How Courtney Built A 7-Figure Brand BEFORE Making a Single Sale on Amazon #TheOnePercent

If you're doubting yourself, it's because you're trying to think that you're trying to make, you're making this way more complex than it needs to be.

That's right.

So choose one thing to do. And this goes with dieting, it goes with fitness, it goes with anything. Choose one thing to do and master that first and then you'll get confident. Right. Like when I, the six months when I went to every food show, I only found one ingredient really per show, but every ingredient that came, it fit in that puzzle. And finally at the end, that puzzle is complete. And I think that's how entrepreneurship and that journey happens. It's slowly building your confidence. You're never going to be super confident in one day or one week. It's just completely unrealistic.

It takes one free person to create change. This is the show for them. We are the creators of the free world. This is capitalism.com and we are the 1%.

Hey, capitalists. I'm Ryan. Danny Moran. This is is Courtney Lee. And this is Wine with Wyan. This is our series that we do inside the 1% where we talk with community members who are building exciting businesses or following cool investment strategies and are just creating change in the world. We do this live inside of the 1%. If you want to join us, live and participate in the community, you can join. You can test drive it for a dollar for 30 days over@capitalism.com. so capitalism.com join. And this is a community of entrepreneurs who are creating change in the world. They're building businesses, they're creating products, they're starting new side hustles, they're investing the profits. You're about to hear Courtney's story how she went from literally working in her parents pool house, right.

400 square foot pool house, and sending things in a Ziploc bag, and now.

Runs a really, really successful business that we're hoping to fund here@capitalism.com so this is just an amazing case story of a really rags to riches story that I hope really inspires you. And when you're ready to join the community, we would love to have you. Until then, enjoy this episode of Wine with Wine. What's up, one percenters? Welcome to Wine with Wine. Courtney Lee. Yes, welcome.

Thank you.

If you have not met Courtney yet, she's on the COVID of this month's newsletter for the 1%, which we told her story about. Primal. Do you call it primal coffee creamers or just primal?

It's primal.

That's, that's, that's a Good decision because she brought over her second. Is it going to be your second product?

No, it was just. It could be my second.

I think it needs to be your second product.

Would you do me a favor and.

Grab her second product that is laying around and we're going to. Yes.

I've got to show you Courtney's second product. It absolutely floored me. I just love that Sean and his capitalist pig suit is. Thank you very much, capitalist pig. So would you give. For those who haven't read the article in the newsletter or haven't heard us talk about you, would you give a little bit of background on Primal and how you started the business?

Yeah.

And actually the context here, 1 percenters. I know that. I know that some of you kind of get all in your head about what should my next product be or what should my first product be, or what should my brand be or what the hell should I do with my life? And Courtney's approach to how she started Primal, which is one of my favorite companies right now. I tell people that my favorite snack is taking her birthday cake flavored coffee creamer and putting it in plain Greek yogurt, and it's out of this world. My favorite snack right now. So how did you come up with the first iteration of Primal?

Yeah, so what all started was a few Years ago, about five years ago, my dad was diagnosed with type 2 diabetes. Type 2 diabetes runs in our family genetically. And it was at that moment when he told me that he needs to watch what he eats because he has type 2. It really just dawned on my family. And I said, guys, we need to look at what we're eating and how we're eating and start being more mindful and. And my dad was able to swap out most things except the coffee and coffee for us, we don't look at coffee as a caffeine kick or like, what makes us the jolt to start the day. It's a ritual and it's a family thing. It's a really emotional connection. So to tell someone you can't have this cup of coffee that you feel so emotionally connected to anymore, that's really tough.

And it's really big in your family, too.

It's huge in our family because every morning just growing up, it was the smell of coffee, the coffee, it's so nostalgic. And, you know, I would go grab the newspaper and my dad would. And my mom would make each other a cup of coffee. Like, that's how we started our day together. So something so sentimental and again, nostalgic. You can't just take that away from.

Something and then your dad is told, you need to cut out sugar.

Yeah, well, I said, dad, you need to stop. And so I tried to buy him, like, the healthy natural coconut milk, almond milk, all these, quote, promising good creamers, but they really don't taste good. My dad, he tried it, he's like, this tastes like shit. And if this is what my life is gonna be like, I'd rather drink coffee. So I obviously didn't want my dad to drink that stuff. And so I took it upon myself to go, well, if no one had of products that could taste amazing, just like the old stuff, but have a nutritional profile that I felt comfortable with him drinking on a daily basis, that I would create it. And so that's what kind of set me on this journey of creating Primal. It took me almost two years to get the formula. And this is year two. I'm just past a little bit of year two of business.

So you've been in business two years. And what's really interesting about your story, first of all, you start with a problem, right? You developed the solution to the problem. You had. No. You'd never done this business before, right?

Never.

You had never built a. Any products brand, much less a food brand?

No.

So you go about just, what, knocking on doors saying, can you make this?

So when I first started, I did what most people would do is they looked for a food scientist or some kind of food company to produce the product. And I found a team of food scientists who were amazing to work with. But at the end of a year of going back and forth of me sitting just. I'm a sitting duck, and I tell them, just waiting for someone, just waiting.

For someone to do something, right?

And then it never panned out. It was never amazing. It was, this is. And my dad said, baby, if you weren't my daughter, I would never drink this. And it was, I'm not going to create this product and go all in. If my parents, who. I'm creating this for my favorite flavor.

Right now, we just manifested. We just hold this up. So this is your pumpkin spice. And so this is like your seasonal flavor?

Yeah, this is a seasonal flavor.

What flavors do you have at this point?

So right now I have eight flavors, but I'm launching a really secret, exciting flavor. Launching next month.

A secret, exciting flavor?

Yeah. Okay. It's the secret or like the tip, is that it's a party and it's fun and it happens in February. Can you think of a big party that happens In February.

Mardi Gras. No, Come on. Party. A February party.

Yep. Mardi Gras. So.

Oh, oh.

So it's a Mardi Gras flavor. And the packaging is everything all festive and fun. And for me, so what it comes down to is the reason why I'm different and my product is, I think, unique, is because I actually have so much fun with the. I let people have fun with their morning, and it's so healthy and it keeps them. Helps them lose weight. I have a lot of customers who have lost. One message me says, she's lost 45 pounds and you don't even feel like it. And so the whole purpose. My dad would never switch to something if he didn't feel like it was enjoyable and good. It can't just be healthy.

There's a part of your story where you calculated how much sugar your dad was drinking in the morning, and then you're like, I need to do something with it.

So it was actually my mom, because my mom does like the mommy mug, which is like an 18 ounce mug. But I just told her one day, like, mom, can you just pour? Just do a normal pour? And I said, how much do you think this is? And she was like, maybe three. Three tablespoons or three, three servings. Ended up being 11.

11.

So it was almost 600 calories. Completely from sugar, mind you. Coffee is 100% sugar. So that for her, that was the moment when she goes, you're right, baby. We need to do something, because I can't.

Okay, so your dad is like, I love you, but I wouldn't eat this. So then when did it click?

