I built a $2,000,000,000 business on vibes

Key Takeaway

Treat your positioning as a living document, not a one-time slogan. Today, write one sentence defining the emotional job your product or project does for people, then collect five pieces of real customer feedback that challenge or refine it. Keep the core promise steady, but update the language, packaging, and channel choices as you learn what people actually care about. The fastest growth comes from listening closely, testing visibly, and changing without ego.

Episode Overview

Poppi cofounder Allison Ellsworth explains how a farmers-market apple-cider-vinegar drink evolved into a roughly $2 billion acquisition by Pepsi. She shares how TikTok experimentation, brand-first positioning, customer feedback, deliberate reinvestment, and a willingness to look foolish helped the company scale quickly. The conversation also covers wealth after an exit, health trends, and how founders should ask sharper questions when seeking advice.

Full Transcript

Transcript of I built a $2,000,000,000 business on vibes from My First Million. Auto-generated from episode audio; may contain minor errors.

When we first played in the Super Bowl, let me tell you about it . We bought the Super Bowl 5 days before Super Bowl. Literally. Hey, Sam, do you want quick intro? Yes, you and your husband are one of the founders of Pop, which was sold for 2 billions of dollars, and I I would say that you you will probably win award for brilliance brand, because one of my favorite things for viewing - this is it old Shark Tank video about you guys. So good. And how it all began and where are you now, this one The gap is huge.

Yes, as it was called first? Mother or something like that? Oh, so awkward. You I had to say that. out loud. Maternal drink. And so, I think, that it was a glow this century, the best of all time. What was the story? It was just one of those beautiful ones stories entrepreneurial of the American dream, where do you start at in your kitchen through personal problem. I I like problems with stomach when I drink apple cider vinegar. You know , hated the taste and thought: I have an idea .

I can do this. the taste is better. I have no idea. didn't have, as far as The drink is rich. Looking back, I I don't think that if I knew what I know now , I would do it, and ignorance is such a beautiful thing. But you, in fact, sold something on farmers market, which seemed to decide your own problem. And I think you did it's more than a few years, and then contacted the guy, who said something on like, "Hey, this great, but why should we to play around with a little packaging?" And then you collected some money, and it was something on like a race.

It there was something like zero, then 20 million, then 60 million, then 120 or something like that crazy, something like that like this. Was that it? You are going crazy here. I I just have you. to land so that you had time in the watchtower scale. So, we did it's about two years , farmer's market, and then moved to Shark Tank, have concluded an agreement on Shark Tank and held complete rebranding, and then decided launch Poppy 3 March 2020, in the first week of COVID. AND It was like the first time, when everyone thought about your health, health and welfare.

It the first time people looking at labels and want to report that they enter into your body, and how can I strengthen your immune system system, and all of this is topic of conversation. So, in our first year labeling, I think, we got about 3 millions of income. AND then the next one the year was 2250, and then the big leap was from 50 to 200 million, and then another 500 to sell. So, that was it. about 4 of half a year ago almost 550 million dollars, which is crazy growth.

Have you ever experienced the syndrome an impostor, making it? Because, you know, when I I reach a small success, I'm like, "Oh, God, is this real? It "What, is this wild?" But our success was much slower than yours. We were just moving. so fast that it was It's hard to even sit. folded hands and even to realize or to understand that happens because it was so unusual. People don't understand that what we had and what the growth we had, is not normal. It was really lightning in a bottle.

So I don't know if there is one here. imposter syndrome, because I am very confident. We were confident in because we are building, but it was not a guarantee, isn't that right? So there is question: whether celebrate? Well, It's too early to celebrate. So when we finally sold, everything was on like: wait, what What happened? It was 4 of half a year, 5 years of this crazy growth. And I don't I think I will someday stopped and felt the smell of roses. Do you know when there is movie, and they always have is there something like the first act of the film, where is the main character just stumbles and he fights too...

The second act is always installation, where everything is starting to happen fast and furious, and this a kind of phase the growth you describe, but usually they, you know , they invent something, one or two things, right? One or two things really starting to work, and then they bend and redouble their efforts, and it's like something that forces all other dominoes fall. So, for you, Guys, you say that time was obviously useful, but what are you, guys, did as entrepreneurs or founders? What were key dominoes that started to fall?

Yes, we were one of first brands, managed founders who really relied on TikTok. And then it was the wild, wild West, and you danced, you filmed a video with recipes, you literally everyone did these funny videos about transition. Is it necessary? almost to exhibit to make a fool of yourself to try to become viral, because in I was like that. personal obsession TikTok. And that's funny, I I know you had Rohan, and I remember how he said, "Allison, this for young children and dancers." And not Test me.

He wasn't at all. against, but he thought, that no one really received this platforms. So I said: "Okay, I I will spend it there. your evenings and weekend, experimenting with this, until we finally let's not go viral ". And we had a big success on the platform, and I think that was it. really important a key factor, why are we so fast grew. Because usually if you are a brand that works better for you, you explode in Los Angeles, New York, Miami, these big centers, and then you as if you are growing internally.

But when you grow from digital thinking in in business from day one , we had such people, I think, in some way moment of one of our main goals were Fargo, North Dakota. And all these, as Cincinnati, Ohio, Houston, Texas. And therefore, when you are truly a brand , which is focused on digital technologies, you can break through up and faster cover more places. This is similar to modern marketing tactics , isn't it? Do you want stand at Whole Foods and distribute 30 samples, Do you want something?

to do, to teach, pay for it and to place organically your advertising on FYP page to make it Did 300,000 people see it? AND I think it was really important thing, which one really distinguished us from other brands. Now Everyone does it, right? Yes? This is part marketing mix everyone, but I think what another one really the important thing is that we were in first place for the brand. So ours key indicator efficiency number one was brand awareness . How do we really build long-lasting brand for generations with every ounce every decision that did we accept?

Up to that if we asked what kind of be our range in Costco? And the data said, that it must be a rutbir, cream soda and circles. And I would say: " Well, these colors are not very "go well together." A our buyers would They said, "Wait, what?" And I'm like, "No, no, no, it should be brightly on the shelf. It should jump, and people must..." Each of our the decision was first everything brand, first of all everything is digital, and it easier said than done make.

I say it like this. as if it were healthy common sense, but a lot people still don't know this do. IN You have such energy, which I saw in many of my very successful friends, especially women, where they are essentially like a bull in porcelain shops, both men and women, but you seem to wrapped it in lot more attractive packaging, like, for example, many my friends who are bulls in the store porcelain, they, me I look at them and say: "You, you're a little collapsed, but, like, you probably have this "You'll figure it out." But when I was watching yours.

Instagram photos, you was very close to hearts, even though that you are crazy successful, and yet in You have this trait. character, type: "A here, B here, straight line line, and just run as soon as possible." Yes, I think this is confidence. So people constantly asking me, for example, Alison, where are you from? such confidence? I confident because I have experienced failures and so on I insulted myself for years, to understand what works and how to be confident. For example, everyone sees this way out by 1.95 billion dollars, but they are not see and not remember how I stood on farmers market at the folding table and asked if you wanted to you try this apple drink vinegar.

"This is so embarrassing." And that's why it's like this ability, as if I lived in American dream, me raised by mother- single, I have children. After all, even after leaving, I have there is still football the training I'm at I have to leave today. in the evening. And we are in Texas , and there is a 100-degree heat. As if I were just I live life. And I think that in this context it was close for people on the Internet, because they saw in me myself.

And then this part confidence, as if I wasn't always like this confident. But I I think I'm just allowed herself to do so openly and authentically to share everything travel. And therefore people also saw the path of my growth confidence. How did you get to " "Shark Tank"? What was it? history? I think that the best way to succeed is see how it is did other people do it? Are you going to collect them? copy, or simply use this as inspiration, because then you know what perhaps.

So, starting at the age of 24, I did it relentlessly, and I was very methodical. And I created a table where I am approximately tracked 50 people, who have succeeded in Uber and I reviewed the year their birth, year of commencement of studies, and then the year of the beginning, when did they start the first thing that made them successful, and finally, the year when they have achieved success. And I collected all this data along with stories about what they did, to become a disciple, and that they did so finally reach success, and I combined them into the database.

