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The following podcast is a dear media production.
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She s a lifestyle blogger extraordinaire.
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Fantastic.
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And he s a serial entrepreneur, a very smart cookie.
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And now Lauren Everts and Michael Bostic are bringing you along for the ride.
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Get ready for some major realness.
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Welcome to the skinny confidential him and her.
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You want to be memorable.
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You want to be remarkable.
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You want to be something that s not remembered.
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It s like when you think about great art, like half the people think it s ugly, stupid, like this shouldn t be up in the museum.
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But like all this stuff that s like very good.
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Yeah, that s what s like hanging up at the at the Hyatt.
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Like that s, you know, nice art.
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That s like the really good stuff that like changes the world.
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It s like, yo, that can of soup is stupid.
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That s not art.
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I could do that.
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But then like it s that the really provocative, remarkable stuff that like
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flips it on its head that like no one s really done before.
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As an entrepreneur, you got to be tough on it because I think four out of five people, especially in the early days, like the reporters or the investors or people that you re pitching your product to, they re not going to get it.
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So you really have to find your tribe of people.
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And you have to, if you re going to buy the ticket of being weird and out there, then you got to take the ride of the fact that like a lot of people aren t going to get it at first.
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Welcome back, everybody.
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Welcome back to The Skinny Confidential, him and her show.
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Today, we re sitting down with Michael Brand, who s the CEO and co-founder of Health Via Modern Nutrition, also known as HBMN.
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Michael is an avid runner and biohacker, and with the launch of KetoneIQ, a product that Lauren and I both love, which we re going to talk about in this episode, how to get into better ketosis.
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Michael and his team created an entirely new category of ketone shots, which have taken over elite sports and high-end workplaces.
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Today, we dive into all things high performance, energy, development, and entrepreneurship.
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We discuss everything from losing on Shark Tank, then turning into one of his greatest investment opportunities, how to hack your morning routine,
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to truths and common denominators of successful entrepreneurs.
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This episode s for anyone that s interested in striking out on their own path, taking better care of themselves, building a business of their own, doing things differently.
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It s really an inspiring story and Michael is an inspiring character.
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With that, Michael, welcome to Skinny Confidential, him and her show.
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This is the Skinny Confidential, him and her.
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It s like if you sit down and buy Coca-Cola and Pepsi s the top ad, shouldn t Coca-Cola be able to win that customer more easily?
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You should be willing to pay more than your competitor for that ad.
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Are you talking about ads or the actual pages?
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Just to give the audience context, I m saying that when you search skinny confidential mouth tape on Google,
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mouth tape competitors are trying to steal my SEO.
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They re scared.
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They re shaking in their boots.
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Yeah, they re skimming it.
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And we re just having a conversation that you guys are privy to and I m just asking both of the Michaels their opinions.
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Yeah, I used to work at Google actually.
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Well, there it is.
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I can t fix the problem for you, but we can postulate on what it might be.
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I love it.
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Let s pause for a second.
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When I first got connected and met Michael, we went over Zoom.
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I was like, this guy needs to come on the show because we ve been talking about HBMN on the show for a bit, and we ve been aware of it.
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Many of our friends use it, take it.
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My sister takes it religiously now.
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People love the product, which we re going to get into.
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But you personally have a wild background and an eclectic life.
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And I just thought having you on to tell your story and talk about everything you re doing would be interesting.
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So if you were going to give like a broad overview or brief introduction to who you are, where would you even start at this point?
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Before we do this, can we please take our shot?
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Let s do it.
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So what are we doing?
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Tell us how we re going to feel when we take this shot.
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We re having a shot of Ketone IQ, high performance energy.
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I created this with a large multimillion dollar contract with the Department of Defense Special Operations Command.
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No big deal.
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And this is not going to make me stay awake all night.
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It s not going to make you stay awake all night.
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It s energy where the energy is coming just from ketones.
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No sugar, no caffeine.
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Your brain loves ketones.
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We ll get into all of this.
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But the one sentence is, it s high performance energy comes from ketones.
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It tastes a little crazy.
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You guys don t mind.
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Some people, it tastes really crazy because it s fermented.
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It says appetite control.
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I love a little appetite control.
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No, it doesn t.
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It doesn t bother me.
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But I m also one of those guys where if I know it s good for my body and I know like I ll like I my brain is telling me like I like it.
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Yeah.
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What if fisting up your ass was good for your body?
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Would you let me fist you up your ass?
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I don t know.
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Let s not go there.
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OK, so.
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Let s get into it.
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So your background.
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Yes.
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Okay.
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I studied computer science at Stanford, got really into technology and then biohacking in particular.
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So a decade ago, I was early on wearing continuous glucose monitors, tracking my footsteps, seeing that basically all these sensors on and in the human body, that was a real trend that was taking off.
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Like a decade ago, not as many people were doing it.
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Now it s like 50 million people have wearables and devices.
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was obvious to me that if everyone s objectively measuring their health, that the things that we eat are going to change drastically.
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I don t know what a goji berry does for your health.
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It doesn t register necessarily.
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I m not trying to poop on anyone s startup.
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There s a lot of health and wellness trends that don t measurably move anything.
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But when we re all wearing some sensor in our human body, our body s becoming this platform
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And we can see our sleep score, our heart rate variability, our blood glucose.
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And in that world, like what actually moves the needle?
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Like what actually makes you perform better that you can actually observe and measure?
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So I came in with like as a big nerd, like a big computer science guy looking at the human body as a platform and like what should exist that doesn t exist that can move performance and health outcomes and looked at a lot of stuff.
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We got like hundreds of different ideas and came to ketones.
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got this large contract with the Department of Defense to develop a pure ketone drink and have been building that for many, many years.
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Hold on, Michael.
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How does one get in touch with this department?
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You don t just email them cold.
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Right.
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It s the biggest organization on planet Earth.
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The U.S.
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DoD is a trillion dollar a year budget.
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People talk about selling it to Fortune 500 companies.
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If the DoD was a company, it d be like
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number one.
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It s huge.
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So you gotta knock on a lot of doors.
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You gotta network in a lot.
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You gotta fill out a lot of paperwork.
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You gotta, yeah.
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How long did it take you to get them?
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It took years.
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And yeah, it took years.
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So early on, we got investment from a group called Andreessen Horowitz.
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They re a large Silicon Valley investor.
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They really liked our thesis of doing tech-based nutrition.
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And we were still early.
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This was pre-ketones.
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We were still kind of incubating ideas.
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have really good connectivity into the DoD.
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And then we just found other ways.
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And as an entrepreneur, it s hard to explain.
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It s like you kind of manifest it and you just get it done.
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You find out how to do it.
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Yeah.
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Once you put your intentions to it, it s like you meet someone who knows someone and this person, this other investor knew someone else at their firm that was an ex-commander of SEAL Team 7.
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You just meet people and
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when you really have a goal and you are extroverted founder type person, you just meet, like it ends up kind of falling into place.
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I don t know if that s the best answer.
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Cause like everyone s path is so special.
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It s like, how did you guys end up here?
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Like everyone would love to host their own like super popular podcast.
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Like how d you do it?
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It s like, your path is pretty special to you.
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For us, it was just like we had this intent of like, hey, let s do really hardcore deep tech inside of nutrition.
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And it d be cool to work with a DOD and kind of manifested it.
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Let me ask you a question.
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As you were looking at all of this data and think in the early, early days before you decided to go down ketones.
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and you were looking at everything else and quote, unquote, what actually moved the needle with the body.
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What were other things that you saw that you found interesting that maybe that wasn t your path, but you re like, hey, that is still interesting or maybe I should have looked at that harder or anything that sticks out?
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Sleep is really interesting.
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There s a lot of different supplements around sleep with like magnesium and L-theanine and different types of mushrooms and different, and not just on like the nutritional side, but on the like sleeping at a cooler body temperature or sleeping in certain times of the day.
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So I think like the whole area around sleep and like sleep is super impactful as well to your performance.
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Sleep s super interesting.
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Sleep s an area where if I wasn t thinking about ketones and like metabolic health there, that I think sleep is super interesting.
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So why did you land on ketones?
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What was the thing that tipped it for you?
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I m a big marathon runner.
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I run six minute miles for the marathon and I was really into endurance sports.
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And when you get good at running and your body does these certain adaptations, you got to get really good
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at metabolism and your body gets really good at, among other things, your body gets really good at making and using ketones.
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So I kept seeing that coming up and I was thinking like, okay, if your body s making and using all these ketones and you re pushed to its limits, why can t you just go to the store and buy a
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Buy a ketone.
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It s this great energy your body makes.
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Why can t you go buy it the same way you can buy a collagen or protein or apple cider vinegar or anything else?
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If you were gonna explain ketones to a kindergartner, not that our listeners are kindergartners, but if you were- I m a kindergartner when it comes to ketones.
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You put the glasses on.
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We re getting, we re like- I m getting serious.
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If you were gonna just like, before we dive into everything, just talk about ketones to the audience, how would you start?
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It s a form of energy.
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Your body needs energy all the time.
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If you re running, you need energy.
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If you re lifting weights, you need energy.
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If you re thinking hard, you need energy.
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If you re sleeping, you re like recovering from the day s activities, you need energy.
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Your body s always using energy.
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That process of making energy is called metabolism.
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Maybe people remember that, maybe more advanced than kindergarten, but maybe you remember like high school biology, like your mitochondria is the power plant of your cell.
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So you re always turning the stuff that you re eating into cellular energy.
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And ketones are really good at that.
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Ketones are really good source of energy for yourselves.
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They re really efficient.
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They don t require as much oxygen.
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They feel really nice.
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Like when you re drinking ketones, like your brain especially likes ketones, so they feel really nice.
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So they re a form of fuel the same way sugar is a fuel.
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Ketones are a fuel.
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They re a macronutrient.
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There s calories inside of it and it s a fuel and it just works really efficiently.
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How did you become this smart, man?
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Have you always been this smart?
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Are you just a smart kid?
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What was your childhood like?
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Are you just naturally smart?
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The first thing I noticed about you is you re smart.
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Thanks, Lauren.
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You gotta ask my parents.
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I don t think I was the easiest kid growing up.
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And something I reflected on, I have a two-year-old daughter, and she s pretty high-functioning too.
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She s a very curious cat, and I see some similarities, or just everything s super interesting to her.
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I think everything s just interesting.
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I got into a lot of trouble as a kid.
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I was always standing up, and now everyone s got their standing desks.
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But I would just always get yelled at for,
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standing too much, asking too many questions.
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I remember I would correct my teacher because they d get the math problem wrong and I d make fun of them and then I d go to detention.
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I think that I ve always been a little bit curious.
