New Episode LIVE: The Rise of Ketone IQ with Michael Brandt 🧠⚡
 How do you create an entirely new energy category, hit mid-eight figures in revenue, and reach a $110M valuation—all while educating consumers on an ingredient they’ve never heard of? Host Daniel Scharff sits down with Michael Brandt, founder and CEO of Ketone IQ, to break down one of the most ambitious category creation stories in modern CPG.
 Michael explains what ketones actually are (your body’s natural brain fuel), why they’re different from caffeine, and how he went from competitive marathon runner to bottling peak mental performance. He shares the unglamorous realities: early shots that cost $30 each, securing Department of Defense contracts, and building a D2C “nuclear furnace” before landing in Target, Sprouts, and Vitamin Shoppe. Key takeaways: 
🧠 What ketones are: your brain’s preferred energy source during fasting, keto, or intense exercise 
🧠 Category creation playbook: starting D2C-first for rich educat...