So basically, like I was saying, I was, wait, I was just sitting on the West Coast. My food scientists were the East Coast. Maybe once a month, they would mail me a product. And I was so embarrassed because people would ask me, what does it says? And I'm like, I don't know. I'm waiting.

I know a lot of people struggle with this idea of, like, they have their idea, they're getting it manufactured. That is the longest period of your life ever. Because you feel like you're making no progress when you're just going through your head. And so you experience some of that.

Yes, yes.

For how long?

So for the entire year. And then my parents, they got to a point where my parents said, baby, you've been working on this and you've probably given a lot of effort, but you should probably go get a real job. Because I quit everything. And I was living at home and my parents are so great. They let me move in, but then I was kind of that I was a 25 year old living at home.

Wait, Oh, I did not know this. Okay, so, yeah. So you quit your job before there was revenue.

Yeah.

Moved back in with your parents.

Yeah.

Went all in on this thing and for a year ate shit.

Yeah.

For a year you're like, no, I'm gonna do it. No, I'm gonna do it. No, I'm gonna do it.

Yeah.

And the difference, Nothing's happening. I'm getting programs. I don't even like my product.

Yeah. And so to the point again, my parents are so supportive, but they said, you should go get a real job again. And I said that. That's when it like hit me. I said, I need to make a decision for myself. Because up until this point, I was waiting for someone else to do the work for me. That's what I realized. The only way I'm going to make things happen is if I sit in the driver's seat. So I said, I told my parents, give me six months. In six months, if nothing changes, I will get a job. I will apply for everything. But if it succeeds, amazing. So I signed up for every food science or food technology trade show that I could find and I drove.

Did you go to fancy food expo?

I did.

Okay, that's a good one.

Like supply side west. Ift like there's all these things and I legit just, I just walked the floor and I, all I had was like an idea and I just talked to every single supplier that remotely was like an ingredient. Like, hi, this is what I'm trying to make. Can you help me and can you talk? And I think for a lot of these suppliers too, by the way, I still use pretty much everyone that I spoke to at these trade shows because. And they were with me from the beginning. So one thing I would, you know, if I was to tell any kind of consumer product goods entrepreneurs, invest your time in your supply chain. Don't go for the easiest because there's going to be a lot of people who are going to throw. Oh, I can make that for you. Or I've got this ingredient. Yeah. There's 100 different types of grades of stevia, 100 different types of grades of vanilla. So you should be choosy and you should take your time. Don't rush for the easiest. And the first, the first person who wants to date you, don't go for them.

So I just have to point this out because I know that so many of you are sitting There going, either you're like waiting for the perfect product or you know what you want to do, but it's happening slower than you want to do. Courtney sat there in her parents house for a year all up in her head about what am I going to do? Until finally she's like, I'll walk the floor. I'll walk the floor of a trade show until I will find the formula that I like.

Exactly. And what you realize, and I think what you guys Talk about in capitalism.com community is you're not alone. You're not the only person working on something or there's a lot of people out there who are willing to help. So I went to like let's say one coconut oil powder supplier and this and I told them my idea. Then they go, oh, you're looking, you might want this. And they'll connect me to their referral, like their referral. So if they're a good company, they only play with other A player suppliers. And so that's kind of really how my supply chain came together.

Yeah, I just love this.

Thanks. But yeah, I think what, what it comes down to is I was all in my head thinking this is not working. But it was because I wasn't working. I wasn't out there putting it together. And now I'm so hands deep and dirty in every part of the business. But that's what I think has allowed me to grow, is because I own and I know every person on a first name and a text basis and I could call them like, why isn't this here? But they know me and they've been with me for two years and that.

Would never happen if you didn't really believe in what you were doing 100%.

I worked so hard to earn those, to earn their trust and for them to, you know, for us to build this relationship.

Now I know one of the things really interesting about your story that's different than a lot of people who are in the capitalism.com community is you did not start with Amazon.

No.

How did you start?

So I started just like this with Ziploc baggies.

Up until after that, six months. So by the way, obviously, spoiler alert, I solved the formula I figured out and I got an MVP by the end of six months, so I didn't have to go and apply for jobs, which was amazing. And so at that point though, I still remember the day when my dad took the first sip and he goes, oh my God, this is it. And it was just like we were crying and I was so Happy that I figured it out and that they were happy.

And so do you remember what date that was? Or.

I don't remember the date, but I can, like, see in my mind, I can see us standing. He's standing right by the coffee maker in the kitchen. Like, I know exactly the position. But at that point, though, so we were like, okay, so this, you know, other people. This could be something. But up until that point, I was so embarrassed to tell anyone about my product that no one knew really what I was working on. And so I was just on the Instagram, like, rabbit hole one day, and I saw a woman post. It was a picture of the so delicious coconut milk creamer. And she said, you know, try this for the first time because she was trying to lose weight for a wedding. She said this was disgusting. It just watered my coffee down. If anyone has recommendations, please let me know. And I kid you not, it was the universe aligning, it rewarded. I think the universe rewards, right? The universe will give when you put forth the effort. And so at that point, I go, oh, my God, this could be my first person. I DM'd her on Instagram. I said, hi, my name is Courtney. I'm a young food entrepreneur, and I just created something that I think could be a solution to your problem. Can I send you a free sample? And of course she said yes. A few days later, like, maybe five days later, I woke up on my phone, had like, oh, before you tell.

Us, did you send it in a white baggie?

Yes, I sent it in the black baggie.

And you sent white powder in the mail to someone and said, here, eat this.

So I really didn't even think about it. But that tells you how committed and how passionate you have.

No excuses. Like, all of you who are like, I don't have enough money. She's living with her parents.

I sent it in a Ziploc bag.

I don't have a good product. She iterated a bunch of different type a bunch of different products. Yeah, well, my packaging sucks. She sent white powder in a baggie in the mail and said, ingest this.

And I printed out. I made some, like, mock up on, like, Microsoft Word. And I just printed on, like, computer paper some marketing material. And I included that in there. And yeah, so. And I wrote. But I hand wrote something. I wrote her out a note. And five days later, I woke up, my phone had, like, a few notifications on my primal account, which I hadn't done anything. I was like, this is weird. I open up, it turns out Kelly had Posted, and it was an essay. Raving about the product, raving about how I'm a young food entrepreneur and how if anyone's even thinking about considering changing their creamer, they should. They should DM me. And so that point, I was like, I got, you know, five of her friends, and then when they were post about it, then five of their friends. And literally that's how it grew. It was completely organic.

Listen, so I'm sorry to interrupt.

Yeah, it's okay.

Listen, those of you who have gone through the Million Dollar Brands program, which is free, there's a. There's a session in there that is about going in on 10 people in your network who represent your brand. Did this Kelly individual have a big following?

Not. She probably had like 500 people, right?

