:13,320 --> 00:13:15,080 came the news of Brandon's death. 443 00:13:15,080 --> 00:13:16,320 It was devastating. 444 00:13:16,320 --> 00:13:18,160 He was found alone, having fallen 445 00:13:18,160 --> 00:13:20,560 from his high floor apartment balcony. 446 00:13:20,560 --> 00:13:23,440 It was a devastating blow for everyone who knew him, 447 00:13:23,440 --> 00:13:24,880 especially Nicola. 448 00:13:24,880 --> 00:13:25,640 Of course. 449 00:13:25,640 --> 00:13:27,720 You know, she was still grappling with the complexities 450 00:13:27,720 --> 00:13:28,960 of their relationship. 451 00:13:28,960 --> 00:13:29,480 Right. 452 00:13:29,480 --> 00:13:32,480 The love and the pain that had become so intertwined, 453 00:13:32,480 --> 00:13:35,320 and now she was faced with this ultimate loss. 454 00:13:35,320 --> 00:13:37,480 It's hard to imagine the range of emotions 455 00:13:37,480 --> 00:13:39,200 she must have been going through. 456 00:13:39,200 --> 00:13:43,280 So how did she cope with such a profound loss 457 00:13:43,280 --> 00:13:45,400 while also leading a company? 458 00:13:45,400 --> 00:13:47,600 She admits that she hasn't fully processed 459 00:13:47,600 --> 00:13:49,080 everything that happened. 460 00:13:49,080 --> 00:13:50,960 You know, her coping mechanism has 461 00:13:50,960 --> 00:13:54,560 been to stay busy, to focus on the positive aspects of her life. 462 00:13:54,560 --> 00:13:55,160 Right. 463 00:13:55,160 --> 00:13:56,920 Her work and her newborn child. 464 00:13:56,920 --> 00:13:59,320 But she acknowledges that there will come a time when she 465 00:13:59,320 --> 00:14:00,480 needs to take a step back. 466 00:14:00,480 --> 00:14:00,800 Right. 467 00:14:00,800 --> 00:14:03,400 And truly process the trauma of that period. 468 00:14:03,400 --> 00:14:05,560 It's a reminder that everyone grieves differently. 469 00:14:05,560 --> 00:14:05,760 Yeah. 470 00:14:05,760 --> 00:14:08,240 There's no right or wrong way to cope with loss. 471 00:14:08,240 --> 00:14:09,680 And sometimes the best you can do 472 00:14:09,680 --> 00:14:11,720 is keep moving forward one step at a time. 473 00:14:11,720 --> 00:14:12,560 Absolutely. 474 00:14:12,560 --> 00:14:15,440 And Nicola's story highlights the importance of self-care, 475 00:14:15,440 --> 00:14:16,920 especially for leaders who often carry 476 00:14:16,920 --> 00:14:19,080 the weight of so many responsibilities. 477 00:14:19,080 --> 00:14:20,640 It's OK to acknowledge your own needs 478 00:14:20,640 --> 00:14:23,040 and seek support when you need it. 479 00:14:23,040 --> 00:14:26,120 It's interesting to think about the trajectory of deceit 480 00:14:26,120 --> 00:14:27,920 during this tumultuous period. 481 00:14:27,920 --> 00:14:28,200 Yeah. 482 00:14:28,200 --> 00:14:31,920 Because on one hand, you have this internal chaos, 483 00:14:31,920 --> 00:14:33,320 this very public breakdown. 484 00:14:33,320 --> 00:14:33,800 Yeah. 485 00:14:33,800 --> 00:14:38,320 But on the other hand, the demand for their products, 486 00:14:38,320 --> 00:14:41,760 particularly the ordinary, actually skyrocketed. 487 00:14:41,760 --> 00:14:43,760 It's a strange paradox. 488 00:14:43,760 --> 00:14:46,760 It seems counterintuitive that a company going through such 489 00:14:46,760 --> 00:14:49,560 turmoil would experience such massive growth. 490 00:14:49,560 --> 00:14:50,160 Yeah. 491 00:14:50,160 --> 00:14:52,600 But I think it speaks to the power of the brand they built 492 00:14:52,600 --> 00:14:54,680 and the loyalty of their customer base. 493 00:14:54,680 --> 00:14:57,560 So people were drawn to the drama controversy. 494 00:14:57,560 --> 00:14:58,680 To some extent, yes. 495 00:14:58,680 --> 00:15:00,800 I mean, the situation was all over social media. 496 00:15:00,800 --> 00:15:02,680 And people were naturally curious. 497 00:15:02,680 --> 00:15:03,160 Of course. 498 00:15:03,160 --> 00:15:05,200 But it was more than just morbid curiosity. 499 00:15:05,200 --> 00:15:08,200 The core products, particularly those from the ordinary, 500 00:15:08,200 --> 00:15:09,840 they were already well loved. 501 00:15:09,840 --> 00:15:11,200 The quality was there. 502 00:15:11,200 --> 00:15:12,600 The prices were unbeatable. 503 00:15:12,600 --> 00:15:15,080 And people genuinely saw results. 504 00:15:15,080 --> 00:15:17,480 So the drama might have brought new customers in, 505 00:15:17,480 --> 00:15:19,760 but the quality of the products kept them coming back. 506 00:15:19,760 --> 00:15:20,260 Exactly. 507 00:15:20,260 --> 00:15:22,960 It's a testament to the strength of their foundation, 508 00:15:22,960 --> 00:15:26,240 even in the midst of this very public storm. 509 00:15:26,240 --> 00:15:30,000 The core of DeSiem remained strong. 510 00:15:30,000 --> 00:15:32,840 Their commitment to quality, affordability, 511 00:15:32,840 --> 00:15:35,640 and transparency, it resonated with people, 512 00:15:35,640 --> 00:15:36,960 regardless of the headline. 