https://www.eatiqbar.com/In today's episode titled brain food, we dive into the fascinating world of nutrition, brain health, and the challenges of creating healthy, tasty, and affordable consumer goods.Will the founder and CEO of IQBAR shares his unique perspective on the importance of macronutrition over micronutrition, emphasizing the benefits of a low carb, low sugar, high healthy fats, and high protein diet for improved brain function and overall well-being. Will introduces us to his groundbreaking product line, designed to provide optimal brain and body nutrition.We learn about Will's journey from a fascination with the brain and neuroscience to his venture into entrepreneurship in the consumer goods industry. Will discusses the challenges he faced in creating a mass-market product that is both healthy and delicious while competing with popular unhealthy brands.Join us as we explore the science behind nutrition, the role of economics in food choices, and how Will's innovative approach to meeting consumer needs has paved the way for success in the health-conscious market. Get ready for a thought-provoking discussion on the intersection of taste, affordability, and healthiness. Stay tuned for an episode packed with insights and inspiration![00:02:06] Fascination with brain leads to brain food company.[00:05:35] Importance of macronutrition for brain function. Low carb, low sugar diet with high healthy fats and protein. Products include brain-boosting nutrients.[00:09:10] Industry processes food into various chemical derivatives.[00:13:02] Formulas converge, brands matter in competition.[00:15:48] Balancing healthy and tasty bars is difficult.[00:22:10] Healthy, curious people are a massive market.[00:25:06] Biological cravings drive addiction to unhealthy food.[00:29:34] Efficient, versatile shape for creating food.[00:31:26] Entrepreneurship is a complex and challenging process.[00:36:51] Sugar, carbs, and moderation in diet summary.[00:39:30] Special niche bar with unique spin, competitive advantage.[00:43:05] Meeting consumers where they are is key.[00:46:34] Cereal boxes use giveaways to collect data.[00:50:18] Favorite books: "How to Get Rich" (Felix Dennis), "Traction," "Influence"[00:53:04] Exercise, especially daily, is essential mentally.[00:56:06] Own trademark.com: valuable asset, make money back.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford