Will and I talked about:

- His first few years doing sales and marketing at a SaaS company and his brave decision to go part time and work on something new on his own.

- Why he chose to create & sell foods that focus on wellness and brain health and how he tinkered in his kitchen to create his first protein bar?

- When did he expand to additional product lines like instant coffee and hydration mixes? And why?

- Why he puts so much emphasis on experimentation and customer support and why bigger companies can't compete with him on those fronts?

- What was his go-to-market strategy and when did he start selling on Amazon and large retail brands? (i.e. multi channel approach)

- What were his biggest challenges throughout his almost 8 year journey (hint - it wasn't lack of demand), and what he focuses his energy mostly today?

If you're into CPG or building a brand in the space, this is a must listen for you.