513 00:15:36,960 --> 00:15:37,460 Yeah. 514 00:15:37,460 --> 00:15:41,040 It makes you wonder if the success of the ordinary, 515 00:15:41,040 --> 00:15:44,760 the pressure to keep up with that incredible demand, 516 00:15:44,760 --> 00:15:47,680 if it played a role in Brandon's downward spiral. 517 00:15:47,680 --> 00:15:48,600 It's possible. 518 00:15:48,600 --> 00:15:49,840 That's a lot for anyone to handle. 519 00:15:49,840 --> 00:15:50,340 It is. 520 00:15:50,340 --> 00:15:51,720 Especially someone already struggling 521 00:15:51,720 --> 00:15:52,680 with personal demons. 522 00:15:52,680 --> 00:15:54,000 It's a question that lingers. 523 00:15:54,000 --> 00:15:57,240 Can success truly be achieved without personal sacrifice? 524 00:15:57,240 --> 00:15:57,560 Right. 525 00:15:57,560 --> 00:15:59,040 And if so, at what cost? 526 00:15:59,040 --> 00:16:01,520 It's a complex issue with no easy answers. 527 00:16:01,520 --> 00:16:03,000 But it's definitely something to ponder, 528 00:16:03,000 --> 00:16:05,280 especially in a world that often glorifies 529 00:16:05,280 --> 00:16:08,000 relentless ambition and achievement. 530 00:16:08,000 --> 00:16:08,400 It is. 531 00:16:08,400 --> 00:16:10,400 It's a reminder that there are real people 532 00:16:10,400 --> 00:16:12,720 behind these success stories, people with their own 533 00:16:12,720 --> 00:16:14,000 vulnerabilities and struggles. 534 00:16:14,000 --> 00:16:17,360 And sometimes the price of success can be incredibly high. 535 00:16:17,360 --> 00:16:19,640 It's inspiring, though, to see how Nicola navigated 536 00:16:19,640 --> 00:16:21,040 this whole ordeal. 537 00:16:21,040 --> 00:16:24,240 Despite the immense pressure and personal loss, 538 00:16:24,240 --> 00:16:27,400 she never lost sight of the values that were important to her, 539 00:16:27,400 --> 00:16:29,280 especially kindness and compassion. 540 00:16:29,280 --> 00:16:32,040 That's a crucial takeaway for any leader. 541 00:16:32,040 --> 00:16:34,040 It's easy to let ambition and pressure 542 00:16:34,040 --> 00:16:35,360 compromise your values. 543 00:16:35,360 --> 00:16:35,880 Yeah. 544 00:16:35,880 --> 00:16:38,880 But Nicola demonstrated that you can be both successful 545 00:16:38,880 --> 00:16:40,080 and kind. 546 00:16:40,080 --> 00:16:43,640 You can lead with empathy and still achieve remarkable things. 547 00:16:43,640 --> 00:16:46,480 And her team clearly admires her. 548 00:16:46,480 --> 00:16:48,520 They describe her as a ray of sunshine. 549 00:16:48,520 --> 00:16:49,200 I love that. 550 00:16:49,200 --> 00:16:51,720 Highlighting her self-awareness, her willingness 551 00:16:51,720 --> 00:16:55,120 to delegate, and her genuine care for the people around her. 552 00:16:55,120 --> 00:16:57,280 It's a testament to her leadership style. 553 00:16:57,280 --> 00:16:59,120 She's created this culture of belonging, 554 00:16:59,120 --> 00:17:01,800 where people feel valued and respected, 555 00:17:01,800 --> 00:17:04,160 even after everything they've been through. 556 00:17:04,160 --> 00:17:07,680 That sense of community is a core part of Desim's identity. 557 00:17:07,680 --> 00:17:10,280 And it's a big part of what makes them so successful. 558 00:17:10,280 --> 00:17:13,080 It's interesting that even after successfully leading Desim 559 00:17:13,080 --> 00:17:15,200 through this tumultuous period, Nicola still 560 00:17:15,200 --> 00:17:18,920 describes herself as the least qualified CEO ever. 561 00:17:18,920 --> 00:17:19,640 Oh, I love that. 562 00:17:19,640 --> 00:17:21,280 I find that incredibly humble. 563 00:17:21,280 --> 00:17:24,200 She's very aware of her strengths and weaknesses. 564 00:17:24,200 --> 00:17:26,120 And she's not afraid to bring in people 565 00:17:26,120 --> 00:17:29,160 who have expertise in areas where she may be lacking. 566 00:17:29,160 --> 00:17:30,880 That self-awareness is so important. 567 00:17:30,880 --> 00:17:31,360 It is. 568 00:17:31,360 --> 00:17:33,160 It's easy to let ego get in the way, 569 00:17:33,160 --> 00:17:36,120 especially when you're at the helm of a successful company. 570 00:17:36,120 --> 00:17:36,520 Right. 571 00:17:36,520 --> 00:17:39,160 But Nicola embraces collaboration. 572 00:17:39,160 --> 00:17:42,280 She compares herself to the conductor of an orchestra. 573 00:17:42,280 --> 00:17:42,840 Oh, I like that. 574 00:17:42,840 --> 00:17:45,280 Understanding that her role is to bring together 575 00:17:45,280 --> 00:17:47,720 these talented individuals and guide them 576 00:17:47,720 --> 00:17:49,320 towards a shared vision. 577 00:17:49,320 --> 00:17:51,560 So where does Desim stand today? 578 00:17:51,560 --> 00:17:55,920 How has the company evolved since those early chaotic days? 579 00:17:55,920 --> 00:17:59,400 Well, as of this interview, Desim has grown to almost 1,500 580 00:17:59,400 --> 00:18:00,240 employees. 581 00:18:00,240 --> 00:18:00,960 Wow. 582 00:18:00,960 --> 00:18:04,080 And boasts 32 of its own stores worldwide. 583 00:18:04,080 --> 00:18:04,720 That's incredible. 