And HubSpot found this thing, oh which I, to be honest, I even forgot, but she changed mine life, and they revived it, made even better, and they combined it with the fact that you can download free directly now. So, if you click on link in the description or on the QR code right here, you can you see this the database that I created when I was 24 years old, and she changed my life. So, if you want to succeed or have already achieved success and just want more inspiration, review it.

Shark Tank. We love Shark Tank. It's just like that. great, literally because I was also in show, but I was also his judge and saw both sides...show. And they absolutely want people to made agreements. They want people to be successful, and they have such good intentions. So the whole process is that if you have a good one idea and some confirmation concept, you, you will probably achieve great success in the show . So for us it was one of those things, what we did for some time now.

Uh, Mother Beverage at the time had about 500,000 income, and that was the one the moment when we are not received investments, we can't do this support. Right? We worked 80 hours per week. We had child, child on approach. Stephen worked on the second work, to to pay the mortgage. AND in these rat-like you can be in the race only for a certain time. So Shark Tank just got simple a great opportunity. So we stood in line, poured out their souls, and, you know, producers fell in love with us.

AND then, continuing, we are so lucky to conclude an agreement with someone who is so good understands drinks, right? For example, This is what from we were going for many years, this door that opened, this just some madness. So we had to deal with with Brohan as...U his was big experience in drinks. Emm, and so, working with him and building it, but Shark Tank, you know, I don't I think that any another shark would give us agreement. What happened, you know, Sean? works in the field e-commerce .

We had a bunch people in electronic commerce. I personally wasn't in this, but I managed to live. to spy on these people. And it seems that the faster you you grow, the more cash flow impairs management stocks, and there are many such problems, where, for example, indicator profit is impressive, but some other things are quite critical. Or was your money positive flow all the time? Um, and how is that? was it? I don't think we were profitable about a year before the sale, but it was intentional.

I I think we could to deprive of business profit and indeed to focus on... conversion and how do we really be profitable? But if you are engaged brain development, this dear. Dear to produce a drink. So at every step of the way the board of directors, senior management, we are the founders deliberately reinvested in brand and all the time raised funds, or not Yes? Was that a total of 40? I think it was closer to the 70s. And you spent all these funds? Yes, absolutely. We bought a few commercials Super Bowl.

We we launch TV. We we are engaged marketing with creators. We do pop-ups with 50 Cent, right? All these big development activities brains are so different. We is not traditional by D2C. We actually not by D2C. We were 100% on Amazon from the first day, and that was the decision , which we have accepted as board of directors, and this it was very good solution, but you don't you earn a lot money on Amazon as on drinks. So we considered it as excellent marketing tactics for increase awareness, because it is in many households by throughout America.

Therefore, all these decisions were intentional, and I think what people don't understand, what if you want to achieve success, you have to bet your money wherever you go you are leaving. You, um, mentioned Rohan, he came in the team . I was a little surprised. . I think this one boy stunning. I heard about him from several other people with whom he invested, and he, I think something is wrong. a sample of a savant in marketing or drinks. I don't know why, I don't I know how to describe it, but it's just mine vision from the outside.

Me interesting from the inside, what there was something very useful or, um, insightful, that he did, or why taught you guys, or helped you in this? You know, I think that this concerns various stages of business. On In the beginning it was money and connections. Yes, I am. I think that if you Do you take capital? any investments, and you can't get this network, this is really significant network, it meaningless. Because then you have all these money, and you have it you spend, and you have them no.

For example, what am I What am I doing here? So, he helped us get the first, let's say, five employees in his networks, which were incredible and were with us until the very exit, right? It little huge impact on business. Except moreover, he has this, hmm, woman, Stevie. He has been working with us for 15 years years, and perhaps he mentioned her in podcasts, but she simply brilliant in positioning brand and, um, in references, and that's it she did to us the entire rebranding from Mother to Poppy.

So opportunity to implement this is very real early stage allowed us to focus on brandy. So, when we were in Mother, we were so focused on, to close bottles with lids that I even couldn't think of what kind of marketing strategy. But when we have made an agreement regarding Shark Tank, we took 9 months of break, rebranded and asked themselves: "For Who is this product for? Who our consumer?" We stepped back: "What "What are we doing here?" "Then we went out and started sell. So, when we sold, we knew who we were.

Many brands so not do. They just constantly worried how do I get next sale? As I get next client? Not because I'm here? Why am I doing this? What Is this my camera? As if you don't...they don't put such questions. So I think, what we allowed ourselves spend time with this. AND then, I think, when business developed, Rohan really started trust the team. We attracted incredible senior management. So this has moved on to the role board of directors. He always been active involved, great conducted brain scans assaults.

And but when business grew, we really hired smart people, people , smarter than me, for them to come and wanted to give advice. Hey, what's the economy? Super Bowl ads? You guys did two or one? We did a few, two. People don't realize, what is advertising Super Bowl, definitely needs media buying, but there is also..." procurement production, and then there is support after Super Bowl. It depends on whether whether you do 30 or 60, they cost from 6 to 11 million dollars– this is the standard price for everyone.

But what cost if you are you going to hire for this director, camera crew? And how? you then this Do you support? So, you involve people in super bowl commercials, you need seven more times to involve them in linear advertising, yes ? And so you too will have to invest in...So, I I think you too needed distribution center . This makes no sense. to do if you Do you work at five? stores. At that time, when we were doing ours first advertisement Super Bowl, we were finally almost there every grocery store country store.

We were really focused on our for the purpose of increasing awareness and because we, you know, increase awareness? Well, Super Bowl. I remember we did it, and the next day we tripled our awareness for one night. And no one actually didn't see us like soda water. They said, "Oh, that's it." soda or something better for you". this. " After the Super Bowl, we are 17 times said that we— carbonated drinks, in that Super Bowl commercial. After that, everyone thought that this carbonated drinks. So there was a lot intentional reasons, why we did it, and This was a breakthrough for us.

Well, remember? the total cost, and then was it analytics in real time and traffic view your website? As was that? The first time we did the Super Bowl, let me tell you this . We bought the Super Bowl 5 days before Super Bowl. Literally. So that was probably it. stressful. So this is abnormal. Most people buy it in a year in advance. And that's what happened, this is what we did a lot of work over the brand. We created a creative campaign that, hmm, we are the future carbonated water or What is the future like?

soda water now, and her name was Poppi. And we implemented this creative company in life, and we saw her, and it had to be simply evergreen brand campaign, which we were going to launch on all our linear media channels and streaming. And we saw this content, and he was very hymnal. He was beautiful. He…" just told history of soda water and its evolution. I thought: "Wait, this is advertising "Super Bowl". We went buy one. It is impossible. just buy it Super Bowl commercials right before this.

But large companies buy a lot of advertising Super Bowl, for example, for many of their own brands, and sometimes ultimately not use it and entering the market for secondary purchase on residual market, and we found one. I was at dinner with someone event on TikTok. And they said: "It seems that in one of my brands there is one". I thought: "Oh God, can I? involve him in our director from marketing?" And our director of marketing at that time , Andy Judd, talked to them, and we bought it.

And we thought: "Okay, how "Should we activate it?" Because we can't activate it in store. Therefore very it's hard to talk about total cost, because usually there is activation in the store, there is activation for creators, there are...You know, the media of all this, is website, there is production. Honestly, we don't nothing happened to do this with our the first Super Bowl. AND then, for the second time, we did it with Charli XCX, and this was one of those moments when we just wanted to have fun to spend time So, that's all.

was focused on vibrations. With the idea, this it wasn't like that it was, it was just vibrations. Earlier she said that it was It was like a slogan. It was simple. pop vibration. So we are just different. We are not all these are very worrying small aspects, about which you ask, and I, honestly, even I don't know the full quantity. I I'm sure that if I asked our director of marketing, he would said, Shawn, how are you? How are you? Because, er, a bunch of our friends, who work in e-commerce , and probably many of those who are much less successful than the big ones, This is how cats are controlled.

and, um, metrics. AND she says something in kind of the opposite. Well, listen, here it is. why, that's why We we're doing this podcast, because there are a thousand different ways to win. And that's why we like to invite people, so that they understand, How did you win? What are you did you do it? How it works your brain? Hmm, in this its beauty lies, but they are also not in e-commerce . They are consumers goods, they are in retail trade. And so, I just watched the commercial Super Bowl, the first one, which you were talking about, and it starts with that you are a person on Earth, and for everything human existence things were becoming certain way, and carbonated water was prepared by a certain in a way.