And then five of her friends also had 500 followers or whatever it was, but they were all passionate about it. Now you're in front of 2,500 people who are like, my friend endorsed this thing. Like, that was how Courtney's brand launched. It was by finding those five. Not even micro influencers. They're not even influencers. They're just people that meet your demographic. So many of you are looking for the perfect product, and you ignore the perfect person. Who's the person? There's an entire module in Million Dollar brands is about how to contact those people and to get them to talk about you, which is exactly what Courtney did to launch this business. And I think you just crossed seven figures correct.

No, not. I'd almost. I just almost hit it. But for viewers.

You mean in run rate? Right. But you've done seven figures in sales just recently, right?

Oh, yeah.

Oh, yeah.

Cheers to that. Cheers to that. So, Courtney, you send white powder in the mail and say, hey, put this in your body. Everything will be fine.

Trust me.

And then these women start talking about the brand, and then what? Sales start to come in.

So I was mailing everything for free because I was so excited.

People were. You were mailing everything for free? You didn't even have a checkout yet?

No, it was literally just people DM me. And that was the transaction site, just on DMs. And so it got to a point where maybe like 30 times I had sent out to people, and I was like, I need to start charging because I had no money, and I was already, like, out. And so my parents were helping me pay for this because they were excited, too. But then I figured, okay, I need to do something. So I said, I take Venmo or here's my paypal And I said, you know, it was 299. 299.

And they got the right funnel. What's the right sales page? Courtney's taking orders on Venmo.

Yeah, Venmo and PayPal. I created a PayPal link, and that's how it grew. And then finally it was to a point where, like I said, I need a website. So I looked up what's the easiest one. At that time, it was Squarespace, whipped it up, and that was September of 2017.

And then has it mostly grown through word of mouth since then?

Yep. I didn't start doing paid, like, digital marketing like Instagram and Facebook ads until end of July of 2019. So for a year and a half, it grew completely just from total organic.

It's amazing. Mostly social media, you posting, some other people posting about you, and now you've run some ads. What type of ads are you running?

Honestly, it's just I have such a. In ads is such a weird thing for me because I hate how most companies do ads, and I feel like.

Most companies are terrible.

Yeah. And I just. It's not authentic and genuine to me. So if I run an ad, it's on a post that I did showing, here's a tip on how to use it. Or like, how are you even looking? Like, what do you need help with? I hear a lot of, here's two. Two reasons why people are looking at my product. Which one do you fit in? And, like, that's the video. That's the kind of content piece that goes out because people are just wanting to ingest and look. And they're lurker. They're lurkers right now. And so for me, it's more of time. It's. This is welcoming. I'm here to help you, not to sell to you. So regardless of whether you buy from me or not, I will. Like, I spent 45 minutes on Facebook messenger with a woman this morning just helping her customer, like, helping her figure out how this will work into her day. And she turned it the end of it. She's like, I'm so pumped. I love Primal. You're the best. And I think that's what helped me grow. And that's the differentiation point. It's not about tactics. It's be a human. Because every brand is pushing this. You know, they're pushing the same minimalistic and professional and polished look. And they just want to talk to someone. Like, talk to me about my life and my health, because I need them.

Basically, what I just heard you say was that most brands are focused on looking like a brand rather than serving people 100%. And you flipped it. I'm just gonna serve people.

I'm just here to help you. I'm not here to sell to you. If you want to buy from me, totally cool. If you don't, or, like, great. If you don't. No.

No problem, dude. I just. I'm so happy to hear you say that, because that's when I know an entrepreneur gets it.

Yeah.

When they're like, I. I am all in on my people, and if they buy, awesome.

Yeah.

And if not, I hope they find another solution. That's when you are actually operating from a place of service.

I will recommend other company, other creamer companies. If they're giving me. I'm like, what are you looking for? What are you currently using? And then if the end is, I tell them, I don't think this is the right fit, but here's Nut pods or Calafia. Like, I give them options because the right people will come to me and stay with me.

Now, here's how I. Here's when I knew that Courtney was going to kill it. When I had the coffee creamer, and it was great. And then my brain went, how else could I use this? And I put it in Greek yogurt, and it was freaking amazing. And then today, she shows up at my house with what I hope is product number two, and she's like, oh, I just whipped this up.

Just whipped up this product.

And it was basically. You took a variation of the candied.

Yep. It's candied nuts. So candied pecans. Like, I love going to football games. One of the things that we always ate growing up was the candied almonds at USC stadium. And these taste even better. And they're totally zero. Zero sugar. Made from Primal. Yep.

You basically took this.

And, like, sauteed or whatever you call it.

Yeah, I use. So my sweetener blend. My sweetener blend is a blend of monk fruit, chicory root, stevia, and erythritol. So they're all, like, the natural. Zero calories, zero insulin spiking. And so that's the sweetener that I use in place of sugar to candy the nuts. And then while it's still wet, I coat it in the primal. So that's how you get the flavor and just a whole nother.

I seriously hope that you release this as a product. So, Courtney, you. I think we got connected because you joined the Facebook group and started posting about your product.

Yeah, well, I just did my one Introduction post. And, like, I didn't think. I just wanted to say hi. And it ended up getting a lot of people commenting.

How did you discover the community? How did you discover our work?

God, I wish I knew. Maybe I got one of your ads or maybe, like, just I saw your content through something. I don't know, but I just really resonated with what you were saying. And then I went down the rabbit hole of going through your page and like, oh, what is he doing? Oh, katplus.com. what is that? I really just started seeing that there was a lot of shared values and shared connections of things.

Cool. So you make one post in the group and you start getting a lot of interactions. What kind of interactions?

Yeah, well, I mean, it was people just saying how. How excited they are for me and how, you know, if I. If you need any help, let me know. Or just them asking me, like, oh, I'm just starting out. What do you recommend? Like, there's just a lot of different kinds of stages of people, like, in their life, and. But the McComb denominator was everyone was just really happy and, like, really nice. So. Yeah. Which is. It's all I ask for people just.

Bunch of nice capitalists. I don't understand why these capitalists are so nice. What do they want?

Well, it's a bunch of people just trying to take. Just trying to be in the driver's seat of their life.

You've done absolutely phenomenal work. I'm so excited to be a part of your journey. Is it okay if I just leak some of our conversations? So Courtney and I are. Nothing's official. We're still in the dating phase, if you will, but I've expressed interest in investing in Courtney's company. She's. She's expressed interest in accepting my dollars to put in to work in her company and. Where's Sam? Hey, Sam. He's at the hotel. Will you. Will you come here? Oh, he's here. Yeah, he's here in the room.

Texted me.

So.