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I don t think I m that much smarter than people.
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Maybe I m more curious and I follow things through all the way.
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It s not like I just wake up in the morning and know all the answers to all the math problems.
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I think I just spin a lot in my head.
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It s a hard question to answer.
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How do you, I don t know.
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I don t know if I m smarter than.
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No, I just think, I think it s like, it s not as, I mean, listen, there s, there s a ton of brilliant people, but there s into your point about follow through.
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But I think what s interesting about meeting people like yourself is.
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You know, you ve also become an entrepreneur and you ve taken something out of thin air and an idea out of your head based on science that you followed and you ve created a product that s groundbreaking that so many people we know are taking in love.
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And I think like that is, that s what s interesting because.
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It s like seeing it in action and creating something from nothing that actually could drive a positive impact.
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I think that is less common than just being smart.
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Does that make sense?
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It s a unique category.
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It s super unique.
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And I think there s nothing quite like it.
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And one of my favorite books is this book called First and Thirst.
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It s the Gatorade book about how they created electrolytes in 1965 with the Florida Gators.
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And they had this whole insight that if you re sweating balls in the Florida swampy heat, that water alone doesn t hydrate you as well.
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Your sweat clearly contains things besides water.
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So what if you had electrolytes?
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And the whole story of how it took them decades, right?
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They were working on it since the 1960s.
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And it was like decades before they got like Michael Jordan and
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all the cool like 1990s Gatorade ads.
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Remember those ads where they re like sweating blue and red like beads of Gatorade?
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That was like three decades into their story.
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This is that idea of taking something like this hard science insight and then building a really cool, like the coolest brand, at least in like the 90s, I was like the coolest brand.
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them and Nike, it was like the coolest brand of the 90s.
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And that took a while.
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And I think it was cool that it came from like real science.
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I think, I think generally, maybe what makes us different is that like, it s really like science at the core.
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Like I didn t come from like a marketing background or like a CPG background or anything like that.
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I came in as kind of like curious nerd ball.
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And then I ve like learned a lot about like, we re now in Sun Life Organics, our friend Khalil s spot, we re in Sprouse, we re in every Equinox in America.
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Like I ve learned all that stuff.
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Like where I came from was the more just like hard science world.
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Yeah.
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And well, I think that s the product speaks to that because you could tell this was something that wasn t like, this didn t just exist on a shelf or on a white label.
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Like you ve actually like created and invented something here to go deeper on ketones.
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How, you know, what happens as we progress through life?
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And do we start producing less?
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Is there a reason?
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Do we start, like, is there instances where we produce more?
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If you re talking about as an energy source, what are things people could do naturally to start boosting it more often?
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That s a great question.
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Yeah.
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A couple of things that make your body make its own ketones already, like ketones, your body s made ketones for
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forever, for 300,000 years.
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Humans make ketones, we always make ketones.
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The things that make your body make ketones are cardio, so being active, eating generally lower carb, less sugar.
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What happens in either of those cases, whether you re doing cardio or whether you re not eating a lot of sugar to begin with, is that your body will run low on blood sugar and it will start burning fat and turning into ketones.
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Because I know people want to put themselves into ketosis and me not being a scientist, and I know there s a lot of prominent health professionals that talk about that being beneficial at times.
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Is that partly the intention of this when you take it and what happens to the body when you do get into ketosis?
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We re all in ketosis right now because we just had a shot 10 minutes ago.
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Oh, okay.
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See, I don t understand that.
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So because I took this shot, my body is in ketosis now.
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Yeah.
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Meaning that you have elevated ketones in your blood.
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Got it.
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And that s the main intention is to get elevated ketones in your blood by taking this product.
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So you can basically instantly get into ketosis.
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You re instantly in ketosis.
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And now you have ketones flying around your bloodstream that your muscles can use, your brain cells can use, cells in your heart can use, like your body can use those ketones for fuel for all the things going on.
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And your brain especially likes ketones.
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When I was like, I want to say I was like 25, I did Lindora, which is like a weight loss program.
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And you had to take like a P test or something to check that you were in ketosis.
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They wanted you in ketosis to lose weight.
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Yeah.
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When you say I m in ketosis from this shot, does that have to do with weight?
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It kind of does because it s replicating a lot of the things that you re doing when you re doing a keto diet or doing a lot of cardio.
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It s interesting cause you don t have to do, I m not doing the keto diet right now, but I m in ketosis cause I just drank ketone IQ and it replicates a lot of the effects of a keto diet.
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So for instance, it helps to control appetite.
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Like when you have ketones in your system, your body s not as hungry.
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There s this really interesting study done where they had people have drank the same amount of calories from ketones and from sugar.
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and like 100 calories of both.
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And the group that had ketones was significantly less hungry.
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And when they did blood tests for ghrelin, the hunger hormone, the ketone group also had a lot lower just objective scores of ghrelin.
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So ketone IQ is this way to like get into ketosis and it replicates some of the things that people like about the keto diet.
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The keto diet is a pain in the butt.
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For a lot of people, carbs are good too.
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I think it s good to avoid too much excess sugar, but I also don t recommend for everyone to go do a hardcore keto diet.
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I don t think that s great either.
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What s interesting about Ketone IQ is you can get some of these benefits without doing the full-blown keto diet.
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What are your thoughts on the semi-glutide that s happening?
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Because I feel like you are someone that would know about everything that s going on because of the business that you re in.
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It s interesting for sure.
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It s just definitely like more hardcore.
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I think if what we re doing is a hammer, that s like a sledgehammer, the ozembic semi-glutide, just the general like hard pharmaceutical stuff.
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SPEAKER_00
I think it s interesting for some people, but it s definitely more like hardcore.
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SPEAKER_00
Yeah.
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There s definitely like more side effects and things to consider with it.
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It sounds like with this, if you wanted to, like, this is a good way if you wanted to start managing your energy levels a little bit more and you wanted to potentially suppress your, I don t want to say suppress, but manage your app.
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appetite and your hunger a bit.
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This is maybe like an initial step you would take before deciding to take the sledgehammer approach.
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SPEAKER_02
Yeah.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
It just helps you control your appetite, feel nice energy, especially mentally.
2
SPEAKER_02
And yeah, you re not that hungry.
2
SPEAKER_02
It s cool.
2
SPEAKER_00
How do you integrate this into your day?
2
SPEAKER_02
I m a big runner.
2
SPEAKER_02
So when I m running, I have ketones on top of that.
2
SPEAKER_02
Like I ll have like a banana and ketones in the morning.
2
SPEAKER_02
And I just like a really nice form of fuel.
2
SPEAKER_02
Ketones are interesting because they go through this different pathway than carbohydrates.
2
SPEAKER_02
They re just a different form of fuel.
2
SPEAKER_02
So a lot of athletes like it because they ll have it on top of their normal stuff so that they have more metabolic substrates going through more different channels in their body.
2
SPEAKER_00
How many can you take a day?
2
SPEAKER_02
On our package, we say limit three and a half.
2
SPEAKER_00
So, walk me through an ideal day.
2
SPEAKER_00
Is it three in the morning or is it three throughout the day?
2
SPEAKER_02
I have one in the morning.
2
SPEAKER_02
It s a nice way to just wake up and feel energetic.
2
SPEAKER_02
I just feel clicked on.
2
SPEAKER_02
A lot of people have replaced their coffee with it or they ll have it on top of their coffee.
2
SPEAKER_02
It s just like a morning stack.
2
SPEAKER_02
You know bulletproof coffee or MCT coffee?
2
SPEAKER_02
A lot of people are familiar with that.
2
SPEAKER_02
The whole idea of MCT is it s a medium chain triglyceride.
2
SPEAKER_02
It s a form of fat that turns into ketones.
2
SPEAKER_02
That s a whole reason people are interested in MCTs is that it s a type of fat that because of the chain length of the triglyceride, it turns into ketones relatively easily.
2
SPEAKER_02
We ve just skipped a step.
2
SPEAKER_02
So this is just like a straight ketone.
2
SPEAKER_02
So a lot of people have ketone IQ with their coffee or they ll have it instead of their coffee and just feel this energy rush in the beginning of the day.
2
SPEAKER_02
And then they ll have it like once or twice else throughout the day to kind of re-up.
2
SPEAKER_02
Before a podcast or something?
2
SPEAKER_00
Can you fast and take this too?
2
SPEAKER_00
Is it going to break you out of your fast?
2
SPEAKER_02
That s something people love doing because it extends your fast.
2
SPEAKER_02
You re not having any sugar.
2
SPEAKER_02
You re not spiking your blood glucose.
2
SPEAKER_02
You re not spiking your blood insulin.
2
SPEAKER_02
So it s fasting compliant in those ways.
2
SPEAKER_02
It makes it really easy to carry over your intermittent fast until noon or whatever you re trying to do.
2
SPEAKER_00
What are some mistakes that you see because you know so much about, about ketosis that people make when it comes to ketosis?
2
SPEAKER_01
Because everybody says like keto season when they re like, maybe like it s like summer s coming up or spring break.
2
SPEAKER_01
Like if you were going to, if you were going to follow that diet, like what, what are some of the things that you ve learned?
2
SPEAKER_02
Yeah, it s it works really well.
2
SPEAKER_02
I ve seen for people who do it in like a sprint, they do like 60 days to get beach bod ready or to like fit in the wedding dress or like I think it works well for those.
2
SPEAKER_02
Like if you ve got to shed some weight, like do the keto diet.
2
SPEAKER_02
I think people have a harder time doing it long term.
2
SPEAKER_02
Some people truly love it.
2
SPEAKER_02
They just truly feel good or their body just does not deal well with carbs and they just are.
2
SPEAKER_02
They ve been keto since 2017.
2
SPEAKER_02
Like those people definitely exist.
2
SPEAKER_02
I think for most people.
2
SPEAKER_02
Keto diet is more of this like tool to use on a
2
SPEAKER_02
on a temporary basis to hit some weight loss goal.
2
SPEAKER_02
And then when you return to normal diet, what I would say is what works really well for people is incorporate maybe some of the learnings where, again, once you go back to normal diet, you re incorporating carbs and stuff.
2
SPEAKER_02
But I think on the keto diet, one thing that, everyone should try it, I think, once.
2
SPEAKER_02
Again, I m not doing it hardcore.
2
SPEAKER_02
I m not a big keto diet fan, but I think it s worth trying, because you start learning there s sugar in everything.
2
SPEAKER_02
There s sugar in your salad dressing, there s sugar in your ketchup, there s sugar everywhere.
2
SPEAKER_02
And then if you try that out, then when you return to a normal diet, carry over some of those, like, oh yeah, when I have tacos, I don t know, the taco itself- It s almost like an awareness of what all the ingredients are that you re normally eating.
