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

Shaan and Chad discuss how entrepreneurs should aim to identify and create new formats or categories rather than compete in oversaturated markets. Chad emphasizes that the biggest opportunities often come from developing entirely new product formats—such as moving from traditional supplement bottles to gummies or pouches—rather than just improving existing products. They also highlight the importance of thinking big, aiming for billion-dollar outcomes, and how innovation in product form factors plays a crucial role in defining new categories.

Chad shares his entrepreneurial background—working in private equity and investment banking—and how his personal experience with greens powder led to the idea of creating a more appealing, comprehensive nutritional gummy. The pivotal moment was seeing how existing products left sediment or tasted bad, inspiring him to rethink the format entirely. After quickly ideating gummies, he designed a product where a pack contains multiple gummies with complete nutrition, making it more convenient and enjoyable. The name 'Gruns' was chosen for its fun, playful nature linked to his German language background, despite the pronunciation challenges in the US.

Chad discusses the aggressive, high-volume marketing approach involving hundreds of ads and multiple tailored landing pages, testing various angles to optimize performance. Their marketing emphasizes fun, relatable, and viral content—like sassy ads and with frequent product drops—to maintain engagement. He underscores the importance of having a skilled, decision-making team who are empowered and trusted to execute innovations—such as landing page design and creative campaigns—to rapidly scale a brand from startup to exit. Chad emphasizes that a small, well-oiled team can produce massive results through disciplined testing and execution.

Chad advocates for continuously finding and exploiting new product formats and niches—like liquid vitamins, concentrated liquids for the liver, or alternative delivery methods—rather than sticking to conventional forms. He emphasizes that differentiation and unique formats reduce competition and increase the likelihood of capturing significant market share. He also notes that these formats appeal to different customer preferences and can unlock billion-dollar opportunities if correctly executed.

Chad attributes success primarily to creating a good product in a white space—an unexploited market niche—and leveraging distinct formats. He highlights the importance of a high LTV to CAC ratio (at least 3x), disciplined marketing, aggressive testing, and rapid iteration. He also points out that focus on retention, product quality, and brand storytelling are crucial, with a mention of specific marketing strategies—like tailored messaging based on customer intent—that drive profitability and growth. Chad stresses that simplicity combined with execution is often what makes products successful.

Chad emphasizes the importance of hiring confident decision-makers who see themselves as mini-CEOs, fostering a culture of empowerment. He believes in providing access to opportunities through consistent good work, which naturally opens doors over time. He advocates for building a team of top talent committed to continuous learning and decision-making, which are essential for scaling rapidly and sustainably. Chad also states his philosophy that access is a privilege, and he aims to give back by creating opportunities for others.

Chad reflects on how exposure to varied experiences—like entrepreneurship classes or travel—expanded his horizons, making success seem possible. He advocates that giving others access and sharing opportunities is integral to leadership and legacy. He explains that his goal is to create more exposure for underserved communities and that he considers his impact not just in business profits but in mentorship and creating opportunities for others. His philosophy centers on earning access through good work and helping others succeed.

Chad talks about how he plans to deploy wealth—initially through investments, and eventually through personal effort aimed at creating social impact rather than just financial gains. He shares a story about a company sale and the importance of patience and strategic renegotiation. He emphasizes that true impact stems from exposure, access, and disciplined resource management. He concludes that the real measure of success is not just wealth, but leaving a legacy and helping others.