584 00:18:04,720 --> 00:18:06,680 They've truly become a global phenomenon. 585 00:18:06,680 --> 00:18:07,040 Right. 586 00:18:07,040 --> 00:18:08,640 And here's the amazing part. 587 00:18:08,640 --> 00:18:11,400 The majority of their products are still under $10. 588 00:18:11,400 --> 00:18:13,400 It's incredible that they've managed to maintain that 589 00:18:13,400 --> 00:18:16,000 commitment to affordability while achieving 590 00:18:16,000 --> 00:18:17,880 such massive growth. 591 00:18:17,880 --> 00:18:19,800 They're truly making high quality skincare 592 00:18:19,800 --> 00:18:21,880 accessible to a much wider audience. 593 00:18:21,880 --> 00:18:22,680 Exactly. 594 00:18:22,680 --> 00:18:25,880 And they've expanded their focus beyond just products. 595 00:18:25,880 --> 00:18:29,240 They become advocates for sustainability and social impact, 596 00:18:29,240 --> 00:18:32,320 recognizing that they have a platform and a responsibility 597 00:18:32,320 --> 00:18:33,880 to use it for good. 598 00:18:33,880 --> 00:18:35,880 It's clear that Nicola is leading 599 00:18:35,880 --> 00:18:39,200 Desim with a strong sense of purpose, 600 00:18:39,200 --> 00:18:42,000 building on the foundation that she and Brandon created. 601 00:18:42,000 --> 00:18:42,520 Yeah. 602 00:18:42,520 --> 00:18:44,200 But it's not just about growth. 603 00:18:44,200 --> 00:18:44,560 Right. 604 00:18:44,560 --> 00:18:46,960 It's about making a positive impact on the world. 605 00:18:46,960 --> 00:18:49,360 And that's what's so inspiring about her story. 606 00:18:49,360 --> 00:18:52,200 She's not just focused on the bottom line. 607 00:18:52,200 --> 00:18:54,080 She's thinking about the bigger picture, 608 00:18:54,080 --> 00:18:57,240 about how Desim can contribute to a better future. 609 00:18:57,240 --> 00:18:59,640 After everything she's been through, 610 00:18:59,640 --> 00:19:02,360 I'm curious to know what advice she would give to her younger 611 00:19:02,360 --> 00:19:02,920 self. 612 00:19:02,920 --> 00:19:04,280 Yeah. 613 00:19:04,280 --> 00:19:05,680 The nickel who is just starting out 614 00:19:05,680 --> 00:19:07,600 on this incredible journey with Brandon. 615 00:19:07,600 --> 00:19:09,880 Well, she emphasizes three key things. 616 00:19:09,880 --> 00:19:13,920 Staying calm, finding the positive in every situation, 617 00:19:13,920 --> 00:19:17,040 and having unwavering belief in the end goal. 618 00:19:17,040 --> 00:19:18,840 Those are powerful words to live by. 619 00:19:18,840 --> 00:19:19,360 They are. 620 00:19:19,360 --> 00:19:21,000 Especially in the face of adversity. 621 00:19:21,000 --> 00:19:23,240 And they perfectly reflect Nicola's own approach 622 00:19:23,240 --> 00:19:24,120 to leadership. 623 00:19:24,120 --> 00:19:27,880 You know, her ability to remain grounded and focused, 624 00:19:27,880 --> 00:19:29,720 even during the most challenging times, 625 00:19:29,720 --> 00:19:31,520 is truly remarkable. 626 00:19:31,520 --> 00:19:34,920 It's a reminder that resilience and positivity 627 00:19:34,920 --> 00:19:37,160 are essential qualities for any leader. 628 00:19:37,160 --> 00:19:37,960 Absolutely. 629 00:19:37,960 --> 00:19:39,800 And those are qualities we can all cultivate, 630 00:19:39,800 --> 00:19:41,920 regardless of our industry role. 631 00:19:41,920 --> 00:19:43,640 OK, so we've covered a lot of ground here. 632 00:19:43,640 --> 00:19:45,360 What do you think the tragedy has? 633 00:19:45,360 --> 00:19:47,960 From Nicola's early days at Boots, 634 00:19:47,960 --> 00:19:50,400 to the meteoric rise of the ordinary, 635 00:19:50,400 --> 00:19:53,280 to the tragic downfall of Brandon Truax, 636 00:19:53,280 --> 00:19:55,040 and the rebuilding of Desim. 637 00:19:55,040 --> 00:19:55,720 Wow. 638 00:19:55,720 --> 00:19:57,080 It's been a wild ride. 639 00:19:57,080 --> 00:19:57,680 It really has. 640 00:19:57,680 --> 00:20:00,400 This deep dive has been a whirlwind of business 641 00:20:00,400 --> 00:20:03,920 acumen, personal tragedy, and the enduring power 642 00:20:03,920 --> 00:20:05,480 of human connection. 643 00:20:05,480 --> 00:20:07,760 We've seen the highs and lows of entrepreneurship, 644 00:20:07,760 --> 00:20:10,040 the importance of building a strong team, 645 00:20:10,040 --> 00:20:13,280 and the impact that one person's vision can have on the world. 646 00:20:13,280 --> 00:20:14,840 And that stands out as Nicola's resilience. 647 00:20:14,840 --> 00:20:15,320 Yes. 648 00:20:15,320 --> 00:20:17,720 Her unwavering commitment to leading with kindness, 649 00:20:17,720 --> 00:20:19,920 and her ability to find meaning and purpose, 650 00:20:19,920 --> 00:20:22,400 even in the face of unimaginable loss. 651 00:20:22,400 --> 00:20:23,120 Absolutely. 652 00:20:23,120 --> 00:20:26,280 Her story is a testament to the power of the human spirit, 653 00:20:26,280 --> 00:20:29,040 and leaves us with some profound questions to ponder. 