2
SPEAKER_02
Yeah, exactly.
2
SPEAKER_02
There s more sugar in things than maybe you thought.
2
SPEAKER_02
Pasta is actually like, yeah, your body just turns that pasta into
2
SPEAKER_02
sugar right away.
2
SPEAKER_02
And like there s different forms of carbohydrates, like certain carbohydrates are more fibrous.
2
SPEAKER_02
Like a potato is not the same as a bag of candy, even if it has the same amount of carbs because the potato has starches and fibers in it that basically slow down the release of sugar into your bloodstream.
2
SPEAKER_02
So like they re not all carbs are the same.
2
SPEAKER_02
I think you learn a lot when you try like a keto or lower carb diet that you can like reincorporate back when you do a normal diet later on.
2
SPEAKER_01
Let s talk about Armra Colossum.
2
SPEAKER_01
Lauren and I have been absolutely obsessed with Armra Colossum ever since we interviewed the founder on this show.
2
SPEAKER_01
Check out that episode.
2
SPEAKER_01
If you just search Armra The Skinny Confidential, it will pop up.
2
SPEAKER_01
We dive into all of the benefits on Armra Colossum.
2
SPEAKER_01
For those of you that are unfamiliar with the effects of Armra Colossum, if you want to increase your immune system, your gut health, improve your fitness and metabolism, enhance your skin, your hair radiance, and also seal all the barriers of your body, not just your gut,
2
SPEAKER_01
you re going to want to try Armour Colossum.
2
SPEAKER_01
Lauren and I take this every single morning.
2
SPEAKER_01
We give it to our kids.
2
SPEAKER_01
Sometimes we put it in a drink and stir it around.
2
SPEAKER_01
Sometimes we actually just dump a scoop into our mouth.
2
SPEAKER_01
It has this kind of like creamy milk dud taste.
2
SPEAKER_01
To educate you a little bit more on Colossum for those that are unfamiliar, Colossum is the first nutrition we receive in life and contains all of the essential nutrients our bodies need in order to thrive.
2
SPEAKER_01
Armour is a propriety concentrate of bovine colostrum that harnesses over 400 living bioactive nutrients that rebuild the barriers of your body and fuel cellular health for a host of research-backed health benefits.
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SPEAKER_01
It s also sustainably sourced colostrum from grass-fed cows at their co-op of dairy farms in the United States.
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SPEAKER_01
And unlike most colostrums which use heat pasteurized that depletes nutrient potency, Armour leverages their proprietary cold chain biopotent technology in an innovative process that purifies and preserves the integrity of hundreds of bioactive nutrients.
2
SPEAKER_01
And, of course, we ve worked out a special offer for our audience.
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Receive 15% off your first order.
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SPEAKER_01
Go to tryarmor.com slash skinny or enter skinny to get 15% off your first order.
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That s T-R-Y-A-R-M-R-A dot com slash skinny.
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Who doesn t want to have glowy, super gel on their skin?
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If you want that ultimate, effortless, no-makeup, makeup-glowing product, here it is.
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C est is an award-winning, clean, and planet-positive makeup brand that is sold exclusively at Sephora.
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SPEAKER_00
Big Sephora fan, big C est fan.
2
SPEAKER_00
They have several award-winning, best-selling products.
2
SPEAKER_00
But specifically, they have these two that I got to tell you about.
2
SPEAKER_00
The Slip Tint SPF 35 Tinted Moisturizer, so good under makeup.
2
SPEAKER_00
And then you pair it with their Glowy Super Gel, and you cannot go wrong.
2
SPEAKER_00
This is going to give you that glass skin, really pretty highlighted, sort of like an illumination, hydration situation on your face.
2
SPEAKER_00
If you re going to grab something else at Sephora, I would highly recommend their Dew Blush.
2
SPEAKER_00
I wore it the other day when I got dressed up and put it like on the apples of my cheeks and it just gives you like kind of like a little sun-kissed glow.
2
SPEAKER_00
Those are probably the three products that I would start with if you want that really pretty like glowy skin.
2
SPEAKER_00
You should also know that say refers to themselves as clean complexion experts because each makeup product is Totally purposely crafted with sustainability in mind and it s packed with good-for-you ingredients The best part of this brand is that they left out over 2,000 ingredients that they thought were potentially harmful to the skin Say is available at Sephora shop now at Sephora
2
SPEAKER_00
Supplementation, microneedling my scalp.
2
SPEAKER_00
I also switched from blonde to brunette.
2
SPEAKER_00
I am eating so much meat with aminos, and I m also doing scalp massage.
2
SPEAKER_00
But I have taken my scalp massage over the last eight months up to a different level.
2
SPEAKER_00
And I am using the Grow Hair Serum by Vegamour to really kick it up a notch.
2
SPEAKER_00
I love this specific hair serum because it really has helped me get visibly fuller, thicker, and healthier hair.
2
SPEAKER_00
And I m telling you, I notice a difference.
2
SPEAKER_00
The best part too is their products are 100% cruelty-free and never formulated with harmful ingredients like parabens or hormones.
2
SPEAKER_00
So what I do is I take a scalp massager.
2
SPEAKER_00
Sometimes I use my fingers.
2
SPEAKER_00
I prefer a scalp massager and I really get in there with the serum.
2
SPEAKER_00
I put some droplets in my hands and then I ll just really put it all on the scalp and really massage while pulling the scalp up.
2
SPEAKER_00
So I m stretching the fascia and just getting that blood circulation going in the scalp really helps with hair growth.
2
SPEAKER_00
I signed up for a monthly subscription, so I get one bottle sent to me every single month.
2
SPEAKER_00
It s cute.
2
SPEAKER_00
It s pink.
2
SPEAKER_00
They sell one bottle every 15 seconds, so that should tell you how good it is.
2
SPEAKER_00
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SPEAKER_00
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3
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V-E-G-A-M-O-U-R.com slash skinny, code skinny.
3
SPEAKER_00
If you do a P test after drinking this, so you re saying you will be in ketosis.
3
SPEAKER_02
Oh, definitely.
3
SPEAKER_02
I often carry around, I don t know, I might have it even in my backpack is like a blood test.
3
SPEAKER_02
You can do like a blood fingerprint.
3
SPEAKER_02
I like calluses on my whole finger like a guitar player, except I m not a guitar player.
3
SPEAKER_02
I m just a big nerd.
3
SPEAKER_02
And I do like blood testing.
3
SPEAKER_02
Cause we ve done like so many different variations on our product and tests over the years.
3
SPEAKER_02
And with all the running idea, I m always like testing my blood ketone levels and blood glucose levels.
3
SPEAKER_02
And you can, the best way to do it is like the finger blood stick.
3
SPEAKER_02
The next best way is you can do a P test or there s breath tests.
3
SPEAKER_02
The best is blood, but you got to actually pick yourself.
3
SPEAKER_00
Wait, doesn t ketosis make your breath smell?
3
SPEAKER_00
Does this make your breath smell?
3
SPEAKER_02
Not really.
3
SPEAKER_02
Like the ketosis when you re like deep in ketosis.
3
SPEAKER_02
Yeah.
3
SPEAKER_02
People will have like acetone breath.
3
SPEAKER_02
Cause like your, your body s like,
3
SPEAKER_02
Some people will get keto breath from being deep in ketosis.
3
SPEAKER_00
But you re okay on this?
3
SPEAKER_02
Yeah, people don t really get bad breath from it.
3
SPEAKER_00
Why don t you launch a keto breath mint that you can have after you have your keto shot?
3
SPEAKER_02
Yeah.
3
SPEAKER_02
That would help you to... Get the Department of Defense to fund it.
3
SPEAKER_02
To fund the breath mints.
3
SPEAKER_02
Yeah.
3
SPEAKER_00
You have built a multi-million dollar brand.
3
SPEAKER_00
I want to talk about the entrepreneur side of it.
3
SPEAKER_02
Oh, I d love to.
3
SPEAKER_00
Yeah.
3
SPEAKER_00
First of all, tell us how you sort of had the intuition to get into this and how you ve maneuvered throughout this whole entire journey.
3
SPEAKER_00
Because as we know, it s not easy.
3
SPEAKER_00
How did you start?
3
SPEAKER_00
What s it been like?
3
SPEAKER_00
What s your day-to-day like?
3
SPEAKER_02
It started off as curiosity, it was very much a science fair project, me and my co-founder and trying things out, very small team, very science driven.
3
SPEAKER_02
And it s been really important to get partners, like great partners help, especially because where we come from is more of a technical world.
3
SPEAKER_02
It s really important for us to work with people that can help get the word out.
3
SPEAKER_02
I think a lot of entrepreneurs, you have to have some home field advantage.
3
SPEAKER_02
Some entrepreneurs have like awesome platforms and maybe they need like a technical co-founder to help like build something interesting or some people are like really technical, they ve invented a flying shoe, but they have like 12 followers on Instagram that got no one to tell about it.
3
SPEAKER_02
Usually, I would say like usually entrepreneurs fall into one of those camps where they re like either really good and like extroverted, have a lot of like people, friends and platform, or they re like just technical wonk and can do incredible stuff but like maybe haven t
3
SPEAKER_02
figured out how to get it out there.
3
SPEAKER_02
I think the best companies have both.
3
SPEAKER_02
The best companies truly become both.
3
SPEAKER_02
You become like Apple where it s like technical and sexy.
3
SPEAKER_02
We definitely start out more technical for sure.
3
SPEAKER_02
And then have like figured out, we ve gotten some cool people like Joe Montana s investor, Jake Paul s an investor.
3
SPEAKER_02
I m here with you guys.
3
SPEAKER_02
We get like just cool different partners.
3
SPEAKER_02
And the work s never finished.
3
SPEAKER_02
Once you re in Sprouts, it s like, oh, let s get into Whole Foods.
3
SPEAKER_02
Once you re in Whole Foods, it s like, oh, let s get into Costco and Target.
3
SPEAKER_02
Like, can we get Taylor Swift drinking it?
3
SPEAKER_02
Like you re always like trying to figure out the next level of the game.
3
SPEAKER_02
Does that help answer your question?
3
SPEAKER_02
I thought it was a good question.
3
SPEAKER_00
Totally.
3
SPEAKER_00
What s been your coolest moment?
3
SPEAKER_02
Oh, I was on Shark Tank.
3
SPEAKER_00
Yeah, tell us all about that.
3
SPEAKER_00
Wait, first you have to tell us, cause there s people who listening that want to get on Shark Tank.
3
SPEAKER_00
Tell us like the whole process of how you got on.
3
SPEAKER_00
Then you have to tell us the during and then the aftermath.
