I think David's cod joke (I'm at least still betting it's a joke) is such a smart example of business humour. It is a shocking commitment to the bit ... but what they're really trying to explain is their core management differentiator: that they own the 'protein' space, no matter the form (instead of getting too pegged into the bar category, especially after the Epogee back and forth). The only other folks who I think have ever owned a 'need state' instead of a brand / category is Siete - which are pretty good steps to follow!
I think David's cod joke (I'm at least still betting it's a joke) is such a smart example of business humour. It is a shocking commitment to the bit ... but what they're really trying to explain is their core management differentiator: that they own the 'protein' space, no matter the form (instead of getting too pegged into the bar category, especially after the Epogee back and forth). The only other folks who I think have ever owned a 'need state' instead of a brand / category is Siete - which are pretty good steps to follow!