Most success stories get told backwards, from the great win all the way back to the humble beginnings. Think of all those “they started in their garage” stories. They wouldn’t be nearly as compelling if the story ended in the founder going to work at a ‘regular’ job because of failing.

A lot gets lost in the telling that way. Hindsight dictates which efforts, twists, and turns are worth recalling because they became significant. But what would it be like to look over Bill Gates’ shoulder while he built Microsoft in his garage? Or to stalk Target’s deodorant aisle with Moiz Ali as he built Native Deodorant?

Wouldn’t you gather far richer insights by studying a brand in real time as it climbs to an eight-figure valuation? To see all the experiments, to understand the thought processes, to witness the moment when a brand caught fire?

In this episode, Ryan sketches out his plan to take the Switch Supplements brand, and On Switch (its first product) from $0 to an eight-figure exit. Just as he teaches other entrepreneurs to build a million-dollar brand using his book 12 Months to $1 Million as a playbook, he’s following that same plan for this brand.

As you listen in on his plan, you’ll pick up strategies and thought processes that can help you build your own million-dollar brand. Will the brand become a huge success? Nobody knows for sure, even though it sure looks like that. Either way, because you listened to this episode, you’ll have an insider’s perspective when it all shakes out in the end.