3
SPEAKER_01
We ve had Barbara on the show and we ve had a few people on the show that have been on Shark Tank.
3
SPEAKER_01
Some had deals that didn t happen after, some actually did get funded out.
3
SPEAKER_01
Yeah.
3
SPEAKER_01
I would love to hear the.
3
SPEAKER_02
Shark Tank is super interesting.
3
SPEAKER_02
So yeah, I ll just say up front, like we ended up not getting a deal, but I would still like do it again in a heartbeat because this is cool.
3
SPEAKER_02
It s like free sets and reps for telling your story.
3
SPEAKER_02
It s really important to do as a founder, just get out there and tell it.
3
SPEAKER_02
We ve raised it a higher valuation than what we were pitching to Sharks from other big, legit investors.
3
SPEAKER_02
So it s all love, though.
3
SPEAKER_02
I think we learned a lot.
3
SPEAKER_02
It s a free ad for your product in prime time.
3
SPEAKER_02
Because even if the Sharks don t invest, people will still text me, tag me all the time.
3
SPEAKER_02
They see it on a rerun on the back of their Delta Airlines.
3
SPEAKER_02
I d like to pitch the sharks and they d not invest.
3
SPEAKER_00
You re right.
3
SPEAKER_00
It s a free commercial.
3
SPEAKER_00
Why did you decide to do it?
3
SPEAKER_00
Like, tell me about the application situation.
3
SPEAKER_02
So we got a little lucky where they reached out to us and we re like, hey, you guys are interesting.
3
SPEAKER_02
Well, like, I don t know, you can t hard to replicate.
3
SPEAKER_02
I think we were making a lot of noise at the time.
3
SPEAKER_02
Like we were just very like biohackers from Silicon Valley.
3
SPEAKER_02
We re talking a lot about intermittent fasting.
3
SPEAKER_02
And it was because I d worked at Google, which at the time was like very famous for like free food, delicious
3
SPEAKER_02
chefs, and I left Google and was running this biohacking company, and I had this large community of intermittent fasting out of Silicon Valley, and it was this funny story in the press of, oh, this ex-Googler s now starving his employees.
3
SPEAKER_02
I wasn t starving anyone, but it made a good headline.
3
SPEAKER_02
So I think we were just making a good amount of noise, and then Shark Tank s like, oh, what do you guys actually do?
3
SPEAKER_02
Do you wanna come pitch it on our show?
3
SPEAKER_02
So I think that s one thing I ve learned,
3
SPEAKER_02
And as an entrepreneur, you got to be an idea virus.
3
SPEAKER_02
You got to figure out how to be a meme.
3
SPEAKER_02
You got to figure out how to get into the consciousness.
3
SPEAKER_02
You have to, because Pepsi or whatever has a way bigger budget.
3
SPEAKER_02
The attention economy is nuts these days.
3
SPEAKER_02
It s really hard to stand out.
3
SPEAKER_02
You have to do something that s like,
3
SPEAKER_02
a little bit weird and noteworthy.
3
SPEAKER_02
And so I said, can we start doing that stuff?
3
SPEAKER_02
And then Shark Tank caught wind.
3
SPEAKER_02
And then it kind of replicates because now it s like, oh yeah, once you re on Shark Tank, then the next person wants to talk to you.
3
SPEAKER_02
The next one is, I don t know.
3
SPEAKER_02
It s kind of a video game.
3
SPEAKER_01
Why did they not invest?
3
SPEAKER_01
What was the...
3
SPEAKER_02
You d have to ask them.
3
SPEAKER_02
I think what they would say is that, I think we came across a little technical at the time.
3
SPEAKER_02
Yeah.
3
SPEAKER_01
And I think they were like, you guys need to... Yeah, because even the reason I wanted to have you on the show is there is a real, to your point, technical element to this and how it was created.
3
SPEAKER_01
But I think
3
SPEAKER_01
You know, what we try to be is filter sometimes to at least our audience in kind of in a way, and I hate to use the word, but like dumb things down to make it so this is understandable.
3
SPEAKER_01
And for me, the way I m hearing this is like, if I want to have manageable natural energy levels and not maybe have to go to other substances, you can do this.
3
SPEAKER_01
If you want to potentially manage appetite,
3
SPEAKER_01
and not jump to the sledgehammers or say you could use this if you wanted to have maybe more productive workouts or productive podcasts and have your brain on fire.
3
SPEAKER_01
It s just a quick way to do it and it doesn t disrupt your sleep and it s a natural way with no sugar and no chemicals, right?
3
SPEAKER_01
Did I just nail it?
3
SPEAKER_02
Yeah, that s really well said.
3
SPEAKER_02
Yeah, you should pitch the sharks.
3
SPEAKER_01
That was great.
3
SPEAKER_01
But I think we re always looking for stuff like this, innovative stuff, because to your point, there s so much
3
SPEAKER_01
There s so much information out there, even when it comes to diet, which I think we could talk about in a second.
3
SPEAKER_01
People are just confused on what to do, what not to do, what works, what doesn t work.
3
SPEAKER_00
But this is what I ve realized.
3
SPEAKER_00
I just got off the phone with my PR and I was talking about mouth tape.
3
SPEAKER_00
I launched mouth tape, Skinny Confidential mouth tape.
3
SPEAKER_00
And they were like, well, people don t really know what to do with this.
3
SPEAKER_00
The editors are confused about it.
3
SPEAKER_00
And to me, that means you re on to something because it s the most disruptive things that actually make the noise in the end.
3
SPEAKER_00
I know that mouth taping is going to be like a toothbrush in three years.
3
SPEAKER_00
I think people will be taping their mouth shut like they scrape their tongue and they use a toothbrush.
3
SPEAKER_00
And there s kind of something that gets you off or gets me off.
3
SPEAKER_00
And I m wondering if you feel the same that
3
SPEAKER_00
Your product, it s hard to take in at first because it s new and people are like, there s uncertainty around it and it needs explanation because it is disruptive.
3
SPEAKER_02
Yeah, and it s so true to what you re saying, Lauren.
3
SPEAKER_02
The mouth tape that you re doing, it s remarkable, right?
3
SPEAKER_02
It s hard to look away from.
3
SPEAKER_02
It s different.
3
SPEAKER_02
It s weird.
3
SPEAKER_02
Those are all really good things.
3
SPEAKER_02
You want to polarize people.
3
SPEAKER_02
I think the enemy as an entrepreneur is to be very good.
3
SPEAKER_02
That s the worst spot to be where you re seven and a half out of 10.
3
SPEAKER_02
It s a deuce, but you want to be like,
3
SPEAKER_02
this is amazing,  or like, what the hell?
3
SPEAKER_02
Why is this lady sending me mouth tape?
3
SPEAKER_02
The best ideas start out like that.
3
SPEAKER_02
Liquid Death is like a crazy name, Tala water company.
3
SPEAKER_02
The first iPhone, you go back, it s so funny.
3
SPEAKER_02
You go back and look at the early reviews of the iPhone.
3
SPEAKER_02
Everyone s like, this is so stupid.
3
SPEAKER_02
This is only for like,
4
SPEAKER_01
tech
4
SPEAKER_01
Generally, ideas get watered down over time as you build out your business.
4
SPEAKER_01
Like if it doesn t start out with like 11 out of 10 spicy, weird, remarkable.
4
SPEAKER_01
There s that book Purple Cow with the guy Seth Godin.
4
SPEAKER_01
If people have heard of that one, it s like you see cows all the time.
4
SPEAKER_01
If you saw a purple cow, you would remember it for the rest of your life.
4
SPEAKER_01
Like you want to be that.
4
SPEAKER_02
It s a great book.
4
SPEAKER_01
You want to be that purple cow.
4
SPEAKER_01
And if you re not on day one, you re only going to get more like normie over time.
4
SPEAKER_01
So you got to start out weird.
4
SPEAKER_00
It s so true though.
4
SPEAKER_00
Your product is a purple cow.
4
SPEAKER_00
It is.
4
SPEAKER_00
Yeah.
4
SPEAKER_02
And I ll give you like, even like, I m doing something different than, than both of you in a lot of ways, where I was like, I m running a media company and a lot of, without getting so detailed, a lot of the way we started this business, like a lot of the pushback I would get either from publications or media agencies or advertisers is like, they would be very flustered about the way we conduct some of the business here at Jameer, the way we do things or some of our processes.
4
SPEAKER_02
They re like, well, it s always been done this way.
4
SPEAKER_02
You have to conform this way.
4
SPEAKER_02
I was like, have you looked at all the media companies and legacy media companies that have just crumbled and burned and fallen apart?
4
SPEAKER_02
If they told me, hey, grid for you, you re doing everything like everyone else, I d be like, this is a cause for concern.
4
SPEAKER_02
We might have to shut this thing down.
4
SPEAKER_02
And I think this is good for any entrepreneur.
4
SPEAKER_02
When you start something and you get that pushback and people tell you, well, this is not how things have been done, or you re not doing it like everybody else, that should be taken as words of encouragement, not as words of despair.
4
SPEAKER_02
Because if you re just coming in and doing it like everybody else, you re probably just a second rate version of what already exists.
4
SPEAKER_02
And some of those things that exist could be going away.
4
SPEAKER_02
If you re getting that pushback, it s likely because you re breaking the status quo and onto something new.
4
SPEAKER_00
And Michael, you always say when a show pitches themselves to dear media, and they ll be like, I m going to be the next Joe Rogan.
4
SPEAKER_00
And Michael immediately is like, no, like, don t use your own formula.
4
SPEAKER_00
You re not going to be like, don t be the next anyone.
4
SPEAKER_02
Whenever I hear someone say they re going to be the next, and like if somebody came and said, I m going to be the next ketone IQ, I m going to be the next HVMN.
4
SPEAKER_02
I d say, why?
4
SPEAKER_02
They already is the one.
4
SPEAKER_02
You know what I mean?
4
SPEAKER_02
Like I kind of just tune out.
4
SPEAKER_00
I had this amazing literary agent tell me today that when he decides to take on a book that he wants people to either absolutely fucking love it or absolutely fucking hate it.
4
SPEAKER_00
He doesn t want indifference.
4
SPEAKER_00
He wants an extreme reaction.
4
SPEAKER_02
And to your point, he doesn t just want good.
4
SPEAKER_00
And your product, he doesn t want a seven.
4
SPEAKER_00
Your product is, is reminds me of that.
4
SPEAKER_00
And it s like that mouth tape conversation I just had, like reminds me of this.
4
SPEAKER_00
It s like, people don t get it, but I kind of like love they don t get it.
4
SPEAKER_00
How do you respond to that with your product?
