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The last wave of supplement brands already won. OLLY, Goli, AG1, Grüns, IM8.

In this episode, I kick off a new series that looks forward instead of backward, at the brands scaling right now, before their exit moment. I make the case that the next wave isn't winning on format innovation at all. It's winning on positioning and specificity. And I give you the three buckets these breakout brands sort into, so you can figure out which one you're actually in.

Plus why a sophisticated market and a rising cost to acquire a customer are both punishing brands that try to talk to everyone, and why going narrow is now the engine of growth instead of a limit on it. Because people don't buy supplements the way they buy other products, and the brands winning right now understand that better than their competition does.

Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/group

If you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.com

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• Case Study on how Creative Thirst added over $200,000 for one supplement brand