Ted Glasnow

Our argument is that fermentation has been around for centuries, that's where beer and wine and bread come from. But there is something about the fact that, on our label, we're called “a nutritional fungi protein.” 

Michael Porter...found that there are only tow paths to winning a market.

1. Operational effectiveness : Performing activities better than rivals 2. Differentiating: Performing activities differently, or performing different activities, thanrivals

1) Start negotiations early 2) Mine for intel during interviews 3) Don’t give in to the pressure 4) Skip past recruiters at FAANG 5) Read between the lines 6) Learn the startup playbook 7) Win hearts and minds 8) Get relevant data 9) Compare offers thoroughly 10) Advocate for yourself

Type of company: Marketplaces and platforms; Most common North Star Metric: Consumption growth

‍Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.