Founders often focus on product and fundraising, but long-term companies are built by putting the right people in the right roles and addressing misalignment early.
Attention isn’t something you get by building a great product — it’s something you earn by consistently showing up and making your story recognizable in a world where most businesses stay invisible.
Backed by Roberto Carlos and Lionel Messi’s viral bodyguard Yassine Cheuko, Yerba Madre is leveraging the 2026 FIFA World Cup to bring yerba mate into the American mainstream as an alternative to coffee and energy drinks.