Most supplement brands spend their marketing budget trying to create desire. But here's the problem with that. The desire is already there. Your prospect already wants better sleep, more energy, a healthier gut. They've wanted it for a long time.
So if the desire exists and they're still not buying, the question isn't how do you make them want it more. The question is what's killing the desire they already have. In this episode, I'll break down the one insight behind three of the biggest supplement exits of the last decade. OLLY, SmartyPants, and Goli each solved a different desire killer: identity friction, bad format experience, and category fatigue. Understanding which one is suppressing desire in your market is one of the most valuable diagnostics a supplement brand can run. This episode shows you how.
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