by brianjstanton | Nov 6, 2026 | Uncategorized
In 2019, I started working with a tiny electrolyte startup. The founders had a controversial stance: that most active folks needed more salt to feel and perform their best. My first job was to build a science library behind that stance. It was the case for salt,...
by brianjstanton | Sep 30, 2026 | Uncategorized
“We want people to know the truth about salt.” I was in a cramped Manhattan office with the CEO of a tiny electrolyte startup. He was sketching a plan on the whiteboard and getting pretty excited. I’d been working with the brand for about six months, building their...
by brianjstanton | Jul 22, 2026 | Uncategorized
Last week in the sauna, I chatted with a successful founder about claims risk. He asked me if random posts from influencers pitching his supplements counted as legal exposure. When I said yes, I think his sweat rate kicked up a notch. He’s not the only founder...
by brianjstanton | Feb 27, 2026 | Uncategorized
Six years ago, as lockdown dragged on, I spent most of the day shuffling around my apartment like a lonely astronaut. But I kept working. And I helped partners like IQBAR create a whole lot of science content. Back then, the formula was simple. More high-quality...
by brianjstanton | Dec 10, 2025 | Uncategorized
The last founder I spoke with mentioned “authority” 27 times in 30 minutes. His supplement company was winning on Amazon, but desperately needed to grow off the platform. This founder got it. He needed deep brand trust to send the right market signals and...
