Future² Innovation

Michael Fox is an entrepreneur and investor, best known for co-founding Shoes of Prey, the online retail startup that raised US$25M and grew its team to 200 people, before lagging demand forced the company to famously call it a day in 2019. Today, he heads up plant-based meat alternative company, Fable Foods Co. Michael joined me to unpack the Shoes of Prey journey, the highs, the lows, the lessons learned and on being a proverbial phoenix rising from the ashes. We touched on so many big ticket items, but three that stood out for me were: 1 - how so-called market validation can lead startups astray if it is not performed carefully 2 - why raising venture capital isn’t always necessary for startup success and can sometimes come at a detriment to it 3 - how Michael consciously uncoupled from his wife Jodie but continued to work together as co-founders at Shoes of Prey for another 7 years We unpacked this and a ton more, so strap yourself in for an enlightening conversation with the one and only, Michael Fox. To