YouSaid · the spoken record

Peter Rahal

lines on the record: 83
first: 2025-08-08
most recent: 2025-08-08
sittings or episodes: 1
sources: podcast

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“But I think there would be more tribalism and more micro wars. If it didn't exist. And so the thing it's like with religion, humans, it's like a human construct to gain alignment. Perhaps that's one definition. It's like culture or politics. It's going to exist no matter what. Think it needs to exist. Think the issue might so my one Economics Caused no talent to go to religion. So like the really talented leaders don't go to religion because you can't make any money. There hasn't been any innovation in it That's my capitalist view on it. It's like turns out you can't make any money being a priest, so therefore, you just don't do it. And so the talent's going to other places to create companies that are sort of quasi-religious anyway.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm 39, so I'm like, I think starting my spiritual journey a bit. But I'm a big fan of history too. And I think I think people aren't talking enough about. Decline of religiosity and the failure of religion to adapt and innovate. To modern times and the consequences of that, the secondary effects. I don't think people are talking enough about it.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I think so. I mean, it's always a good thing about consumer's need for novelty. So there's always an opportunity. People want new. So yes.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, right now we're just in work mode, so I'm not around people that smoke. On social occasions, which is rare, I guess. But so right now it's been a while. But when I do, I do.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, no. But if I was a regular smoker, yes, she would be like, you need to stop. If I have an opportunity to indulge, I will.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Currently, I do a bit of CrossFit, maybe one or three times a week. And then I just do strength training, big compound movements. Egolifting, a little bit of that.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it's the biggest signals problem is. Overconsumption of calories. It's hyper palatable foods that are cheap that have Not a lot of value. So I think. Concept of like energy toxicity, overconsumption of energy calories. And then secondary would be like just too many people have fucking microphones, and there's just utter confusion.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“A culture of bureaucracy. So, making sure individuals in the company have high agency and decision making is happening closest to the problem, not Causing people dependent on other things for decision making. Like making sure it's decentralized and there's not sort of this bureaucratic sort of like central procurement data analytics going to one group, like avoiding bureaucracy and making sure we have a very fast org”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Everyone eats. Food is enormous tam. Way you have to do that address the TAM. Through different brands in different positions with different offerings. So David's TAM, I think, was one point, like 1 to 1.5 billion. And then with these brands as assets, what's really, really important is you let the assets be the assets. Like you don't force them in places they don't belong. And so for growth, you're either growing or you're not. Have to plant the seeds for new brands. And so We will be planting those seeds and having a portfolio of brands that offer a different. Value to different parts of the population and different occasions. So the way to get to 10 is to have a diversified portfolio that addresses large groups of people that don't really conflict.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah. So that would be like the underwriting for worst case scenario. Sort of like if they don't really do what they say they're going to do, this would be a minimum billion five, something like that.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Underwriting it. So the conservative underwriting would be like, all right, who's its closest competitor? It's Questbar. What's QuestSpar's sort of TAM? Where's it going? And that's like the base worst case scenario. If they just do bars and get to market and full AZV, what does the business look like? And then you add sort of market multiples to that.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“We definitely need help. Well, I mean, I wanted to bring a lot of people in. It was just hard because there's more demand than there was available. It's like, it's sort of like a wedding invite. And I was like, you have to draw the line somewhere. I just had to keep it small.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“So, Huberin and Atiya, I would call it our brand muses, you know, muse is the term in fashion as like the sort of focal point to design around. So I wanted something for their approval, like there are sort of design target. Peter Atia, I think of him as the voice of America. He's sort of America's doctor. And I think he'll have a voice as America's doctor for a long time. And then Huberman's sort of America's researcher. He synthesizes research and information. And so having those as a resource to make sure we're making the best products possible was really a dream.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it's a helpful thing for founders to accept it because it's sort of like this, it's like a status thing, but it really, you're really an employee. I don't think the founder should be treated that differently. They shouldn't have privilege to your question about RX being easy to sell or not. Humility is a real value of mine and it's freedom from pride and pride's a sin. And so decoupling emotionally from what you've created is I found really, really important to be super objective.