In this episode of the Danish-language podcast Den Nye Standard, the new standard is set by Jon Andersen, founder and CEO of STATE Drinks. Jon has been invited into the studio because he has managed to set new standards in the soft drinks industry. We talk about brand partnerships and Jon’s view of taking a company from startup to scaleup.
Jon takes us through STATE’s journey, which began in 2012, when he gave it 110 per cent to create an energy drink that was different from all the others. For Jon, a personal need as a hard-working footballer was the starting point for a path he never expected to take: running his own business.
We hear about STATE’s early years and how Jon and his business partner took the company from idea to product. And how do you go about it as a young lad when you need to raise capital with no degree, no experience of running a business and, most importantly, no finished product?
The STATE brand is built largely on partnerships with more than 70 elite athletes who act as ambassadors in its marketing.
We ask Jon whether the plan from the start was to build the brand around partnerships, and what that has meant for the company. And how did he and his partner Kim get top footballer Christian Eriksen on board as a co-owner when all they had were samples and a vision?
Like Nicolai, the host of Den Nye Standard, Jon Andersen has no university degree. That turns the conversation to the past, regrets and bumps in the road. Has Jon ever regretted not finishing his degree at CBS? And what has he learnt along the way?
As a regular feature, Nicolai and Jon look at the other side of success, and Jon talks about the dark side of having a large sum of money invested in your idea. The pressure to win and the drive to keep going can one day lead to your body saying “stop” and running out of energy.
Finally, Jon reflects on the deeper questions that come with having set a new standard. He looks back on a message the head of Silkeborg had put up in the club’s weights room, which has stayed with him through the ups and downs over the years.
And although STATE is doing very well around the world, when does Jon think you can actually be satisfied with what you’ve achieved? One thing he does know: he wants to be remembered for giving good energy to the very end.