This guy built a $1B+ brand in 3 years. The product? You'd never guess

**Sam Parr** (0:00)
Zero to over a billion dollars in 32 months, maniacal.

**Chad Janis** (0:03)
We're quite literally just getting started.

**Shaan Puri** (0:05)
Where do you think is that gap to really jump from average or good to great?

**Chad Janis** (0:09)
If you want to have the greatest odds of success, it's by creating a new format. New formats win.

**Shaan Puri** (0:14)
You obviously spotted one really great opportunity. I'm curious what other opportunity you spot.

**Chad Janis** (0:18)
I think there's an idea that no one else is going to be able to run it. There's a $10 billion business idea.

**Sam Parr** (0:23)
You should just say it now and we'll bleep it out.

**Chad Janis** (0:25)
We'll talk about that. I think that's the biggest opportunity for founders.

**Sam Parr** (0:28)
What are the inputs necessary to get to $100 million in revenue for an e-cop brand in three years?

**Chad Janis** (0:32)
Here's what I'll say.

**Shaan Puri** (0:44)
Here's three things I'd love for you to deliver. One, I want to know the origin story, like how the hell did you have the idea and why did you have the confidence in the idea? We're going to go there. Two is you sent us a thing about your marketing funnel, what does world class marketing look like in this scenario?
Then the last part, I want to riff with you, brainstorm on where to from here. You obviously spotted one really great opportunity. I'm curious what other opportunities you spot.

**Chad Janis** (1:07)
Yeah, let's do it.

**Shaan Puri** (1:08)
Okay, sweet. Dude, I've been taking Groons for six to 12 months now because it's basically like eating candy. It's like you open up a pack of gummy bears and then you eat them, and then you're like, I just had vegetables.
Totally. I think I just had vegetables, maybe?

**Chad Janis** (1:27)
Totally.

**Shaan Puri** (1:28)
And so I want to know, where were you sitting when you were like, you know what, what if we did this?

**Chad Janis** (1:32)
Yeah. So I like to describe myself as a entrepreneur who had short stints in private equity and investment banking. So I've started three companies. This is my third company. And I actually didn't want to start a company, so I was on my way from Boston at a private equity firm called Summit Partners, and was leaving that investment firm to go get my MBA at Stanford and I told myself, look, I just want to have like a normal MBA experience for two years. I'm not going to start anything. Maybe I'll do an internship in the summer. And then it was like two weeks before going out to Stanford. I was at my parents' place in Utah and just doing some work, and I'm drinking a greens powder in my dad's office. And I just remember looking up super vividly in the corner of the room, being like, there's no way I'm keeping this habit past 30 days. I'll do it because I always finish what I started, but I'm not going to stick to this habit post 30 days. And it wasn't just the taste. For me, it was like, you got that weird frothy sediment at the bottom of the drink. And the biggest thing for me that I think this is probably unique is, I remember staring at the bottle sitting on the countertop, on the drying rack, and I'm sort of an OCD person. I remember just being like, if I commit to this habit, I've got to stare at that bottle on the countertop for the rest of my life. There's just no way that's going to happen. And so that got me thinking about, hey, how do I take a comprehensive supplement nutrition and put it in some format? I didn't know it'd be gummy at the time when I had the idea. How do I put it in some format that gets people looking forward to it? They'll go to bed at night being like, I can't wait to have that the next day, which is a complete pivot, I think, to how people sort of think about supplementation.

**Sam Parr** (3:14)
Can we like roll it into a blot now?

**Chad Janis** (3:16)
Yeah, exactly. Look, hey.

**Shaan Puri** (3:18)
Let's smoke your greens.

**Chad Janis** (3:20)
We'll talk about that.
I honestly think that's the biggest opportunity for founders. People just want to rip on the formats that work. But I think if you want to have the greatest odds of success, it's by creating a new format. Right? So if it's a blot, awesome. If it's these little Zen pouches that people are doing now and making those like a focus, so it's non-nicotine, great. Like new formats win.