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, I have no problem. And it goes back to that idea of like decoupling. I was an employee and I was a shareholder founder, I don't think, means anything.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Setting expectations, communicating are clear, and just empathy on both sides. I think just little hacks, like just spending time and setting boundaries on time and then just being fully present. My thing is like I'll go from being like boss mode, like really intense maybe, and then I'll come home and bring that with me. And I catch myself doing that and you just have to really like decouple and change your state in certain environments.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, it depends on his personality or his or her sort of temperament. There's a lot of variables. I think university is good for maturity. It would depend. I don't think it's necessary, but I do think the structure can be helpful, but it sort of depends on themselves. But I'm not dogmatic about it.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, something there. That's where I'm leading. That's my current hypothesis that like, so for me to have self-esteem, I had to say school was wrong and they don't know what they're talking about.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Partially, I think it's tied to my upbringing and relationship with authority or social norms through my education in school. So growing up dyslexic to protect myself and my self-esteem, I had to disagree with and devalue the institution that was grading me.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, I think I've always been that way. Like, you know, it's a concept of like affiliation. Like, I don't need to be affiliated with anything. Like, I don't care where I come from. I don't care about what university I went to. I don't care like I'm like a lone wolf in that regard. I think a lot of people, whether they recognize it or not, really care about like affiliation or opinions of others. And I'm truly free from that. And that's been a huge blessing, especially in entrepreneurship. And then another thing is like I'm just discovering this. I'm kind of happy if people are upset with me. Not necessarily loved ones, but I don't know. I found myself when people are upset with me, I'm kind of happy and I haven't unpacked the psychology behind it.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Two things. I don't value the opinions of others. God bless me with this. I just really don't care if people don't like me in a way.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“More time you dedicate, yeah, the better. Yeah, it's sort of abstract, but there is a benefit of pulling away and changing environment and disconnecting, I found, especially from the creative process. Like if it's in execution mode, yeah, more time, better. But there are times where pulling away changing environments does help connect the dots I found. But in general, yeah, more time, more output.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I don't think I'm good right now. I think one way is I try to set a boundary, which would be like I'm home by like seven for dinner and then spend that time with my son and my wife and then, you know, I ask for permission if I can stay late in the office. Like I give her power.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“It used to be my health and relationships probably were the biggest one. Yeah, like when work is the priority. So your health's kind of the first thing to go. And then relationships, like there's this trade-offs with your time.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think as the world gets more competitive, yeah, it's true. Ordinary things don't get ordinary outcomes. So I think it's totally true. Like look any really successful person. Like any real outlier, I'm sure there's a huge cost to it. Their personal life is probably fucked.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it's a blessing. It's more positive and negative. You obviously have to check it. I haven't done much work on it. You know, it's like this obsession thing. It's like an itch. You just got to keep itching it. I don't understand it. But you'll have like this irrational sense of urgency with stuff”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Just this concept of power. So power comes with great responsibility. And I think it's sort of a magnifying glass of your values or personality or power just magnifies it. So it makes the good traits better, makes the bad traits worse, but it comes with great responsibility. So that's the one thing I've learned.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“So my nuclear family, I'm the youngest. I was bullied of Lola 1. And then all of a sudden I'm the provider. And then I can provide things for my family that others can't. And so it turns out it's harder to criticize the one who's giving you, who's providing. So it does change relationships in the sense that you can do things for people that others can't.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Things, yeah, uh, it changes the politics, both with people you're friends with. It changes the politics. Your relationship with people prior to some of the event or accumulating wealth and power, those relationships become more precious”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I bought a plane, and that really puts cars into like context, like cars making no sense. You know what I mean? Like planes probably the best thing. But then I, you know, it's just like lighting money on fire. So then eventually sold it. But that's for sure the best luxury and freedom thing. It shrinks the world, but I don't have a plan anymore. And I fly commercial.