4
SPEAKER_01
that you want to be memorable.
4
SPEAKER_01
You want to be remarkable.
4
SPEAKER_01
You want to be something that s not remembered.
4
SPEAKER_01
It s like when you think about great art, like half the people think it s ugly, stupid, like this shouldn t be up in a museum.
4
SPEAKER_01
But like all this stuff that s like very good.
4
SPEAKER_01
Yeah, that s what s like hanging up at the hallway and at the Hyatt.
4
SPEAKER_01
Like that s, you know, nice art.
4
SPEAKER_01
That s like the really good stuff that like changes the world.
4
SPEAKER_01
It s like, yo, that can of soup is stupid.
4
SPEAKER_01
That s not art.
4
SPEAKER_01
I could do that.
4
SPEAKER_01
But then like it s that the really provocative, remarkable stuff that like
4
SPEAKER_01
flips it on its head that like no one s really done before.
4
SPEAKER_01
So I think you got it as an entrepreneur, you got to be tough on it because I think four out of five people, especially in the early days, like the reporters or the investors or the early people that you re pitching your product to, they re not going to get it.
4
SPEAKER_01
So you really have to find your tribe of people and you have to
4
SPEAKER_01
If you re going to buy the ticket of being weird and out there, then you got to take the ride of the fact that a lot of people aren t going to get it at first.
4
SPEAKER_01
If you re out there selling your iPhone on day one, most people are going to be like, that s stupid.
4
SPEAKER_01
No, thank you.
4
SPEAKER_01
I ll stick with my BlackBerry.
4
SPEAKER_01
And you just got to have, I mean, we all know, you got to have that thick skin to that.
4
SPEAKER_01
And then over time, it s just interesting.
4
SPEAKER_01
I ve been talking about
4
SPEAKER_01
ketones, ketone IQ for a while, and like more and more people are like, Oh, wow, like people that like two years ago were like, Oh, that was like, doesn t make sense.
4
SPEAKER_01
Now they re like, Oh, cool.
4
SPEAKER_01
Yeah, it s really interesting.
4
SPEAKER_01
My trainer told me about that.
4
SPEAKER_01
Like, you see like kind of trickling in and you just got to be good vibes about it.
4
SPEAKER_01
Like I truly like if it wasn t the right thing for someone two years ago, if they wanted to stick with their
4
SPEAKER_01
Blackberry, it s all love.
4
SPEAKER_01
I m not judgmental.
4
SPEAKER_01
I m a late adopter on a lot of stuff too.
4
SPEAKER_01
I m early adopter on the stuff that I... We are all early adopters on the things that we really care about, if that s health or fitness or beauty or fashion.
4
SPEAKER_01
But on a lot of things, I m not trying to be the early adopter on stuff I don t really know about.
4
SPEAKER_01
I want to go to the restaurant that people have already said is cool.
4
SPEAKER_01
I m not trying to go to every restaurant in town.
4
SPEAKER_01
I go out to dinner once a week with my wife.
4
SPEAKER_01
I want to go to the spot that s already
4
SPEAKER_01
like known good.
4
SPEAKER_01
So like we re all earlier later adopters.
4
SPEAKER_01
So there s no judgment on on people being late adopters.
4
SPEAKER_01
But within your area, you want to be like really targeting the early adopters.
4
SPEAKER_00
I think people are afraid of uncertainty and anything that they feel scared of.
4
SPEAKER_00
And so maybe the word ketone feels it feels scary because they don t understand it.
4
SPEAKER_00
But I think you re right.
4
SPEAKER_00
Once you have more context around it and more understanding, it makes it easier to adapt to.
4
SPEAKER_01
And it s our job to make it more and more normal.
4
SPEAKER_01
It s just like layers of paint over time.
4
SPEAKER_01
What s new to people now?
4
SPEAKER_01
One of our recent investors is Kurt from Vital Proteins and nutritional collagen wasn t a thing.
4
SPEAKER_01
Collagen was something you put on your skin, right?
4
SPEAKER_01
It was like a topical cream and the idea that you would eat it for stronger hair, skin, and nails.
4
SPEAKER_01
In 2010, that wasn t really a thing and that had to really be explained.
4
SPEAKER_01
Why am I doing that?
4
SPEAKER_01
What is that?
4
SPEAKER_01
I think the best businesses fundamentally, they have that.
4
SPEAKER_01
They have that weird factor of no one s done this.
4
SPEAKER_01
It s going to seem weird to a lot of people, but hang on with me.
4
SPEAKER_01
And then when you keep on doing it for years, decades, then if what you re doing has a core truth to it, then I think you can just be patient as an entrepreneur.
4
SPEAKER_01
The early adopters become the slightly less early adopters, become the normal people, become the late adopters.
4
SPEAKER_01
You just got to be patient with it.
4
SPEAKER_00
Here s what I want you guys to do.
4
SPEAKER_00
I want you to put your pink mouth tape on and a sip
4
SPEAKER_00
Well, in reverse order, you got to like your ketones through the slit.
4
SPEAKER_01
Okay.
4
SPEAKER_02
But you know, like the way I describe sometimes, and this may sound arrogant, even some of the things we re involved with is I will tell people, whether it s an investor or a partner or a retailer or whatever it is, that these things are inevitable.
4
SPEAKER_02
And what I mean by that is whether like reporters or a market or an investor likes it or not, like it is happening to your point.
4
SPEAKER_02
Like, I think a lot of,
4
SPEAKER_02
Entrepreneurs sometimes get discouraged because it doesn t happen right away.
4
SPEAKER_02
And so they re like, wait, the market s turning it down within my first year or first years.
4
SPEAKER_02
I believe these things are inevitable, but that also is tapered with like, it may be inevitable, but it might take 20 or 30 years.
4
SPEAKER_02
I think we re just, we re so impatient and we re so quick to abandon something when we get a few no s right away.
4
SPEAKER_02
And so people don t stick with it.
4
SPEAKER_02
And to your point, like
4
SPEAKER_02
You ve been working on this a long time.
4
SPEAKER_02
Even when people talk about this podcast, they re like, oh, I love when you had so-and-so.
4
SPEAKER_02
That was episode 700 or whatever, 600.
4
SPEAKER_02
Same for you.
4
SPEAKER_02
Now people are talking about this.
4
SPEAKER_02
Now people are really liking it.
4
SPEAKER_02
Now it s in every Equinox.
4
SPEAKER_02
Now it s in every Whole Foods, wherever it is.
4
SPEAKER_02
But it didn t just happen.
4
SPEAKER_02
You need to be patient.
4
SPEAKER_01
It s such a good point.
4
SPEAKER_01
Some of the best advice I ve gotten is you want to find the secret that you know that no one else knows yet.
4
SPEAKER_01
You need to have that duality.
4
SPEAKER_01
And it s hard, I think, for a lot of people to exist in that duality of something you know to be true, that your approach to media is inevitable.
4
SPEAKER_01
That s such a good word for it.
4
SPEAKER_01
This is inevitable.
4
SPEAKER_01
And even when in the early days, it s like, you gotta like...
4
SPEAKER_01
like ask your mom to please subscribe on YouTube and like leave a comment.
4
SPEAKER_01
Right?
4
SPEAKER_01
Like in the early days, like you re, you re fighting tooth and nail for everything.
4
SPEAKER_02
You have to create social assets to show people where the podcast app was on their phone.
4
SPEAKER_01
Yup.
4
SPEAKER_01
Yup.
4
SPEAKER_01
Right.
4
SPEAKER_01
It s like, here you go.
4
SPEAKER_01
And that idea that like, how can it be inevitable?
4
SPEAKER_01
Like this is clearly going to be huge guys.
4
SPEAKER_01
And at the same time, you re like,
4
SPEAKER_01
explain to people how to get the app on their phone.
4
SPEAKER_01
How can those both be true?
4
SPEAKER_01
There s a duality to it that you have to be able to occupy as a founder.
4
SPEAKER_01
If you have a vision that this is inevitable, this is a fundamental truth, but we re not there yet.
4
SPEAKER_01
And I think a lot of people get discouraged.
4
SPEAKER_01
I don t know.
4
SPEAKER_01
I think you can
4
SPEAKER_01
You just gotta be able to listen to your own voice and have some conviction on stuff.
4
SPEAKER_01
I think if you think it s a great idea, but then the first five people you tell about it are like, oh, it s a bad idea, and then what, are you gonna wag your tail and go home?
4
SPEAKER_01
That s no way to build anything cool in the world.
4
SPEAKER_00
I think the duality is extreme patience mixed with extreme persistence.
4
SPEAKER_00
And you have to balance those.
4
SPEAKER_00
And then you also have to put your blinders on.
5
SPEAKER_00
Because everyone s going to have an opinion.
5
SPEAKER_02
Yeah.
5
SPEAKER_02
I have another question for you that is in relation to this that I think many people.
5
SPEAKER_02
So you mentioned you were working at Google.
5
SPEAKER_02
I m assuming that s a very big company, stable environment, cushy work environment with massive buffet or whatever it is.
5
SPEAKER_02
Don t tell my team members here that.
5
SPEAKER_02
We don t get any ideas, Carson.
5
SPEAKER_02
And taking the leap from having that job stability and having an outlined potential growth path and all these things, what are some of the biggest takeaways you took from working in a massive organization like that to entrepreneurship?
5
SPEAKER_02
And what was the thought process leaving something like that to go into this world of uncertainty?
5
SPEAKER_01
I m really glad I did it.
5
SPEAKER_01
I m really glad I had time.
5
SPEAKER_01
I worked at YouTube actually, and it was cool to see the inside of the algorithm.
5
SPEAKER_01
How do videos get recommended?
5
SPEAKER_01
What s the actual machine behind all of that?
5
SPEAKER_01
I thought that was really cool.
5
SPEAKER_01
And just the ability to know how a big company works.
5
SPEAKER_01
Because when you start your startup, you re not going to have a
5
SPEAKER_01
product marketing team and a bunch of engineers and a PR team and an HR person and a legal team.
5
SPEAKER_01
You re not going to have all of those parts.
5
SPEAKER_01
As a founder, maybe if you have a co-founder, a couple of early people, you re just doing everything.
5
SPEAKER_01
You are customer success.
5
SPEAKER_01
You re the one emailing the reporters to get press coverage.
5
SPEAKER_01
You re the one handing out samples.
5
SPEAKER_01
You re doing all of that stuff.
5
SPEAKER_01
I mean, even still to this day, like we just got a giant inflatable ketone IQ, like life-size suit that arrived at my house.
5
SPEAKER_01
I m like dancing.
5
SPEAKER_01
I m going to LA marathon, hand it out to people.
5
SPEAKER_01
So like, you re always doing all these things.
