What if the best business strategy isn’t a spreadsheet… but your life clock?On this episode of Hear Me RoAR, Kate and Tobi sit down with Athan Didaskalou – Founder & Chief Strategy Officer of July, the modern luggage brand redefining how the world travels.Athan opens with a line that stops you in your tracks:“You’re born with roughly 30,000 days to live. The best strategic planning I can give you is to think about that.”From there, the conversation goes deep.Athan shares how July was designed from the ground up – not just as a suitcase, but as a more considered travel companion for modern life. Beautiful. Functional. Thoughtfully engineered. Sold direct, cutting out bloated retail margins so customers get premium features without the premium nonsense.Kate and Tobi don’t just talk about July – they live it. Both travel with July suitcases, and yes, their families are fully kitted out too. This episode is not sponsored – it’s genuine respect for a product and a brand done right.But July is just one chapter.Athan’s journey spans:Founder of Thieves Coffee – Australia’s largest online coffee retailer, reaching over 70,000 people every month through subscription ecommerceFounder of Neighbourhood – quiet, creative cowork spaces built for focus and intentionEx-strategist at Ogilvy/DT (WPP Group) – working with brands like NAB, Google, Honda, Deakin, Origin Energy, Officeworks, Myer, Suncorp, Simplot and moreThis episode is about time, taste, restraint, and building brands with soul.Less hype. More intention.Less noise. More meaning.If you care about design, entrepreneurship, strategy, or simply making your days count – this one’s for you.🎧 Press play.✈️ Travel better.⏳ Think harder about how you spend your 30,000 days.Show Links:https://july.com/au/ https://befitfood.com.au/ https://cubes.co/ Connect With Athanhttps://www.linkedin.com/in/athand/ Connect With Kate:https://www.linkedin.com/in/katesavebefitfood/ Connect With Tobi:https://www.linkedin.com/in/tobiskovron/