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, no. It just became a to do list thing. So then there became a cost to it. And then it didn't make me happy. Or like, I think you discover your relationship with material things this way. And hopefully you do it sooner. But for me as quickly, I was like, why am I doing this? I think as a kid, I had fantasized about like a car collection or something. Because my uncle was a race car driver. So he was like a huge role model for me. He won the Indy 500. And so I grew up with cars and it's a combination of art and science and it's beautiful and exhilarating. I think I fulfilled that childhood thing to want a car collection. And then I quickly realized like it just wasn't doing it for me. And on top of it, I'm like, I like to work and build stuff. And so that, you know, I accumulated some stuff and then I just sold it all. And now I just have a Tesla, like a Model Y, and it does the job.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“My process is, I think a lot of people go through this when you get money. You start to one, you spend it a little bit, like you indulge. Maybe you increase material consumption because you're like, oh, I always wanted that, like a car or something, a house. And then you spend the next some period of time accumulating stuff. And then I think people figure this out at different times. And then I think you spend equal amounts of time selling all that stuff and simplifying things. So for me, like I spent like a year like sort of accumulating things, then I realized it doesn't do anything for me. There's no utility in it. And then I just started selling everything.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, yeah, it's weird. And then you just see it, you're like, all right. Then you realize nothing really changes. I think someone told me this once, like the things that actually change is like where you lay your head down at night and then how you travel. That's kind of like all that changes. Money is great for freedom. That's about it.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think when I was younger, I thought, like, oh, I don't have to work. But then you're just like, I just love to, like, it's all about the process. Money's an outcome. But I didn't really prioritize money necessarily. I just like wanted to make useful stuff.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Need to understand kind of culture, anthropology, where nutrition is going, and then you need to understand the market, like the TAM that you're in.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I think probably like 200, but profitable right now, especially in Mars portfolio, like they need stuff to get to a billion in revenue. And I think its position is hard to innovate. You can't go down in price because you're using whole real food like egg whites are super expensive. I think they made their money, but I don't think it's like an extraordinary buy.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Completely right. Oh, I mean, completely right, but then two devastating things happened in RXPAR's future is one is fasting in keto. Fasting is all about skipping breakfast, basically. And then keto is all about like no sugar, no carbs. We were a breakfast predominantly a breakfast occasion product. And then on top of it, we were full dates. So that was a headwind. And then second, the big black swan headwind was like the COVID. And COVID just destroyed the bar occasion. You're at home, you're not on the go. The category got crushed by like 50%.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“The TAM and food and beverage is pretty clearly defined. 161, I was like, we could probably get to 300 or 250 million in sales, but I didn't see a very clear path to like 500 million. The product portfolio that we could do was defined by quantifiable whole food ingredients. So our design, that famous design of our X bar really was a constraint on where we could innovate. Because you had to formulate stuff that could be communicated on the front of PAC. To me lowered the TAM. So as a CO, I'm responsible for the vision. I didn't see a path to like 500 million or a billion in revenue. So therefore, it sort of made sense to get it to the big guys.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“We just weren't paying her, like, not that type of money. Yeah, we were doing good, we started doing some bonuses and stuff, but not like that type of money. But the big reasons to sell was financial freedom. And then second, our X bar did belong in a broader portfolio. A single brand company really belongs in a portfolio of things. And then the thing that the big food companies are really, really good at that can't be understated is like mega scale. I view it as like my job as a CEO is get this thing to scale, build up good brand and good product, good supply chain, and then hand it over to someone to take it to the next chapter. But I do think like great companies don't sell. It's true, like Peter Diel says that. My position with David's a little different.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I was pretty private, so we didn't do any media stuff. Like, I didn't want to be like a public facing CEO or anything like that. So, you know, we went from this like quiet stealth sort of like Chicago startup to $600 million. Like no one knew our revenue. We were quietly big.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“I really decouple myself as an employee and myself as a shareholder. I was the CEO of RXBAR, but then I was also a shareholder. So the sale, like as a CEO, I still had a job. I really decoupled that and I was in CEO mode. It was just another day. It was a good achievement. We sold a business to a larger company to scale it.