In the latest episode of Turning Pro, we sit down with Michael Brandt, the innovative co-founder and CEO of Ketone IQ, a wellness brand known for its brain-boosting nootropics. Michael's journey, from his early days as a product manager at YouTube to becoming a leading figure in the health and wellness sector, is a testament to the power of curiosity, resilience, and the willingness to break the mold.
Michael's interest in human performance optimization led him to explore the world of nutrition and biohacking. Recognizing the potential of ketones as an efficient energy source for the brain, he set out to create a pure ketone shot that could revolutionize the way people approach wellness. In 2019, Ketone-IQ secured a $6 million contract with the United States Department of Defense to develop the world's first ketone shot and conduct extensive research around it.
Throughout the conversation, Michael shares invaluable insights on the importance of authenticity, focus, and the power of content creation in building a successful brand. He emphasizes the need for entrepreneurs to be deeply passionate about their products and to integrate them seamlessly into their everyday lives.
Michael's journey is a powerful reminder that success often lies outside of one's comfort zone. His willingness to embrace the "cringe" and put himself out there has been instrumental in the growth of Ketone-IQ, transforming it from a niche biohacker concept to a renowned brand in the health and wellness space.
Tune in to this captivating episode of Turning Pro to learn more about Michael's remarkable story and gain valuable insights that could transform your own entrepreneurial journey.
Michael emphasizes the transformative impact of content creation on his entrepreneurial journey. Halfway through building Ketone-IQ, he started consistently putting out content and saw a significant shift. People began recognizing him at events and caring about what he had to say. This increased surface area for his brand and opened up new opportunities.
Despite the fear of being judged, Michael believes hitting "post" can be life-changing. He encourages entrepreneurs to overcome their self-consciousness and share their voice with the world. The people meant to gravitate towards your message will find you if you give them the chance.
When creating content, Michael always aims to deliver value that compels people to share, not just watch and like. He focuses on making content that is educational, funny, or highly relatable. By optimizing for shares, you increase the likelihood of your content going viral and reaching a broader audience.
Michael also emphasizes the asymmetric upside of content creation. If a post doesn't perform well, few people see it, and you can move on. But when content goes viral, it can have a phenomenal impact on your brand. It's a low-risk, high-reward game that allows you to learn and improve with each attempt.
There's a popular quote circulating on Twitter: "Everything you want is on the other side of being cringe on the internet for six months." Michael wholeheartedly agrees. When you start making content, it might feel awkward or outside the norm. But that's exactly what you need to develop your unique voice and make an impact.
As you consistently put out content, people begin to accept and appreciate your style. What once felt cringe becomes cool and resonates with your audience. The key is to keep refining your delivery while staying true to your authentic self.
Michael's journey from tech to nutrition, culminating in the success of Ketone IQ, is a testament to the power of curiosity, resilience, and putting yourself out there. By embracing vulnerability and consistently creating valuable content, entrepreneurs can build a strong brand and open up incredible opportunities.
Find the full episode on Apple, Spotify, or YouTube.
To learn more about Michael's story and Ketone IQ, check out his social media profiles and visit ketone.com.
Season 2 of Turning Pro is brought to you by ShipPlug. They use data-driven insights to optimize shipping for companies, saving them time and money.
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