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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“There's a lot of layers to it. So I'll give you the background. It starts with why we made the product. So with the further questions like, why do people eat protein bars? And what do they really want? People eat protein bars for protein. And so what they want is the most amount of protein with the least amount of calories, like just a protein delivery system. And so one way to measure that would be through this objective measurement, which was calories coming from protein. So what percentage of your calories are coming from protein, that should really define objectively a good product or not in the protein bar space. And in general, for processed foods broadly, the value of a processed food should be measured by calories coming from protein. And so we created this metric. It's on our package called CFP, calories from protein. And we're at 75%. And so then we were with our chief science officer, Piratea, and he was like, well, we can't just compare ourselves to just other bars because it's like, and showing that you're number one isn't cool.”
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
“And that's for our premium product that's in our current life cycle where we're at. We're nine months old. And I'm thinking about longer term as we proliferate and expand in our sort of our different phases of our life cycle, you're going to want a full portfolio that addresses a larger population. Now, you can't be everything to everyone. So your positioning has to be consistent. But in the food business, different than luxury like Chanel, we can't offer exclusivity and scarcity. And so we have to find other ways to do that. That will be a key part of our strategy moving forward.”
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, but they're in a different business. So two strategies that are so important in branding that luxury does better than anyone. And luxury is where the best brands are, hands down, is around scarcity and exclusivity. So those are the ways you actually create really good brands. In the food business, you can't do that because you need to be everywhere and you need to be available. You need to be in stock, in full. One of my strategies is actually like, how do we build the brand outside of our core product through different things? Because you can't in the food business, you have to be available and have to be the right price.”
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 wouldn't call it low end. It's more just affordable. I think so. I think it's about sizing, offering, and figuring out clever ways to just get cost out. Like at David, we want to do that. We want to have like our gold bars, our premium, and then we want to like have different offerings to address different demographics and occasions.”
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
“American market, at least in the bar category, there's a real threshold getting to a 99 cent or $1.49 price point really unlocks the mass market. So a lot of Americans are not willing to pay anywhere north of $1.99 for a bar. The real massive market is in the 99 cent and below. You think Nature Valley, like the big, big, big brands all have an offering that's pretty low. They absolutely do not want to spend $1.50 for a bar for their kid. They want to spend $49. So that's one of the things with like, partially, I don't like survey data because you can get bad data.”
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 executed really well and got lucky. So the hardest thing is like, you know, is material planning and supply, like growing supply with demand and matching that? You know, manufacturing is like always a pain in the ass. Like mixers break, things are down. And then there's like food safety stuff, you know, like you're dependent on these suppliers. And if they ship you a lot that's out of spec, you have to like pivot and figure out things. The most difficult thing is it's scaling the supply chain and quality. That's the hardest thing”
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
“If you're eating a David bar, you're signaling to people that you know to premium. I'm having a little bit of a luxury. I can afford it. I care about my health. I'm smart because I care about my health. Health is the next status thing, really.”
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, in the absence of God, you need affiliation. You need belonging, and you need signals of status. And brands are filling that void.”
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 want to get you with the product, the merits of the product, some consumer surplus, hopefully. And then as you engage and you see us, we want those riddles and layers, we'll call an Easter eggs to be discovered. So for example, like I don't expect you to know about the chisel. But when we launch our apparel line, I want you to connect that dot. And then when you see the content, so like it's all in the whole ecosystem of your engagement with the brand, but not just in day one in your whole life as you engage with us. So there should be friction and understanding brand. You want small hurdles. So when you understand it and see it and connect the dots, it actually lives in your head.”
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
“Well, one gold, what is the meaning of gold? What is the brand equity in gold? It's luxurious, it's powerful, it's decadent. It's actually quite feminine. And so there's a lot of equity and gold meaning. And so we are basically renting borrowing that, using that gold and color is really powerful in communicating emotion. So that's the choice for gold. And then in general, we wanted a primary brand color. So we have a gold brand block when we're in store. So when you go to a store, you see like all gold. Typically in the bar set, it's merchandise by color or flavor primarily. So you'll see a brand its main color is its flavor communication. And then the brand color is secondary. So they're just communicating flavor, not brand. And so we wanted to communicate brand, not flavor. So that's the logic for gold. But back to the sort of layers of branding. So we don't expect you to understand those components.”
