Episode 425: Shannon Race: Secrets to Standing Out in Saturated Markets + Branding and Marketing Insights

Habits and Hustle

Jen Cohen and Habit Nest

Education, Health & Fitness, Business, Self-improvement, Entrepreneurship

4.4 • 763 Ratings

🗓️ 18 February 2025

⏱️ 68 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Do you have a great product idea but worry about standing out in a sea of competitors? In this episode of the Habits and Hustle podcast, I am joined by Shannon Race, co-founder of BioMe and former head of global marketing at Vital Proteins, who shares her insights on building successful brands in crowded markets. We dive into a range of topics including the importance of product differentiation, authentic storytelling, and leveraging micro-influencers for effective marketing. We also discuss the psychology of packaging design, the evolving landscape of traditional and digital marketing, and the key factors venture capitalists consider when investing in startups. Shannon Race co-founded bio.me, a pioneering gut health and fiber supplement company, and serves as a board member and strategic advisor for Koia plant-based protein drinks. With over 12 years of experience in marketing and brand strategy, Shannon is currently a Principal at Starshot Ventures, where she leads investment strategy and advises portfolio brands. Shannon has spoken at industry events such as Create & Cultivate, BeautyCon, and BevNET. What We Discuss: (01:00) Building Successful Brands in Venture Space (12:26) Celebrity Endorsement Impact on Brand (21:45) Revolutionizing Gut Health With BioMe (30:49) Trends in Wellness and Hormone Therapy (42:20) Entrepreneur Branding and Market Appeal (47:26) Elevating Branding Through Packaging and Storytelling (01:01:56) Enhancing Branding With Micro-Influencers …and more! Thank you to our sponsors: AquaTru: Get 20% off any purifier at aquatru.com with code HUSTLE Therasage: Head over to therasage.com and use code Be Bold for 15% off TruNiagen: Head over to truniagen.com and use code HUSTLE20 to get $20 off any purchase over $100. Magic Mind: Head over to www.magicmind.com/jen and use code Jen at checkout. BiOptimizers: Want to try Magnesium Breakthrough? Go to https://bioptimizers.com/jennifercohen and use promo code JC10 at checkout to save 10% off your purchase. Timeline Nutrition: Get 10% off your first order at timeline.com/cohen Air Doctor: Go to airdoctorpro.com and use promo code HUSTLE for up to $300 off and a 3-year warranty on air purifiers. Bio.me: Link to daily prebiotic fiber here, code Jennifer20 for 20% off. Momentous: Shop this link and use code Jen for 20% off Find more from Jen: Website: https://www.jennifercohen.com/ Instagram: @therealjencohen Books: https://www.jennifercohen.com/books Speaking: https://www.jennifercohen.com/speaking-engagement Find more from Shannon Race: Instagram: https://www.instagram.com/bio.me/?hl=en Website: https://bio.me/

Transcript

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0:00.0	Hi guys, it's Tony Robbins. You're listening to Habits and Hustle. Crush it.
0:08.8	Before we dive into today's episode, I want to thank our sponsor, Momentus. When your goal is
0:14.9	health span, living better and longer, there are very few non-negotiables. One of them, quality. And when it comes to supplements
0:24.1	designed for high performers, nobody does it better than Momentus. Momentus goes all in on NSF certification,
0:32.9	which means every single batch is tested for heavy metals, harmful additives, and label accuracy.
0:40.1	And that's why they're trusted by all 32 NFL teams and top collegiate sports dietitians across the country.
0:47.9	Here's the thing. They don't sell every supplement under the sun because they believe in nailing the basics with rock solid consistency
0:56.4	and those basics are protein and creatine. Momentous sources creopure. The purest form of
1:03.5	creatine monohydrate available, an absolute must for both men and women who want peak physical
1:10.7	and cognitive performance. So if you're
1:13.7	serious about leveling up, go to live momentous.com and use code gen for 20% off. Just act now. Start
1:22.9	today. Gen for 20% off, livemomentus.com.
1:34.0	Hi, everybody.
1:35.9	Hello.
1:36.9	Hello, Shannon.
1:38.5	We have you as a guest.
1:40.2	We have a great guest you guys today.
1:42.0	If you're somebody who is an entrepreneur has a great
1:44.8	idea for a business or has a startup, this is the podcast you should be listening to, all right?
1:51.9	Because our guest today is Shannon Race. She is the principal at Starshot Ventures, which is
1:57.8	a venture fund, where they basically invest in brands, emerging brands,
2:02.4	or ideas, which we're going to talk about. She's also the co-founder of a company called Biome.
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