So. So, Sam, I need you. I need you to just make sure that I don't say anything legally reprehensible, reasonable. Can I have some nuts while I'm here? Yeah, you can have. You can have all kinds of nuts. Okay. All right. So. So Sam and I are partnering on the capitalism.com fund, and we don't have. We have all. We have a lot of things buttoned up, but still a few legal structures need to be put in place. So edit me before I say anything that will get me in legal trouble. Carry on. Are you ready? Yes. Okay. So I've expressed interest in the fund investing in Courtney. Courtney has expressed interest in accepting those dollars. We both completely believe in what Courtney is doing and in Courtney as a human being and in Courtney as an entrepreneur and as Courtney as a visionary and as Courtney as a content creator who is powerful at impacting people's lives and amazing at branding and product creation and could use some help on the marketing side because she would really like to just be focusing on serving more people and taking some risk off the table to be able to go all in on people even more. So you don't have that monkey brain going like, well, what about money? Well, what about money? Well, what about money? So that she can even more relentlessly develop products and go all in on her people. Because I think that what she's doing is something unique and very, very special. Did I say anything? You're a golden. I love it. Okay. Am I allowed to give a pitch at this point? Yeah. Okay, so we're. This is like nothing exists right now. If you're an investor who has connections that might help food brands or that might help physical products brands, you can submit an inquiry for to Talk over@Capitalism.com fund.Capitalism.com fund. It just puts you on our radar that you might like to be a part of some physical product brands growth. Myel.

Good.

Did I say anything legal? I didn't say anything legally reprehensible. Okay, good. Sam, would you lean really close and awkwardly and tell people a little bit about what we're doing with the fund? Oh, really? We can all huddle here? Really awkwardly. I didn't get wine. What's it hold on a sec? Oh, yeah, you can. And then you can have the bottle.

So me.

We never talk finances unless we're slightly. Look, we take things really seriously here@capitalism.com and inside the fund. So.

You could do a lot of things with your life and career. What are we doing with the fund that gets you so excited? What gets me so excited is seriously, like, someone like Courtney, awesome business, awesome entrepreneur, like, seriously, just everything that kind of embodies what we want to do with the fund. And the thought is like, somebody who is willing to give up everything, move back with her parents, eat shit for a year and build a successful business. That's someone who I have no doubt is going to be successful completely regardless, with or without absolute help. With or without help. But the thing is, is how quickly can we go to that next level? And what I love about the Fund is it's going to empower entrepreneurs to be that best version, to be able to go in and stay in their zone of genius. It's going to take a lot of things off the plate form, bring in some capital, bring in some connections that I think are just going to get to that next level so fast. I can't wait. You get a lot of really good people together. Our investment, the investors who have already given self commitments like this is a dream team of investors who know what's going on. Like, we've got some really bright people who are wanting to be helping the businesses, who want to invest in the businesses. We got a lot of really talented people circle that browns. It's pretty cool. Yeah.

But I will say, can I say something on the brand's behalf, though, because I think you see a lot of people who take money out of desperation and at the wrong time. And I would say if you're looking for money, it's because you're already at that point where you know you're good. Like, things are great, but the money will just add fuel to the fire you've already built. They're not there to, like, start the fire for you. Because money doesn't solve things. You need to have things figured out.

It makes things go faster in the wrong direction already. It goes fast to the wrong direction. That's right. Money is fuel.

Right.

And the more money, the more that you will put towards good things and bad things. And if you have more bad things than good things, you go out of business faster if you raise money. So it exposes all of your cracks if it's the wrong time.

Right?

Yeah. Can we take a couple questions from the audience?

Yeah, take questions.

All right, cool. So if you would like to. I'm around if you need me. This is my serving room. So if you've got questions about product creation, branding going on, on influencers, audience, the stuff that we've talked about here with the lovely Courtney Lee tonight from Primal, post them in the comments and we would love to hang out. We might even call you if you want to just come live on wine with Lion. Hey, Inez Manziano, if you. So, yeah, if. If you want us to just answer it, post the question in the comments. If you want to chat on the phone and rap about something that's really, really keeping you stuck, leave your question and your phone number in the comments and. And we might just give you a rain. Courtney, you've got one product with eight different flavors. I hope this is another product. What else do you see in like the vision of Primal?

Yeah.

Well, you started with a pretty clear vision from day one, right?

Well, I think that vision's evolved and gotten actually even bigger because before I really was focused on just the creamers. That's a big mission and a big category. But now there's a lot more opportunities now that I've, I think feel it really come into the role, come into this like R and D phase. And I feel so confident in how I go about product creation and yet eventual, like in the long term, don't be surprised if you see a Primal Cafe. If you see a low carb, sugar free where everything. I want it to be like a Willy Wonka chocolate factory. You walk in and I'm not even talking about right now. There's a lot of hippie coffee shops like, oh, here's my maca hemp CBD oil healthy coffee. No, you're gonna walk in, you say, I want a birthday cake latte. And it happens to be 100% good for you. And clean. It's a normal coffee shop for normal for families, for people to come stay and hang out. I want to have baked like low carb baked goods. It's all like obviously stamped with the Primal, like my approval of product quality and ingredient integrity. But yeah, that's going to be their very long term future vision is I think there's a place and a need for coffee shops and cafes that are centered around normal products but that are actually having this kind of a health profile.

Would you call it Primal Coffee?

I have no idea. I don't know. Literally don't know that far.

So that's out here. What's on the product roadmap coming.

So should I say it? Okay.

If you're comfortable sharing it. Yeah.

Yeah. Well, okay, I'll go into some of it. So for one, the other amazing thing he alluded to the Greek yogurt, having that be so good mixing in. So Primal makes anything that's plain that you need. Like it makes anything creamier, sweeter and flavored. So the other thing that my grandparents and this is a really soft spot for me is like both my steps and my grandparents start their day with oatmeal. And before, you know, before it was the Quaker Oats, instant oats. And it's full of chemicals, it's full of sugar, preservatives, a bunch of shit. And Primal tastes absolutely incredible in plain oatmeal. So for me, I like it's a mission for me to take over that category too. Yeah. Because My grandma, who recently passed away, she did the pumpkin spice every day and oatmeal, and it was her favorite thing ever. So I really want to bring that out. Sorry.

It's a really big kind of part, and it's a product I have to come out with.

What is so beautiful about this is you have so much.

Family memory.

Yeah.

Associated with all these foods.

Right.

That, you know, weren't good for people.

Yeah.

And so you get to carry on the experience and make it healthy for the next generation of everybody, 100%.

And that's a generation that I want to take care of because I feel like everyone's marketing to the millennial, the Gen Z person, but who's talking to your grandma and your grandpa, who's taking care of them? And so for me, that's a big passion of mine to target that demographic because I think they're very underserved.

That's amazing.

Thank you.

You're special people. Courtney Lee.

Thank you all. Credit to my family, to my parents and my grandparents.

Just so you know, Patrick Fisher says Courtney is the future.

Thank you, Patrick.

Greg Johnson says, I wonder how Primal tastes in red wine.

Let's find out.

You can have fun with that one.

Amanda says it tastes really good in smoothies and protein shakes, by the way. So get plain protein powder and flavor it with Primal.

Amanda Alpine says, you're very inspiring. I would like to know, how is your dad now?

