Pete Stirling, CEO and co-founder of Scouts Honor, joins Will Laurenson to share how his pet care brand uses storytelling, efficiency, and scientific credibility to scale across e-commerce and retail. They discuss the power of in-house tools for tracking marketing impact, the importance of product perfection, and why 90% is sometimes enough — but not always. Pete also reveals how Meltwater helps identify authentic influencer voices and drive real-time content adjustments. If you're navigating omnichannel growth or balancing performance with purpose, this episode offers real-world advice on building a responsive and resilient brand in a fast-moving industry.