Catharine Arnston

that we run on our website, Instagram, everywhere.

One minute, maybe a couple or a minute and a half on algae for brain health, algae for gut health.

You have to think, I have 15 years of research and I was creating one minute videos because I had to, I don't want to say dumb them down, but I had to neutralize them so they would be impactful for someone who didn't want that much science.

So A, it's learning how to hire people

in these areas that will address consumer.

We started doing retargeting and we'd never done any advertising for the 13 of the 15 years, no advertising ever.

But I got the word out about my products and what it did through podcasts.

I've been on 350 podcasts, maybe 400 by now.

So that was how we generally built the awareness on the science.

But to get it to the larger group, we had to trim down the science, hire people that had more of a consumer marketing approach, do consumer events, make it more playful.

Consumers want things to be playful.

fun, playful, beautiful graphics.

Science-based people want stuff to be really serious and very detailed.

So they're completely opposite.

So you have to observe where you are on that growth plane and start creating new content for the new audience.

Being aware it's going to take you a while.

I mean, I have some videos of those little one minute videos on TikTok that

have 3 million views.

So somebody seems to be connecting with it.

But it takes longer when you're doing consumer because now you may not be a need to have like you are for your early adopters.