My dad is amazing. It's weird, my dad, if you looked at him, you wouldn't think he was type 2. But again, it's a genetic thing, and he's a doctor, so super high stress, very erratic eating schedule. But he, within the first month of using Primal, it lost about 10 pounds. And now he's just kept and maintained about a 20. A little over 20 pound loss without even trying. Literally just switching. Switching one thing, switching one thing, because think about how many. If you took away 600 calories of pure sugar away from your morning every day, you would lose the weight. Same with Pop. Right. You just take out that one thing, you'll see a difference. And so it's that momentum, and that's what Primal stands for. It's just these are just tools to help you along the journey. It's not going to be the silver bullet, but if you choose Primal, it means you'll kind of start choosing other things that are aligned with Primal. And you see that little progress, and it's going to make you feel good. The best thing is he goes, hey, the nurses at the hospital said that I was looking good, so I was lost weight.

So, yeah, like, those little things.

Courtney or drunk.

I'm emotional and drunk.

And Amanda would also like to know, how did you keep your passion in that six months when you felt like nothing was happening?

Oh, well. So it was more of the year that I felt like nothing was happening. The six months, it was kind of like what I just said. Every little. Every food show, I found one ingredient. I was like, this is great. And it's just the patient and kind of researching. And every. Every food show, I came with a little bit more knowledge. And I actually felt pretty good that six months because I felt like I was learning and I was engaging, getting my hands dirty the whole year. My hands were not dirty. I was a sitting duck. And I was. It was a struggle. But I think the reason why I kept my passion is because I. I love my parents so much. And like, that love, it's like a mother's love, right? But I think when you're really close to your parents, you have that same love and determination. And I knew that even beyond my parents, I knew this was a big problem, and if I could solve it, this is gonna help a lot of people. So I really wanted to help as many people as possible. And this tool, like this one product, was a very fun and nice way that ideally, I'd like to help people.

Beautiful. You know, a really interesting question was posted by Joseph, who is trying to wrap his brain around the fact that you got organic and consistent sales without pushing buttons or driving a lot of. Of paid media. So would you just clarify? Did you just get consistent sales from talking about it and other people talking about it without doing any weird ninja shit?

Yeah. Yeah, I genuinely did. I mean, and by consistent sales, early on, it's like, okay, I would get two people messaging me a day, but then that multiplied over time, like, to five people, to 10 people, to the point where I was like, all right, I need to build a website or I need to charge 299 to ship the post office. 100% knew me. I would carry products in, like, a big trash bag and, like, hand it over to them. But no, I think the reason why to two big things, one we touched on earlier is that if you show. If you show your face. I know a lot of people don't want to be the face of their brand, but I feel like that's been one of the biggest reasons why prima is this even. Because I love. I love people. I love meeting people. I love hearing their story. I have that Patience and willingness to learn.

Authentic to you. Yeah, right.

Yeah, that's authentic to me. So I want to talk to you. I want to be face to face. And I think having that conversation and building a. Building rapport and relationship first, and you earn their trust, and then the sales just flow. And it's. You know, women love. Just people in general love to talk about people that they like, products that they love. So if you create a great product and you're a good human being, they're going to. They're going to want to share and help you.

They especially want to talk about people and brands that genuinely care about them.

Right.

Or genuinely make an impact in their lives.

Right.

Like, please, please get that. Like, we were talking with somebody today. We're doing one of our backroom intensives right now, where a few of the backroom members fly in and we just go into the more nitty gritty of their business. And one of. One of them was talking about how when he started caring a little bit about his customers, they started buying more products. Because.

Funny how that works.

He listened to them and started developing products specific to them. He actually used the phrase. He was like, yeah, that worked. I was like, all right, you saying that worked still supposes that you were more care. You cared more about what you got out of it rather than what you gave. Imagine what's going to happen when you stop caring about what you get and you go all in on creating something for your people and your customers. And he was like, oh, yeah, I can see how that would work. And you're like the opposite. You're like, I only care about my people. I. It's almost like you see everyone as your dad.

Yeah.

Giving them the exact same shift, and you're just out there innovating and creating exactly for that.

Because I listen, I figure out what they would want. And when I create things, I'm like, I know that they're gonna love this because they're gonna want it. And that's why my posts, like, went ballistic. Like, so many saves and shares, because these are things that they love and they would want. And I would only know that if I was directly facing with them. And I think one of the things, if I was to tell you one of the first jobs that most people hire for as they're growing is here's my social media person or a community manager, and then the entrepreneur never even. You're so far removed from it. And the thing that I've kept, I still run the Instagram and Facebook. I do everything and that keeps me in check with people. I think, again, it helps people see that I'm there for them. I'm not here just to. All right, cool, let me, let me go like jet set away while my community manager does everything. Like, that's not the case. And so that is one of the most valuable things, even support. I still jump. I still am all in support sometimes too. Trying to change that, obviously. But to an extent, some of the things like the surprise and response that they get when I DM them, they go, oh my God, this is. This really Courtney. I'm like, yeah, it's really me. I used to send. I'll do video messages too, because they just want to see that this is.

Truly like, then blows them away.

It blows.

And then they're fans for life.

And that's why you stand out. That's why I stand out. Because these bigger companies, it takes a lot of time. I would hand write to the best. I would as many on the. It started out with, I would write notes, a glow card, insert every order. Then I was like, all right, that's too much to do paper. So I just wrote on the bag itself. And then like, but those little personal touches, they know it's from me. And I think they see you as not just a business I buy from, but a person I care about. And I love your business.

That's right. So would you. Have you had any larger influencers pick up your stuff and talk about you, or has it been all micro?

It's all been micro. I, I've been, I've been very wary of going the whole macro or bigger influencers.

Well, there's a difference between sponsoring a big page to talk about you and someone naturally, organically picked it up.

I've had people with, you know, 30,000, 50,000 followers find it and post about it. But I mean, it wasn't like a relationship or sponsor, but they definitely did in their Instagram story.

They organically picked it up and said, I like this. Yeah. Yeah. So all of you who are wondering about how do you hack micro influencers or how do I incentivize influencers to talk about me, have a great product and give a crap. Yeah, that's how.

And if you. And. And if you can be forward facing, at least for the beginning part, because then it doesn't feel like, who am I talking to? I'm talking to X brand.

Just so you know, Kizzy, you just commented that you just convinced me to stay the face of my brand.

Do it, do it. I still am if you look at my Instagram Primal. Primal coffee creamer, you'll see, like, I'm in a lot. I'm in a lot of it.

So, Courtney, there's 1 percenters watching. This will be a YouTube video. This will be a podcast. What's the greatest challenge that's facing Primal? And how could the community help support.

Oh, man. I think right now the biggest challenge is just for me as a, you know, figuring out how to scale and hiring what. What to hire first for.

I mean, right now, I don't. The problems that I have are more of just natural as you're transitioning to, like, the next level. Actually, the biggest challenge is, so what next? I know I've got this great business. I've proven I can run, walk, and chew gum at the same time. But to get to the next level, it takes funding. And I've been so terrified of taking money because I'm scared.

I'm very scary. Yeah, I'm terrifying.

No, but, you know, it's the beard.

It makes me look ang. I'm not angry.

I'm very happy. Yeah. So I think that the challenge for me now is that next level. I know now the path is just so much clearer. It's so much bigger and longer, and I know it takes now, like, who do I bring in next as far as people go? Money and people, too.

Whoa.

That would have been bad.

