# 88. How to build a disruptive product without outspending industry giants | Mark Rushmore

Page: https://stenobird.com/podcast/james-reed-all-about-business-7046050/88-how-to-build-a-disruptive-product-without-outspending-industry-giants-mark-rushmore
Text version: https://stenobird.com/podcast/james-reed-all-about-business-7046050/88-how-to-build-a-disruptive-product-without-outspending-industry-giants-mark-rushmore.md
Podcast: [James Reed: all about business](https://stenobird.com/podcast/james-reed-all-about-business-7046050)
Published: 2026-07-20T05:00:00+00:00
Episode link: https://james-reed-all-about-business.captivate.fm
Audio file: https://episodes.captivate.fm/episode/366b9428-17b1-401d-b808-6fc11d65197d.mp3
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JSON: https://stenobird.com/v1/public/podcasts/james-reed-all-about-business-7046050/episodes/88-how-to-build-a-disruptive-product-without-outspending-industry-giants-mark-rushmore
Duration seconds: 4069

## Resource

Most consumer goods brands ask you to buy more - SURI does the opposite. They designed a sustainable, electric toothbrush made from plant-based materials that is fully recyclable. As a result they scaled to over £50 million worth of sales in just four years. In this episode of All About Business, James speaks with Mark Rushmore, co-founder and Chief Commercial Officer of Sustainable Rituals, SURI. The fast-growing personal care brand that’s disrupting a defended, multi-billion-pound market by proving that daily wellness routines don't have to come at the cost of the planet. Mark shares his journey from the corporate training ground of Procter & Gamble to navigating extreme burnout after his first agency exit. He explains the business mechanics behind SURI’s rapid scale, and why focusing on a "minimum lovable product" unlocked a viral wave of word-of-mouth growth. James and Mark explore the strategies behind scaling a highly productive 50-person team, using AI as an operational accelerant rather than a replacement, and the practical frameworks for making tough business decisions. They examine how to establish a values-led culture, why investing in founder relationships with business psychologists is critical to preventing scale-up failure, and what the next generation of consumer brands must do to win. This leaves us with a compelling question: when building a product for the long term, are you treating your business decisions like a temporary hat, a reversible haircut, or a permanent tattoo? Timestamps 04:19 Burnout and Life Reset 16:36 Origin Story of SURI 25:08 Pricing Strategy and Lovable Product 31:42 Competing with Giants and Expert Team 37:51 Hiring Values Framework 46:13 Brand Expansion Vision 51:55 Decision Making Lessons Links Follow James Reed on LinkedIn…

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