This is Poppi. Poppy looks like soda water, it tastes like carbonated water, but also in she has her own ending a distinctive feature. And therefore I like that positioning extremely underestimated. I am not I think most founders in general know how to do positioning. I I think they immediately are starting to try to sell, to sell, to sell, but they didn't do previous work, to find out: well, how this will be fixed in someone's consciousness? Why would anyone want this? to buy? Because they don't care.

to you, and you have somehow unique how to fit in their worldview, so that to break through and make all sales more effective. And therefore I really I like the name, brand, packaging, positioning, You know, you guys, held a master class on this occasion, and I I think that's enough. underrated skill founder. I don't think so. that many people they do it well. Who, in your opinion, does is that good, or, in your opinion opinion, people all spoil? When you walk along stores, you just you think, "Oh my God, this wrong, wrong, wrong, wrong".

Most people do it wrong. Unfortunately, I am conducting a workshop classes, I go to stores and I am telling about brands and how can you break into TikTok , and about all these things, which are essentially my first experience, just as a friend nature. And it amazes them . And then they their minds also come in impressive, and they all they don't do it anyway . And I just really I don't understand this. So when it comes to it to...Positioning brand so much important for what we always did that actually it is document that constantly breathing.

So, when you revolutionized carbonated water for next generation , we knew what we were giving freedom for everyone to love again carbonated water in in the best possible way without all this luggage. Cool, North Star. This is never will change, but how things change the culture is changing. But can I have you? stop quickly? For you say we knew that we are going revolutionize carbonated water, but The thing about Shark Tank is really interesting thing, because you were there with a brand that wasn't so wonderful, packaging that is not was like that already wonderful, they didn't say about sparkling water.

So something happened. within 9 months after the deal with Shark Tank, where did you have something on like, you know, revival and conversation in the living room negotiations where someone put good question, and someone gave good answers. So, is it Can you describe what happened on these meetings, or what useful question, exercise, consultant or something else that you did what helped you achieve this level of clarity? You know, and I think that this is this document which constantly breathing. Therefore ...When we first launched, it was apple cider vinegar, prebiotics, something like that kind of super simple intestinal health.

We knew what we wanted carbonated water. No, this is it started with the fact that No one believed us. We didn't even know, but we will try. It huge category. And kombucha was on come down. Sparkling water didn't give it to everyone full-bodied taste, like soda water, which they wanted. So we knew that everyone these things are facts that we know. And we knew, that after the launch people started use Poppi simultaneously with carbonated water. AND here we got more data on the go affairs. So I sit.

I'm joking here, as if our the brand is moving forward forward. We were really incredible , you know, sophisticated in our platforms and our processes, which made us, I think, so strong by the company. But, I I think then we found out: "Oh, Wait. This case...okay."« So, on the front our side packaging is our slogan previously was: "Be Be happy. healthy." We are: " Wait, people have this. not really indifferently". "We changed this is for carbonated drinks, like never before. We constantly improved and changed it, because the consumer changed, using what people talked about us on the Internet that we listened to our consumers.

So, and that's exactly what I mean that during construction good brand need to focus on, what do you know what is your Polar star, but then you you can change it, you you can change. To things, entrepreneurs very difficult change. Well, I noticed that you read Peter's book Til's "From Zero to units"? Okay, in a whole chapter of it about dust, and he says: "I forget that he says, network effects, this or that. AND then he reaches the last section and says: "There is one more a speck of dust, it called a brand." I I know it's important, and I also know that I I know little about it.

Ago I'm not going to talk about it. write. But if you you can understand this, you will be amazing. And this It's kind of funny because this is..." something like stereotypical example of Silicon valleys where technology and product number one, and all other things, such as brand, number two. And Sean was telling about this. Sean loves comedians and loves creative process, and we let's talk about this idea sensitivity and that how to be sensitive to find good ones history. Needed be sensitive when You see what resonates.

AND something I learned about branding, although I not very good at it I understand. I I'm trying to understand. what needs to be very sensitive. So, when you talk about these things, I noticed what you were doing. very insignificant observation. Or they give up insignificant. For example, you are you talking, let's say, with 50 people during day at the farm market or elsewhere, and you you notice that people actually care about X, Y and Z. And these small changes, it seems that in some cases created this huge result together with a bunch of other things.

And I I think that's what interesting. Is there anything on like...the 80/20 rule is that if you focus on several things, this will have a significant influence. I think that this due to the fact that I I've said it before, but is this ability or this thing related to shame. I think that shame is the most little-studied emotion when it comes to about success in life. I I think that a lot people tell themselves something like: "Oh, I I want to present this idea at a meeting, but what will I sound like stupid?

Stupid? Or me I want to start business, but what, how Will no one care? I I want to create TikTok, but maybe I I will look funny, and people will think about "I'm surprised." But I I think that thanks to this, all these little moments, I I hear something like: " What if I am successful? ? What if I become viral? What can I do? learn about your product?" "And then How How Okay, you are you hate Tell me me, why are you doing this you hate Okay, well, for example, we had the taste of root beer that we released, and packaging which we never I liked it because we were very bright company, in fact, with rainbow effect, all these colors.

And we had a rutbir, and it was brown. AND I thought: "Phew, but this is the taste of soda water. And I thought: " Okay, we need find out how it is make". And ours consumers said us that it is terrible to taste. And we thought : "Maybe we should listen to them." And we changed the packaging, we changed the whole taste, and then we published in everyone on the internet is bad comments and faced this, and we like: "Hey, you guys, forced us to do "It's because we listened." "AND I think that a lot people just don't ready to do this, or express your mistakes, or recognize when they were wrong.

And this It's difficult because entrepreneurs, we have egos. As if we weren't we want to do these things. Was there some book or resource which you have read, What changed your view? for branding? No. Although an interesting fact, Help me. IN I am strong. dyslexia. I can't pay me for reading a book. I I am listening to a book. I'm listening to a podcast. I obsessed with this. But I I think so. ridiculously. I think there is. such a theory that you must read all these self-help books, and you should be in this train meditations, all these things.

I think that's all. This is nonsense. As if this is not how I live with your life. I I wake up, you know, when my child hits me on the head, asks for the code of his iPad, and I say, "I took the iPad." "You know, I'm trying take out the coffee and the kids behind the door. I don't have any. time for this. Because I definitely I know I'm listening. culture. And I said, that we are moving with the speed of culture. What is cultural?

relevant in society? From social language to, hmm, not only social people, about What are people saying? From meme culture to temporary positions in society, which are culturally relevant. So, you look at the calendar, Coachella is temporary position, Grammy. How to get through? The Hamptons are hot. period, right? People, which occur in the summer. So for me it was as with brands, it is so related to culture , and it was mine obsession. And in my obsession we hired teams very young people. We love to hire Generation Z, smart people who live moment in culture.

And we trust them that also difficult for some people, I think. You, um, sent us list of ideas, because we we like to spend brainstorming with other founders. And how lucky we are that ..." We have opportunity to sit with someone who created multi-billion dollar consumer brand goods, and ask yourself: "Hey, what else interesting? Perhaps, something...Maybe you, you know, now you're doing it something new, but something, what you won't to do, something that you you don't plan to do, but you think: "Hey, here there is a possibility." Because how you are just starting win, you see all kinds of opportunities in related areas, on which you never have there will be time or energy.

What's on your mind? What you see how possibilities, empty places, things that, like you you think, you know, someone like you I could go, um, you know, younger a version of you could go and attack? You know, I always like these questions like: "What are you could do or what do you want to do further?" Or: "What the hottest? Beauty Poppi is that we understood this before everyone else. For example, protein is very popular now. Everyone is trying find out how add protein, starting from ice cream and ending with drinks, you know, you see that does David with protein candy bar and all that ...And this is really cool trend, but I say: " Okay, cool.