Money and people. I mean, I have an amazing team right now, and so, yeah, just who do I trust to, like, also be a part of them, too? Because I'm pressure, you know, my team's precious, my company's precious, and I. But I really am excited. I want to open it up to the right people, and that's been, you know, a mind thing of, okay, what do I do? When do I do it?

As far as money goes?

Yeah.

Is that you mean.

And what do you mean so that money comes in? So what happens then? Like, the thought of. I see when fuel, when that feel hits the flame, what do I do now? What do I do now? Yeah.

Yeah. Well, I'm going to give you some advice that I almost took that I wish I had taken fully.

Okay.

And it was from my buddy, Kamal Ravikant, author of the book Love yourself like your life depends on it, one of the best books ever written. You should read it. Kamal said, when you get a windfall, the first thing you should do is nothing.

Okay.

Because the temptation is to say, I got to get now. I need to do something with this money. But if you normalize having.

Should hurt a little bit. When you go invest it into something, whether it be a person or an advertising, it should feel like, oh.

I kind of got attached to this money a little bit, because you'll be wiser with it when you do that.

Got it.

And so a lot of companies, when they raise money, feel the temptation to burn through it, because now they've got what Clement. Dr. Clement Wong, would call the bladder rule of finance. The more. The more money in the system, the more pressure there is to piss it all away. And the truth is, you can keep operating your business like you're operating it, but by taking a breath of fresh air, going, oh, we had a down sales day. It's okay.

Right?

Or saying, oh, my car broke down. It's okay.

Right.

Like, there's. We have reserves.

Right.

We got, like, we're taken care of. It's okay. We can take the proper time to figure this out.

Right.

And wait for the right strategy with advice or help or a network that's now incentivized to support it and then say, okay, go.

Right.

And now you have the fuel to be.

Yeah. Because I feel like I'm. I'm very. I love to take. I'm totally cool with taking risks. I love to try things, but I'm also very, very cautious, too, and methodical. I like to think through things. And I let. My parents taught me to be very, like, budget conscious and spend wisely. And so I think with the money, that's more of what it was. I'm just. I'm scared of letting people down, like the investors down. And I'm scared of, you know, with their perception. But that ties into what we were saying earlier. Right. It's all my assumptions of what an investor looks like. There's a lot of scary stories about bad investors, and I'm just terrified of. I'm terrified.

Well, and if we. If we do business together, your investor will be.

A bearded dude on the Internet who drinks wine and doesn't know how to dress.

Right.

So that's what an investor looks like.

Yeah. These are all things that. It's in your head. Right. When you're. When you're going through your. Starting your business, you're running things. It's. Yeah, it's all the things. Because I do think forward, I think ahead. Like, I live in the present. I think about the presence, but I'm also really thinking about the future. Because my decision. Your decisions and immediate impact. The future.

Sure.

So, yeah, I'm just very thoughtful about it.

How old are you, Courtney?

28. Turning 29 in March.

And you started the business when you were 25? 26.

Yeah.

So weird question.

I'm actually 24.

You're 24 when you started working.

Yeah.

So there's a lot of people who will see you at 28, 29, and compare themselves to you.

Right. That's the worst.

And they'll say, I'm 26, I'm behind. Or they'll say, well, I'm 34, my time's over. And 29 is this interesting age where like, 30's on the horizon. You feel like you have to have your whole life figured out before you start.

I should have 30. I should have three kids by now.

Yeah. My friend just got married, and yet this person's traveling the world, never had a boyfriend or a girlfriend. Like, I don't know if I. If I'm doing better or worse.

Yeah.

And so for. For whatever reason, people who are younger than you are comparing themselves to your success. People are older than you are comparing themselves to your success. Do you ever have inner demons?

Oh, 100%, sometimes.

What do they say?

They say.

Can you or should you have been growing faster?

Because, you know, I think you and I talked about this maybe from a sales perspective, like revenue, bottom line. Yeah. People who are 2 year, 2 in business, they're at 3 million, 5 million. And I look at that like, damn, they got 3 million. And. But then I'll pull myself back because I have a pretty good. That, like Devil and Angel, I'm pretty good at making them both talk equally. And the good one will win because I'm a really positive person, like, attitude and mindset. It took me a long. That took me a long time to develop the, The. The power, like your own self power to talk yourself out of these bad spots. Because most of my early to mid-20s, I talk about this on my Instagram with my. With my customers. But, like, I had an eating disorder from 18 through probably 24. Like, through that whole thing. And having a really unsuccessful startup at 24, plus the eating disorder really made it bad. So in order to get myself out of it, it was, how do I. I watched a Tony Robbins video every morning while I was getting ready. Didn't matter if I listened to 5 minutes, 15 minutes, or 20 minutes. I listened to part of his thing every morning when I got ready and worked on Primal. And that's what got me out of it. Like, just learning to. Learning to coach yourself and believe in yourself. So that whole. Should I be growing faster? Look at their numbers. But Then I take a step back and my angel goes, yeah, but can that company launch a King Cake creamer and have their customer have it sell out in an hour and you make 50,000 in a day? Like, and do you have people who message you saying, hey, Corey, how's your day going? How is your grandma? I heard she passed. I'm so sorry. These are random people on the Internet who, like, I've built these relationships with. And I have a brand that people are so dedicated to. They call it my primal wolf pack. I mean, they go hard for me. And so that's when I take a step back and go, everything I've done, like, that is what gets you that. Like, that is so much more than 3 million than money.

You just recently launched on Amazon?

Yeah, in November, Mid November.

Okay, so it's been a couple months.

Yeah.

And I don't know if there's been any, like, hockey sticks or.

What the experience has been.

It's been. It's been really good.

Okay.

So the first. So when I launched, and I was strategic with how I launched, Right. I know that it requires you to have a lot of purchases in the beginning, so I'm going to seize it. And so my Pumpkin Spice, actually, I decided to launch it released on Amazon first and then my website a week later, so. Because everyone's been waiting for Pumpkin Spice to come back. And so I said, all right, guys. I did my one post. All right, guys, Pumpkin Spice is live. Amazon, my account was. Was like, put on hold for about two and a half days because they reported. They said, we're investigating suspicious activity because so many people were purchasing that they thought it was a bot and spam. And then I had customers who were trying to leave reviews before they got their product because they know they love it. And I told them in my caption, I should have said, wait until after you get your product delivered. But I said it would really help a lot, guys if you could leave a review because Amazon, you know, they need reviews. And that was the other thing Amazon flagged and said, you've got too many people relieving reviews. So people. No one could leave reviews because people tried to leave it before they got their products the moment they purchased.

Yeah. Cause they had tried it.

Yeah, they already purchased. They're already customers. So, yeah, I mean, it's been a really great. By the end of. So November. November 14th, I think was when we launched. So, yeah, it's roughly two months now, actually. And we're like at 100k in sales without really doing Anything. Yeah.

Like now, I logged on, I think yesterday. And you had like 250ish reviews. Yeah. Give or take.

Yeah.

Now for two months in business on Amazon, people think that's extraordinary.