5
SPEAKER_01
And I think it was important for me to work at YouTube was just best in class business and see how all the functions work.
5
SPEAKER_01
So that I know, okay, well, even at a company of like two or four or 10 to 20, like what all needs to happen.
5
SPEAKER_01
So I think big company experience is super important, helpful for any kind of entrepreneur.
5
SPEAKER_01
And then I would say the biggest thing I always say to everyone trying to make the jump is like build a platform because you can do that without quitting your day job.
5
SPEAKER_01
Or you can build a following on pick your favorite platform, Instagram, LinkedIn, Twitter, whatever.
5
SPEAKER_01
You can build a following while keeping your day job.
5
SPEAKER_01
If you want to get into parenting stuff, you can share mommy recipes while keeping your day job.
5
SPEAKER_01
If you want to get into health and nutrition, you can share fitness tips while keeping your day job.
5
SPEAKER_01
You can get 100,000 followers while keeping your day job.
5
SPEAKER_02
We started this podcast when we both had separate jobs and separate careers.
5
SPEAKER_01
So, you know, yeah.
5
SPEAKER_02
And we started Dear Media when we had separate companies.
5
SPEAKER_02
Like we, we ve never jumped into anything without having a little bit of stability.
5
SPEAKER_02
I think like that s worth being said because to your point, you can moonlight and create on all of these platforms on your time, you know, when you re not working at your day job.
5
SPEAKER_01
Yep, yep.
5
SPEAKER_01
And then there s certain things that I think do demand full commitment that you really do need to take the jump.
5
SPEAKER_01
So it s, I think, helpful to think about if you re trying to take the jump in a year or two years or whatever, what can you start doing now?
5
SPEAKER_01
Making a platform, getting a following, probably pretty good.
5
SPEAKER_01
I think when it comes to physical production or really deep design or definitely if you re going to manage other people and those people are working full time, I think you kind of start going full time.
5
SPEAKER_01
But I think as well said, Michael, that you want to find the aspects that you can do while you still have your day job and get the momentum going.
5
SPEAKER_00
What are the secrets of YouTube?
5
SPEAKER_00
How do you get your videos shown?
5
SPEAKER_00
Tell us all the juicy secrets.
5
SPEAKER_01
They re always updating it and even they re opaque about it.
5
SPEAKER_01
Galaxy Brains, you want to go on it, it comes back to making really good content, making stuff that people like and comment on and share.
5
SPEAKER_01
Shares are really big right now because people are
5
SPEAKER_01
more and more engaging with platforms in the DMs rather than like publicly liking things or publicly commenting.
5
SPEAKER_01
So it s really important to get like bookmarks and shares.
5
SPEAKER_01
And this is changing all the time.
5
SPEAKER_01
Like two years ago, it d be different advice because people were more public about their actions and it was less important to get the shares and the bookmarks.
5
SPEAKER_01
It used to be more just straight likes and straight comments, but good content is the key.
5
SPEAKER_01
And then there s you can kind of optimize for little
5
SPEAKER_01
But I think it s helpful to think through like what, whenever I m making content, it s like, I mean, you guys are way better at content.
5
SPEAKER_01
But what I ve learned in my less expertise than you guys is that you like think through like, why would someone bookmark this?
5
SPEAKER_01
Why would someone share this with a friend?
5
SPEAKER_01
Like, is this just like pumping my own shit, making me look cool?
5
SPEAKER_01
Or is this like actually delivering value to where like someone would share it to a friend for a laugh or they were going to bookmark it for, I do a lot of running content.
5
SPEAKER_01
Is someone going to bookmark this for when they re training for a marathon?
5
SPEAKER_01
Like, is it actually meaningful or is this just like,
5
SPEAKER_01
Like me pumping my own holy.
5
SPEAKER_01
I look cool today
5
SPEAKER_02
Quick break to talk about NerdWallet.
5
SPEAKER_02
And I use them all the time as a resource when it comes to making financial decisions.
5
SPEAKER_02
One of the most financial decisions you can make is which credit card you actually want to use.
5
SPEAKER_02
There are so many different options out there with so many different rewards and benefits.
5
SPEAKER_02
They all have different perks and rewards and benefits that they offer.
5
SPEAKER_02
So having a platform like NerdWallet to kind of lay it all out on the table and figure out what s right for you is incredible.
5
SPEAKER_02
It s a great resource.
5
SPEAKER_02
And here s why.
5
SPEAKER_02
NerdWallet lets you compare top travel credit cards side-by-side to maximize your spending, some even offering 10x points on your spending.
5
SPEAKER_02
So, think about what future you could do with better rewards, a free flight, room upgrades, cash back, more points.
5
SPEAKER_02
NerdWallet lets you compare and find smarter credit cards, savings accounts, and more.
5
SPEAKER_02
NerdWallet has all of this information laid out in one place.
5
SPEAKER_02
Compare and find smarter credit cards, savings accounts, and more today at NerdWallet.com.
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SPEAKER_02
NerdWallet, finance smarter.
5
SPEAKER_02
Reminder, credit is subject to lender approval and terms apply.
5
SPEAKER_00
The bloat capsule by array.
5
SPEAKER_00
I ve been talking about it for gosh, three years.
5
SPEAKER_00
I am obsessed with this.
5
SPEAKER_00
It s a blend of five herbs and one fruit based digestive enzyme.
5
SPEAKER_00
I was actually like told I have to be taking a digestive enzyme with every meal from my doctor.
5
SPEAKER_00
And this is the one that I constantly go back to.
5
SPEAKER_00
I bring it when I travel.
5
SPEAKER_00
It just targets bloat and helps you feel so much relief and it s good for your gut.
5
SPEAKER_00
My doctor was telling me all the benefits of having that digestive enzyme throughout the day when you re eating.
5
SPEAKER_00
It s really, really amazing for even the lining of the gut.
5
SPEAKER_00
I tend to really reach for Array though if I m traveling and I m having like pizza or a burger or fries.
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SPEAKER_00
It just keeps things moving, if you know what I mean.
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SPEAKER_00
Their product is all natural, like it s 100% natural, which I think is awesome.
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It s laxative-free, vegan, non-GMO, gluten-free, filler-free, nut-free, cruelty-free.
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and non-habit forming.
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I love the ingredients too.
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They have like bromelain for speeding food breakdown.
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They have ginger root, lemon balm.
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They even have dandelion root for liver health.
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They have peppermint.
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And the best is they have slippery elm, which again gets things moving, which we re loving.
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I have a code for you.
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That s Array.com.
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I take my sun protection very seriously.
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SPEAKER_00
I do my research when it comes to all sun protection, and Sun Balm just launched a new daily collection.
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SPEAKER_00
It features ultra lightweight moisturizing formulas with built-in SPF, so it s easy to stay protected from the sun every day.
5
SPEAKER_00
Sun Balm s new sunscreen thinks it s a moisturizer, and that s a good thing.
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SPEAKER_00
So they have three products.
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SPEAKER_00
I really like the Daily Gel.
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SPEAKER_00
This one is truly invisible.
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SPEAKER_00
So how I use this is a makeup primer.
5
SPEAKER_00
I ll actually prime my skin before I put on makeup, which is amazing because I know I m getting that 24-hour hydration with SPF 50, and it s sheer and invisible.
5
SPEAKER_00
Really, like, it s actually sheer, which is awesome.
5
SPEAKER_00
They also have a Daily Face, and this is more like your one-and-done moisturizer.
5
SPEAKER_00
This is awesome if you are on a time crunch or you re a busy mom and you just need to get something on your face.
5
SPEAKER_00
And then, and I m really passionate about this, they have Daily Body.
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SPEAKER_00
So this feels like your favorite body lotion, but with SPF.
5
SPEAKER_00
You can put it on in the morning and forget about it.
5
SPEAKER_00
To have a body sunscreen that you go to I think is really important because so many of us are so focused on our face that we forget the body.
5
SPEAKER_00
So you always want to have one like on your vanity ready to go.
5
SPEAKER_00
You can visit sunbum.com and use code SKINNY15 at checkout.
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That s S-U-N-B-U-M.com code SKINNY15 for 15% off your first order.
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sunbum.com code SKINNY15.
6
SPEAKER_00
You know what I ve realized too, Michael, and I have realized this?
6
SPEAKER_00
like I want to look smart.
6
SPEAKER_00
Right.
6
SPEAKER_00
So I what I notice when I share content, I want to look like the person who like has the information, even though it s not my information.
6
SPEAKER_00
Let me give you an example.
6
SPEAKER_00
I ll send my dad, Dr. James, on Instagram, which is like lift weights, get your sunlight, eat your magnesium and all send it to him.
6
SPEAKER_00
And as it s sending, I ll feel like I m adding value to my dad s life, which makes me feel self-important.
6
SPEAKER_00
So what I ve realized is when people are sharing content, there s an aspect of feeling self-important while they re sending it to someone.
6
SPEAKER_00
Or like, I ll send Michael something about how it s bad to be on your phone in the morning.
6
SPEAKER_01
While she s sending it from her phone in the morning.
6
SPEAKER_00
But I ll feel there s like some kind of like dopamine hit that I get that s like I m the one that s like being the educator or the facilitator is the right word of the content.
6
SPEAKER_00
Does that make sense?
6
SPEAKER_01
What I believe it is is people want to feel like they take part ownership over things, which is not a bad quality.
6
SPEAKER_01
It s like I will send a funny WWE wrestling meme from it says like some 90s account of like what you were doing in the 90s.
6
SPEAKER_01
And that is my way of like passing my sense of humor.
6
SPEAKER_01
to my friend, even though it s not my content.
6
SPEAKER_01
Or maybe you and I are talking and somebody sees like, hey, this was a really smart point that I think could help my friend.
6
SPEAKER_01
And it s in a way them taking ownership of this piece of content to help their friend.
6
SPEAKER_01
Does that make sense?
6
SPEAKER_00
So that s how I look through a lens now.
6
SPEAKER_02
And then how do you reverse engineer that as content creators?
6
SPEAKER_02
How do you tap into that?
6
SPEAKER_01
I think it comes back to creating things that are not so self-serving and are of value.
6
SPEAKER_01
Even when we think about this show, there is a lot of self-service and we get to meet interesting people and have the conversations we want, but our thought is always like, could one of these conversations go and impact someone s life in a positive way?
6
SPEAKER_01
Whether they re laughing or they re taking something that changes their business, or in this instance, maybe they re looking to take that entrepreneurial step or they re looking to have a more managed appetite or they want to have a better time in the gym.
6
SPEAKER_01
There s things, there s elements here where I believe if people are listening, they can take and like have a positive change, which is why like on this show, we never really get into kind of like stuff that I think detracts, which is maybe like gossip or stuff that s harmful.
