Week 6. Say No By Default


June 29, 2012

Friday, June 29, 2012

One of the best parts of what we do is getting to meet and talk to our customers, supporters, and like-minded people. As a result we get lots of inquiries, feedback, and recommendations from people genuinely interested in seeing us grow. Among all the positive feedback it seems like some questions/recommendations come up over and over so we figured we’d address them here.

 

 

TIER 1 IS TOO SIMPLE. IT’S NOT SPECIAL ENOUGH. YOU SHOULD HAVE ADDED……

We've touched on this before but still get lots of comments about it. I think the reason we get so much feedback on this is that traditional industry dogma states you need to add more and more ingredients to produce some super mix, and then market it as such.  It seems like some people almost get off on saying they take some special ingredient no one else knows about. Everyone gets suckered into an arms race. We also think that when trying to break a certain paradigm, there is going to be intense resistance, especially if dollars are involved.

 

Here are some examples of what we’re talking about.

 

 

 

We aim to be simple because we are trying to solve a simple problem. Caffeine to wake you up. Great. Creatine and beta-alanine because they work. Awesome. What’s next? We consciously said no to a cluster of ingredients because we wanted to keep our priorities straight. We know better than anyone that supplements are marginal unless your training and nutrition are dialed in. That's why we don't think obtaining a boost of energy before working out is as complicated as everyone wants to make it out to be. It's not rocket science and we don't believe in hype, minutiae, or glimmers of hope.

 

As we've said over and over, we design our products to be simple because most supplements are too complex. So we aim to go in the opposite direction. If what we make isn't right for everyone, that’s fine. We’re willing to lose some customers if it means others love and appreciate our products intensely.
Here’s from some of the guys that like to keep it simple.

 

 

 

 

  

 

SAY NO BY DEFAULT TO THE TRADITIONAL DOGMA OF WHAT A SPORTS NUTRITION COMPANY IS SUPPOSED TO DO.