All right, let's pass the mic to Kent.

Hi, my name is Kent Yoshimura, co-founder and CEO of Neuro, and I was featured on episode 772, and now back here again.

My side hustle is a functional gum and mint company called Neuro, and you can find us at Whole Foods, CVS, online, and Amazon.

Ryan, my co-founder, and I were both athletes.

I was training with the Japanese Olympic judo team out in Japan, fighting Muay Thai in Thailand.

Ryan was a cross-country and track star.

He was captain of his cross-country team in high school before he got injured in a snowboarding accident that left him paralyzed from the waist down, unfortunately.

No, I'm not familiar with it.

It's a, it's a precursor to, uh, collagen and glutathione.

So I ac- it's supposed to improve s- it, it's supposed to improve sleep, but- What they say about collagen is that the molecules of collagen ingested orally, like the vital proteins of the world, are way too big to actually be absorbed effectively.

So glycine as a precursor promotes the production of collagen within the body.

And on top of that, increases, um, the depth of sleep you have.

So I would take that.

Um, blackout curtains, you know, the optimized, uh, the optimization of, uh, the temperature using my Eight Sleep.

I, I guess anything and everything.

Mm-hmm.

Yeah, and it was all about building credibility, and, uh, you know, how do you build credibility for a product when no one knows about your product? Because there's a lot of people that are just...

You know, supplement brands are just putting creatine in a, a bucket and then selling it to you, you know? And everyone knows what creatine is.

But a functional gum or a mint? Like, what the hell is that, [laughs] right? The credibility...

There's this great book called Crossing the Chasm.

The initial group of people that we were able to attract was the biohackers, the nootropics users, and the people that I was already communicating with, and they loved the product.

V1 of our product tasted terrible.

Let's, let's just, let, whether it's a product or service-based business or they're doing something, what, what are the first principles that they need to be working with?

Mm-hmm.

Yeah, and it was all about building credibility, and, uh, you know, how do you build credibility for a product when no one knows about your product? Because there's a lot of people that are just...

You know, supplement brands are just putting creatine in a, a bucket and then selling it to you, you know? And everyone knows what creatine is.

But a functional gum or a mint, like what the hell is that, [chuckles] right? The credibility...

There's this great book called Crossing the Chasm.

The initial group of people that we were able to attract was the biohackers, the nootropics users, and the people that I was already communicating with, and they loved the product.

V1 of our product tasted terrible.

Let's, let's just, l- whether it's a product or service-based business or they're doing something, what, what are the first principles that they need to be working with?