In this episode of the Physical Product Movement Podcast, we're joined by Will Nitze, Founder, and CEO of IQBAR, the leading "brain+body" plant-based protein bar. Will talks about his journey from attending Harvard studying psychology and neuroscience and after graduating, entering the world of software sales and now pivoting to launch his own business. He shares his experience with the countless iterations that ultimately led him to create IQBar and then leverage the Kickstarter campaign for market research and gaining initial traction. Lastly, Will provides tremendous insight into his distribution strategy through D2C, retail, and Amazon. 

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