I think that this is a cool trend. I I'm not going to do this now. create. Someone already first released this on market". And usually The winners are those who first or second entered the market. Even the third to a player in the market very difficult to achieve success, if not do it differently. So, take it, for example, boom AG1, green boom, right? I am not I know you guys, remember, perhaps, it was about 6 years ago so on us showed about 300 AG1 commercials. You know what I mean?

Am I talking? Yes. Well, podcasting was just long continuous advertising AG1 during for some time. Yes, it started with MeUndies, and then moved to Athletic Greens. Athletic Green...Yes, you too just thinking: "Oh "God, it's everywhere." But I think they didn't like it to implement innovation, you know, and then Goli appears and does it in chewing candies, and they are leaving. AG still hasn't left. So I'm not saying, what is not allowed to be late for the game and still win. It's just too much. more difficult, and you almost necessary do it better, smarter and more to another, if you want to achieve success.

Therefore, as on me, protein is hot trend. Good luck you to break through market. Now there is very crowded. I think that everyone too are trying understand creatine madness, chewing gum, which added to the powder. As we need to involve women in this, right? All they talk about it, but it's almost as if you you need to be the first creatine chewing candy. So I'm not here for that. to say that I I don't even know what will continue, besides, that I will start another company, and I can't tell you what it is like this, and I really think that this is what will happen further.

That's why it's hard for me. talk about it. Well, maybe something else question about this reason. Okay, we we can leave it at that secret, but Tell us how you are. How do you feel about this? So, do you want to tell about it in past? I am so I know a lot. I I'm going to work. the same genre business, or, you know, sometimes people say, "Oh God, so many scars from this. Now I I want to do real estate. I want to do something at all "else here." How are you?

just think about it ? Because I think that everyone entrepreneur in his second, third The act itself decides. So, what's strange is, it is obvious that we left the company, and then Pepsi gave everyone the work that was intended for Poppy employees, but you don't sell your company, and then they say: " Hey, here's your badge employee. So Steven and I remained advisors , but as an advisor, you must take a step back from everyday tasks business. And I still I like it. I love Poppy, and I I'm just so happy.

to everything that is there happens, but in much more than me free time. And I just very active. I am very hyperactive. I love chaos, and we spent about 6 there months, I played in golf, went to vacation and spent time with children. Phew. And, um, this was like: "Oh, wait, I miss you team. I miss you. construction". So we always knew that in There's something more to this. But I I think that, following your thoughts, very important, so that we like it what do we do next, I I want it to be successfully and for it to be what I do because I like it.

and that's a good idea, isn't it simply a duty. So with this we came up with really good idea. So this was another one personal need, and, in my opinion, a lot good ideas come from personal needs, right? This passion inside , and I read the data, and on there is a gap in the market, and white space here like this, and you are like this, boring. So for me it is was very personal, and at the same time massive. Therefore, I think that many people who create a company, trying to become a little too much niche, and mother liquor with apple cider vinegar was truly niche.

It great example. It was for people who, you know, my grandmother said I should drink this, or something like that : yes, it helps my tummy. But we just moved practically the same fluid, changed positioning in in a state of need and soda opportunities water, everything exploded. So I think that, um, that no matter what we do, it there will be mathematics, which will really consider all demographics groups, focusing on a certain creative demographic group. Well, uh, okay, we in advance asked you about this topic, and you wrote a word that I keep saying I see.

I don't really know. what does it mean, but you said " lymphatic massage". I I follow a boy in Instagram, and every morning at 4:30 he posts these videos where he does lymphatic jump through the lips. You are following the guy. , I'm doing it. I am lying down. there, putting his feet on wall. Yes. I'm massaging my feet. I thought I didn't know. , will it do anything? Someone told me that lymphatic–this a word that I keep saying I see. They say: " At first you may to be a little bad, but so you know that "It works." It the best marketing speech .

It's like trying get well. You can you feel sick first. Here how powerful it is. You know, I never got sick from this, but what happened was It happened, you know, I worked for 10 years, It seems like two. I am alone once turned to doctor. You know, you just like that build-up mode, but I thought, "Oh, Wait. Good, I need to put things in order life, for example, in in the field of health improvement. And I started doing all sorts of things, to practice medicine longevity, and, you know, receive all health functions, and something else.

And then you you get all this data, and you think: "So what What should I do with this? AND that's what concerns me, I recently underwent surgery with complete transformation to mom. They did it to me. something like tummy tucks, and I I live the best. life. And the doctor said: " The most important thing is that you you can do this lymphatic massage". I started doing it after surgery three times per week. I still am I do this twice a day. week. But what is lymph?

It body part? I I don't even know. This is a system that helps to remove all toxins and everything from your body. So, the idea lymphatic massage is that you slowly guide these liquids to lymphatic system for detoxification and cleaning. So you do you feel lighter, you you feel, you know, not so bloated, with more energy. You just output all these bad things from your organism. But I had to scale woo-woo to proven, and woo-woo absolutely normal. This is not an insult. What is his place?

What kind of type is it? in this spectrum? I don't think that's something. something like, um, here there is a lot of science involved. Personally for me, I I always think that personal recommendations always better. It's like changed my life, that is, when you say, that you are running a marathon, for example, Spencer New Yorker is running marathon, and he has My knees hurt. I said: "Go to lymphatic massage". He has been for 3 weeks said, "Oh my God, my "The pain seemed to have disappeared." And this just helps get rid of pain, all that accumulated in your body, this brings it out.

So I I urge you to go and do it. And one of the best people in this industries are what actually comes from from Brazilian lymphatic massage. So it really is popular in Brazil. Her name is Josie. She lives here in Austin, and she does massage for all stars, from Miley Cyrus to Katy Perry and all these people. So try, maybe It won't suit you. Sam, just go to the place, ask for something Brazilian and See what happens. I think this will work. Yes, I don't know about that.

You were talking about what you can't announce your company, but whether can we guess? Or can we just make five attempts blindly, and a year later to return and to see if everything is Was it right? Of course. I have on I mean, I don't do anything. I will tell you. You don't need either. confirm, no refute. You you can just say, That's interesting. I just think that I wonder where you're going. Let me to give you one question. We had Eric Ryan. He created Ollie Gummy's soap and Method, as well as a bunch of Welly Band-Aid patches.

AND he had a wonderful the phrase where he says: "I I walk through the aisles and I look at the sea. "uniformity". So I I'm looking for these sleepy ones. categories where everything looks the same in Come on, I want to. come and be different. He said that even with the brand of chewing gum candy he thought that all vitamins They look the same. They were round. banks. He says: " So I immediately understood , okay, we do something like rectangular jar. He says: "Is that so?" better?

No, but this completely different, so "as best as you like" . Do you have a similar approach? Are you looking for yourself? sleepwalking or seas of sameness? It is it a heuristic for you? no, you are thinking about other things? No, for me it is personal need. So , I think that now a whole new one has arrived the wave of the GLP-1 era, on which people are sleeping, not take care of her and They think it will pass. And so, I lost 60 pounds. pounds on GLP-1, which completely changed my life.

And here it was so personal need, and I think that This is not true for people. already deep. I think that the best brands and the best businesses 10-15% better than established norm. It non-niche products, as I said. Or Can you explain this? ? Because what I constantly I hear in San Francisco, this is what, um, is needed to be 10 times better, it's something like of what is, and who would Did you argue with this? Well, Damn it, you can. also to say that in 100 times better, right?

Yes? Well, you know who doesn't want this? But you say something a little other. You say, actually, about a small difference in corners, from 10 to 15% can be enough. Or Can you explain this? ? I think that with products food and beverages in particular, or cosmetic products such as hardcore CPGs, I can to talk only about this, because that's what I know. And I I think this is true in in this area, for example, in what concerns carbonated water. All grew up on carbonated water.

And usually when you say the word " carbonated water, you have a memory arises, for example, about movies , late evening with family, burger and sparkling water. It evokes emotions, therefore What is this long time ago? ingrained nostalgia , what you grew up with. So, the goal of each marketer—as to get to consumer and move purchasing ability from head to heart? That they were emotional related to your brand. This is what you always want to do, building a brand. As to involve someone who obsessed? So you you attract emotions and create something that a little for them will improve, right?

