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In this conversation, Panera founder Ron Shaich discusses how to build iconic brands, why ubiquity can breed contempt, and what founders should consider before taking their company public. It is a conversation filled with practical takeaways for founders and CEOs looking to build an iconic brand. --- Stay up to date by signing up for The Profile, our weekly newsletter that brings you the best profiles of successful people and companies. Sign up here: https://theprofile.substack.com/ -- TIME STAMPS: 00:00 - How Ron Shaich became an entrepreneur 6:37 - Developing your business’s concept essence blueprint 10:08 - Scaling a feeling 13:17 - How a brand can create a ‘drive for specialness’ 21:00 - Ron is an original Profile subscriber 21:35 - How to balance high-level problems with on-the-ground operations 30:07 - How to create a ‘pre-mortem’ for your business and your life 31:11 - Ron’s lowest point and how he motivated himself 38:19 - ‘Conserve in a boom; build in a bust’ 42:19 - How constraint breeds creativity 41:05 - Cava’s road to IPO 47:17 - What is the next multibillion-dollar food brand? 52:22 - Ron’s existential identity crisis after stepping down as CEO 57:35 - How Ron defines the word success