# Fellow Talk | How Do You Sell Something People Don't Understand?

_Fellow Talk · Fellow Talk · Published 2026-08-24 · Source: https://fellow.partners/insights/how-do-you-sell-something-people-don-t-understand_

In this Field Notes episode, we sit down with Jack Ciesla, co-founder of Ferment Fizz, to talk about the challenge of bringing something genuinely new to market.

In this Field Notes episode, we sit down with Jack Ciesla, co-founder of Ferment Fizz, to talk about the challenge of bringing something genuinely new to market.

From explaining fermented lemonade to sceptical buyers, to standing out in a drinks category crowded with health claims, Jack shares what he’s learning about consumer trust, brand storytelling and why having a better product isn’t enough if people don’t understand it.

We also get into the rise of functional drinks, why consumers are looking more closely at ingredients, the realities of building an F&B brand from scratch, and Jack’s belief that the founder is often the most important part of an early-stage brand.

For the chronically curious, this is Fellow Talk.

Listen: https://open.spotify.com/episode/6Bmgo52vFpuYZ407J6GDZ6?si=LSAsEexLQx-eZUcXevKCmw