Uploaded July 2026 | Updated September 2026, 3 weeks ago

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Matt Gallant explains why Dave Asprey’s Bulletproof Coffee caught on so quickly: it didn’t force people into a totally new habit.

Instead of asking customers to change their behavior, the product enhanced something they were already doing every day: drinking coffee. That’s a powerful lesson for any entrepreneur. If your product requires people to completely rewire their routine, adoption gets harder. But if you can meet customers where they already are, you lower friction and make the product easier to say yes to.

Watch the full episode:

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