654 00:20:29,040 --> 00:20:30,120 It does. 655 00:20:30,120 --> 00:20:34,040 How can we apply the lessons of prioritizing people, 656 00:20:34,040 --> 00:20:36,440 embracing unconventional thinking, 657 00:20:36,440 --> 00:20:39,200 and leading with compassion in our own pursuits? 658 00:20:39,200 --> 00:20:42,160 How can we balance ambition with well-being, 659 00:20:42,160 --> 00:20:45,040 recognizing the human cost of success? 660 00:20:45,040 --> 00:20:46,600 And perhaps most importantly, how 661 00:20:46,600 --> 00:20:49,080 can we foster a sense of belonging and community 662 00:20:49,080 --> 00:20:52,360 in our own lives and workplaces, creating environments where 663 00:20:52,360 --> 00:20:54,480 people feel valued and supported? 664 00:20:54,480 --> 00:20:56,840 And this time, it was all happening so publicly, 665 00:20:56,840 --> 00:20:59,280 Brandon's behavior was all over social media. 666 00:20:59,280 --> 00:20:59,840 Oh, gosh. 667 00:20:59,840 --> 00:21:02,240 It was this chaotic and confusing situation 668 00:21:02,240 --> 00:21:04,520 for customers and employees and investors. 669 00:21:04,520 --> 00:21:07,160 Yeah, it's almost unimaginable, dealing with that level 670 00:21:07,160 --> 00:21:08,280 of personal turmoil. 671 00:21:08,280 --> 00:21:08,960 Yeah. 672 00:21:08,960 --> 00:21:11,440 But also having to steer a company through a storm 673 00:21:11,440 --> 00:21:11,960 like that. 674 00:21:11,960 --> 00:21:12,760 It was tough. 675 00:21:12,760 --> 00:21:14,200 So what did Nicola do? 676 00:21:14,200 --> 00:21:15,960 Well, she was in a really tough spot. 677 00:21:15,960 --> 00:21:18,840 On a personal level, she was super worried about Brandon. 678 00:21:18,840 --> 00:21:21,440 But as the CEO, she also had to protect the company 679 00:21:21,440 --> 00:21:22,400 and all the employees. 680 00:21:22,400 --> 00:21:23,960 Right, so this constant back and forth. 681 00:21:23,960 --> 00:21:25,680 Yeah, between her loyalty to Brandon 682 00:21:25,680 --> 00:21:27,320 and her duty to deceive him. 683 00:21:27,320 --> 00:21:29,080 And eventually something had to give, right? 684 00:21:29,080 --> 00:21:31,600 Yeah, as things escalated, the shareholders 685 00:21:31,600 --> 00:21:34,080 had to step in and make some tough choices. 686 00:21:34,080 --> 00:21:34,640 I bet. 687 00:21:34,640 --> 00:21:38,760 So in 2018, Brandon was officially removed from the company. 688 00:21:38,760 --> 00:21:39,360 Wow. 689 00:21:39,360 --> 00:21:40,880 It was definitely the right move, 690 00:21:40,880 --> 00:21:43,520 but it had to have been painful for everyone. 691 00:21:43,520 --> 00:21:47,280 I can only imagine having to remove someone you care about. 692 00:21:47,280 --> 00:21:48,040 Yeah. 693 00:21:48,040 --> 00:21:49,280 From the company they build. 694 00:21:49,280 --> 00:21:53,360 Heartbreaking and the public scrutiny that followed. 695 00:21:53,360 --> 00:21:53,860 Oh, yeah. 696 00:21:53,860 --> 00:21:55,080 That just added to the pressure. 697 00:21:55,080 --> 00:21:55,960 For sure. 698 00:21:55,960 --> 00:21:59,720 And through it all, Nicola was dealing with her own grief 699 00:21:59,720 --> 00:22:02,200 over her father and preparing to become a mother. 700 00:22:02,200 --> 00:22:02,680 Right. 701 00:22:02,680 --> 00:22:04,960 I mean, honestly, it's hard to fathom the strength it took 702 00:22:04,960 --> 00:22:05,880 to deal with all that. 703 00:22:05,880 --> 00:22:06,760 It really is. 704 00:22:06,760 --> 00:22:09,960 So what happened to deceive him after Brandon was removed? 705 00:22:09,960 --> 00:22:12,120 Well, Nicola stepped back in as CEO, 706 00:22:12,120 --> 00:22:13,880 seven months pregnant at the time. 707 00:22:13,880 --> 00:22:14,640 Wow. 708 00:22:14,640 --> 00:22:17,240 And the first thing she did was try to restore stability. 709 00:22:17,240 --> 00:22:17,720 Because? 710 00:22:17,720 --> 00:22:19,400 She brought back the original team. 711 00:22:19,400 --> 00:22:19,920 Oh, wow. 712 00:22:19,920 --> 00:22:21,640 The people who had been pushed out 713 00:22:21,640 --> 00:22:23,840 during that turbulent time with Brandon. 714 00:22:23,840 --> 00:22:25,760 So almost like a return to their roots. 715 00:22:25,760 --> 00:22:26,480 Exactly. 716 00:22:26,480 --> 00:22:28,760 A signal that they were moving forward, 717 00:22:28,760 --> 00:22:30,960 but not forgetting those early lessons. 718 00:22:30,960 --> 00:22:33,000 And while she was rebuilding the company, 719 00:22:33,000 --> 00:22:35,560 she was also dealing with all that public scrutiny. 720 00:22:35,560 --> 00:22:36,080 Oh, yeah. 721 00:22:36,080 --> 00:22:36,960 It was a lot to handle. 722 00:22:36,960 --> 00:22:40,480 Adjusting to motherhood, a company in crisis. 723 00:22:40,480 --> 00:22:42,160 It was a really challenging time for her, 724 00:22:42,160 --> 00:22:43,800 both personally and professionally. 725 00:22:43,800 --> 00:22:47,120 But Nicola's resilience is incredible. 726 00:22:47,120 --> 00:22:47,640 I bet. 727 00:22:47,640 --> 00:22:51,160 She just focused on the positive rebuilding to seem 728 00:22:51,160 --> 00:22:53,280 with kindness and purpose. 