# Michael Fisher, Founder @ Rotten | Feed Your Freak with Candy

By: Justin Abrams
Published: 2025-04-18

In this episode of Strictly From Nowhere, host [Justin Abrams](https://www.linkedin.com/in/cuzzinjustin/ "Justin Abrams") interviews [Michael Fisher](https://www.linkedin.com/in/michael-fisher1/ "Michael Fisher"), the founder and CEO of [Rotten](https://eatrotten.com/ "Rotten"), a health-conscious candy company. They discuss Michael's entrepreneurial journey, the importance of mentorship, and the unique branding strategies that set Rotten apart in a crowded market. Michael shares insights on building a brand universe, navigating customer feedback, and the role of nostalgia in branding. The conversation concludes with Michael's vision for the future of Rotten and its impact on the candy industry.

## Takeaways
- Michael Fisher is the founder and CEO of Rotten, a better-for-you candy company.
- Rotten focuses on creating delicious candy with less sugar and no synthetic dyes.
- Michael's entrepreneurial journey began with a love for candy and sports.
- Mentorship and coaching have been crucial for Michael as a solo founder.
- Feedback from customers is vital for brand improvement and evolution.
- Building a memorable brand is essential for competing against larger companies.
- Michael aims to create a brand universe that resonates with consumers.
- Nostalgia plays a significant role in Rotten's branding strategy.
- Michael emphasizes the importance of sitting in positivity and wins.
- The future goal for Rotten is to expand into retail markets.

## Chapters
- 00:00 Introduction to Michael Fisher and Rotten
- 03:04 Michael's Entrepreneurial Journey and Background
- 06:02 The Importance of Mentorship and Coaching
- 08:57 First Steps into Entrepreneurship
- 11:46 Building the Rotten Brand
- 15:08 Creating a Brand Universe
- 17:58 Navigating Feedback and Brand Perception
- 21:10 The Role of Nostalgia in Branding
- 24:10 Future Plans for Rotten

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