I started my first food brand in 2005.

Back then, there were no real systems—if you wanted sales, you showed up. Farmers markets, small retailers, local events. I was loading coolers at 5am, setting up tables, and learning one thing fast:

people don’t buy what they say they like—they buy what makes them act.

From there, I started and sold three more brands.

I stopped focusing on the product and started focusing on behavior. What actually drives someone to choose one option over another. I’ve worked with hundreds of founders since.

The ones who understand buying behavior win.

Online ordering has changed a lot, but it hasn't changed that. This is how I have transitioned to a life dependent on Meta ads.