Jessica Hatzis explains why founders sometimes need to trust their gut, challenge the data and know when to stop. Q&A: Frank Body’s Jessica Hatzis on what founders get wrong and right about building cult brandsHow do you turn an idea into a $100 million brand? SmartCompany sat down with Hatzis to unpack why some brands stay “okay-good”, while others become impossible to ignore. What’s one mistake you’ve seen new founders make time and time again when building brands? The best consumer brand founders know how hard it is to have a truly original idea and build out robust strategies around product, brand, distribution and so on,in order to avoid mistakes.