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 you bring a good point. So, it's not obvious. And good things aren't obvious. And so as you engage, so maybe you just see the product, the gold gets you, you try it, the protein gets you.”
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, our namesake, the sculpture of David, Michelangelo's masterpiece, the biblical hero. And one of the symbols we use is the chisel. We use it very subtly. The chisel, when applied, obviously the artist's tool. But when it's applied, it creates beauty. And if you double click on the meaning of a chisel, it's actually discipline and education. So when you think about like the rigor of a sculptor, you have to know exactly where to hit. You have to repeatedly hit it. That takes a lot of discipline, but then you have to be very smart about it. You can't just be unorganized. You have to have a holistic picture. So the brand's values are defined by those components. And so they're around discipline, intelligence, and beauty. That's how we want to show up in the world. When you consume the product and you consume the brand, we want to always reinforce those three values or traits.”
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
“Everything they do is ludicrous. It's really absurd, outrageous. And it's one of those things where it's like college kids, their demographics so clear. So perhaps it might not grow to be ubiquitous outside of its core market, but it is such a clear, clear position.”
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
“Red Bull. And the reason why I think they've just been so disciplined with it, they associate themselves only with sports and activities where death is a real possibility. And I think that discipline is really cool. That's all they do. Sports and activities where you can die, they're there. And another one is for loco. You know, this is in America. It's a really great case study. It was started Ohio State University and it mixed caffeine with malt liquor and went viral like one of the first viral products. And basically, and then like the FDA came after him and like banned mixing caffeine with alcohol. And then it like got total setbacks and then it stayed alive. But its positioning is so clear and its customers are so clear. So like if you see someone drinking a forloco in America, you know they're going after it. Like it's going for a wild night. So there's just such a clear position.”
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
“Oh, I totally agree. I think most brand, there's like, that's why the personality analogies, like most don't even define it. Like they're just fucking nothing. They're just like middle of the fairway. If they're at a party, you wouldn't know they were there. You wouldn't want to talk to them. You have no clue what their point of view is. That's most brands.”
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, but I would say it's actually no easier time than ever to get awareness. I can just open up a social media, get some clicks, get some like, and so I can get the first try of the product and maybe attract someone through the brand and messaging and positioning, but to get the repeat, you have to have a really strong product and consumer surplus in the product. I'm looking for something to disagree with.”
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
“If you look at the history where brand really mattered, it was difficult to get awareness and distribution. It was like all about brand. And today it's really easy to get 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
“It's really now, I guess, to a human being. If you look at a human being, they have parents, they have DNA, they have a personality, they have traits, they have the dark side of their personality, they have the bright side of their personality, they have social, they have friends. So who are they friends with? They have a point of view. They have clothes that they wear in a certain style. And so when you look at what makes a human's identity and defining that, that's the best way to define a brand holistically. That's how I think about branding. It's like it's a human being. You have to define it. Don't make it abstract. It's from its religion, its point of view, its friends, its enemies, et cetera. The question is, what do I think is true about brands that people disagree with? Most people will. Ironically, as a brand person, I would say products more important than brand right now. Products all that matters actually, brand secondary.”
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
“Well, you'd say big brand until you get to some scale. I think when you get to scale product market fit is a little different. And then it shifts to brand marketing, which is really about relevance novelty. But when you're in the growth getting to scale, I think product market fit, if you have it, it doesn't take much to accelerate it or agitate it more.”
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 was a very, very, very good constraint. We had to be very disciplined on dollars going out, how we marketed. You have to, you're forced to stick to what works. There's no point of experimenting.”
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
“Honestly, if we would have raised, we would have just paid ourselves. I think we would have like been less miserable. But if, you know, if we had like $2 million of growth capital on the balance sheet, I don't know what we would have done differently. The marketing tactics were just around trial, sampling, like really fundamental stuff. We didn't play the ad game because we had such strong product market fit. And we've always had inventory issues. It was matching sales and demand or demand and supply the whole time. If we would have raised money and had grow like a balance sheet, I think we would have done stupid shit for sure.”
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, this is 2013-14, and we kind of tried. Again, this is Chicago. So there's not like a robust investor sitting. It's like a bit of old money. We were a CPG product. We weren't tech. And whenever we tried they wanted two times revenue, one times revenue. And we were profitable from inception more or less. So we got decent terms. We probably would have, but then we just could never get alignment and we just kept growing. And then at some point, we just really never needed to.”
