Zero to over a billion dollars in 32 months. It's maniacal. We're quite literally just getting started. Where do you think is that gap to really jump from average or good to create? If you want to have the greatest odds of success, it's by creating a new format. New formats win. You obviously spotted one really great opportunity. I'm curious what other opportunities spot. I think there's an idea that no one else is going to be able to run out. There's a $10 billion business idea. You should just say it now and we'll bleep it out. We'll talk about that. I think that's the biggest opportunity for founders. What are the inputs necessary to get to $100 million in revenue for an e-cop brand in three years? Here's what I'll say.

Here's three things I want to rule the world. I know I could be what I want to.

Two is you sent us a thing about your marketing

funnel, what does world-class marketing look like in this scenario? And then the last part,

I want to riff with you brainstorm on like, where to you from here? You obviously spotted one

really great opportunity. I'm curious what other opportunities spot. Yeah, let's do it.

Okay, sweet. Dude, I've been I've been taking grooms for, I don't know, six to 12 months now because it's like, it's basically like eating candy. It's like you open up a pack of gummy bears and then you eat them and then you're like, I just had vegetables. Totally. I hate Tommy bears, but I think I just had vegetables maybe.

Totally.

And so I want to know, where were you sitting when you were like, you know what?

What if we did this?

Yeah. So I like to describe myself as a entrepreneur who had short stints and private equity and investment banking.

So I've started three companies.

This is my third company.

And I actually didn't want to start a company.

So I was on my way from Boston at a private equity firm called Summit Partners

and was leaving that investment firm to go get my MBA at Stanford.

And I told myself, look, I just want to have like a normal MBA experience for two years. I'm not going to start anything. Maybe I'll do an internship in the summer. And then it was like two weeks before going out to Stanford. I was at my parents' place in Utah and just doing some work. And I'm drinking a greens powder in my dad's office. I just remember looking up like super vividly in the corner of the

room being like, there's no way I'm keeping this habit past 30 days. Like I'll do it because I always

finish what I started, but like I'm not going to stick to this habit post 30 days. And it wasn't just

the taste. For me, it was like, you know, you got that weird like frothy sediment at the bottom of the drink. And the biggest thing for me that I think this is probably unique is I remember staring at the bottle sitting on the countertop on, like, the drying rack. And I remember being, and I'm sort of an OCD person, I remember just being like, if I commit to this habit, I've got to like stare at that bottle on the countertop for the rest of my life. Right? Like there's, there's just no way that's going to happen. And so that got me thinking about, hey, how do I take a comprehensive supplement nutrition and put it in some format? I didn't know it'd be gummy at the time when I had the idea. How do I put it in some format that gets people looking forward to it? Like, they'll go to bed at night being like, I can't wait to have that the next day, which is a complete pivot, I think, to how people sort of think about supplementation. Can we like roll it into a blot now? Yeah, exactly. Look, hey, well, smoke your greens. Well, talk about that. I honestly think that's the biggest opportunity for founders.

People just want to rip on the formats that work. But I think if you want to have the greatest

odds of success, it's by creating a new format. Right. So if it's a blunt, awesome. If it's these

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