I recently one-on-one with Yanni Hufnagel, founder and former CEO of The Lemon Perfect Company.
Adam: How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Yanni: My journey began in college basketball, where I spent over a decade coaching at the Division I level. It was a world that demanded relentless work ethic, strong communication, and storytelling ability—a training ground for entrepreneurship that I didn’t fully appreciate until I started Lemon Perfect. One of the greatest challenges in launching Lemon Perfect was transitioning from that world into one I had no formal background in. I faced skepticism, moments of deep uncertainty, and countless early failures, especially around product and hiring. But I always believed that grit, persistence, and a willingness to learn could outpace experience. Every setback became a rep that helped build entrepreneurial muscle.
Adam: In your experience, what are the keys to recruiting in college basketball and in general?
Yanni: Recruiting is storytelling. It’s about creating a vision, helping someone see themselves thrive in your program or company, and building trust. You have to believe so deeply in what you’re building that the person on the other end feels it. In both basketball and business, recruiting starts with authenticity, continues with consistency, and ends in belief that you will create something magical together. You’re not just selling an opportunity—you’re inviting someone to join a journey that will connect you for a lifetime.
Adam: What are the best lessons you’ve learned from your career in college basketball that have helped you as an entrepreneur?
Yanni: A culture where everyone is invested in winning is more important than anything else.
Adam: How did you come up with your business idea and know it was worth pursuing? What advice do you have for others on how to come up with and test business ideas?
Yanni: The idea came when I was introduced to organic lemon water through a book on the ketogenic diet. I started drinking it every morning and wanted a way to make it more convenient and flavorful. Cutting and squeezing lemons isn’t fun, and lemons don’t taste very good on their own. That personal connection gave me conviction. For others: build something you believe in and use yourself. Start small, test relentlessly, and let consumers validate whether you have product-market fit.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Yanni: We have focused on building distribution (after we had product-market fit) and driving trial. Getting to $100M in retail sales has come from outstanding retail execution, market by market. My advice? Focus. Simplify the message. Obsess over execution. Hire a great team. And keep going when it gets hard—because it will.
Adam: What are your best sales and marketing tips?
Yanni: For us, the best marketing has always been at or near the point of purchase. Retail execution and promotional pricing. Get your packaging right. Get the messaging tight. And let the consumer discover your product, where they can seamlessly convert into a customer.
Adam: What is your best advice on building, leading, and managing teams?
Yanni: Build a team that not only believes in your vision but will run through walls to make it happen. And when you find those people, empower them, listen deeply, and create a culture that celebrates execution and winning.
Adam: In your experience, what are the defining qualities of an effective leader?
Yanni: It’s all about communication and empowerment.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Yanni: 1. Your execution is as important as your strategy.
2. Culture is the ultimate competitive advantage.
3. Hiring great talent with high character, especially in the early innings, creates momentum that compounds.
Adam: What is the single best piece of advice you have ever received?
Yanni: “Chance favors the prepared mind.” – Louis Pasteur
