Matthew Kelly explains why his product avoids the nootropic label. Instead, they position it as an upgrade to functional coffee, something people already do every morning, to build daily momentum rather than chase a one-off trend.
We're also a nootropic. If we position as a nootropic, that would alienate a lot of people, but it would make the price seem a lot more reasonable. And if you positioned as a supplement first, that would also make it seem a lot cheaper. But the reason we position first as an upgrade to something you're already doing, I. E. Functional coffee, is because that's more relatable, it's more understandable, and it helps people get into the routine. And we want people to be in the routine of using it daily, rather than some fad powder that they buy once and never drink again. Right. So the whole brand is around daily routine, daily momentum. Start a day right.