729 00:22:53,280 --> 00:22:53,720 That's great. 730 00:22:53,720 --> 00:22:56,920 And she never lost sight of the human element in all of this. 731 00:22:56,920 --> 00:22:59,920 And then on top of all that came the news of Brandon's death. 732 00:22:59,920 --> 00:23:01,000 It's so sad. 733 00:23:01,000 --> 00:23:02,320 He was found alone. 734 00:23:02,320 --> 00:23:04,360 He had fallen from his apartment balcony. 735 00:23:04,360 --> 00:23:06,400 Devastating for everyone who knew him, 736 00:23:06,400 --> 00:23:07,560 especially Nicola. 737 00:23:07,560 --> 00:23:08,240 Of course. 738 00:23:08,240 --> 00:23:10,200 She was still dealing with the complexities 739 00:23:10,200 --> 00:23:12,360 of their relationship, all that love and pain. 740 00:23:12,360 --> 00:23:14,920 And now she was facing this ultimate loss. 741 00:23:14,920 --> 00:23:17,120 How do you even process something like that 742 00:23:17,120 --> 00:23:18,600 while also leading a company? 743 00:23:18,600 --> 00:23:19,680 It's a lot. 744 00:23:19,680 --> 00:23:23,280 She admits that she hasn't fully processed everything yet. 745 00:23:23,280 --> 00:23:25,760 She's been coping by saying busy focusing 746 00:23:25,760 --> 00:23:28,400 on the positive things, like her work and her baby. 747 00:23:28,400 --> 00:23:30,120 But she knows that eventually she'll 748 00:23:30,120 --> 00:23:31,960 need to take a step back and really process 749 00:23:31,960 --> 00:23:34,120 the trauma of that whole period. 750 00:23:34,120 --> 00:23:37,360 It's a good reminder that everyone grieves differently. 751 00:23:37,360 --> 00:23:40,000 And there's no right or wrong way to cope with loss. 752 00:23:40,000 --> 00:23:41,320 Absolutely. 753 00:23:41,320 --> 00:23:42,960 Sometimes the best you can do is just 754 00:23:42,960 --> 00:23:45,320 keep moving forward one step at a time. 755 00:23:45,320 --> 00:23:48,400 And I think Nicola's story really highlights 756 00:23:48,400 --> 00:23:49,760 the importance of self-care. 757 00:23:49,760 --> 00:23:51,040 Yeah. 758 00:23:51,040 --> 00:23:53,600 Especially for leaders who carry so much responsibility. 759 00:23:53,600 --> 00:23:53,880 Right. 760 00:23:53,880 --> 00:23:55,880 It's OK to acknowledge your own needs 761 00:23:55,880 --> 00:23:57,920 and ask for help when you need it. 762 00:23:57,920 --> 00:24:00,640 You know, it's interesting to think about how 763 00:24:00,640 --> 00:24:03,640 to see him was doing during this whole time. 764 00:24:03,640 --> 00:24:06,920 Because on one hand there was this internal chaos. 765 00:24:06,920 --> 00:24:07,280 Right. 766 00:24:07,280 --> 00:24:08,640 Very public breakdown. 767 00:24:08,640 --> 00:24:09,080 Yeah. 768 00:24:09,080 --> 00:24:12,360 But on the other hand, demand for their products, 769 00:24:12,360 --> 00:24:15,800 especially the ordinary, was skyrocketing. 770 00:24:15,800 --> 00:24:17,480 It is a weird paradox. 771 00:24:17,480 --> 00:24:17,960 It is. 772 00:24:17,960 --> 00:24:20,160 You wouldn't think a company going through something like that 773 00:24:20,160 --> 00:24:21,520 would see so much growth. 774 00:24:21,520 --> 00:24:21,960 Right. 775 00:24:21,960 --> 00:24:24,040 But it really shows you the power of their brand 776 00:24:24,040 --> 00:24:25,640 and how loyal their customers were. 777 00:24:25,640 --> 00:24:29,120 So do you think people were drawn to the drama, 778 00:24:29,120 --> 00:24:31,840 the controversy around Brandon and to see him? 779 00:24:31,840 --> 00:24:33,720 I think some people were for sure. 780 00:24:33,720 --> 00:24:35,200 I mean, it was all over social media. 781 00:24:35,200 --> 00:24:36,560 People were curious. 782 00:24:36,560 --> 00:24:37,680 But it wasn't just that. 783 00:24:37,680 --> 00:24:39,920 The products themselves, especially the ordinary, 784 00:24:39,920 --> 00:24:41,360 they were already so popular. 785 00:24:41,360 --> 00:24:41,720 Yeah. 786 00:24:41,720 --> 00:24:42,920 The quality was there. 787 00:24:42,920 --> 00:24:44,080 The prices were great. 788 00:24:44,080 --> 00:24:46,280 People were seeing real results. 789 00:24:46,280 --> 00:24:49,320 So maybe the drama brought in new customers. 790 00:24:49,320 --> 00:24:49,440 Yeah. 791 00:24:49,440 --> 00:24:52,280 But it was the quality of the products that made them stay. 792 00:24:52,280 --> 00:24:53,280 Exactly. 793 00:24:53,280 --> 00:24:56,360 It's a testament to the strength of their foundation. 794 00:24:56,360 --> 00:24:58,600 Even during this very public storm, 795 00:24:58,600 --> 00:25:01,960 the core of deceit remained strong, that commitment 796 00:25:01,960 --> 00:25:05,120 to quality, affordability, and transparency. 797 00:25:05,120 --> 00:25:05,720 Yeah. 798 00:25:05,720 --> 00:25:07,200 People really responded to that. 799 00:25:07,200 --> 00:25:10,280 It makes you wonder if the success of the ordinary, 800 00:25:10,280 --> 00:25:13,000 the pressure to keep up with all that demand, 801 00:25:13,000 --> 00:25:15,840 played a role in Brandon's downward spiral. 