Joining me on the show today is Mayssa Chehata, Founder of the better-for-you candy brand Behave.

In this episode we’re covering:

• How Mayssa built one of her key partnerships with a celebrity chef through cold outreach

• The tools she used to unblock her limiting beliefs around money and what that meant when it came time to fundraise

• And her key learnings around networking and building your personal community

Here's a peek into how Mayssa turned her candy cravings into a booming brand, how she’s challenging diet culture, and the tools she used to overcome her own limiting beliefs along the way.

The Sweet Spot: Finding a White Space in the Market

Mayssa’s journey began with a personal dilemma. As someone who strives to eat whole, unprocessed foods, she found herself craving candy without any options she felt good about. She noticed that while many food categories had healthier alternatives, the candy industry was lagging behind. Late in 2017, Mayssa had an epiphany: why not create a candy brand that doesn’t force you to choose between treating yourself and eating well?

It wasn’t an instant decision, though. She ruminated on the idea for about a year, letting it simmer until the concept became clear: Behave would be a better-for-you candy brand that doesn’t sacrifice fun or nostalgia. And with that, the wheels were set in motion.

Bringing a Chef on Board Through Cold Outreach

Creating healthier candy is no small feat, especially when it comes to taste. Many health food products fall flat because they’re developed more like science experiments than culinary experiences, relying on mathematical formulas rather than flavor. Determined to avoid that pitfall, Mayssa decided to partner with a chef who could bring a culinary-first approach to candy.

She set her sights on Elizabeth Falkner, a top female pastry chef known for her innovative touch. The catch? Mayssa had no connection to her. So, she turned to good old-fashioned cold outreach, Googling top female pastry chefs and reaching out with a pitch. It worked. Elizabeth was intrigued, and Mayssa brought her on board with a small consulting fee and an equity component, cementing a collaboration that would bring Behave’s gummies to life.

Funding the Vision: Overcoming Limiting Beliefs

When it came to fundraising, Mayssa had to tackle some deeply ingrained beliefs around money and what it meant to ask for support. Though she had worked at Uber during its early days and had some valuable connections, she still had to overcome her own mental roadblocks about raising funds.

Mayssa credits a lot of energetic work with her therapist for helping her unblock these beliefs, allowing her to embrace fundraising with a new mindset. She knew she wanted to keep the first round of funding small and intentional, focusing on angel investors who were not only financially supportive but also aligned with Behave’s mission.

The Power of Networking—And Doing It Differently

A lot of people think networking means trying to score a coffee meeting with a CEO or some high-level executive. But for Mayssa, the most valuable relationships have been with people who were at a similar stage in their careers or just a bit further along. These connections offered empathy, shared experiences, and real advice.

She advises finding your crew of supporters who are in the same boat, rather than aiming to impress someone too far removed from the struggles you’re currently facing. The most significant value exchange often happens with people who are navigating similar challenges, allowing for different approaches and solutions to emerge from the same problem.

Building the Behave Brand: Breaking Down Big Goals

When it came to building Behave, Mayssa and her team put a lot of time into creating a brand that wasn’t just about being healthy—it was about more candy, more fun, and more nostalgia. They didn’t want to be another diet brand that told people to eat less; they wanted to encourage enjoying life. This philosophy resonated, and their messaging caught the attention of both the press and influencers.

Behave’s approach was refreshing: they embraced the idea that you don’t have to "behave" around candy. The brand’s voice was all about fun, authenticity, and living your best life. This naturally led to a broad influencer push that reached a lot of new people in an organic way. The growth wasn’t all about spending big on marketing—it was about finding people who genuinely resonated with the message and letting the buzz build.

Advice for Aspiring Entrepreneurs: Take It One Step at a Time

When starting a business, it’s easy to get overwhelmed by the sheer number of tasks ahead. Mayssa’s advice? Break things down into the smallest possible pieces. Don’t stress about having all the details ironed out from day one. Focus on the next step—whether that’s incorporating the business, setting up a bank account, or figuring out packaging. Each small action gets you closer to your goal, and it’s important not to get paralyzed by trying to do everything at once.

In Mayssa’s own words: "You don’t need to leapfrog five steps ahead. Just figure out what you need to do tomorrow. It’s usually one or two things."

Wrapping It Up: Living Sweetly and Unapologetically

Mayssa Chehata didn’t just build a candy brand; she built a movement that’s reclaiming cravings and making it okay to indulge. Behave isn’t about restriction—it’s about enjoying the little things in life with joy and without guilt. Whether you’re dreaming of launching your own business or just want a little more sweetness in your life, take a page from Mayssa’s book: break down big goals, challenge limiting beliefs, and never be afraid to reach out—cold emails can lead to sweet opportunities.