Without soliciting. I never solicited anything or did any kind of thing.

All you want to know what the secret is to reviews? What's the secret to getting reviews, Courtney?

I don't know. Have a great product and don't start on Amazon first. Build a. Build a true. I don't know, build a true tribe. And. And really aren't. Yeah, yeah.

When you start on Amazon, you start. Go elsewhere, give a crap. Because Courtney gives a big crap.

Massive crap. Massive. Massive.

Give a massive crap with your custom.

Yeah.

I don't know how to work my way out of this analogy. But you care.

Yeah.

And everyone resonates with that. And so you don't have the biggest audience in the world.

No, I only have 20, like, 21,000 followers on Instagram.

And how big is your email list?

Probably close to 30,000.

And do you email them often?

Very rarely. Only when it's important.

So you're. You're doing plenty of things. Not an expert. Like, you're not. You didn't go all in on Instagram, all in on YouTube. You don't have any secret influencers right in the back room. You just have a great product that people care about and they voluntarily came to give you reviews.

And I have fun and they can tell that I actually enjoy it and have fun. It's like hanging out with 21,000 friends every day. Like, hey, guys, I just made a really cool thing. You want to know the recipe? I'll share it tomorrow. That's all.

And if you don't want to make it yourself, you can buy it because it's going to be the next product.

Yeah.

Right.

Now, what do you guys think?

Who was I just talking to? Oh, shoot. Oh, it was Rebecca Turner. Who's watching on the Live right now. Hi, Rebecca. I was telling Rebecca Turner in one of our tribe calls last week, she does natural and organic deodorant.

Okay.

It's called pit Polish.

Oh, it's a good name, right? Yeah, it's a great name.

So I was telling her, if you really want to make a splash in your audience, you should do a video about how you make pit polish. Here are all the ingredients. You could go to the store and get them. You can make it yourself or you can buy it from me.

Right.

And everyone will watch that and go, you can make that. And then they'll go buy it.

Right.

Every single person will do that. Or they'll make it once and go, I think maybe I'll just.

They're like, this was a lot of work. Yeah.

So for you, you're like, yeah, here's the recipe here.

You do it.

Or you can buy the candied nuts. Beautiful.

Or come, you know, you can make your coffee at home or come hang out at my coffee shop and I'll make you the best latte of your life.

That's right.

Yeah.

Again, if you are watching live, please feel free to pop into the comments and say hello, Melinda Payne is watching. Have you ever heard of her? She is special people.

Bram Sparrow commented, weasels. It's an inside joke. Oh yeah, I didn't get that one. So Bram said, how do I even explain this? So Bram says that what we do here@capitalism.com is we kill people's mental weasels that are giving them all the reasons why they can't. And when you were saying about overcoming the like when we're talking about the hundred million and all the crazy beliefs that come over that Bram just commented, weasels.

Yeah, that's it. It is always profound. Yeah. Or it's like whack a mole. Like groundhogs, like they're always going to pop up and you have to just always squash them. Always.

Always.

Yeah.

Courtney, if you could go back a couple of years, would you do anything differently? And if so what?

100 I wouldn't done anything differently. I handmade everything. So we didn't talk about is like so after we got a few, like that was easy for me to put together a few but once I had, you know, 30 orders coming in a day, I was like, oh my God. My mom, she was, she was my rock. She was up at. We'd wake up at 7am, sit and drink a cup of primals together and then go work in our pool house. I did it out of a 400 square foot pool house in our backyard, my parents backyard for a year and then it was us hand making everything hand packing. We'd stay up till like midnight sometimes when it was like a season seasonal thing and I wouldn't change anything because I started slow and I grew. So if you look at my growth curve like in terms of even sales. Right. A lot of companies you see a lot of.

Right. Yeah, it's kind of, you know, there's, it's almost like a heartbeat, you know. Mine literally is that it's just a mountain peak of going straight up where I didn't have any big dips because I just focus on consistent, like, am I. Am I knowing my customers? Am I engaging with them? And I didn't care if I grew a little bit slower than a friend who maybe started the same time, but had this huge thing. But I know that for them to get that huge spike, they had to spend a ton of money, hire a bunch of influencers, do everything, and do.

A bunch of giveaways.

A giveaway is like, I never did that. And so for me, really just getting my hands into every part of the business, understanding everything, owning every part, and being accountable too, and working face to face with all my customers, I literally wouldn't change anything.

That's beautiful.

Yeah. I loved. I've loved the process.

And that is extremely rare for a company to have a straight up.

Literally, it's a straight line.

But it is more common in companies that start with a very core audience and keep going all in on that audience.

Yes.

What's interesting about your story and how you're describing this is some people think of the audience as like an outside core group of people that, like, they have to target reverse engineer. And for you, you basically started with one person.

Yeah.

And you developed it for one person. And then you saw one person with the same struggle.

Right.

And you gave them free coffee creamer.

Yep.

And then they talked about it and you went in on the next five people. So there wasn't really a. Like, you didn't target low carb moms in San Diego?

I was. Yeah.

No, no, you targeted one person.

Was there a demographic that you were pursuing or did you just go in on the person after person after person after person?

Honest, I feel like it's. Now that you say it's the person after person after person, because especially the first, let's say 100 customers who were repeat. Like, I know all. I could name some. All of my first name. And I think it's she. One could be an engineer, one could be a secretary. Like, there's no one person. But the grounding thing is we all love coffee. We all start our day with coffee. And actually I would say the one way that's segmented because coffee, you have like the third wave coffee and the purists, Black blue bottle, they love. It's like they know every single flavor know. They love that complexity of black coffee. That's the kind of one drinker, third wave coffee. And then you've got the biohackers like Dave Asprey, where people look at their coffee as optimization, metabolism, efficiency. It's a, it's a science and it's beautiful, right? How they measure everything and everything is so intentional with to the microgram and then you have the prime one. The people like me and my family, who we're so busy, like our lives are crazy, but what grounds us and what starts our day, what puts us on a really good note is that one good, delicious, creamy cup of flavored, sweetened coffee to mask whatever bad coffee you're drinking. I want flavor and that's who I serve. If you, you like coffee with your cream and you love flavors and you love exploring. You're like the Starbucks pumpkin spice lattes. Like you. You get so pumped when seasonal flavors come out. That's who I serve because I'm all about the innovation and the flavors. The bulletproof. People would be like, I don't. Why would I want a birthday cake in my butter MCT oil, CBD oil thing?

Like, it's throwing CBD oil into that. My psilocybin coffee.

Yeah, exactly. Like all these mushrooms. Like, that's great. And I respect that and I respect the purists, but that's, I think, how I siphon people. It's not about your interest or like the demographic or whether your mom is just. You're someone who just loves a creamy flavored cup of coffee. And that could be anything. But it's because your day and you give so much. And actually, so I would say a lot of my customers are mothers, parents in general, who they give so much of themselves during the day to their co workers, to their kids. And what they've told me is that 15 minute window in the morning when no one's woken up yet and they get to sit with that cup of coffee. Like that is their, that is their moment. It's their time. So that's why I serve people who want it to, who look at coffee as, this is my time, this is my treat from. For me, because during the rest of the day, who knows what happens? So that's who I serve.

