Beyond Meat's Ethan Brown: How to teach your customer
Masters of Scale
WaitWhat
4.6 • 4.4K Ratings
🗓️ 5 April 2021
⏱️ 47 minutes
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Summary
As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What Brown has demonstrated, and what every entrepreneur should learn: You must first build trust from customers – making sure they feel heard – before you can educate them about the value of your innovation. Cameos: Chris Paul (professional basketball player).
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Transcript
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| 0:00.0 | Hi, it's Bob Safian. You've been hearing me as the host of rapid response in this feed for a few years now, |
| 0:07.8 | with short newsy interviews alongside the deeper dives of Masters of Scale. Well, I'm excited to share that rapid response is expanding into its own feed. |
| 0:17.0 | We'll be putting out shows twice a week, focusing on the urgent issues that business leaders are dealing with in real time. |
| 0:24.8 | So search for rapid response in your podcast player |
| 0:28.0 | and subscribe to make sure you get all our episodes. |
| 0:31.2 | I'll see you on the other side. |
| 0:35.3 | I was actually at a restaurant called Crossroads with JZ. |
| 0:45.0 | This was some years ago. I was like, what is this? |
| 0:47.0 | What in the world is this? |
| 0:49.0 | And so then fast forward to me playing in Houston. |
| 0:55.0 | I got a chance to try plant-based meat. |
| 0:58.0 | That is a superstar point guard Chris Paul. He's been in the NBA since 2005. |
| 1:07.0 | Since then, he's been rookie of the year, MVP of the all-star game. He's won two Olympic gold medals. And in 2019, Chris started eating plant-based. |
| 1:18.0 | You know, in sports, people always say that your gut is your second brain and it is real |
| 1:28.0 | it is real just like anybody I had dairy, had meat, everything my whole life. |
| 1:35.0 | You play these games and after games you eat, |
| 1:40.0 | and a lot of times you eat and you're just like, ugh, like you slumped over. |
| 1:47.2 | This was enough for Chris to start shifting just a little away from full carnivore. I didn't played a lot of games in these last 16 years in my career, |
| 1:57.0 | and after games I wake up and I'm sore, |
| 2:00.0 | I'm ache, I've had a number of surgeries. |
| 2:08.7 | And I was like, hold on. |
| 2:12.0 | They're saying that you perform better, you have more energy. |
... |
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