6
SPEAKER_01
Does that make sense?
6
SPEAKER_02
Totally.
6
SPEAKER_01
Like we take on heavy subjects, but I like, I always am trying to think about it and we re trying to think about it from the lens of like, if somebody turns this on in three or four years, could it still have a great or good impact on them or somebody they share it with?
6
SPEAKER_02
It reminds me honestly a lot of like fashion like when if you re making Ralph Lauren for people or coach or whatever for people that like you re giving them a way to express their identity like they re picking Nike today or they re picking
6
SPEAKER_02
Ralph Lauren today, like why are they picking that?
6
SPEAKER_02
Like they re using what you created as the creator of the fashion brand as a way to express their own identity.
6
SPEAKER_02
Because not everyone has it in them to like make their own total like fashion, like who s making their own clothes, right?
6
SPEAKER_02
But that we use the brands around us and the content around us
6
SPEAKER_02
as a way to convey parts of who we are.
6
SPEAKER_02
So ideally every day you could like write a poem to your dad or whatever, but like short of that, like that s a lot of work.
6
SPEAKER_02
Can you like send him something that s like pre made by someone else?
6
SPEAKER_02
That still conveys like 80% of what you would do if you made it yourself originally.
6
SPEAKER_02
Like can you can you convey your identity by using the content that s around?
6
SPEAKER_02
And then it s content creators.
6
SPEAKER_02
It s like how do we provide people with those fundamental
6
SPEAKER_02
building blocks to let them express good things about themselves to the people that they care about.
6
SPEAKER_00
I also think it shows the person that you re like thinking about them.
6
SPEAKER_00
Like it shows my dad.
6
SPEAKER_00
I care about him.
6
SPEAKER_00
I care about his health.
6
SPEAKER_00
It s, that s why I send him videos of people crashing on dirt bikes.
6
SPEAKER_00
You and my dad s DMs are literally the weirdest shit I ve ever seen.
6
SPEAKER_00
You screenshotted me something from my dad the other day that I, these are things that you guys are sending each other.
6
SPEAKER_00
What is that?
6
SPEAKER_00
I don t even know how to describe.
6
SPEAKER_01
This is not appropriate.
6
SPEAKER_01
This is not appropriate.
6
SPEAKER_00
Let s put it this way.
6
SPEAKER_00
The DM meme that my dad sent to Michael is so inappropriate.
6
SPEAKER_00
It is, Brad.
6
SPEAKER_00
The fact that I m married to... I mean, what are you saying?
6
SPEAKER_01
Brad s her dad s name.
6
SPEAKER_01
Brad, the DM you sent me the other day, let s just put it this way.
6
SPEAKER_00
About eating pussy.
6
SPEAKER_01
It was... Oh, God.
6
SPEAKER_01
It was... Have you ever seen Ace Ventura 2?
6
SPEAKER_02
Is it a pet detective or when nature calls?
6
SPEAKER_00
Why is my dad sending my husband DMs about eating pussy?
6
SPEAKER_01
Do you remember when Ace Ventura comes out of the Rhino, the mechanical Rhino, and his face, what it looks like?
6
SPEAKER_01
It was a meme of something like, what she sees when I m down.
6
SPEAKER_01
I m like, I cannot believe my father-in-law is sending me this.
6
SPEAKER_00
I don t think my dad gets it.
6
SPEAKER_01
I was like, this is so fucking funny.
6
SPEAKER_01
I was like, I have to text my wife what her dad is saying.
6
SPEAKER_00
Okay.
6
SPEAKER_01
Sorry, Brad.
6
SPEAKER_00
Talk to me.
6
SPEAKER_00
I m going to pull that clip and send it to my dad.
6
SPEAKER_00
Talk to me about what it was like pitching Jake Paul and Kurt of Vital Proteins.
6
SPEAKER_00
I want to know how you pitch them and how you got the deal done because those are some people that you might be intimidated to pitch.
6
SPEAKER_02
Yeah, you got to just talk to people like they re regular everyday people.
6
SPEAKER_02
I think that s the biggest thing I ve learned, like just meeting interesting stars or people who are at the top of their game is like everyone s just a person.
6
SPEAKER_02
And I don t think people really like having too much smoke blowing up their ass.
6
SPEAKER_02
I think that people want to just be talked to like a person.
6
SPEAKER_02
And like, if you re excited about what you re excited about, then yeah, just like meet people.
6
SPEAKER_02
where they re at.
6
SPEAKER_02
I try to just get to conversations as soon as possible.
6
SPEAKER_02
Try not to fangirl too hard.
6
SPEAKER_02
Try not to stand too hard.
6
SPEAKER_02
Just talk to people about what s real.
6
SPEAKER_02
With Jake Paulson, my co-founder Jeff Wu met Jake.
6
SPEAKER_02
They met in Miami.
6
SPEAKER_02
Jake was getting into boxing at the time.
6
SPEAKER_02
And a lot of elite athletes had been using our product.
6
SPEAKER_02
So Conor McGregor had been using it.
6
SPEAKER_02
His trainer was big into ketones for increased stamina, better energy, all that in the gym.
6
SPEAKER_02
And then
6
SPEAKER_02
My co-founder showed Jake was like, yeah, look legit.
6
SPEAKER_02
Like Connor follows me and like using ketone and IQ for, for training.
6
SPEAKER_02
And then Jake was, Oh, that s interesting.
6
SPEAKER_02
Let me start trying it for us.
6
SPEAKER_02
We have the advantage too, if it s like a real product, like people can kind of try it around.
6
SPEAKER_02
You can like hand someone a sample in your pocket and then Jake got into it and then got it just kind of rolled from there organically.
6
SPEAKER_02
And then
6
SPEAKER_02
My co-founder Jeff and Jake, they started something called Antifund, which is they do consumer investing and a bunch of interesting different stuff.
6
SPEAKER_02
So it just was natural from there to cut in a check.
6
SPEAKER_02
You can t force things either.
6
SPEAKER_00
When the fit makes sense, it makes sense.
6
SPEAKER_00
When he s investing and you re getting these high profile investors, are they seamlessly integrating this into their content?
6
SPEAKER_00
Is he drinking this on his stories or is it not like that?
6
SPEAKER_00
Is he primarily an investor and that s it?
6
SPEAKER_02
With Jake, it s mainly an investor.
6
SPEAKER_02
Like there s levels.
6
SPEAKER_02
Like when someone s like as big of a star as Jake, there s definitely levels to the game there for sure.
6
SPEAKER_02
Cause like, there s just a lot of surface area when you re that level, like mega celeb, there s like, I don t know, you re boxing.
6
SPEAKER_02
There s a logo on the, in the center of the ring.
6
SPEAKER_02
There s, you re just on five podcasts every single day.
6
SPEAKER_02
What s in there?
6
SPEAKER_02
So like, there s a lot of brands kind of around him.
6
SPEAKER_02
And so there s definitely levels to it.
6
SPEAKER_02
There s a difference between like cutting a check into a business that you re like, you know,
6
SPEAKER_02
into or you like the team there versus like your, your, your like title sponsor for your next big fight.
6
SPEAKER_02
So like, yeah, there s levels to it.
6
SPEAKER_00
He s a businessman, huh?
6
SPEAKER_00
He s, I think that s so cool.
6
SPEAKER_00
He s very multifaceted.
6
SPEAKER_01
I would just say at this point, anytime people hate on those guys and listen, they know how to play, like they know how to, they know how to grab attention, which is what I would say, but like anybody that s hating on those guys, like
6
SPEAKER_01
What they have done is remarkable.
6
SPEAKER_01
One of them s in the WWE.
6
SPEAKER_01
He s got an amazing beverage line.
6
SPEAKER_01
And one of them is boxing.
6
SPEAKER_01
People can say what they want about the boxing, but he actually knows how to box and actually knows how to fight.
6
SPEAKER_01
And he s knocking out some serious people.
6
SPEAKER_01
All of this stuff is not like, hey, just fall in your lap.
6
SPEAKER_01
You can t not be intelligent and on your game to get to the level they ve gotten to.
6
SPEAKER_00
He s on ketones.
6
SPEAKER_02
They re on ketones.
6
SPEAKER_01
He s on the ketones.
6
SPEAKER_02
You do the ketones.
6
SPEAKER_02
They re mad smart.
6
SPEAKER_02
They re living the American dream.
6
SPEAKER_02
They re two brothers from Ohio that made YouTube videos in their basement until they just got really big and famous.
6
SPEAKER_02
You can hate them or whatever.
6
SPEAKER_02
Cool.
6
SPEAKER_02
They don t need to be your favorite creator that you like all their posts or whatever, but I think you got to respect the game.
6
SPEAKER_02
They are doing what I think a lot of people are trying to do or wish they could do.
6
SPEAKER_02
And yeah, you might not have their exact same affect or sense of humor or whatever, but they took what they were passionate about and made a full living lifestyle.
6
SPEAKER_02
They re creating a lot of jobs for a lot of people around them.
7
SPEAKER_01
them like they re doing their things.
7
SPEAKER_01
I think it s all love.
7
SPEAKER_02
It s not easy to break into the WWE and get to be one of the biggest grossing names in that sport.
7
SPEAKER_02
And it s not easy to just all of a sudden say, I m going to go into pro boxing and start having huge pay-per-views.
7
SPEAKER_02
These are lanes that have been traditionally a ton of gatekeepers in the way.
7
SPEAKER_02
And now these two guys have gotten it.
7
SPEAKER_02
That has to be respected in itself.
7
SPEAKER_00
Before you go, you re the perfect person to ask this.
7
SPEAKER_00
What are some other things that you do in your life to biohack your mornings and your night?
7
SPEAKER_00
What are some things that we need to start paying attention to that are these ketone mouth taping weird things that you re doing?
7
SPEAKER_01
I m really into barefoot, like spending as much time barefoot as possible.
7
SPEAKER_00
Love it.
7
SPEAKER_01
Your feet are incredible machines.
7
SPEAKER_01
You have 20,000 nerve endings in your feet.
7
SPEAKER_01
Your feet are just like your hands.
7
SPEAKER_01
And there s all sorts of sensory deprivation that takes place if you re just inside of a shoe all day.
7
SPEAKER_01
Like you re supposed to interact with the world around you.
7
SPEAKER_01
I do a lot of running.
7
SPEAKER_01
barefoot because it just makes me a better runner.
7
SPEAKER_01
It forces you to do things like take quicker steps.
7
SPEAKER_01
Your foot hits the ground the right way.
7
SPEAKER_01
Like a shoe with all the chunkiness, rubber and all that, it can really mute your foot s ability to read the ground around you.
