This week Jo sits down with Melisse Shaban, CEO of Aramore, a US-based longevity science company, to share three ways to innovate when everyone else is copying you in a low-barrier, noisy market. First, Melisse advises pursuing technical innovation by identifying unmet, unknown, or evolving needs, and reframing familiar problems (such as “longevity” versus “anti-aging”) while staying open to new formats and delivery systems across categories, from GLP-1s and peptides to sleep and recovery tools. Second, she stresses being honest and authentic in a world where it’s hard to tell what’s real, arguing that trust and truth-telling drive meaningful innovation. Third, she recommends constant discovery—looking in unexpected places, staying curious, and using practices like affirmation—while remaining focused and credible, as Aramore does by targeting cellular health in skin through long-term science.
00:00 Welcome to Masterclass
00:34 Why Copycats Win
01:04 Unmet Needs Drive Innovation
01:27 New Longevity Mindset
03:46 Formats and Recovery Trends
04:56 Authenticity in Noisy Markets
07:24 Brave Truth Tellers
08:11 Discovery and Self Belief
12:02 Aramore Inside Out Skin
14:08 First to Market Focus
15:18 Science Led Differentiation
16:13 Wrap Up and Subscribe
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Edited and produced by Jo Glynn-Smith 2025.
Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BX
For bookings: eightworks@eightclub.co.uk
Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change.
Instagram @jojoglynnsmith and @themidlifeentrepreneur
Contact: enquiries@joglynnsmith.com
www.joglynnsmith.com
MUSIC CREDIT Easy Money by REX BANNER licensed by Artlist.io
PHOTOGRAPHY by JONATHAN GLYNN-SMITH www.jonathanglynnsmith.com
