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Michael Brandt (01:03:21):
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This is going into just business mode. This is not a biochemistry answer, it's just from a business perspective, need to focus. A lot of people need to just know what basic nutritional collagen is. You got to just repeat it until your voice is hoarse of just basic nutritional collagen, until the level of awareness around it is at a point where you go and launch all the other fun derivatives off of it. So it's taking a lot of patience and discipline and co-founder, executive team conversations around when is that right moment, when do you fractal it out? I think we're right, we'll see how it pans out. But I think that there is something to be said for you got to get your MacBook sales up to a certain point before you release the iPhone. You got to focus, and I think that can be one of the most painful things as an entrepreneur where we're really creative, we have all this spark, we see all this opportunity, all these use cases. But the right answer, I think, is to focus on the primitive and buy our time-
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Daniel Scrivner (01:04:31):
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I think you're totally right.
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Michael Brandt (01:04:36):
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... you can always extend it later on.
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Daniel Scrivner (01:04:38):
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Yes. I think Ketone-IQ is a massive step function improvement over the previous version of the product. And so, one, kudos to you for persisting and your team over the years that's taken to iterate on that. I think, from here, my guess is in five years, we'll probably see many different form factors, and I love the way you describe it, as fractal out. It's a amazing visual to think about what that is. One of the use cases you shared earlier that I would be really excited to see is a post workout protein shake that takes Ketone-IQ along with it. For now, especially after hearing you say that. I'm going to start taking Ketone-IQ after workouts because it seems incredibly helpful.
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Daniel Scrivner (01:05:17):
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I want to ask just a couple of quick closing questions. I guess one of the questions I wanted to ask, and this may be hard to put an answer on, when I talk with founders and I think about what you and your team have done over the last few years to push forward Ketone-IQ, it's very difficult. You're working in a space without a ton of competition. You're pioneering on something that my guess you can't really triangulate, there's not that many other people that are pioneering on ketones. What do you credit with your success in building HVMN so far, and what do you think you've gotten right to get to this point in time? Because clearly, I would think you've gotten a lot right.
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Michael Brandt (01:05:54):
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Well, thanks. There's always different ways to see it. It's always like, hey, we are at the top of the mountain. We've finished the hero's journey of everything that's brought us here today, but we're also at the very first steps of the next cycle of the hero's journey. We're at the top of the next inning. I appreciate the compliments on getting to where we are today. Jeff Bezos likes to say, "Every day is day one." I don't know if he still says that now he's retired, maybe he is done with it.
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Daniel Scrivner (01:06:21):
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No, he's got no more days.
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Michael Brandt (01:06:23):
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Yeah, yeah, yeah. It's like day one until you're a bajillionaire and then, okay, I guess now we're done. But it's always day one. There's always the whole mountain out in front of us. What do I credit it to? Yeah, there's no one else doing what we are doing. As an entrepreneur, it's up to you to find the things that rhyme with what you're doing though. In any entrepreneur's journey, no one was doing exactly what Stripe was doing, but you have to be creative about it. So I think what we're doing rhymes with what a lot of functional mushroom companies have done. It rhymes with what happened with collagen. It rhymes with what happened with CBD. A lot of those examples that I've mentioned. It rhymes with what Gatorade did in the 1970s, when they worked with the Florida Gators, and they said, "Hey, water is great, but you're actually sweating a lot and you need electrolytes. Let's make Gatorade that has electrolytes in it." Electrolytes at the time, it was this... How many syllable? Four syllable word or three syllable word. It's a SAT word. Not everyone knew what an electrolyte was.
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Michael Brandt (01:07:39):
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They had to beat people over the head with the education around it for decades. So we're doing with ketones what Gatorade did with electrolytes. So yeah, it's a matter of being creative on where you are drawing inspiration from
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