In today’s big data world, sage advice like “follow your intuition” too often gets criticized within business settings. Yet, having deep domain expertise can improve your intuition breadth and depth…allowing your brain to unlock the powers of pattern-matching…and the ability to more consistently predict what will happen next. And as you’ll hear in this episode, I didn’t need to question how I came to a particular conclusion the first time seeing the early concept for SALUD…I just knew the hydration brand had “winner” written all over it! But maybe I’m giving my “gut” too much credit…and overlooking my 12+ year history with SALUD’s co-founder Tyler McCann. And while us two “outsiders” didn’t spend too much time together at MusclePharm, “The Athletes Company” did form the foundation for our supplement industry knowledge. But beyond briefly talking through some of the most interesting moments from MusclePharm, Tyler and I discuss some of the great/bad/ugly strategic lessons that became iterative direct applications within the commercialization of SALUD. Moreover, we talk through some of the “drivers of demand” (and categorical trends) over the last decade that created massive opportunities within the supplement industry…many of which helped SALUD become a hypergrowth brand. Also, Tyler and I cover the strategic approach at SALUD…including its authentic cultural branding strategy, focused product portfolio, sales channel strategy, and how it has built strong initial brand awareness through scrappy partnerships…leaving many untapped “significant large deals” until the timing is right. Finally, I provide Tyler my “grand vision and goal” for SALUD…that I think even surprised him! But these are just some of the interesting topics we chatted about in this episode...

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