What you don't know won't hurt you, but it could hurt your company.

Coss Marte went from running a multi-million dollar drug operation to sitting in solitary confinement. And it's here, alone in his cell, where he gets the idea for his next business: a fitness company inspired by his time behind bars. But Coss quickly learns that building a legal business comes with its own set of challenges-one being that pitching your company on stage to a bunch of investors requires a slightly different approach to selling an eight-ball outside a busy New York club. Building a startup is a tough and uncertain endeavor for any founder. But for one with a criminal history, the journey can be far more complicated.

Gimlet is starting a new line of business, and it's a complicated one: Branded content. Branded content is a piece of media (a video, a story, a podcast, etc.) paid for by a company that then has editorial control over the product. Lots of companies have been asking Gimlet to make podcasts for them. But, as we see in this episode, there are some very real anxieties about how to do this right.

We return to the offices of Gimlet for the start of a new mini-season. It's been a year since the company launched and things are changing... fast. In this episode, Alex and his wife, Nazanin, wrestle with a huge decision that has implications for both the company and their family.