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The Secret Sauce for Building a Luxury Brand

Nick Guillen and Nick Ajluni, founders of TRUFF hot sauce, share how they built their business from an Instagram handle.

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Nick Guillen and Nick Ajluni, founders of TRUFF hot sauce, and The Playbook host David Meltzer sit down to chat about:

  • How the pair bonded while competing in business competitions in college and the lessons that they learned through their experiences [1:27].
  • How securing the Instagram handle @sauce and building out that profile led to the creation of their business [9:37].
  • Why they spent a year and a half testing over 300 recipe renditions to find the right mix for their sauce [13:08].
  • Why they try to view their company as a new version, to be improved each and every year [20:15].

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