Founder of Four Sigmatic - a functional foods company making the world’s most nutrient-dense foods more delicious and easier to consume. In my experience, being an entrepreneur is a constant lesson in ...

Most startups fail not because the idea is bad, but because the assumptions are never questioned. One of the most widely discussed mental models in modern entrepreneurship is first principles thinking ...

First principles thinking is a method of problem-solving that involves breaking down complex issues into their most basic and fundamental parts. Originating from ancient Greek philosophy and ...

Customer Choice – Food is personal and what might be desirable food to some may not be to others. Tolerance and the freedom to choose the foods we want to buy is a fundamental right. We will strive to ...