What if the most powerful way to disrupt an industry isn’t by adding more, but by removing what doesn’t belong?

In this episode of Mission Critical, Lance sits down with Jay Klein, founder and CEO of The PUR Company, to unpack how a single, “unsexy” decision (that is, eliminating aspartame from chewing gum) helped build one of the world’s leading better-for-you brands.

Founded in Toronto in 2010, PUR set out to challenge a $20-billion global gum industry by focusing on simplicity, transparency, and trust. What began as a grassroots, door-to-door effort grew into a global brand available in over 50 countries, now the #1 best-selling gum brand on Amazon in both Canada and the US. Along the way, Klein navigated early skepticism, scaled without compromising taste or accessibility, and learned why listening to consumers can be more powerful than any marketing strategy.

Jay also reflects on his full-circle journey with Dragon’s Den—from pitching PUR as a founder to now taking a seat as a Dragon—and shares what he looks for in entrepreneurs who are built for the long game.

This conversation is a masterclass in building trust before scale, resisting trend-driven shortcuts, and proving that small, intentional changes can create outsized impact.

Key Takeaways

• Why simplicity and subtraction can be more disruptive than constant innovation
• How founder-led sales and early trust shaped PUR’s long-term growth
• What it really means to build a consumer-first brand—beyond the buzzwords
• The hidden trade-offs of scaling in mass retail and global markets
• Lessons Jay Klein learned from both pitching on Dragon’s Den and now judging founders
• Why trust, taste, and accessibility are non-negotiable in better-for-you products
• How entrepreneurs can protect their mission as their business grows

About the Guest

Jay Klein is the Founder & CEO of The PUR Company, the globally recognized better-for-you gum and mints brand. Since launching PUR in 2010, Jay has led the company’s expansion into more than 50 countries, earning recognition from Deloitte’s Best Managed Companies, Profit 500, and Canada’s Most Admired Corporate Cultures. A former Dragon’s Den entrepreneur turned Dragon, Jay is passionate about mentoring founders and building brands that last.

Prenups aren’t just for the wealthy or planning for divorce—they’re tools for everyday couples to communicate, protect, and plan for the future. In this episode of Mission Critical, Lance sits down with Amanda Baron and Aimee Schalles, the lawyers and founders behind Jointly, a digital platform that makes relationship agreements accessible, practical, and approachable.

Amanda and Aimee share how Jointly empowers couples to navigate prenups, cohabitation agreements, and post-nuptial agreements without intimidation. From step-by-step tutorials and worksheets to lawyer-drafted agreements approved by the Law Society of Ontario, they’ve built a platform that balances legal rigor with ease of use.

Key takeaways and summary;

• How Jointly guides couples from the first conversation to building a legally sound agreement.
• Common myths about prenups—that they’re defensive, only for the wealthy, or planning for divorce—and why those assumptions are outdated.
• The practical benefits of relationship planning, from parenting and home purchases to business ownership and inheritances.
• How legal tech is bridging access gaps for couples in rural communities or with lower incomes.
• The cultural shift among Millennials and Gen Z toward financial transparency and proactive relationship planning.
• How these agreements can complement estate planning and help blended families safeguard their assets.

Whether you’re starting a first relationship, entering a second marriage, or navigating complex family dynamics, this episode shows that legal agreements aren’t about mistrust—they’re about clarity, collaboration, and peace of mind.

Visit Jointly to start for free, access tutorials, worksheets, and build your agreement (available in BC, Alberta, and Ontario): jointly.ca

Disclaimer: The content discussed in this episode is for informational purposes and does not constitute legal advice. Always consult a licensed lawyer for guidance tailored to your specific situation.

Rami Atallah is the CEO and co-founder of SSENSE, a technology platform that focuses on nurturing emerging talent while simultaneously championing today’s most powerful and established luxury brands.

What started as part of his computer engineering graduate thesis, Rami founded SSENSE alongside his brothers, Firas and Bassel, to address the needs of the new generation of consumers. They wanted to build a platform that was, in his words, "interesting, pushed boundaries, and leveraged the internet to reach a global customer base."

An immigrant from Syria, Rami’s journey is one that exemplifies the power of harnessing diverse perspectives and skill sets, and using your work as a springboard for talent in order to usher a new generation of leaders.

Recorded live at the SSENSE headquarters in Montreal, revisit our episode with Rami, where we talk about his immigrant and entrepreneurial journey, how he uses his engineering background to solve problems, and the future of luxury, commerce, and culture.