In this episode of Real Optimism, Tim Deane shares his journey from working in the corporate world to becoming the owner of Norsewear, a leading wool brand in New Zealand. 

He discusses his career path, the strategic acquisition of Norsewear, and his commitment to capturing the true value for New Zealand's wool. 

The episode delves into the challenges and opportunities in the wool industry, advocating for value-added products, consumer-centric branding, and the importance of collaboration to strengthen New Zealand's presence in the global market. 

Deane highlights successful case studies, the intricacies of supply and value chains, and his vision for a collaborative future that benefits both farmers and the national economy.