802 00:25:15,840 --> 00:25:16,480 It's possible. 803 00:25:16,480 --> 00:25:17,560 That's a lot to handle. 804 00:25:17,560 --> 00:25:19,880 It is, especially for someone who was already struggling. 805 00:25:19,880 --> 00:25:20,320 Right. 806 00:25:20,320 --> 00:25:22,440 It's a question that stays with you. 807 00:25:22,440 --> 00:25:25,000 Can you really achieve success without some kind 808 00:25:25,000 --> 00:25:26,280 of personal sacrifice? 809 00:25:26,280 --> 00:25:26,800 Right. 810 00:25:26,800 --> 00:25:28,360 And if so, what cost? 811 00:25:28,360 --> 00:25:30,720 That's a big question with no easy answers. 812 00:25:30,720 --> 00:25:32,320 But it's something to think about. 813 00:25:32,320 --> 00:25:32,960 It is. 814 00:25:32,960 --> 00:25:34,840 Especially in a world that's always telling us 815 00:25:34,840 --> 00:25:36,480 to strive for more. 816 00:25:36,480 --> 00:25:37,160 Absolutely. 817 00:25:37,160 --> 00:25:39,680 It's a good reminder that behind every success story, 818 00:25:39,680 --> 00:25:40,840 there are real people. 819 00:25:40,840 --> 00:25:43,840 People who are vulnerable and have struggles. 820 00:25:43,840 --> 00:25:47,480 And sometimes the price of that success can be really high. 821 00:25:47,480 --> 00:25:50,160 It's inspiring to see how Nicola dealt with all of this. 822 00:25:50,160 --> 00:25:50,520 Yeah. 823 00:25:50,520 --> 00:25:52,720 Despite the pressure and the loss, 824 00:25:52,720 --> 00:25:54,360 she never lost sight of those values 825 00:25:54,360 --> 00:25:55,520 that were so important to her. 826 00:25:55,520 --> 00:25:55,960 Right. 827 00:25:55,960 --> 00:25:57,760 Kindness, compassion. 828 00:25:57,760 --> 00:25:59,600 That's so crucial for any leader. 829 00:25:59,600 --> 00:25:59,880 Yeah. 830 00:25:59,880 --> 00:26:03,760 It's easy to let ambition and pressure make you forget your values. 831 00:26:03,760 --> 00:26:04,320 Totally. 832 00:26:04,320 --> 00:26:08,200 But Nicola showed us that you can be successful and kind. 833 00:26:08,200 --> 00:26:11,720 You can lead with empathy and still achieve great things. 834 00:26:11,720 --> 00:26:13,320 And your team really respects her for that. 835 00:26:13,320 --> 00:26:13,840 They do. 836 00:26:13,840 --> 00:26:16,120 They describe her as a ray of sunshine. 837 00:26:16,120 --> 00:26:17,040 I love that. 838 00:26:17,040 --> 00:26:19,400 They talk about her self-awareness, her willingness 839 00:26:19,400 --> 00:26:22,400 to delegate, and how much she cares for everyone around her. 840 00:26:22,400 --> 00:26:23,800 That's fantastic. 841 00:26:23,800 --> 00:26:26,400 You know, it's interesting because even after successfully 842 00:26:26,400 --> 00:26:28,960 guiding to see him through this turbulent period, 843 00:26:28,960 --> 00:26:32,720 Nicola still calls herself the least qualified CEO ever. 844 00:26:32,720 --> 00:26:33,720 It's so humble. 845 00:26:33,720 --> 00:26:35,880 She knows her strengths and weaknesses. 846 00:26:35,880 --> 00:26:37,640 And she's not afraid to bring in people 847 00:26:37,640 --> 00:26:40,160 who have expertise in areas where she doesn't. 848 00:26:40,160 --> 00:26:42,080 That self-awareness is so important. 849 00:26:42,080 --> 00:26:44,000 It's easy to let ego get in the way when you're 850 00:26:44,000 --> 00:26:45,480 running a successful company. 851 00:26:45,480 --> 00:26:46,560 True. 852 00:26:46,560 --> 00:26:49,400 But Nicola really embraces collaboration. 853 00:26:49,400 --> 00:26:52,960 She compares herself to the conductor of an orchestra. 854 00:26:52,960 --> 00:26:55,960 Her job is to bring together all these talented people 855 00:26:55,960 --> 00:26:58,000 and guide them towards a shared vision. 856 00:26:58,000 --> 00:26:59,440 That's a great analogy. 857 00:26:59,440 --> 00:27:01,560 So where does DeSiem stand today? 858 00:27:01,560 --> 00:27:05,320 How has the company evolved since those early chaotic days? 859 00:27:05,320 --> 00:27:06,680 Well, at the time of this interview, 860 00:27:06,680 --> 00:27:09,520 DeSiem had almost 1,500 employees. 861 00:27:09,520 --> 00:27:09,880 Wow. 862 00:27:09,880 --> 00:27:13,680 And 32 of its own stores all over the world. 863 00:27:13,680 --> 00:27:14,320 Amazing. 864 00:27:14,320 --> 00:27:17,280 They've become a global phenomenon. 865 00:27:17,280 --> 00:27:18,760 And here's the best part. 866 00:27:18,760 --> 00:27:21,560 Most of their products are still under $10. 867 00:27:21,560 --> 00:27:22,840 That's incredible. 868 00:27:22,840 --> 00:27:26,000 They've managed to stay affordable while still growing so much. 869 00:27:26,000 --> 00:27:27,840 Yeah, they're making high quality skincare 870 00:27:27,840 --> 00:27:30,040 accessible to a much wider audience. 871 00:27:30,040 --> 00:27:32,240 And they're not just focused on products anymore, right? 872 00:27:32,240 --> 00:27:32,560 Right. 873 00:27:32,560 --> 00:27:35,400 They're also advocating for sustainability and social impact. 874 00:27:35,400 --> 00:27:35,960 That's great. 875 00:27:35,960 --> 00:27:38,560 They know they have a platform and they're using it for good. 876 00:27:38,560 --> 00:27:41,040 It's clear that Nicola is leading DeSiem 877 00:27:41,040 --> 00:27:43,200 with a strong sense of purpose building 878 00:27:43,200 --> 00:27:44,880 on what she and Brandon started. 879 00:27:44,880 --> 00:27:46,560 But it's not just about growth. 880 00:27:46,560 --> 00:27:48,280 It's about making a real difference. 881 00:27:48,280 --> 00:27:50,920 And that's what makes her story so inspiring. 882 00:27:50,920 --> 00:27:53,360 She's not just thinking about the bottom line, 883 00:27:53,360 --> 00:27:56,840 but about how DeSiem can contribute to a better future. 884 00:27:56,840 --> 00:27:59,280 So after everything she's been through, 885 00:27:59,280 --> 00:28:01,960 what advice would she give to her younger self? 886 00:28:01,960 --> 00:28:03,840 She talks about three key things. 887 00:28:03,840 --> 00:28:07,440 Staying calm, finding the positive in every situation, 888 00:28:07,440 --> 00:28:09,080 and believing in the end goal. 889 00:28:09,080 --> 00:28:10,320 That's powerful stuff. 890 00:28:10,320 --> 00:28:10,840 It is. 891 00:28:10,840 --> 00:28:13,680 And it reflects her leadership style perfectly. 892 00:28:13,680 --> 00:28:16,720 Even during tough times, she stays grounded and focused. 893 00:28:16,720 --> 00:28:19,960 It reminds us that resilience and positivity are so important. 894 00:28:19,960 --> 00:28:20,560 Yes. 895 00:28:20,560 --> 00:28:22,520 And those are qualities we can all work on. 896 00:28:22,520 --> 00:28:22,880 OK. 897 00:28:22,880 --> 00:28:26,400 So we've covered a lot here from Nicola's early days at Boots 898 00:28:26,400 --> 00:28:28,720 to the crazy success of The Ordinary, 899 00:28:28,720 --> 00:28:31,920 to Brandon's tragic downfall, and to see him rebuilding itself. 900 00:28:31,920 --> 00:28:33,040 It's been quite a journey. 901 00:28:33,040 --> 00:28:34,040 It has. 902 00:28:34,040 --> 00:28:36,720 This deep dive has been a mix of business-savvy, 903 00:28:36,720 --> 00:28:40,120 personal tragedy, and the power of human connection. 904 00:28:40,120 --> 00:28:42,160 We've seen the highs and lows of building a business, 905 00:28:42,160 --> 00:28:45,600 the importance of teamwork, and how one person's vision can 906 00:28:45,600 --> 00:28:47,080 really impact the world. 907 00:28:47,080 --> 00:28:48,640 But for me, what really stands out 908 00:28:48,640 --> 00:28:49,840 is Nicola's resilience. 909 00:28:49,840 --> 00:28:50,280 Yeah. 910 00:28:50,280 --> 00:28:52,000 Her commitment to leading with kindness, 911 00:28:52,000 --> 00:28:55,520 and finding meaning, even when facing unimaginable loss. 912 00:28:55,520 --> 00:28:58,440 Her story is a testament to the strength of the human spirit, 913 00:28:58,440 --> 00:29:01,480 and it leaves us with some deep questions to think about. 914 00:29:01,480 --> 00:29:02,480 It does. 915 00:29:02,480 --> 00:29:06,120 How can we take what we've learned about prioritizing people 916 00:29:06,120 --> 00:29:09,640 embracing unconventional ideas and leading with compassion 917 00:29:09,640 --> 00:29:11,440 and apply it to our own lives? 918 00:29:11,440 --> 00:29:14,920 How to balance ambition and well-being. 919 00:29:14,920 --> 00:29:15,320 Right. 920 00:29:15,320 --> 00:29:18,280 And how do we create communities in our work and personal lives 921 00:29:18,280 --> 00:29:21,120 where everyone feels valued and supported? 922 00:29:21,120 --> 00:29:21,480 Yeah. 923 00:29:21,480 --> 00:29:22,800 It really gets you thinking. 924 00:29:22,800 --> 00:29:25,880 And for me, what makes this whole story so powerful 925 00:29:25,880 --> 00:29:28,280 is that it's not just about business. 926 00:29:28,280 --> 00:29:29,000 Right. 927 00:29:29,000 --> 00:29:31,800 It's about human connection and resilience, 928 00:29:31,800 --> 00:29:34,560 and the choices we make when things get really tough. 929 00:29:34,560 --> 00:29:35,200 Exactly. 930 00:29:35,200 --> 00:29:36,840 It's a human story at its core. 931 00:29:36,840 --> 00:29:37,680 Yeah. 932 00:29:37,680 --> 00:29:40,360 About relationships, and sacrifice, and legacy. 933 00:29:40,360 --> 00:29:43,160 And that question about success and sacrifice, 934 00:29:43,160 --> 00:29:44,520 it just keeps coming back. 935 00:29:44,520 --> 00:29:44,840 Yeah. 936 00:29:44,840 --> 00:29:46,720 Can you really have one without the other? 937 00:29:46,720 --> 00:29:48,640 And if so, what's the price you pay? 938 00:29:48,640 --> 00:29:50,280 It's like that age-old dilemma we're always 939 00:29:50,280 --> 00:29:52,400 told to climb the ladder, reach the top. 940 00:29:52,400 --> 00:29:52,880 Right. 941 00:29:52,880 --> 00:29:53,840 Strive for more. 942 00:29:53,840 --> 00:29:56,920 But we rarely stop to think about what we might 943 00:29:56,920 --> 00:29:58,400 be giving up along the way. 944 00:29:58,400 --> 00:30:01,240 It makes you think about what success really means. 