On this episode, I chat with Dejan Rankovic, co-founder of Man Cereal, a creatine-infused functional food that is low carb, high protein and features this trending ingredient that isn't as ubiquitous as fiber or protein yet. He describes it as ”Serious Nutrition” with an ”Unserious Name”, offering benefits designed to bring health conscious adults back to the cereal aisle.

I was impressed by Dejan’s clarity of intent and ambition. He shared insights into his career path at high-growth environments like Netflix and Dr. Squatch to becoming a first time founder, his advice on fundraising during economic shifts, the mechanics of brand authenticity, and the ”gray area” of functional foods.

This conversation included:

– The Power of ”Anti-Marketing”: rejecting traditional category norms to create differentiation and authenticity, inspired by brands like Liquid Death.

– Solving the ‘creatine problem’ of bitterness and chemical instability that has meant that unlike protein and fiber it has not ”maxed out” in food innovation.

– Advice on the getting through the rollercoaster of the fundraising process that ultimately started with friends and family

– His approach to leadership that is influenced by his time at Netflix, where ”action is usually more valuable than strategy”.