That's exactly what we did in Poppy. We have circles. We have there is a rutbir. We have cream- soda. We have all these tastes that people have grew up, and we just better, right? So, instead of say, “Hey, we’re Poppi. IN we also have ashwagandha and a lion's mane, and in there are 38 others of us ingredients that no one really are worried, we we are going to do That's 89% less sugar. You will get all the same tastes on which grew up, and we really good.

Yes, of course. we have prebiotics. We let's not talk much about it's to speak. "And that's what I mean, by 10-15% better. By the way, I started drinking. Poppi is much more, when, um, message about prebiotics or probiotics were a little different. Earlier, when I saw him in grocery store Royal Blue store, I thought: "This must be a healthy drink for health?" I thought: "What is this?" And that was evolution. from drinks "be good, happy, good, healthy" to carbonated water. We found that people no matter, they too replied: "This is "a perfect example." AND we got this from consumer, so we just started to delve into our consumer trip, we wanted something that would lift bank and would say that This is so cute.

We wanted them to drank and thought: "Oh God, this tastes good. "incredible", and then turned it over and They said, "Wait, it's also so good for me". And that was it. intentionally, and it's easier way compared to niche consumer healthy eating . What is this thing that you counted, Is it called Nello? Oh, Nello, they are like that good ones." So, magnesium, everything that, in my opinion, health-related sleep, also very importantly. I always I say that if you you are stressed, Are you having a bad day?

or do you want to spoil to be conscious of employee, friend or a colleague, and you just you think: "Nothing will cure good "night's sleep." But what is Nello? Nello is a powder that calms down. This is magnesium. There are many research on magnesium and its sleep aid. We also, um, obsessed with its Oura sleep system Ring. I don't know if you have them. seen, but she regulates temperature at night. Um, mine. side of the bed differs from sides of the bed Stephen, and you can to sleep, and then she automatically changes during nights and tracks your temperature to You knew those nights, when do you wake up and you sweat or Are you freezing?

She tracks this before how it will happen; she supports you in REM sleep phase. She supports you in in a state of deep sleep. And so, all these things that I feel like these sedative powders , all these things that improve sleep, personally for me changed the rules of the game. And they just explode. They are everywhere. . They just are impressive. What other ones are there? small gadgets or drinks you have with playing, or, you know, immerse yourself, even as a consumer healthy eating or a businesswoman who likes to see the newest and the best new products?

I think one more big movement that I bought for her family, is called cleaning products Preston Lane. And they are clean, as well as the ingredients. So you spray them on the table where your children are, and at you have all these others means with all these aggressive chemicals. Well, I switched everything the family on Preston Lane, and they are not only wonderful smell, ingredients safe, but also are made from them candles, and detergents dishware, so it all looks like very aesthetically pleasing nice to be in your home , and this corresponds to that you also have bottle of Clorox.

Right ? You think, "Oh, how "Should I hide all this?" Or Dawn soap. How do I hide it all under a closet? Hmm, and they also great worked with spray. This is a fragrance to your house at the same time good smelled, unlike from lemon promises. Doesn't this contradict one of yours points about how protein is broken down, and won't it be much more difficult? Because when I thought about cleanliness, better, by -first, yes, yes, better for you, like soap or, hmm, Clorox or something, I I would have thought that there was such a thing, which is called, for example, "blue, blue", I forgot how it's called, " "blue something." Yes, like , it, and and then there is, you know, we just talked about Eric Ryan.

Its whole essence consisted in how create a bottle so cool or beautiful so that it can be was to keep on countertops, not hide. But it seems that still appear pretty cool brands, developing, thanks to... Yes, I think Blueland— incredible brand. It rather about how they reduce the number plastic in their tablets for reading. So they are like fighting the oceans, and they destroy them. So this is completely different. use case when I want clean ingredients that They smell good in my home and beautiful look at mine countertops.

Of course, it can be argued, that this is perhaps a method, but I still don't I think they are like that. They are already beautiful. They they don't look like high-class Ralph Lauren or Tom Ford, while Preston Lena, in my opinion, similar. Yes, and the price available. But definitely not anymore. I I remember when this first it turned out, this It was great. Now this That's right, that's it. old. You know, him, probably about 20 years old. Yes. And that's why, I think, that everything is in categories there are still innovations, and they they do it by 10-15% better, isn't it?

AND seriously to look, then no one another one actually doesn't do that in this industries now, and they quite new. That's a good guess, Shawn, regarding that she will continue. I I think that the means for cleaning is somewhat interesting. That's right, cleaning— this is one of the assumptions. I think something is wrong. like toothpaste, care products oral cavity etc. I mean, what she supposedly said about GLP-1; maybe she hinted to us that that there is a whole ecosystem: "Hey, if 100 million Americans will take GLP-1, and they go to store, and there is the product they can buy to to support, to strengthen or minimize disadvantages", obviously, what is this mega-mega- the market which is created, and today, for example, existing products just not are addressing them.

Even if they could help, they they don't do this, they are not like that in a position to be this assistant, partner for you if you are taking GLP-1. So I was definitely thinking about it. It sounds like she is thinking about it. I I think that's it. huge category. This is all wonderful, and I don't I can wait until you guys, you will find out in the fall, but you haven't yet guessed. So follow updates. OK. Absorbing a podcast where we just we guess things that can answer guest.

Excited. Well, tell us. about earning money, because one thing, What do you think of me? I like it, that's what You are not one of those people who just like... at least you don't you look like you didn't care about money when you became businessman. How is this? strange taboo that many businessmen who, obviously they care about success, they want to be rich, want to be financially successful, but then they have to to pretend that they feel that they have to pretend, that this is not true.

And ours the podcast is called "My first million." We are quite We say straightforwardly: "Listen, one of the the main reasons why we started working entrepreneurship, is that what we like creativity, we like autonomy, independence, but the prize is also very interesting. And, you know, you Guys, great. managed. Can you you tell us how Was it—getting rich? » Yes, and I think that the main thing for entrepreneurs—if you can you achieve marks in 20 millions in his business, you should to have this conversation. Maybe even at 5 millions to you, probably need start receiving financial consultations.

You need to start to think over estate planning, exemption from gifts and keep these conversations are much earlier, because than you will do it sooner and transfer yours shares in trusts and everything such, the better in long-term perspective for you. So, simply declaring that if your income is from 5 to 20 million, you should keep these conversations. And I think that we were lucky to really get good advice on early stage. And therefore, when you lead these conversations for years, waiting for this one moment, this exit, which may never to happen, it's hard place.

So for me I I think: okay, that's all. perfectly. We have achieved goals, but I can't think about it. But, to your point of view, absolutely. We wanted go out. Me I like that I I can have wealth. generations for themselves and of his family. And this was always the goal, or wrong? So I think that , hmm, uh, us too made it halfway and removed some of the chips from the table, having sold, hmm , part of our shares, so that we can have a little improve our way life before this, and also have savings on in case we don't we will sell.

And I know many founders who did not do this . And I begged them do it because I do too heard about people who going out of business and are left with nothing. Well, can you to say that it works in both directions, right? Yes? So, there is one side, as insurance for case if everything will fail, you know, you have a safety net. But on the other hand, maybe you Are you experiencing what I am experiencing? definitely experienced, namely: you reduce a little costs, satisfy this first level, and then almost free move on, because you It's not all or nothing anymore.

What did you feel when Did you do that? I felt it, and ours financial consultant for that time told us that he will never regret about what happened the life I wanted earlier. Let's say, guess the number that costs 5 dollars, and in 5 years she will cost 20 millions. You never you won't regret it bought the best house, went to additional leave with children, purchased improved car, had a better phone. You never you will regret this experience. And I I agree, and I I completely agree.

with this, that it allowed We should sit down later. folded hands and work harder , wait, I want more than that. AND to get stuck in this and to say that this improving the method Life is everything. So for it was really us important, and then, in the day you you get money, Do you understand that yours? life doesn't change overnight. I think this is one more thing that It happens when the money comes to bank account. I never did that. I'll forget, because, you know, in Steven has his own shares, I have my own, and we are like this: "Refreshment, refreshment ".

One day off. A then, as if mine half is coming around 10:00, and there was still It's about 2:00, and he hasn't arrived yet. came in, and I'm like: " Yeah, I'm richer than you. ". And, um, if I finally I'm coming to the account, so we're like, "Hey, come on Let's celebrate. Come on. Shall we go to dinner? "to have dinner." I forgot that it was, but we called, and this there was something like a whole series. Eventually, we didn't do anything. I sat on Zoom calls the rest day.

You know, and the next day we woke up, and we still had to be on Zoom calls. So that was what happened in not in my life changed overnight . Changes are happening. where you spend year, making real changes in your life. For example, how do I make your life easier? How should I spend it? more time with your family children? You know, usually hire housekeeper and, maybe once or twice a You are invited for a week. the cook so that you don't cooked, or, you know, how to get help at the management level or a nanny.

We never have there was no nanny before, isn't that right? Before we sold the company. So there were many of these things like improved lifestyle, but I I know I don't want that. my children were spoiled, so this balance in the way life, and we still We'll figure it out somehow. This is still quite new. Yes, what conversations am I having? I'm leading...it seems you They said that your the oldest was 14? Oh, he...He's nine. So, we have four: four, eight and nine. Yes. Okay, well, nine is it.

just the age when you you can start to watch, um, and to question certain things. You regular Do you communicate with them? The thing is, they are still small, but the difference in that our way out was very public. So we...and everyone title, each of his teachers, friends , ours...Everyone knows, that it was 2 billion dollars, and all, obviously they think that we took the whole million , which is not true. Our two billion, sorry . So I remember how once, it seems , it was somewhere because two days after the accident, I drove again.

their children to school in crocs, socks and with hair, gathered in a tail. My Life isn't like that, you know, you just live. AND little girl, she is in kindergarten , came out and said: "You billionaire?" And I replied: "Oh, we need to talk to our children". Um, I didn't realize how much was it importantly. So we They sat them down and said something like: "Hey, it's ours, not yours. Ahem, our life is not will change. We will to continue to be good people. We we will continue to be good, to give one one and all other.

And we will not "Be ashamed of this." So we opened it to them all investment Fidelity accounts and invested a little money there, so they can start learn to invest. So they spend quarterly meetings with our financial consultants. And we we constantly conduct these conversations, because we don't naive to think that they don't know. What are they buying? They How is Micron stock doing now? What Do we do it? They are like Tesla, like that one time, they said: "We we are going to do Tesla, you know, artificial intelligence with open eye, and like Apple, Nike." « They even wanted Pepsi, because they wanted Poppy, like all these things.

This all sounds like great shopping. They were wonderful. But we had 5,000 dollars for investing, you know, and you come back, and some prices are decreasing, some grow, depending from the fact that they do. It's simple. rather training for them, so that they worked on this, than for them to go on- really big the way that I would be very nice IN there will be something on him like QBS on his 15th birthday. THERE ARE something like... Okay, so you're all this. do. Tell us about selling, because I I believe that the process mergers and acquisitions is one of the most important parts any company.

You, as the founder, you know, you can to do many things businesses, you can to work on business for years, but actually you are you involved in mergers? and acquisitions only 1% of yours entrepreneurial way. So you don't get grades representatives, but this extremely important. For example, the cost can fluctuate by 30%, 50%depending on how you are up to this "when you go..." market, How do you go out? market, how do you do all this do. Was it easy process? Was there this is extraordinary stressful process?

Or there were some wonderful ones moments in negotiations with high stakes? What can you tell us about this story? So there's this fine line , especially in the industry drinks, because, again anyway, experience in this is that you you can become too big, to you bought. And then you forced to go public, and in the beverage industry it is not very good, because then you don't have partner with distribution. And therefore you are looking at who could be great partner with distribution. There is only three people who they can buy you, that's Keurig Dr.

Pepper, Pepsi and Coca-Cola . And that's why you, you, you, you something like: okay, yes, of course you could do what Celsius did, and they were able to go public , but Pepsi distributes them and has a small share in the company. So there are other ways get around this, but traditionally it works That's right. Or can you explain part of the distribution? You need actual...For retail outlet you need the market manufacturing plant. What you mean by what you need partner with distribution? Because you have, obviously, things are going so well that they can to offer on at this stage, what do you necessary?

Yes, for us we have was a model of direct distribution, which called DSD. We have there were 180 different distributors, gathered together by throughout the United States, who, in fact, planted us on our truck and put us on the shelf. You know, all this went to one person who was doing this. So we we call it red or blue by truck, right? Or purple by truck. So, in you have a purple one, which carries Dr. Pepper, blue-Pepsi, or red truck. So ours The goal is: "Oh, great.

Now we can be on this blue one truck. This is one the person you are with talking, against 180 or whatever it was." "And now we have access to a much larger number of things than earlier. For example, we were official soda seller Lakers couldn't to be sold on stadium, because it was contract for Coca-Cola. We We can't be in Madison. Square Garden, we can't being at Taco Bell, Subway. You you can't be...you can't you can be in any from these places. So, if do you really want develop, you you need to have one distribution through all these contract positions.

Imagine Marriott world, international teams, right? We would have to create different international teams. So, if you really want to develop, you need a partner, to do this. And therefore we talked to everyone three, it depends from time to time, their priorities, and the second the position was Pepsi. They are really better. arrange priorities for you. They are cleaning. dyes from many your chips. Um, they were having a conversation and just observed that happens with Gatorade. They are cleaning things up. from...ingredients from him. So, I think..." what, um, did they see vision, they saw the data, and they saw a wonderful history, wonderful team and wonderful brand.

And that's why they turned to us, hmm, a year before the sale. We led with them talks. Hmm, and they made us a little proposal. We said something on like, "Hey, no, I I think we can. continue". So we completely stopped with communicate with them. Not talked to them, even electronic The letter was not written. more than a year. And then we opened negotiations, and we reached about 500,000 dollars of income. We said: "Okay, if we will continue, then it will be difficult". "500 millions? Hmm.

Yes. We have achieved this mark, as if just crossed mark of 500 millions. And we thought: "Okay, if we continue in in the same spirit, let's say, let's double the business and let's continue, let's, probably worth it restore some of these conversations, because much easier to buy a company worth 500 millions of dollars, than the company worth a billion dollars, and buyers less, and that's a whole history". And look, we are having these conversations, and it all depends on time, and came to us Pepsi, and they said: " Hey, we see what's going on here.

is happening. It incredible. I know that We haven't spoken for a year, but we want resume the conversation." « And after that everything It became very simple because they proposed buy 100% of the company. They often arrange a two-stage agreement, where you buy 30%, and you need to achieve certain indicators, and then they buy 100% . And it's simple. more difficult for founder, because you you say: "Okay, then I I'm worried that if I If I don't achieve this, then you can't do this sell". "But they offered 100% companies.

So it was great deal. They proposed dates work for everyone to Poppy employees and to people who wanted to. So we knew it would be incredible for workforce. 99.9% each employee had their own capital, so it could be money for generations, because many of these families yes hard worked with us. AND they did to us great offer and great multiplier. AND because as soon as we agreed, we went through DD in about 6 weeks. And then there was this one waiting period, when they should get FCC approval to make sure that company with production buys soda water company with production soda water, and there there is no monopoly.

And we passed the 30-day mark and signed the documents. So it was actually shorter process than the one through which passes most people. When Rohan was on, it Rohan or Rohan? When He was, Rohan, Sorry. When was he yes, he was telling some crazy people stories because I I think he is now. industry veteran, but He seemed to appear, I I think it was during Smartwater or...» Vitaminwater. Maybe it's the same one boy. And he told the story, when they wanted something sell where it was my mentor, you know, the guy who actually led company, he has was so-so, uh, swagger when they did suggestions, and he simply refused, got up and just left the room, and they grabbed him and said: "Okay, go." here.

We...we...we "Let's review the conditions." In he had some crazy energy. Or there were some like this stories when you led negotiations, because Were you with him on...Or? Did you learn something? about negotiations? You know, we were satisfied with the situation with Pepsi, and we don't had to deal with with none of these dramatic things. At some point there was the company that tried us buy, and Rohan offered us 1.6. He wanted two, and he wanted to threaten that will go into the room, and this as if it blew up everything thing, but it was something like that that we were negotiating with Pepsi at the time.