I love this comment from Patrick Fisher. I'm just going to read it word for word, which I rarely do. It's honestly difficult to come up with a question because she's been so open and honest about the journey and the process. What a perfect example of the entrepreneurial wave. Yeah, agreed.

Thank you, Patrick.

So, Courtney, to piggyback on that, you are so open with your story. You are so confident in what you're doing because you actually believe in this, which matters so much.

And because I literally built it so So I know every side of it.

And you, you didn't take on outside funding to start the thing. You, like, grinded your way, like, little by little by little.

I did have a couple of angel investors.

Oh, you did?

Yeah.

Okay, cool. So you just a little by little, like tapped in and tapped away.

What would you say to the person who is.

Doubting themselves on going all in?

Yeah, I think if you're doubting yourself. Well, first off, there's a few. I mean, is it because your product is not good, or is it because you think you're not a capable person? Because those are two very different things. Let's just say that the first part is taken care of. It's a great product, but you're just scared of yourself and you're not sure if you're the one to take it there. I would say start with just choose one thing. And I think we live in a day and age. I mean, even with capitalism.com, right, you have some people who are offering so many tips and advice, it's really hard. It's like the whole firehouse. You're trying to drink information, you're trying to read all these blogs and figure out what's the plan. Step by step plan. You have 10 plans in front of you. Which plan do I follow? Don't follow anyone's plan. I think if you know the one thing that you're good at that you enjoy, that you feel comfortable. For me, it was Instagram. Like, I enjoy. Instagram is my, is my release. Actually, it's my stress relief because that's where I feel. I go all in on. And I haven't done many chat, I haven't done, I haven't done so many of the tactics. Just got on Amazon, I just got on Amazon. Like, there's so many things that I think if you're, if you're doubting yourself, it's because you're trying to think that you're trying to make, you're making this way more complex than it needs to be.

That's right.

So choose one thing to do. And this goes with dieting, it goes with fitness, it goes anything. Choose one thing to do and master that first and then you'll get confident. Right. Like when I, the six months when I went to every food show, I only found one ingredient, really, per show, but every ingredient that came, it fit in that puzzle. And finally at the end, that puzzle is complete. And I think that's how entrepreneurship and that journey happens. It's slowly building your confidence. You're never going to be super confident in one day or one week. It's just completely unrealistic.

There's someone who's listening. Their name's Dale.

Okay. Hi, Dale.

And Dale is now coming up with an excuse because you said, well, I did have a couple of angel investors. And Dale's going, why? I didn't have angel investors.

So I got them after I.

Would you tell the story of that? Yeah.

Well, so I had to prove. And these people were not, you know, wasn't. I had to prove. I caught. I got them after one year of doing it. So I had one year of proof showing sales, showing my. My Instagram, my community. I didn't have a lot to show, but I had enough to. For them to go, huh, you're doing this the right way and you're doing it differently. And it wasn't a lot of money, so it was just enough to inject just a little bit. But it was not to, like, overcome cash flow hurdles 100%. It was to purchase my first amount of inventory. So they put in, it was 50,000 total. And that was to purchase my first round of inventory, like actual manufactured inventory. Because up until that point, it was me and my mom hand making and hand shipping everything. So we pr. I proved at that point I could run wok chew gum. So now I'm trying to skip Skip two. Perfect. But yeah, money is. Yeah, that literally didn't come until a lot later. I started with nothing.

Well, Courtney, the whole capitalism community has your back. If you have one ask of the community, what would it be? And this is hard for you because you think about other people before you think about yourself. But if you had one ask of the community, what would it be?

Oh, man.

Oh.

Buy my shit. Yeah, buy lots of pumpkin spice.

Buy lots of my shit.

Search for this keyword on Amazon. Find primal.

No, honestly, I think if you just feedback on the mission and product. Do you feel like this?

Oh, everyone loves you. Be more selfish.

Ah.

Follow me on Instagram.

I don't know. I mean, actually, you know, if you buy a product and tell me what you honestly think, and if you don't like it 100%, I'll refund you.

No, no, no, no, no. She'll charge you double.

You hated it.

What?

One more invoice.

This is what you should do, team. Okay. Do you know where you rank for the keyword coffee creamer or keto? Coffee creamer.

I mean, my employee does. He would know that. On Amazon. You mean.

Okay, team. Yeah, on Amazon.

Oh, yeah. Type in Keto Coffee Creamer.

So this is how you can support Courtney. Go to Amazon.com type in keto coffee Creamer.

Find Primal.

Find Primal. Click on it. Hit buy now or subscribe and save. Put five in your cart.

You don't need to click order. Wait for it to come to your house. Put it in your Greek yogurt or.

Oatmeal or cheesy pudding.

Put it in your mouth. And then seven day make nuts.

Make your own nut sack.

Put the nuts in your mouth.

And.

Then in that, we're talking about nuts, and I get choked up. Then take the white powder that showed up in the mail, ingest it like it, and leave a review on Amazon.

If you. If you have. If you have children, this is the. What a lot of my parents do who have children is they'll have their. Their version, which is with coffee, and then you just make a milk steamer for their. For their child.

Oh, nice.

So birthday cake, cream birthday cake, milk chocolate milk, salted caramel milk, speculous cookie dough milk. That is. That is legit. One of my parents says I make my child do homework and this is their reward. And they love it because they want. They want birthday cake milk, but they don't know it's not healthy. They don't know that it's healthy for them. But it tastes so good. So just froth it in the milk and your kid will love you or your kid will do your chores, do your bidding.

Well, Courtney, thanks for spending time with us on Wine with ym.

Thank you for having me.

If you have not read the article that we did about her on the 1% newsletter, it's literally in your mailbox. 1 percenters. So we shipped you a physical letter. You should probably read it. And how do people where.

What are you on this room at Primal Coffee Creamers.

Primal with a Y. Courtney, you're an inspiration to entrepreneurs everywhere. I can't wait to be a part of your journey. I'm so excited for you. So believe in what you're doing.

Thank you.

Very, very excited to be part of your journey.

Is it contingent upon making Nuts the second product?

As long as you make them for me, we're Good.

Yeah.

Hey, 1 percenters, thanks for hanging out with us tonight on Wine with Lion. Really is a privilege to hang out with y'.

All.

So thanks for supporting Courtney and supporting capitalism.com and for going in on what is important to you because that's how you create change in this world. Thanks for watching. We're doing some trainings inside the 1% for this month for our members. You can get your spot over@capitalism.com join and there you can test it out for 30 days for a dollar and come hang out with a bunch of people who are actively doing this stuff, including everything that you're going to hear on the podcast you can attend live. So the trainings that we're doing on what's working right now with Amazon, you can join that live and we'll leak some of it here on the podcast. But if you want to be here and involved in the community, go over to capitalism.com join and you'll be with a bunch of your peers who are doing this stuff together.

Sam.