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
“She was a volunteer, she was free labor. We were making product to start, we were making it at my parents' basement, right? And like late in the night, the weekends. And my mom wanted to help, you know, seeing her little son, your youngest son, making product. And so one of the most painful tasks we had to do was putting labels on the front and back of pre-made packages. So it was super like just really repetitive, label off, label on. You want it to be accurate, you know, because at this stage, we're like faking it to our till we make it. So we wanted to make it look very commercially made, even though it's homemade. And my mom bless her heart, she could not keep a label on straight. She would just keep making mistakes. So then I had to have a quick meeting and let her go. But she's a volunteer, bless her heart. But it is true.”
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
“And it's So it was a kitchen, and then we moved to a 2,000 square foot commercial space. Had the inspector come, there's GMP practices, so good manufacturing practices. You go to wash your hands, wear a hairnet, wear lab coat, clean 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
“Our capacity was like 10,000 bars a day I was terribly inefficient, very laborious. That's why we could bootstrap it because we just could control our inventory. So we didn't have much finished product sort of made to order.”
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 did everything direct, so we did direct B2B, cross-vit gyms, other gyms, and then direct to consumer through Shopify, our Shopify store. And then eventually Amazon. But in the beginning, the first 24 months, like we didn't do any retail. It wasn't in our cost structure. And we also couldn't manufacture enough. Like Jared and I were making the product with our hands.”
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 in the market defined by CrossFit Gyms, that was like the first market we started. We had product market fit right away. I remember dropping off two cartons again. And I was like, all right, that's 24 bars. See how long it takes. They sold out in my two hours. And so then you can just extrapolate that. So why would across the gym in Wisconsin, Indianapolis, be any different? So we knew right away it was going to work.”
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 we're probably a little safe. We did have no BS on our package. As risk taking as I am, I was probably not willing to take as much brand risk because I just wanted people to like the product. The risk reward wasn't there. And especially in context of like David, I think David has a much stronger point of view.”
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
“Start in a niche that's uncompetitive, you have to have a very clear positioning. Having a very clear position is super important. And it kind of relates like the best brands are semi-polarizing having that niche origin probably helps reinforce 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
“Get feedback Big lessons on getting early customer feedback How to do it most effectively It's tricky because there can be a lot of noise Especially in the consumer food and beverage, like you want to be getting it to the right group. So I went to a cross-fit gym. So those were our clearly defined early adopters where they would appreciate a A paleoprotein bar. So their feedback to me, I waited the most. Whereas, like, if I went to some of my other social circles that really didn't appreciate eggwa, So, a lot of it is very observational, but you have to filter out what's important and not and have that discretion. Because if you just react to everything, you're just going to be confused.”
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
“Formulations did you have to go through Found the right one for the right first sale probably took about at the time three months. Versioning is pretty dynamic. There's like tons of versionings, but I would say probably 30 to we started selling. And it just doesn't really end. You always keep incrementally improving. Can I ask? Have a photo of the first transaction. So it was actually my partner Jared. He brought some product to his office and was selling it to his colleagues. That was the first B2C sale. And then the first transaction was a CrossFit gym in Chicago called River North. And I remember selling one carton of each skew Skews at the time And yeah, put it on shelf at a CrossFit. Was the first B2B sale. So I had that when it came to customer feedback, you took Tupperware containers, as you said there, to CrossFit Gyms.”
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
“Should have been formulating making the product. We just totally stopped doing investor work and went straight to just actually designing and making the product. And so instead of raising money, I went to PowerPoint, which at the time is all I knew, to like design the labels, printed them, went to my parents' house in their kitchen and started formulating.”
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
“Was 2012 a little bit of context. I was in Chicago. The startup scene was emerging and it was sort of like default was like you have an idea. You have to go raise money. And so my dad's more of an old school guy. He's like real business fundamentals. And I remember putting it together a deck, had this idea. And I remember asking him, like, do you know any rich people that would be interested in investing? He said to me, You know, Peter, you really need to like shut the fuck up and just try to sell a thousand bars. Left it at that. It's obviously called it or direct or vulgar or whatever, but in that messaging was like really just make the product, focus on what's important. And it was a message of prioritization. And so instead of spending my time having lunches or whatever with high status people, really and using that time to do 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