945 00:30:01,240 --> 00:30:01,520 Yeah. 946 00:30:01,520 --> 00:30:04,360 Is it all about money and hitting those milestones? 947 00:30:04,360 --> 00:30:04,760 Right. 948 00:30:04,760 --> 00:30:07,920 Or is there more to it, like well-being and purpose 949 00:30:07,920 --> 00:30:09,400 and real connection? 950 00:30:09,400 --> 00:30:11,160 And maybe there's no one right answer. 951 00:30:11,160 --> 00:30:11,680 Yeah. 952 00:30:11,680 --> 00:30:13,600 I think it's different for everyone. 953 00:30:13,600 --> 00:30:17,400 What feels like success to one person might feel empty 954 00:30:17,400 --> 00:30:18,200 to someone else. 955 00:30:18,200 --> 00:30:18,560 Right. 956 00:30:18,560 --> 00:30:20,320 You've got to find that balance between what you're 957 00:30:20,320 --> 00:30:22,360 striving for and taking care of yourself 958 00:30:22,360 --> 00:30:23,600 and your relationships. 959 00:30:23,600 --> 00:30:26,120 And remembering that success isn't this straight line. 960 00:30:26,120 --> 00:30:26,760 Totally. 961 00:30:26,760 --> 00:30:30,920 There's going to be bumps in the road, challenges, detours. 962 00:30:30,920 --> 00:30:31,960 Exactly. 963 00:30:31,960 --> 00:30:34,280 And is how you handle those obstacles 964 00:30:34,280 --> 00:30:37,400 and how you treat people during those times that really matters. 965 00:30:37,400 --> 00:30:38,600 Yeah, it defines who you are. 966 00:30:38,600 --> 00:30:40,440 It's a good reminder that success isn't just 967 00:30:40,440 --> 00:30:41,720 about what you achieve. 968 00:30:41,720 --> 00:30:43,360 It's about how you achieve it. 969 00:30:43,360 --> 00:30:46,680 Yeah, your values, the impact you have on the world. 970 00:30:46,680 --> 00:30:48,880 So for anyone listening who might be feeling lost 971 00:30:48,880 --> 00:30:51,680 or overwhelmed right now, what advice would you 972 00:30:51,680 --> 00:30:54,240 give them based on what we've learned from Nicola? 973 00:30:54,240 --> 00:30:56,520 Well, first of all, remember that you're not alone. 974 00:30:56,520 --> 00:30:58,400 Everyone faces challenges. 975 00:30:58,400 --> 00:31:00,920 Even those people who seem like they have it all figured out. 976 00:31:00,920 --> 00:31:01,400 Totally. 977 00:31:01,400 --> 00:31:05,840 It's OK to ask for help, to lean on people when you need it. 978 00:31:05,840 --> 00:31:06,240 Yeah. 979 00:31:06,240 --> 00:31:07,480 Don't forget to take care of yourself. 980 00:31:07,480 --> 00:31:07,840 Right. 981 00:31:07,840 --> 00:31:10,560 Your physical and mental health are so important. 982 00:31:10,560 --> 00:31:12,800 Especially when you're going through tough times. 983 00:31:12,800 --> 00:31:15,760 And celebrate those small wins along the way. 984 00:31:15,760 --> 00:31:18,240 Success isn't just about the end goal. 985 00:31:18,240 --> 00:31:18,560 Yeah. 986 00:31:18,560 --> 00:31:21,080 It's about finding joy in the journey. 987 00:31:21,080 --> 00:31:23,560 I love that Nicola's story really shows us 988 00:31:23,560 --> 00:31:26,360 that even when things are chaotic and uncertain, 989 00:31:26,360 --> 00:31:27,480 there's always hope. 990 00:31:27,480 --> 00:31:27,880 Right. 991 00:31:27,880 --> 00:31:31,080 You can always find meaning and purpose and connection. 992 00:31:31,080 --> 00:31:33,400 And in the end, that's what really matters. 993 00:31:33,400 --> 00:31:34,760 I couldn't have said it better myself. 994 00:31:34,760 --> 00:31:35,800 Thanks. 995 00:31:35,800 --> 00:31:38,760 This deep dive has been a roller coaster of emotions. 996 00:31:38,760 --> 00:31:39,520 It has. 997 00:31:39,520 --> 00:31:42,440 From the excitement of DeSiem's innovative approach. 998 00:31:42,440 --> 00:31:43,320 Yeah. 999 00:31:43,320 --> 00:31:45,720 To the heartbreak of Brandon's downfall. 1000 00:31:45,720 --> 00:31:46,080 Yeah. 1001 00:31:46,080 --> 00:31:48,120 And Nicola's strength through it all. 1002 00:31:48,120 --> 00:31:52,000 But it's ultimately a story of resilience and hope 1003 00:31:52,000 --> 00:31:53,880 and the power of human connection. 1004 00:31:53,880 --> 00:31:54,680 Right. 1005 00:31:54,680 --> 00:31:56,360 And I hope that's what our listeners take away 1006 00:31:56,360 --> 00:31:57,440 from this conversation. 1007 00:31:57,440 --> 00:31:57,920 Me too. 1008 00:31:57,920 --> 00:32:01,240 A reminder that even in the face of adversity, 1009 00:32:01,240 --> 00:32:03,960 we can find our way back to the things that truly matter. 1010 00:32:03,960 --> 00:32:04,400 Yeah. 1011 00:32:04,400 --> 00:32:06,720 The people we love, the values we hold dear, 1012 00:32:06,720 --> 00:32:09,240 and the purpose that drives us forward. 1013 00:32:09,240 --> 00:32:10,160 That's it. 1014 00:32:10,160 --> 00:32:12,840 So thank you all for joining us on this incredible journey. 1015 00:32:12,840 --> 00:32:16,200 And until next time, keep exploring, keep questioning, 1016 00:32:16,200 --> 00:32:17,960 and keep the conversation going. 1017 00:32:17,960 --> 00:32:40,600 Bye, everyone.