In a market characterised by strong rivalry and established brands, launching a new product is a challenge that requires real passion and relentless perseverance. David Prott, Co-Founder and Managing Director of Marry Icetea, recently shared his experiences in the "Essentials of Strategic Management" course and how his start-up overcame these challenges.

David emphasised that success in the beverage sector depends not only on an innovative product, but also on a smart strategy and the will to find ways to overcome obstacles. Strategic marketing plays a crucial role in this, as does the ability to continuously motivate and align the team with the company's vision.

"Strategy needs passion" or, in other words: "If you want something, you will find a way." This motto is reflected in every phase of product development and market launch. Successful entrepreneurs differ from others in that they do not look for excuses, but seek solutions and are prepared to stick to their vision even in difficult times.