I sat down with Josh White, co-founder and CEO of Cano Water, for an open conversation about what it takes to build a brand from nothing, backing yourself when people laugh at you, and staying in the game when it would be easier to simply walk away.
It’s definitely worth watching the full podcast below.
But, if you want to jump to the sharpest takeaways, here are the bits that really stuck with me - enjoy!
‘The money was running out. We had six months to turn it around.’
Watch from 00:26:09
‘The money was running out. We had about six months of runway left. The business wasn’t really growing, and it was still small, and we had to make a decision. It was basically: let’s give this everything we’ve got and see if we can turn it around.’
I could completely relate to this with Josh because this is the moment every founder dreads. Sometimes belief alone won’t carry you through, and execution becomes the only option.
‘I never thought I could be the CEO.’
Watch from 00:00:16
‘I’ll never in a million years have thought I could be the CEO. When we first started, I didn’t see myself as that person at all. It was only over time, through the pressure
and the responsibility, that I grew into the role.’
I see this a lot of the time, leadership rarely starts with confidence. It’s forged through necessity.
‘Why is no one putting water in a can?’
Watch from 00:02:29
‘We were looking at plastic bottles everywhere and thinking, this doesn’t make sense. Aluminium is the most recyclable material on the planet. We just kept asking ourselves why no one was putting water in a can.’
Definitely worth skipping to for this point if you’re short of time, because it’s the question that became the foundation of the Cano Water brand.
‘People thought we were actually bad.’
Watch from 00:04:27
‘People didn’t just doubt it, they thought we were actually bad. We got laughed at, we got mocked, and a lot of people couldn’t see why we were even trying to do this.’
How many times have founders experienced this, conviction often looks ridiculous from the outside until you succeed - and then you’re a genius.
‘We created fake cans.’
Watch from 00:10:06
‘We didn’t even have water in the cans. We wrapped them, sprayed them, made them look real, and emailed Selfridges and London Fashion Week.’
This is the point where Josh reveals the unreal turning point of Cano Water.
Sometimes we all need a little luck on our side, and this moment proves to be gold for the brand, resulting in brands like Selfridges responding to their emails and things begin to kick off.
‘You just have to keep going.’
Watch from 00:08:39
‘There are so many reasons to give up along the way. Things don’t work, people doubt you, and it’s exhausting. But you just have to keep going.’
If you have followed me for a while, you’ll know that I am persistent. It’s not an option in my book, it’s the job.
‘It wasn’t really a business at the start.’
Watch from 00:27:47
‘At the beginning it wasn’t really a business. It was three friends running around, trying to make things happen, without structure or systems.’
Another good point I can relate to, having built and sold a business with friends and family. From what seems like chaos, growth emerges and discipline takes over, driving the brand forward. Great points discussed in this part.
‘Being a CEO is problem solving.’
Watch from 00:32:42
‘Being a CEO is problem solving. That’s what the role really is, you’re constantly thinking about what’s coming next and how to deal with it.’
We discuss how it’s not a glamorous job, it’s all hands on, just drive and responsibility.
‘Funding creates growth if deployed properly.’
Watch from 00:38:42
‘Funding really does create growth if it’s deployed in the right way. But if you don’t know where it’s going or why you’re raising it, it won’t fix the business.’
We discuss some key points on how capital can amplify decisions, good or bad.
‘It might cost more, but it doesn’t cost the Earth.’
‘It might cost more, but it doesn’t cost the Earth.’
Watch from 00:44:52
‘It might cost more, but it doesn’t cost the Earth. That’s always been the point. We’re trying to do the right thing, even if it’s harder.’
That line sums up Cano Water perfectly.
I really enjoyed this conversation with Josh. He’s honest, grounded, and still very much in the build, even though Cano Water is a well-established brand. No victory lap, just focus and dedication. Truly great!
If you’re building something and wondering whether the struggle is normal, this one will resonate with you. So give it a listen or jump to some of the best bits above.
Let me know which moment landed most for you, or join my network to be first in line to hear more great interviews and news from me. If you’re ready to join one of our many brokers that I work with, please feel free to get your loan approved.
Duncan