Dr. James Doty

And I had an idea and a vision for a revenue number for my head of sales. I went to him, this guy's got 40 years experience. I said, hey, I think we can get, whatever it was, 100 products into Whole Foods. This was right when we first got into Whole Foods. 100 SKUs? 100 SKUs. Holy cow. We had 100. I said, I think we can get all 100.

And I had an idea and a vision for a revenue number for my head of sales. I went to him, this guy's got 40 years experience. I said, hey, I think we can get, whatever it was, 100 products into Whole Foods. This was right when we first got into Whole Foods. 100 SKUs? 100 SKUs. Holy cow. We had 100. I said, I think we can get all 100.

Today we have about 300, but I said we can get all 100 into Whole Foods. And he looked at me, he started laughing. He's like, 40 years experience. I said, we need to aim for two this year to get into Whole Foods. And that's how it works. And we can get to four next year, whatever. That's a limiting belief, though.

Today we have about 300, but I said we can get all 100 into Whole Foods. And he looked at me, he started laughing. He's like, 40 years experience. I said, we need to aim for two this year to get into Whole Foods. And that's how it works. And we can get to four next year, whatever. That's a limiting belief, though.

Based on statistics and history, which is what most people use to form their belief systems. Most people aren't going to Mars also based on history. Exactly. The people who are changing this world are people who are not looking at history as a way to forge their belief systems. They're looking at something bigger, more divine, which is endless.

Based on statistics and history, which is what most people use to form their belief systems. Most people aren't going to Mars also based on history. Exactly. The people who are changing this world are people who are not looking at history as a way to forge their belief systems. They're looking at something bigger, more divine, which is endless.

And they're drawing these belief systems from a higher place. So I said, look, you have the experience, I don't. But as a founder, You know, in the last eight years, we've been doing this together. As a founder, I do get ideas and thankfully, you know, we do control this company. So I want you to really be open to this idea. And we had this back and forth to know it's impossible.

And they're drawing these belief systems from a higher place. So I said, look, you have the experience, I don't. But as a founder, You know, in the last eight years, we've been doing this together. As a founder, I do get ideas and thankfully, you know, we do control this company. So I want you to really be open to this idea. And we had this back and forth to know it's impossible.

I said, I said to him, I said, listen, I want you just to be open to it. He's like, OK, we'll be open to it. Something happened on a call at Whole Foods, and they said one of their brands wasn't doing well. Manufacturing started to malfunction, and a whole shelf became open. Lo and behold, that year, I think we got 75 products. Wow. Never happened before in the history of Whole Foods.

I said, I said to him, I said, listen, I want you just to be open to it. He's like, OK, we'll be open to it. Something happened on a call at Whole Foods, and they said one of their brands wasn't doing well. Manufacturing started to malfunction, and a whole shelf became open. Lo and behold, that year, I think we got 75 products. Wow. Never happened before in the history of Whole Foods.

We shot up to be one of their number one brands. And I think today, we're at almost 120 or 130, somewhere up there. And this all happened in one year. And every year I go back to the team and I say, guys, and this happens in every department. Remember what we thought could happen. Remember what we saw visually. And if we saw it and we feel it, it means it exists and we have to be open to it.

We shot up to be one of their number one brands. And I think today, we're at almost 120 or 130, somewhere up there. And this all happened in one year. And every year I go back to the team and I say, guys, and this happens in every department. Remember what we thought could happen. Remember what we saw visually. And if we saw it and we feel it, it means it exists and we have to be open to it.

At the very minimum, I need you to be open to it.

At the very minimum, I need you to be open to it.

In a world of possibilities, if it was possible for us to get 100 SKUs in Whole Foods, what would need to happen? You just opened up their mind to bypass their old limited belief system. That's a great way of framing it. Yeah, yeah. I love that. I love that.

In a world of possibilities, if it was possible for us to get 100 SKUs in Whole Foods, what would need to happen? You just opened up their mind to bypass their old limited belief system. That's a great way of framing it. Yeah, yeah. I love that. I love that.

Yeah.

Yeah.

So I made all this money in the stock market early on because I had a lot of desire, a lot of energy. I just didn't know where to put it. And so I started to trade and it started to do really well. But that's when my life started to get out of control as a teenager. And I became a gambler. I started to... Really? Oh, yeah. I started playing poker eight hours a day. Oh, man. I did that back in...

So I made all this money in the stock market early on because I had a lot of desire, a lot of energy. I just didn't know where to put it. And so I started to trade and it started to do really well. But that's when my life started to get out of control as a teenager. And I became a gambler. I started to... Really? Oh, yeah. I started playing poker eight hours a day. Oh, man. I did that back in...