Navigating Advertising Challenges and a Pivot to the Paleo Diet

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Exploring the challenges and financial strain experienced by the speaker when their TV advertising campaign for supplements failed to resonate with viewers, prompting a shift towards promoting the Paleo diet through alternative means.

Mark Sisson made a big bet on mayonnaise, and won: four years after launching his Paleo-friendly condiment company Primal Kitchen, he sold it for $200 million. He succeeded partly because he drew lessons from his previous failures and accomplishments - as a marathon runner, Ironman triathlete and coach, frozen yogurt proprietor, sports supplement founder, TV show host, and Paleo book author. But Mark’s biggest business came at an age when most people contemplate retirement. He developed a recipe for avocado-oil based mayonnaise, then added ketchups and other condiments. After Primal Kitchen was sold to Kraft Heinz Corporation in 2019, Mark launched a totally new business: minimalist shoes.

This episode was produced by Casey Herman with music composed by Ramtin Arablouei.

It was edited by Neva Grant with research help from Melia Agudelo.

Our engineers were Gilly Moon and Maggie Luthar.

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