I’ve been fortunate enough to realize that my brain is hardwired to see consumer behaviors shifts early, model out those “drivers of demand,” understand what variables are moving categorical consumer markets, and match those up into actionable patterns and sequences with insane accuracy. If you haven’t picked up on it yet, my content creation acts as a sort of kaleidoscope-like artistic expression of that ability…providing underlying support for my conviction around non-consensus market-moving consumer trends. But there’s also another side of that…one that A LOT fewer people get to experience because of the inherent nature involving my strategic management consulting projects. Yet, this particular episode of conversational content required crossover into that other side. And that’s because well before Ryan Ankrom co-founded Anabar (one of the fastest-growing protein bars on the market), he got deeply intertwined to an early strategic management consulting project that was within my “build turnkey supplement brands for clients” era. But as you’ll hear throughout our conversation, all those experiences (and people met along the way) would become an important “butterfly effect” that led us both to where we are right now. Beyond that, Ryan and I will dive into several key strategic areas involving the last three years of building (and scaling) Anabar…including the brand’s embrace of a derogatory categorical claim and it’s Day 1 profit mindset that’s stayed consistent even with sales channel expansion. But this was definitely a different (but in a good way) type of conversation filled with many more interesting business topics...so I hope you enjoy.

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