Why Listen: I love how Arron has formed a company that is directly aligned with his values and his personal interests. While this is a story of a Veteran who founded a company, there is something for everyone in this story. First of all, I appreciate Arron’s example of someone who is always learning - from audio books, from YouTube videos, from peer groups - and using that to get better. I also admire how Arron is constantly walking the fine line between listening to customer feedback while also trusting his own vision and intuition.    About Aaron: Aaron is the Chief Grinder at Keto Butta, which isn’t about being part of a diet craze of just seeing a regular almond butter - it’s a fun, delicious and healthy way of living. He served in the US Army as a Telecommunications System Operator for over 9 years, and currently serves as the City Leader for Bunker Labs in Portland Oregon.