How Legacy Brands Survive the Digital Switch with Josh Lee
Fri Feb 06 2026
Legacy brands aren’t failing because their products are bad; they’re struggling because their systems, habits, and leadership decisions move more slowly than the market.
In this episode of Tenacity with Sonia C., Sonia sits down with Joshua Lee, an e-commerce operator who helps legacy manufacturers and multi-generational brand owners modernize for today’s marketplaces without losing the heritage and soul that made the business work in the first place.
They get real about what actually blocks transformation (hint: it’s not tech, it’s fear), why manufacturers hesitate to sell on Amazon or Walmart Marketplace, and what happens when offline-first brands suddenly have to learn B2C, paid ads, fees, customer service, and channel strategy, all at once.
If you’re a founder building in e-commerce, retail, manufacturing, or B2B, this episode breaks down the mindset shift and practical first moves that set brands that adapt apart from those that stall.
In this episode, you’ll learn:
Why legacy brands delay digital moves for years, until a “life event” forces action
The #1 fear founders have about Amazon: conflict with wholesale distributors
Why strong offline brands struggle online: fees, ads, competition, and a new business model
How to think about marketplaces like Amazon vs Walmart (and why inventory = power)
The biggest mistake brands make when launching on Amazon: not taking the channel seriously
A smart “first step” for founders who feel behind: a leadership readiness assessment
Joshua’s definition of success: building a business with integrity, peace, and long-term vision
If you’re rebuilding, pivoting, or preparing a company for the next generation, this one will sharpen your thinking.
Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations
Advertising Inquiries: https://redcircle.com/brands
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Legacy brands aren’t failing because their products are bad; they’re struggling because their systems, habits, and leadership decisions move more slowly than the market. In this episode of Tenacity with Sonia C., Sonia sits down with Joshua Lee, an e-commerce operator who helps legacy manufacturers and multi-generational brand owners modernize for today’s marketplaces without losing the heritage and soul that made the business work in the first place. They get real about what actually blocks transformation (hint: it’s not tech, it’s fear), why manufacturers hesitate to sell on Amazon or Walmart Marketplace, and what happens when offline-first brands suddenly have to learn B2C, paid ads, fees, customer service, and channel strategy, all at once. If you’re a founder building in e-commerce, retail, manufacturing, or B2B, this episode breaks down the mindset shift and practical first moves that set brands that adapt apart from those that stall. In this episode, you’ll learn: Why legacy brands delay digital moves for years, until a “life event” forces action The #1 fear founders have about Amazon: conflict with wholesale distributors Why strong offline brands struggle online: fees, ads, competition, and a new business model How to think about marketplaces like Amazon vs Walmart (and why inventory = power) The biggest mistake brands make when launching on Amazon: not taking the channel seriously A smart “first step” for founders who feel behind: a leadership readiness assessment Joshua’s definition of success: building a business with integrity, peace, and long-term vision If you’re rebuilding, pivoting, or preparing a company for the next generation, this one will sharpen your thinking. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands