To achieve extraordinary success and command a loyal following, be remarkable. Stand out, make a significant impact, and you'll attract a tribe that fervently supports and drives your business forward. Much like ‘Ulysses’ – a book first published in 1922, written by James Joyce, and now considered the most important work of modernist literature. 

In this episode, Paul delves into the challenges and triumphs of managing high-profile brands, the art of layering in storytelling to every aspect of a product launch, and the influence of James Joyce's novel ‘Ulysses’ that underpins it all. 

00:00 – Introduction & background

05:00 – Challenges and successes

23:38 – The role of luck, storytelling, and packaging

32:45 – Celebrating key anniversaries and historical dates

35:49 – Aligning marketing approaches

47:18 – Limited editions and the future of Ulysses X Art