It has now been about a year since Bayer suddenly shut down Care/of…the personalized nutrition brand it acquired in 2020. So, with hindsight providing us 20/20 vision…what can the supplement industry learn about this intense “rise and fall” business story? And you might be thinking, "aren’t we too late to learn from the Care/of vitamins business story?" Though, anyone even remotely paying close attention to either the enormous shift in supplement industry marketplace dynamics, the complex (and ever-changing) world of personalized nutrition, and/or the ongoing turnaround efforts at one of the largest players in pharmaceuticals, consumer health, and crop science…knows patience was required to create decisive confident statements about this specific business event. So, my latest first principles thinking content will explore what really happened at Care/of and examine if it has broader implications to what was dubbed by many insider experts and (and mainstream news) sources as the “future of wellness.” Did the Bayer “billion-dollar consumer health brand or bust” mentality cause it? Was it an internal Care/of strategic failures? Or has personalized nutrition been overhyped and will never provide substantial long-term market attractiveness?