Using a Low-Caffeine Coffee Alternative as a Wedge to Build a Brand Focused on Positive Habit-Formation & Behavior Change 🍄 | Shane Heath, Founder & CEO of MUD\WTR

On this episode of WellBuilt, Jon spoke to Shane Heath, Founder & CEO of MUD\WTR MUD|WTR makes a low-caffeine coffee alternative made with masala chai, functional mushrooms like chaga, lion's mane, cordyceps, reishi, and spices like cinnamon, turmeric, and himalayan salt.  In their broad-ranging conversation, they got into the brand's founding story, and how Shane's health and wellness journey, travel experiences in India, and experience as a graphic designer all played a role in the creation of the company.  They discussed the brand's simple design aesthetic, but how being named after "Mud" as well as creative marketing messages on paid Instagram ads like "We're not mad at coffee, just disappointed" led to the brand's virality and rocketship growth.  They got into Shane's vision for the brand, in creating not just products, but content and experiences that help people develop better health and wellness habits. They also spoke about his own rituals and morning routines, how he thinks about building and investing in a world-class team with a wellness-focused culture, as well as their commitment to give-back initiatives, notably in the psychedelic space. Enjoy!