00:46Tell me, what did you evolve from a product into a brand people emotionally connect with?
00:55I think that's a very important question, so thank you for asking.
00:58You want to build emotional connection with your consumers so that they not only want
01:04to have the bar once or twice, but make it a part of their ritual, make it a part of
01:09their everyday life that they can always consume forever.
01:13A product becomes an identity once it is not just a brand.
01:22It is part of, back to your emotional connection, something that you want to consume, that you
01:29think about when people, when it's not in front of you.
01:31You want to recommend it to people who don't know about it.
01:36It's not about buying it once when you're at the grocery store and you see it in front
01:40of you, but buying it for your neighbors and your cousins and telling your friend at Pilates
01:47about the bar or about the product, whatever it might be.
01:51Founders make a lot of mistakes, as we all do.
01:54We're famous for it.
01:55But you've got to take risks.
01:58And I think a lot of the mistakes that they make is they raise too much too quickly.
02:03They spend too much too quickly.
02:05They pretend that they're on a Nike budget when you're not.
02:09You've got to build from zero.
02:10You've got to do everything in your arsenal that you can.
02:13You know, like, I mean, I did everything you could ever imagine.
02:17I wore every hat, delivering the UPS, repacking things, answering emails, doing the DMs, just
02:23anything to keep costs down and be as closely connected to the brand as possible.
02:29Talking to everybody and asking every favor that I could possibly, but marketing, I was
02:35doing Instagram stories myself, telling the truth, telling my story, you know, the ups,
02:41the downs, and just getting out there in every way that I could.
02:46Okay.
02:46Arturo, what's been your experience with community?
02:50I mean, obviously, Nike and Apple are very good at doing that.
02:54What have you seen?
02:55What could be done a little bit?
02:56Yeah, this is the exception.
02:57You know, and it's hard for me to tell you that you don't need to report on James and that.
03:01I mean, ask for the wrong James.
03:02You know, right?
03:03Or Kobe Bryant.
03:03Attention, please.
03:05We're now ready for departure.
03:07Please take your seats.
03:09As we are set to begin shortly.
03:40From your experience at On Top, what are the biggest warning signs that a founder is heading
03:46toward burnout?
03:48Usually when we speak of burnout, we should be thinking about three main pillars, energy,
03:54attention and meaning.
03:57Whenever one of these is missing, it's usually an early sign of burnout.
04:03Whenever you experience energy drain out, whenever your attention is scattered around
04:07a million topics and you can't focus on the task at hand, or whenever you lose the sense
04:12of meaning of what it is that you're building and doing, that's an early sign that you're
04:17starting to burnout because your energy is not being able to be restored, your attention
04:24is not tuned to wherever it needs to go, and your sense of meaning is lost.
04:30So if you experience any of these three pillars, getting shattered or tumbling, that's an early
04:36sign that things are not going well.
04:39And what has helped you personally sustain high performance without burning out?
04:46The best hack towards high performance is knowing when to stop.
04:51And stopping means really disconnecting and being able to focus your attention, your energy
04:55and your sense of meaning towards something else.
04:58A lot of founders struggle with this because we usually think we need to be engaged 24-7,
05:04on a go, go, go kind of mood.
05:06But actually, we need to be able to stop, disconnect, think about something else, actually rest, but
05:12without making it another productivity hack because then it becomes an obsession.
05:16We need to be able to draw our attention to a hobby, towards real rest, towards playing games,
05:22or just thinking about something else.
05:24Isn't it weird that the best ideas come to you while you're in the shower?
05:27Think about it.
05:28Why is that?
05:30So actually, how you can prioritize performance and well-being at the same time is by making
05:37sure that you construct a habit of working that is actually balanced.
05:42You need to have productivity blocks combined with times of rest and you actually need to
05:49prioritize your time very well so that your energy and your attention are directed to the
05:54things that matter.
05:55Our attention and our energy is limited.
05:58A lot of founders want to be on top of everything, want to be in every meeting, micromanage, and
06:03that drains your energy.
06:04So you need to be able to say no to a lot of things, to delegate so that you have
06:11enough
06:11time to have work, but then to recover and have personal time so that both are combined.
06:17And then the optimal place where you need to get to is when work feels like play, when
06:22it's no longer a source of stress, but actually the work replenishes your energy.
06:27And that's only when you find the balance between your energy, your attention, and your sense
06:31of meaning.
06:38So what happens usually is, of course, you start a company, you're zero, you're doing
06:44everything, you're intending to everything, you're trying to solve it very fast, of course,
06:48it's a very intense period in time where it's exciting also because you're truly motivated.
06:53you want to see this being born.
06:55So the meaning of it, right?
06:57But as soon as the company starts growing, right, and everything, and the baby is born,
07:02right?
07:16Wow.
07:18Wow.
07:20Wow.
07:21Wow.
07:21Wow.
07:21Wow.
07:21Wow.
07:21Wow.
07:31Wow.
07:34Wow.
07:35Wow.
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