David

Winners are first or second to market; a third entrant must be different

Allison Ellsworth won't chase hot categories like protein because someone is already first. Late entrants can still win if they differ, as Grüns did with greens gummies while AG1 hasn't exited, but it's much harder.

“But for me, I'm like, okay, cool, I think it's hot. I'm not gonna now go create it. Someone is already first to market on that. And usually winners are the first to second to market. It's really hard for like even a third to market to be successful. successful unless you do it different.”