Therefore, it was as if it wasn't there was no harm, no harm done. I would said that it was surprisingly easy. I am not saying to sell the company, but as negotiations. It's like Pepsi just made it purchased. I don't know, how to explain it, and they still doing this good job, because, on in my opinion, even after leaving the scariest thing in the world —is to give one's child and hope, that they are nothing will spoil. And that's right, as if I see all those cool things they are They still do.

Therefore, This hasn't happened yet. I'm still watching. I I'm facing this. Right before, um, sell yours the last company, I used any which one, I forgot which one application for personal finances I used, but you can track all your bank accounts bills or something like that, and you can manually enter, for example, bank account, if you have something that cannot be tied. AND I remember what I entered. your dream room in about 12 months before the sale. Did you do anything? crazy before this, when you were lying in bed, trying to embody something like 2 billion dollars, do you have there was a number in my head that one day we can become this, and she became a reality, or you just went with it by?

I remember when we we were just starting out thought: "If we could just sell for 500 million dollars," and it was something on like "wow". And I think that Vital Proteins has just sold. It was some, I haven't forgotten which one figure. It was somewhere. from 500 to a billion. I I don't know. And I thought: " What if we went to 800 million?" And this it was simple...And then every year in business you you think: "Oh, well, this the number seems like this small. We are so done with income.

What happening?" So you had big aspiration at the beginning. I mean, yes, I I mean, 500 million dollars is a very large number. Well, if you look for drinks historically, this is a big exit, and very few people do this does. If you can you achieve marks out of 100 millions and income, you find yourself on such a playing field, which only had 15 other brands. So this is just one of those things when we we are starting to find new opportunities, very it's easy to start believing in this dream, and how entrepreneur, you You see, the sky is limit.

You know what this is. something like that what do you know about the ceiling, you know what you can do to be there, why not me Can I do this? It's like we're fearless in this, so I think, What was it like for me? it's more like that you achieve the goal on exit, and then there is a change life. I don't know whether was with you after exit depression, or you were just like this: no, I'm glad, everything is ready, Hello? Yes. Yes, I heard, I have a lot heard about it, and I I thought: oh, interesting.

No. I felt myself incredible, and then thought: "Wow, this actually underestimated. Most people don't... Well, I'll say one thing. I felt more relief than excitement when it happened because the merger and absorption—this quite tiring process and you don't know , and he can always die. The deal is always may die while money is not will appear at the bank. Actually, I recently sold company, and after 5 days after we closed the deal, um, there was an announcement and, you know, change legislation, which, probably not that much would affect us, but the buyer is exactly It would be scary if he said: "Well, let's just a little more "We'll think about it." "AND, Thank God, you know how.

five in five days, and you, and you don't even you know. We are not definitely about this thought, but we just knew there were a million possibilities of how this could fall apart. We don't even know, Which one exactly? So, I would said that exactly felt more relief than the excitement that was amazingly. Then I felt myself, hmm, a little confused, like great, so now I... It's like, "Well, I not really...I already lived quite well. I don't care. you need, you know, type, can be improved certain things, but strangely, how little actually yours will change "everyday life." It was also a bit surprise.

But I did not feel sad with point of view, hmm, I I think that people feel a loss goals or move from high activities with team and office to a large number, like a lot of silence and a lot of nothing happens every day." It wasn't for me. so big already change, but I I feel that if you you spend so much of his life, striving one thing, then how only you him you reach, you need rethink, for example: why me Am I doing this? What do I want?

now? And I think I I feel it. I think that choosing a new mountain for climbing, which makes some sense, requires a certain work than just to do this, you know, because At first it was very obviously. This is type: in I have nothing. I I want something. It was very clear. Me didn't have to do much think about it a lot. But now I am much I think about it more. And also, guys, did you hear a phrase called boxers when they achieve success: " Much harder wake up at 4:00 in the morning to go for a run when you get up from beds in silk "sheets." And, uh, this is basically the type, you know, it's hard to leave and get hit by face figuratively or physically, uh, when in this is not special needs.

I noticed that after exit from one side you think so You have something grander. more resources to to implement ideas into reality. But this it can be anything . It could be like this: well, because I have resources or time, I I can start 10 various things at the same time as tips, which is usually bad ends. What is this? absence concentration is not brings benefits. Or you just don't you work like this hard. And I...in I always have this one. fear. I'm like: oh, me just relaxed now?

Alison, or something? what we just did said, resonates with you, are you like this: no, I don't understand this. I vice versa. Yes, I think so. Purposefulness is a huge thing. You know , I think the goal is more important than money, but I think that if You have a goal, money. will come. And for me, I had a 10-year-old goal. And then she disappeared one night. It there was a great loss for me, of course, as what you are talking about . But I think that this normally.

You look at these Olympic athletes who are finishing their careers, and they say: " Wait, what now?" I think that a lot people cope with this in different ways throughout your life. And for us it was just: "Wow, this "It's over." And that was it. very difficult, but then, When I experienced this, I understood: "Wait , there is more to life meaning than work." And That's it, isn't it? IN I am incredible, you know, a group of friends. My well-being now it's for me a huge goal.

AND it has changed a bit. AND I think that was it. really good for me. And I feel that I am the happiest I am. ever been to life personally with me thanks to this. But I'm happy again. build, and I'm happy. I miss the chaos, i do I miss the team, I I miss the drive. So, I think both options can be truth. AND What about the children? Um, I sold hers company before birth of a child. Now that I have two children, Sean has children.

Um, you both have three. I'm sure. I like that I I want to be home by a certain time, while I had this before. there was no. But you have interesting point of view. You came up with something about children. That's all I know. And I I want them to saw how we continue hard work. I think about example of how we let's do it again, even if we don't necessary. Me I like that they they see it, but I'm with I agree with you. This I think it will be sometime.

easier and with more help. They seniors, I can take them with you to New York, if I go to press tour or something. Then it's simple. allows you to get more impressions. Hey, can I ask, you've probably heard of that's 10 times more, than us, but, you know, you at some event, Are you performing somewhere, people? come to you and they say, "Oh, I have idea". Or: "I just I like to tell stories. "to you about your business" . And you want to be cute, and you want help, but reality of the world such that 99 out of 100 of these there are not enough people serious, so that actually something make.

And I have this often happens wish that I just I want to shake them and just talk to them for real, and I don't even know if they will want this, Will they like it? Will they listen? it. But I have this a deep feeling that, like me, there really is some real one the conversation I wanted would express more number of people, so that, maybe these 99 out of 100 changed to 84 out of 100. Just don't, don't. would do it actually, you know, but now 60.

Now 16 out of 100 would do this reality. And so, I wonder what this is for. you? What do you think? what a real conversation Do people need it? When you know when people are suitable for you after the event, what would you wanted them to actually I would have liked it if you only if you knew only understood that it will actually be that you really need to do, or what for this actually will it be needed? What would you told this person? So my main tip: if you lucky to be in a room with someone like you or me, or anyone who can give real advice, listen.

Most people come to you and want to tell all about your business, and they never put none question. They just want confirmation. I don't know what it is. They say: "I I'm starting this, we're starting this done, we have this manufacturer, we launched the product in Target, and yes, and this positioning, and here it is what do I think about it, and I like this: okay? I guess I I don't know what you want. to say, because you don't put none question. Therefore I always ready to give advice.

I am not ready. do the work for you. And I think that's still one thing that makes people are blurring the line. Hey, you've done this before. earlier. Can I have 10? minutes of your time? Well, what do you do? Well, I want to be entrepreneur. I think that this area can be interesting. Not contact me with hereby. Figure it out. Come to me with real questions that I can add values ​​and return, and in fact to move the matter forward places for your life and yours business.

And this, I think, my greatest a request that I think , many people don't realize. If you will be lucky meet Mark Cuban, Rohan or me, put real questions. And I I think that if people could hear it, this would they really useful. Yes, I feel it. I I definitely feel it. IN I am a little different. view on this, namely: I I think you're right, what, for example, to you need to put the real question, otherwise most people just want to to have them confirmed.

