Cover art for podcast The Ideas Lab Podcast

The Ideas Lab Podcast

81 EpisodesProduced by John WilliamsWebsite

Welcome to the Ideas Lab Podcast, where you can learn from the world’s greatest creative and entrepreneurial minds to help you turn your ideas into original businesses, books and brands – because in a crowded world, it pays to stand out.Your host is John Williams, bestselling author of 'Screw Work L… read more


Helena Hills on creating a pioneering coffee brand that doesn’t cost the earth #49

Helena and Simon Hills are accidental entrepreneurs.

Their original business idea revolved around luxury cat furniture before they decided to start TrueStart Coffee.

TrueStart has become a pioneering coffee brand and I wanted to talk to Helena about how they created a coffee with a reliable caffeine high that is now avaialable on Ocado, Wholefoods and many other retailers.

This is the real, unglamorised story of Entrepreneurship.


About Helena, Simon and TrueStart

In 2015 Helena and Simon were triathlon training alongside busy office jobs, and searching for a coffee that gave them a boost without sending their hearts racing.

After discovering that the caffeine in coffee is both varied and unpredictable, they developed the first coffee in the world to provide a boost with no crash thanks to a stable caffeine content.

Over the next two years, TrueStart quickly established itself as an exciting, respected brand within the fitness industry, winning a host of impressive awards, retailing in over 1000 UK outlets and exporting to several international markets.

Then in 2018 they successfully rebranded, introduced their first cold brew coffee: TrueStart Nitro, and opened their first cafe in Bristol!


To find out more visit:



Music provided by Argofox:
TheDiabolicalWaffle – My Wish

Educational emoji reaction


Interesting emoji reaction


Funny emoji reaction


Agree emoji reaction


Love emoji reaction


Wow emoji reaction


Are you the creator of this podcast?

Verify your account

and pick the featured episodes for your show.

Listen to The Ideas Lab Podcast


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens