Bone Broth Bubble Burst

Sean Frank shares a story about the rise and fall of the bone broth trend in the health food industry.

"Bone broth - there were companies that exploded, got to $80 million in revenue. It was like, 'Dude, this is the new way people are gonna consume calories - bone broth.' That is now at a thirty-year low because that's not the cool thing anymore.

Same with keto stuff. There's a guy from IQ Bar, his name's Will, he's incredibly smart. He talks about 'trend surface area.' It's like, 'Look, people talk about their luck surface area. I make products to have as much trend surface area as possible. So if keto's hot, I'll be keto. If gluten-free's hot, I'll be gluten-free. If it's sugar that's cool, or non-sugar, or whatever - I'll make those products to just hit whatever the trend is, and I'll just change my packaging so I'm always top of trend.'

You're not better than the trend. The point I'm trying to make is you can ride it up, but as soon as it crashes, you'll crash with it."