It seems like this is the end of the event. , and they have a receipt for parking, and they just want you to it was confirmed for them, so that they received a free parking and got out of here. It like: "I have this one" idea, blah blah blah. "AND they just want to you said yes to me I felt good. And this like: "You wanted to feel good, or did you really want to to advance the matter forward, perhaps, unlocking something, "What was blocked?" But I would even say more than this, most people simply resolute frivolously are concerned with what are they doing in life, and the problem is not in their strategy, not in their circumstances, and in because they are just not serious enough to make this happen.

AND you know when you meet someone serious, because they not everyone understands. But you can feel in to a person when she very serious, you just know. This the person surrenders with such energy that she will do it, even if she knows nothing now, even if she actively going the wrong way, and she has her mother's drink, apple cider vinegar, and she sells it for "farmer's market." But you can do well understand, me no matter what start, the slope of this the lines will be crazy, if a person actually, yes to speak, serious.

And I I just think that most people are not serious people about what they are, even that they they say they want do. Yes, and I think everyone they also asked of my time and mine money. They want investment or 10-15 minutes to take for the case. I have there is simply no such thing time. The time is now. luxury, therefore, to your thoughts, I want spend more time with your children . I want to be present with friends and live the best life. I can't be in Zoom 40 hours on week.

Right. To give you advice, so that you say that you just want this confirmation, not really to delve deeper and understand how I can help them help. Therefore I I choose very wisely, in who I invest in and with Who do I spend my time with? . And I hope that this won't hurt feelings people, because people gave give me advice and time for many years during creation of "Poppy and Mother", but it's simple the reality in which we we are staying. But I I think that if I can, so can you, you can you formulate that's right, to put the correct one question.

For example, I will help you. I am not evil. So, you know, I I want to thank and to do all these things, but it's complicated the situation in which people find themselves. IN me there is an uncomfortable story about how I did Something is wrong. I wrote an email letter to the head of YC. So YC is something on like our Mecca, this is our church here in Silicon Valley. It like: okay, they are the best in incubation companies. I received his electronic letter. I wrote: " Hello, Michael.

That time it was Michael Seibel. And I said something like: " Michael, I would like to You knew what you were doing. this live broadcast. I am doing this straight line. broadcast. I would like just...Oh no, hear your brain." I said it. "I would like to hear your brain." Yes, I am. wanted to invite him for lunch, as if he wasn't can afford dinner. And I ask him time. And then he just answered somewhere in 5 seconds. He says: "What question?" Like, you know, "Okay, just ask yours the question is right here.

If you want...If you are asking me advice or help, just ask him/her right here, and maybe I can do it again. faster for you." And in That moment I understood. , that first of all, I have actually there was no a clear question. I I think that in general I just wanted get good feeling and to feel, that I'm not a loser, what just went to wrong direction. Secondly, I wanted his time more than help. Because what he said, It was true. He like this: "If you I need help.

I can provide it simply. now, or we can try to plan something in 4 weeks." And here I am I remember how realized this, and, um, never again didn't do it. I am alone. I once received this punishment and thought: "Cool, if I ever I will ask someone. give him time, let me just right away to give him question. Let's see, will this solve it problem." Because yes, I would wanted to feel that met you and related to you, but this is for me. This is not will help me business, as well as that to the person on the other side.

Oh God, how many times I answered and said: "Okay, but what?" question?" And then they...they never nothing. Silence. Nothing. It seems I saw... Did I... I think I'm somewhere. saw, maybe it was Wall Street Journal, what are you...You said that you have vacation for a million dollars after exit? Is this true? Yes, it was a long one. leave. What a vacation it was. ? We...So I took from about 20 my family members, you know, my mother, dad, my sister and their children, mine dad, parents and Stephen's sisters.

So, that was a lot of people, and we visited four various places during more than a month, and this was so-so big, so-so, as if fascinating journey after departure. And I think that many people asking: "What things "Are you buying?" For example: "I still don't have a Birkin ". They ask: "What "Did you buy the thing?" You know. , I'm like: "I want impressions. I want memories. I want everything. this". And did we do it since that time? No. Or shall we do this annually? No.

It was at all Was it fun? similar to planning wedding? You know, yes, 20 people on A week is hard. I don't want to give up, as if I had post-traumatic stress disorder, but and I don't want to give up grateful, but yes, because then you don't have, hmm, like it's so new from the SNES, that you still have a little inconvenient to spend money, and you haven't yet coped with these emotions. And then you you say, "Hey, I'm going to spa". And then seven people are being lifted hand, saying, "No need".

And then do you want call seven to people and assign small meetings. Yes, yes, it was, but then you think about booking, food and all these troubles. So yes, I wouldn't recommended this, although it happens once in a lifetime, and it's not it was great and very blessedly. Where did you go? Uh, we went to Tuscany, Lake Como, Montenegro and Scotland. That's it. Well, actually that sounds a bit It's ridiculous, but you Very cheerful, you are from Stephen and I are both very happy followers in Instagram.

You guys are very Have fun. Do you have ...This is the stupid part, but what do you think about entertainment? Do you think about entertainment for yourself? Well, let me. explain why. We are from wife just now started to arrange very simple date, but it was planned in calendars, and I thought, "Oh, we had this "I don't plan." thought we could to be improvised , but we couldn't. We should have planned it. But you are all this exacerbated. Looks like as if you really like it fun.

Tell me, it looks like that John laughed at me, but you actually have it could be the same. So, I think that somewhere We were taught along the way that to be serious means to be successful. And then us taught that entertainment– this is a distraction, and that if you are serious, you should look like seriously and to behave seriously, and all that. And I am here, to throw this away theory out the window. And I I think that's not it. distraction. I think that this is fuel.

I think that this is fuel for in order not to burn out in life. I think that this ability to love you, so that you had fun at work. You should have fun in life, and it really is fuels this success. And that's really something like what Steven and I we constantly say that We're not having fun right now, regardless of whether Are you persistent? Are you working? must do this. So all these people they say that hate their own work, and things like that, like: "Oh, this is it toxic environment" .

And I think that even At Poppy we worked like this that it was fun. You know, the ability completely, clumsily, authentically to express oneself, as in the internet, and during crazy dances. As if it were a culture in Poppy. We had fun. And so, you know, the other day someone said: "Why Are you talking like that? And yours The voice is annoying, and you as if you are busy sitting hacks and all "such." And I thought: " Because I want to, and I confident in herself The queen and I obsessed.

And why you? Does this bother you? You're not. "Have fun." So, I I think this is it. the ability to live, not take it that way Seriously, this is what it is, I don't know. Are you, Guys, don't do this either. Do you feel it? Preach. Yes, you, well, that part , in which I...don't know if Sean struggles with this. The part that makes me dragged on, was like this : to be successful, you have to be serious. So, I just started to follow Instagram, and I like it very inconvenient.

I am not I'm used to this, I don't I love this movement. And this exactly rooted in because I don't want to to look too much pointless. Uh, but also, if we talk about non-social networks, this is conducting business. There is such a energy, how to be to be serious successful. And I think, that the bigger you become, the more similar to what Sean and I said 6 years ago, when no one does this I was wondering what it was. a little different than now. And I think you you fall into a trap, as if you should be more serious when you are getting bigger.

And you become more confident than You do it more. You know, you're not just you become confident in beginning. You start, and confidence Catch up later. So I think it's funny. that I pushed Stephen to online format when we were post X. I think in he was close thousands of subscribers. AND I said, "You have go out. People should to hear you. He "so smart." We did very different things things at Puffy where I led our creative brand, all interesting the things we saw. And yet he led our entire team with innovation, chain supplies and all that.

AND this is hardcore business side of things, why we are so many like that good partners. And I said: "Your stories so different from mine, and entrepreneurs need to hear them." And I hired command him social networks to she led them and helped him to start work, to make this climb, so that everything that he it was necessary to do is sit down and talk to the camera. And at first he did it hated. Now, honestly, he, probably better finds for this time than me if something like that.

So you just need to start. Well, we appreciate that you You are doing this. You unbelievable. This is an interesting story. We we buy your product for years, and it's nice now have you friend. We will ask you. come back when you you will launch your new thing, and we'll see, were our predictions correct? , uh, close to reality. You'll think, "Oh My God, why is no one "Didn't you do it like that?" Well, now I have to know. Interesting. Yes. Well, now we... OK. We appreciate you.

OK. That's it. all. This is a capsule. Gay.

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