Our guest today is Freddie Blackett, founder and CEO of Patch, who deliver urban gardens straight to your doorstep. But not just that, they help you transform your living space.You’ve got a dimly lit living room, well they will tell you what plants will thrive in that type of light. You want a contemporary collection of plants on your balcony so you can sit there with your glass of wine and enjoy the evening with friends, they’ll help you do that – and here’s the best bit, you don’t need to know a single thing about gardening. They take care of it all!Now get ready to listen carefully because this is a masterclass in understanding consumer behaviour and building an intuitive business around problem-solving. Freddie understood, right from early on, that the way to sell his product, which at its most basic is plants, was to solve the problems that his customers faced, addressing the frustrations that they felt with their apartments and helping transform them into amazing living spaces. So yes, they deliver plants - but actually what they are selling is an idea, the aspiration of living in a beautiful environment. Freddie is from a branding and marketing background so you’re listening to a pro, get your pen and paper ready as this show is packed full of great advice!