What do you do when you're launching a product in a saturated category with no budget, no team, and zero brand recognition? You get scrappy—and that's exactly what Michael Franco is doing with Carne Shabu, a new Mexican-style beef jerky brand out of Austin, TX.

In this episode, Michael shares how he's building buzz with content-first marketing, behind-the-scenes storytelling, and saying yes to every opportunity (even random bookshelf pickups that turn into influencer collabs). We talk about what's actually worked to drive sales, what hasn't panned out, and why content is his not-so-secret weapon. If you're building a product-based brand and figuring it out as you go, this episode is full of real talk and practical insight—plus a reminder that the best ideas often start in your own kitchen.

Links mentioned: Try the jerky: carneshabu.com TikTok that caught Amanda's eye: Watch here Follow Carne Shabu on Instagram: @carneshabu