This episode is brought to you by Sendlane.   Jeff says, “when we set out to create this company, we decided we were going to build a brand at the forefront of high performance. And that doesn't mean just building a supplement brand or a product brand. That means building a brand with real differentiated things. In other words, doing the hard things first.”   Today, they serve a broad range of consumers. Basically, their consumer is anybody who's looking for that continuous pursuit of optimization. Someone who says every day, “How do I get better mindset, body, whatever that may be?”   In this episode, we interview Jeff Byers, Co-Founder and CEO of Momentous. Momentous is a human performance company dedicated to creating no-compromise products and tools that support the endless improvement of personal performance. They’ve won 8 defense contracts for innovation. They work with over 200 pro and college teams and have worked with the best scientist in the country to develop their products.   We discuss so many topics, including:   * Jeff’s gratefulness for his college injury and what he learned from the experience * His take on what defines us as human beings: our challenges * Having the humility to ask for help * Who is Momentous the brand and who are its consumers * Why it was crucial for them to do the hard things first when building the brand * Why this it’s unheard and important that they have won 8 defense contracts for innovation and work with over 200 pro and college teams * How do people choose the right products? * Advice for entrepreneurs, including why the inability to learn fast can kill you * His origin story and how does brand and a person stay authentic * Creating a systematic approach for consumers * What’s important for consumers to know about optimization   Join Ramon Vela and Jeff Byers as we break down the inside story of Momentous on The Story of a Brand.   For more on Momentous, visit: https://www.livemomentous.com/    Subscribe and listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.   *   This episode is brought to you by Sendlane.   Alright, guys, here’s the deal: I have a gift for you from our primary sponsor — Sendlane. They’re giving away their online course eCommerce Academy - Email & SMS Marketing!   This course gives you the step-by-step playbook to drive more revenue and retention with email & SMS. This is typically a $500 package, but for our listeners, it’s entirely FREE when you get started with your FREE 14-day trial of Sendlane.   When you do, chat with their support team and let them know you’re one of our listeners to get full access to hours of course content that will help you make email marketing your #1 growth engine.   Visit https://storybrandgift.com to get the details, sign up for a free trial and get your gift!