In this episode of Scratch, Eric speaks with Daniel Groh from Satisfy to unpack what it really takes to build a challenger brand in a category obsessed with trends and competition. Daniel shares how Satisfy has grown by refusing to benchmark competitors, hiring for culture before capability, and treating customers as guests rather than transactions. The conversation explores why the brand thinks in decades instead of drops, builds concepts that compound instead of campaigns that spike, and incubates ideas long before they reach the market.