7
SPEAKER_01
And so then that leads to your foot sitting there on the wrong way and then your knees hurt and your chins hurt.
7
SPEAKER_01
The more I started barefoot running, the less, like, all my pain went away.
7
SPEAKER_01
And it s totally counterintuitive.
7
SPEAKER_01
Because I went, you go from having like two inches of rubber between you and the cement to like, it s you.
7
SPEAKER_01
And I ll wear like, like Vivos or Vibrams, like the kind of super minimal shoes.
7
SPEAKER_01
And you run in those, you re just like on the freaking, I can feel every pebble on the ground.
7
SPEAKER_01
And all my pain went away.
7
SPEAKER_02
You should check out our friend Mark Sisson s.
7
SPEAKER_01
Yeah, I love Mark s clip.
7
SPEAKER_00
People are going to want to know about what you just said.
7
SPEAKER_00
And, you know, my husband, I would really love for him to not be muted in his shoes in my house.
7
SPEAKER_00
Maybe you can start walking barefoot before you get in the house instead of walking half in.
7
SPEAKER_00
and dragging all the drugs.
7
SPEAKER_02
I got the fucking Texas shit kickers on right now.
7
SPEAKER_02
It s probably not the best time muting a lot of stuff.
7
SPEAKER_00
Yeah, he walks in with his, like, heavy boots.
7
SPEAKER_00
I m like, out.
7
SPEAKER_00
What else do you do?
7
SPEAKER_00
What else are other biohacky Michael things?
7
SPEAKER_01
Magnesium for sleep is just fantastic, especially if you exercise a lot.
7
SPEAKER_01
You re pretty depleted on electrolytes in general and magnesium in particular.
7
SPEAKER_01
I just think, like, night and day for sleep.
7
SPEAKER_01
I don t sell any magnesium or anything.
7
SPEAKER_00
What are your brands that you go to?
7
SPEAKER_01
There s one called, like, triple magnesium that I like a lot.
7
SPEAKER_01
Is it a powder or a pill?
7
SPEAKER_01
It s a powder.
7
SPEAKER_01
I ve been looking for a good pill because like the powder is kind of like my flu here.
7
SPEAKER_02
Momentous has a good magnesium 3 in 8.
7
SPEAKER_02
Yeah.
7
SPEAKER_01
Cool.
7
SPEAKER_01
Cool.
7
SPEAKER_01
Okay.
7
SPEAKER_01
Cool.
7
SPEAKER_01
I ll check that out.
7
SPEAKER_01
I like Momentous.
7
SPEAKER_01
I have some other Momentous powder.
7
SPEAKER_02
They have a good sleep pack too that has the magnesium in it.
7
SPEAKER_01
I m big into mouth tape like prior to this.
7
SPEAKER_00
Wait, you mouth tape?
7
SPEAKER_01
Yeah, yeah, yeah.
7
SPEAKER_00
Oh my God, I got to give you some skin.
7
SPEAKER_00
I would love to try it.
7
SPEAKER_01
Yeah, yeah, yeah.
7
SPEAKER_01
I love it.
7
SPEAKER_01
It s huge.
7
SPEAKER_01
I got my wife into it.
7
SPEAKER_01
We just, we re big.
7
SPEAKER_01
We re just nose breathers feel really, really good.
7
SPEAKER_01
Good sleep score.
7
SPEAKER_01
The wild thing is like I ve got, I ve taken it on runs sometimes too.
7
SPEAKER_01
Yeah.
7
SPEAKER_02
I see a lot of runners now working to do more nose breathing.
7
SPEAKER_02
And I imagine because that is probably like the more efficient way to breathe.
7
SPEAKER_00
Why do you like nose breathing?
7
SPEAKER_00
Let s hear it from you.
7
SPEAKER_01
Okay so, well this also ties into one of my other hacks of just like, sometimes I exercise where I try to exercise, I ll try to run as fast as possible while keeping my heart rate low.
7
SPEAKER_01
I ll try to see how fast I can go while keeping my heart rate under 140.
7
SPEAKER_01
And so I ll wear a heart rate monitor and I m a big marathon runner.
7
SPEAKER_01
So that for me is like part of my training.
7
SPEAKER_01
It just makes you more efficient.
7
SPEAKER_01
Like if I can run a seven minute mile while keeping my heart rate low, that means that when I really, really try, I can go really fast.
7
SPEAKER_02
What s the fastest you ve ever done a marathon?
7
SPEAKER_01
Two hours, 40 minutes.
7
SPEAKER_02
Holy shit.
7
SPEAKER_02
What is that?
7
SPEAKER_02
A six like averaging a little bit more than six or is that six or something trying to get under six?
7
SPEAKER_01
Like that s I m cracking.
7
SPEAKER_02
I don t think people understand how hard that is.
7
SPEAKER_01
Go on the treadmill, put it at 10.
7
SPEAKER_01
And do that for 26 miles, that s what I do for fun.
7
SPEAKER_02
That is gnarly.
7
SPEAKER_02
I mean, that is an accomplishment in itself.
7
SPEAKER_02
You follow Casey Neistat at all?
7
SPEAKER_01
Yeah, yeah.
7
SPEAKER_02
Did you see that video he just came out with?
7
SPEAKER_01
Yeah, he just broke three hours, yeah.
7
SPEAKER_02
Yeah, but I mean, just like, I mean, it took him, I mean, what he did is an accomplishment in itself, but what you re, I mean, you are on the, I didn t realize, like, that is intense.
7
SPEAKER_01
It s my happy place, I really like running.
7
SPEAKER_02
That s basically like going outside right now, try running first a six minute mile, now try doing it 26 times.
7
SPEAKER_01
Yeah.
7
SPEAKER_02
In a row.
7
SPEAKER_00
So why do you like nose breathing?
7
SPEAKER_01
It forces you to breathe more from your diaphragm.
7
SPEAKER_01
You have to take these like deeper belly breaths.
7
SPEAKER_01
It forces you to breathe more slowly.
7
SPEAKER_01
You just feel yourself more relaxed, more parasympathetic activation as a result.
7
SPEAKER_01
So you re just more like you re, when you re breathing like mouth open, you re almost hyperventilating.
7
SPEAKER_01
You re in this like sympathetic fight or flight mode.
7
SPEAKER_01
When you re nose breathing, you re in this parasympathetic rest and recover mode.
7
SPEAKER_01
So you re just way more chilled out, like,
7
SPEAKER_01
vibrating at a better frequency.
7
SPEAKER_01
There s some chemicals too, like you get more, I forget what it is.
7
SPEAKER_01
Body makes more, I want to say nitrous oxide when you re breathing through your nose.
7
SPEAKER_01
Generally, you just feel more calm and better in control.
7
SPEAKER_00
I am going to give you some pink lip mouth tape and I want to see you in your one minute marathon.
7
SPEAKER_00
You run the fastest marathon ever wearing your mouth tape.
7
SPEAKER_01
I would love to.
7
SPEAKER_01
The one I have is like, it s like black.
7
SPEAKER_01
I don t know.
7
SPEAKER_01
It s not pink.
7
SPEAKER_00
It s not interesting.
7
SPEAKER_00
You and your wife need to be wearing pink.
7
SPEAKER_01
Yeah, yeah, yeah.
7
SPEAKER_02
If you were gonna start with this, if people are gonna start with Ketone IQ, HVMN, if they re gonna start using it, maybe give me three buckets of a profile.
7
SPEAKER_02
So for me, I mostly am interested because I m really trying to up my workout game right now.
7
SPEAKER_02
And so I m taking it prior to my workouts and going and training in a more focused, harder way.
7
SPEAKER_02
But if you were gonna say, okay, there s three kind of ideal profiles to start using this,
7
SPEAKER_02
What would, how would you tell people to start?
7
SPEAKER_01
Yeah, I ll give you right now.
7
SPEAKER_01
So the one, okay.
7
SPEAKER_01
I wanted to work out harder.
7
SPEAKER_01
I want to be more focused, more dialed in, in the gym.
7
SPEAKER_01
That s bullseye for sure.
7
SPEAKER_01
Next is I want to be, I want to have less cravings, more appetite control.
7
SPEAKER_01
I want to be able to just like work and do stuff and not be hungry all the time.
7
SPEAKER_01
Really solid there.
7
SPEAKER_01
I want to be doing, you know, intermittent fasting.
7
SPEAKER_01
I want to be able to keep a longer intermittent fasting window, all that like kind of appetite control.
7
SPEAKER_01
And then the third one is just getting in the zone at work.
7
SPEAKER_01
Like mentally, I want to be able to just sit and focus and think and like have my, I don t want to be tired.
7
SPEAKER_01
If it s two, three in the afternoon, I don t want coffee.
7
SPEAKER_01
I want to just have something that s going to get me in the zone, into flow state.
7
SPEAKER_01
That s what I say.
7
SPEAKER_02
This is great for podcasting too.
7
SPEAKER_02
I m going to start doing these more in podcast.
7
SPEAKER_02
We have a bunch of podcasts coming up.
7
SPEAKER_02
These are, these are solid to take.
7
SPEAKER_01
Yeah.
7
SPEAKER_01
Someone told me it s like low dose Adderall the way they make it feel.
7
SPEAKER_01
I always talk about it as like, it kind of feels like runners high in a bottle.
7
SPEAKER_01
So yeah, people like it.
7
SPEAKER_00
It does feel great.
7
SPEAKER_00
I like it.
7
SPEAKER_00
I m going to definitely take one every single day.
7
SPEAKER_00
I personally am going to do it before I weightlift.
7
SPEAKER_01
Cool.
7
SPEAKER_00
We have a discount for 30% off your first subscription order of KetoneIQ.
7
SPEAKER_00
Go to hvmn.com slash skinny and you will save 30%.
7
SPEAKER_00
Buy some for your significant other or your friends too, because they re going to try to steal them.
7
SPEAKER_00
Michael has so generously said that he is going to give away a month supply to five winners.
7
SPEAKER_00
All you have to do is follow on Instagram at HVMN and tell us your favorite takeaway of this podcast on my latest post at Lauren Bostic.
7
SPEAKER_00
Michael, thank you for coming on.
7
SPEAKER_00
Thanks for the, thanks for the shot of energy and the appetite control.
7
SPEAKER_00
I actually don t feel hungry.
7
SPEAKER_02
No, I feel great.
7
SPEAKER_02
I m in ketosis right now.
7
SPEAKER_00
Yeah, I m in ketosis.
7
SPEAKER_00
Thank you, Michael.
7
SPEAKER_02
This is a lot of fun.
7
SPEAKER_02
Thanks so much.