@theventure: Tag @geoffwoo to see it 👇 Lori Greiner told Geoffrey Woo he had given the sharks sugar cubes, and she was right. The pills and coffee cubes were weak products, and they were not selling. So Woo went back to the research. He found a study at Oxford, paid for by the US military, about a ketone drink that let soldiers think clearly without food. It had real science behind it and nobody was selling it, so he licensed the formula and dropped every other product he had. The first version cost $33 a bottle, tasted awful, and barely sold. It stayed that way for two years. Woo kept making it anyway, because the science was good even if nobody was buying yet. So when the military decided they wanted a cheaper, drinkable version for soldiers, there was only one company making it, and they came to Woo with $6 million. Ketone-IQ relaunched at $5 a shot. It now does $60 million a year and is heading for $100 million. Follow @theventure for the greatest founder stories ever told. @geoffwoo @Michael Brandt

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Sunday 06 September 2026 18:39:33 GMT