You want to launch a new product. But how do you decide on exactly what you’re going to develop? How do you build a community when you don’t have anything to sell them? How do you test demand? These are important questions that Dan Murray-Serter, the usual host of Secret Leaders, will be answering this week.

This is the fourth chapter in our semi-regular series with Dan where we put him in the hot seat. If you haven’t listened to the previous three it’s worth doing that now because you’ll understand more about what he talks about in this episode.

Dan is a founder himself. His day job is running his VC-backed company Heights. For this episode we are going back to the beginning of Heights. Well, actually, before the beginning, because whilst Heights is now a braincare supplement company, it didn’t start out as one.

After the failure of their previous company in 2018, Dan and his co-founder Joel decided they wanted to focus on building a consumer goods company in the mental health field. They knew where they were pointing roughly and they were in the rare situation where they had money left over from their previous business, essentially their seed money. But how do you get from there to a product that people love?

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