Tired of synthetic pleasures leaving you unfulfilled? Former financier and entrepreneur Seth Goldstein knows how easy it is to fall for fake dopamine hits. But he firmly believes that through discipline and authentic challenges like the Spartan Race, people can find genuine happiness and fulfillment. In this episode, Seth shares his journey of creating an authentic snack brand called MASA Chips. From identifying a problem and analyzing reports to frying small batches of chips and testing the product, he offers proven strategies for making a successful business without compromising your idea. He made a 100% healthy and satisfying snack to help people ditch addictive junk and feel the real thing! Highlights: 00:00 Intro 00:52 A demand for discipline & challenge 03:00 Starve yourself of synthetic s**t 05:07 Cucumber salad vs Snickers 06:06 Seth's MASA Chips Company 10:38 Figure out how to fail cheaply 12:18 Find a real problem and solve it