Jay Shetty, host of the “On Purpose” podcast and co-founder of functional tea brand Juni, says businesses can build stronger brands and drive sustainable growth by solving real customer problems rather than chasing marketing trends, Inc. reports.
Speaking at the Inc. 5000 Conference and Gala in Dallas, Shetty said companies that address tangible needs can establish lasting relevance and stronger customer connections, while those that adopt social causes to appear relevant risk “purpose-washing.” He argues that successful businesses should focus on making customers’ lives easier, more affordable, simpler or healthier.
Shetty applies that philosophy to Juni, which he founded in 2021 with his wife, Radhi Devlukia, and entrepreneur Kim Perell. The brand aims to encourage connection while making wellness more appealing. Its functional teas contain adaptogenic ingredients such as ashwagandha, lion’s mane and reishi mushrooms.
After launching as a direct-to-consumer business in 2023, Juni expanded into major retailers, including Target, Wegmans, Whole Foods, Walmart and Erewhon, and ranked No. 187 on the 2026 Inc. 5000.
For entrepreneurs, Shetty’s broader message is that identifying an unmet need can be a more effective growth strategy than following the latest trend. He encourages business leaders to ask whose problem their product solves, what pain it removes and what pressure it relieves.
By aligning products and services with customers’ actual needs, companies can differentiate themselves in competitive markets, build customer loyalty and create a foundation for long-term growth.
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