From Rock Bottom to 2 Exits and a New Brand Built on Discipline | Ep. 392 with Michael Chernow Founder of Kreatures of Habit
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How did Michael Chernow's journey begin at Expo West?
So Michael, it was such a great experience running into you and meeting at Expo West. And you said some things to me that stuck with me. I think every entrepreneur at some point will probably have to deal with. You've had success. You exited multiple companies. Yet you said you were humble enough to go back to the streets to grinding. You had these bars. You were carrying these bars that you make your company and you were handing them out to people. And I think there's something so not only humble, but there's something so driven in you that must have made you say, like, I need to do this. What was that?
Human beings connecting with humans at scale is my inherent passion. superpower. It's what I love to do. I love engaging with humans. And it's and I think, you know, at the end of the day, right, I do believe that I'm a salesperson, you know, at heart. And so for me, engaging in a conversation with somebody is what ultimately is going to A, fill my cup, but B, give them the best version of whatever it is you're trying to do.
What lessons did Michael learn from addiction and recovery?
Pedal. And right now, I have a company called Creatures of Habit. We make this high-protein overnight oatmeal. We make a sleep support. But the most recent product that we put on the map is the Daily Bar, which is our protein bar. And so with the other two products, it's hard for me to just hand out samples because you got to make them. With this one, I can hand you something, you open it up, you try it, and I have a story behind it. And so I just think like one of the hardest things, one of the best forms of marketing, or if not the best form of marketing is word of mouth. And when I can be the guy that you received the daily bar from first, the founder, and I tell you the story right then and there, like for you, I handed you the bar and you had a camera crew with you immediately, you turned on the camera, right?
Like, It's just that I believe that to be the great, and I also love it. Like, I love doing that. Like, if that's all I could do, I would. I would stand at events and just hand bars out and get to meet people. You know, I think that that is kind of what really does fill me up and drive me.
Back in the day, I used to work for trade shows. They would hire me to put on the booths, and we'd have to do that. And I'll never forget, we did this with Tropicana, and I had the megaphone. We did it at Costco's, at road shows. Have you ever seen those crazy people? It is really exhilarating, and it's not for everyone, for sure. It's definitely exhausting, but I love it. You have a great personality. You were telling me about the time when you hit rock bottom. Like this was like rock bottom. You might not even survive. What did you learn from that moment that's carried over to business?
Great, great question. There's only one thing we have to do perfectly in life. Only one. And that's get back up. It's the only thing you got to do. Right. Like life is going to throw curveballs. You're going to strike out a bunch of times. you're gonna lose the fight, you're gonna not hit the sales, you are going to not raise the money, you're gonna open a business, you're gonna close a business. The only thing that I have found for me in my life was to be successful every time is just to get back up on my feet and you know I had a drug addiction for 11 years of my life from 12 to 24 almost just before my 24th birthday and it it almost took my life and I got really lucky that it didn't and then two weeks later I asked for help and that was the arguably the best day of my life when I was when I was willing to just
Stand up on my two feet and say I need help and ever since that day I've understood that it's never too late It's never too late Impossible is not a word that I give much energy towards, you know, and outside of the NBA, like I won't I'll never play in the NBA. I'm five foot eight and I'm 45 years old. So like I've tossed that out. But, you know, like I really do believe that the only thing that we have to do perfectly is get back up. And it's and it's shown to be accurate throughout my journey.
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