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, it's efficiency. And there's another, like, here's another thing. So did you see on Twitter the plasticlist.org Okay, RX bars were like really bad on plasticizers of microplastics. And RX bars predominantly an agricultural product, states, almonds, eggs. David scores is super clean. It doesn't have any plasticizers, heavy metals. And that's because of its processing. So that's an example of like by that definition of clean. So I think of clean as without unwanted heavy metals, pesticides, microplastics, like that to me is clean. David beat RX-Bar ironically. And then if you were to survey people, they would think RX bar is organic, but yet it has these things in it. So again, there's much, it's not simple. There's nuance.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No, I mean, the digestibility we've measured through P2CAS. So it's an amino acid composition. In isolate just for further filtration to get more of what you want, a higher concentration of protein. So like milk protein isolates, and whey protein isolate is 93% protein. So what you do is you remove the lactose, which is sugar, and you just get what you want. So it's actually a better process. And on top of that, a lot of those processes filter out unwanted things.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Is it though? Like whey protein isolate is food derived. It's actually just filtered to have higher percentage of protein.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Okay, so sodium chloride. People probably wouldn't, you go on the streets and be like, hey, sodium chloride, good. People would be like, no, I don't know what that is. But it's just salt. Like its idea like chemicals are bad. No chemicals are good. It's like everything's technically a chemical. So on the processed food argument, most things are pasteurized. All things have to be pasteurized for food safety. So that's a process. Things are packaged. That's a process. Like brushing your teeth is a process. It's not a really sophisticated way of saying, oh, all processed things are bad. Now, this is where like calories coming from protein. So if you're looking at processed food, like an RX or a David protein would be processed and then a potato bag of potato chips are processed. Those are the same category. They're wildly different. And it's like a net positive thing to get protein unequivocally. So to lump them together because their processed is not really that sophisticated. And my point is like an objective way to review process.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, yeah. So our societies are generally really confused around nutrition and nutrition science. And like Peter Thiel, how he talks about like if you put science at the end of something, it's not real science. And it's a little bit of that with nutrition science. And so people in the confusion want to have like very simple, simple sort of correlations to help them understand it. And in general, the conversation on nutrition is very emotional. It's not really intellectual. Some of those simple correlations would be like, I don't understand food. I'm just going to find, attach myself to something like processed food is bad and non-processed is good. So that's like a very simple thing. And there's much more nuance to that. Another one would be like, oh, that has a lot of ingredients. Therefore, it's bad. Or less ingredients is good.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“Time Oh, well, there's one constraint we have. We don't have much supply of a really key ingredient of ours, but also independent of selling product, like we just want to do bold things and have fun. And we thought it was fun. And it's not, and to be clear, it didn't take away the development of actual commercial products. So we still have our calendar out. This didn't interfere.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“We have no idea. I mean, this is just a giant experiment. We were taking bets in the office. I was the most bearish on it. I didn't think we'd sell a lot. That was not the objective. I was expecting maybe, you know, $500,000 worth over the next three weeks. I'll report back to you in the actual numbers, but the objective was not that. I mean, the objective was to have a clever way to have some riddles and get people questioning and to get brand awareness.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“No one's saying we're not doing protein ice cream. I don't think we have product market fit with boiled cod. So I don't think we're going to be carrying it for ever.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source
“We got to find something that's better than us. And the thing we found, the food that has the best protein to calorie ratio is boiled cod. And it's funny because it's unappetizing. So on our comparison chart, we put boiled cod. And this was from when we launched. That's what we are comparing ourselves with. And so it was a little tongue-in-cheek. So I created a paleo protein bar, which is like minimal processed food. And it was part of like that movement. And so when we launched David, we got a lot of criticism from sort of people that were maybe fans of RXBAR, our expected RXBAR 2.0. And so sort of a tongue-in-cheek way to address them is like, we listen to the market. You don't want to process food, which is a whole nother conversation because everything's processed. And so we launched Boiled Cod to address them. And it's very inconvenient. It doesn't taste great, and is extremely expensive. And so it's a way to communicate this concept of protein to calorie ratio. And it's a way to emphasize the importance.”
2025-08-08 · The Twenty Minute VC · 20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal · IDENTIFIED FROM THE TRANSCRIPT · source