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  4. Joe & The Juice Founder: How I Built A $1.8B Brand! Why Control Kills Culture, The Truth About Money, Private Equity, Ambition & What Success Really Means | Kaspar Basse
Kaspar Basse founded Joe & The Juice in Copenhagen in 2002
with a few thousand dollars and an ambition that was anything but
small: he wanted to build something that could compete with
Starbucks.

Two decades later, Joe & The Juice has grown into a global
brand with over 500 locations and was valued at $1.8 billion in
2026.

But Kaspar believes one of the biggest mistakes companies make
happens precisely when they become successful.

As businesses grow, they introduce managers, processes, controls
and layers of approval to protect what they have built.

And in doing so, they can gradually remove the very thing that
made them successful in the first place: culture, and quality.

Kaspar does not believe great company culture comes from music,
office perks, parties or paying slightly more than your
competitors.

It comes from people feeling agency, challenged, trusted, capable
of improving and proud of what they do.

In this episode, you will learn:

• The real Joe & The Juice story like never shared
before

• Why Kaspar believes entrepreneurs should be naively
ambitious about their vision but brutally realistic about their
finances

• The “Don't Blame The Weather” philosophy he used to
build a culture of responsibility instead of excuses

• Why too much management and control can make great
employees stop thinking like owners

• Why “hire the best people” is an incomplete strategy,
and how businesses can develop ordinary people into exceptional
performers

• What more than 20 years of entrepreneurship taught him
about money, private equity, impatience, ambition and knowing
when to step away

Kaspar also speaks unusually openly about money.

He admits that financial success has always mattered to him. Even
today he is not sure he would ever know how much money is enough
for him.

Yet his perspective on success has also changed.

After decades of building, he says there is something strangely
liberating about recognising that most of the things we obsess
over do not matter nearly as much as we think.

A great family. Great friends. Good health. And, in Kaspar's
words, a wonderful restaurant in which to have a martini.

This episode will teach you many things, including; how
to take responsibility for what you can control, become
resourceful enough to find a way forward, and stop wasting your
life blaming the weather.

Follow Jo & The Juice:

⁠https://www.instagram.com/joeandthejuice

⁠⁠https://www.instagram.com/kasparjuice⁠

#ThrivingMinds #AlbertoZandi #KasparBasse #JoeAndTheJuice
#Entrepreneurship #HospitalityBusiness #RestaurantIndustry
#ScalingBusiness #DataDriven #LuxuryRestaurants #BusinessStrategy
#StartupAdvice

Hosted on Acast. See acast.com/privacy for more information.

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„Joe & The Juice Founder: How I Built A $1.8B Brand! Why Control Kills Culture, The Truth About Money, Private Equity, Ambition & What Success Really Means | Kaspar Basse“

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