Kreatures Of Habit Podcast: Episode Summary

Episode Title: I’ll Die Making It Work, PERIOD with Kreatures of Habit GM, Victor Lee
Release Date: April 2, 2025
Host: Michael Chernow
Guest: Victor Lee, General Manager of Kreatures of Habit

1. Introduction to Habits and the Creatures of Habit Brand

Timestamp: [00:00] – [05:27]

Michael Chernow opens the episode by delving into the profound impact of habits on one's life. Drawing from his personal journey from addiction to recovery, Michael emphasizes that habits can either lead to success and happiness or result in failure and misery.

Notable Quote:
"Our habits will make us or break us. It's just that simple." – Michael Chernow [00:02]

Michael explains his motivation behind founding the Creatures of Habit brand: to shift the perception of habits from merely negative impediments to powerful tools for positive transformation. He introduces the podcast's objective of uncovering and sharing the daily routines and habits of high-performing individuals.

2. Introduction of Victor Lee and His Role

Timestamp: [05:27] – [08:47]

Michael introduces Victor Lee, the new General Manager of Creatures of Habit, highlighting their initial connection through mutual friend Gary Vaynerchuk. Victor's extensive background in marketing, including roles at Digitas, Hasbro, and RXBAR, positions him as a valuable asset in scaling the brand.

Notable Quote:
"Victor is the yin to my yang. He challenges every single thing I propose." – Michael Chernow [04:58]

Victor shares his initial impressions of Michael's unwavering optimism and clarifies misconceptions about his previous work with Transformers. He recounts the memorable moment of placing the first official order for Creatures of Habit, marking a significant milestone in their entrepreneurial journey.

3. The Origin Story: From Restaurants to Meal1

Timestamp: [08:47] – [31:04]

Michael narrates his transition from a successful restaurateur to an entrepreneur in the wellness industry. In 2019, as he prepared to sell his equity in Seymour's, Michael felt the urge to pivot towards a new venture: Creatures of Habit. Initially planning to open a trendy wellness restaurant in Williamsburg, Brooklyn, the unexpected outbreak of the COVID-19 pandemic forced Michael to reconsider his approach.

Faced with the abrupt halt of brick-and-mortar operations, Michael engaged an executive coach to help navigate this uncertainty. Through introspective runs and creative brainstorming, the idea of transforming his daily oatmeal ritual into a scalable product emerged. This led to the development of Meal1, a high-protein, convenient oatmeal product designed to kickstart healthy habits.

Notable Quotes:
"I will die making it work, period." – Michael Chernow [35:15]
"Meal1 is a lamppost for me and a lot of people..." – Michael Chernow [31:04]

4. Development and Launch of Meal1

Timestamp: [31:04] – [60:57]

Michael details the meticulous process of developing Meal1, undergoing over 66 iterations to perfect the formula. The product boasts 30 grams of plant-based protein, omega-3 fatty acids, probiotics, digestive enzymes, and a blend of seeds, all encapsulated in a convenient pouch. The vision was to create a superfood meal that not only supports optimal health but also aligns with diverse dietary protocols like keto and paleo.

Victor discusses the strategic launch, emphasizing the importance of building a strong brand and leveraging the cap table—a roster of influential investors and partners who provide both financial backing and invaluable resources. The focus for 2024 is on subscription models and customer retention, ensuring a sustainable and recurring revenue stream.

Notable Quotes:
"This is not oatmeal. This is a superfood oat-based meal." – Michael Chernow [47:10]
"Unwavering optimism shielded me from anxiety in those early days." – Michael Chernow [38:05]

5. Growth, Cap Table, and Community Impact

Timestamp: [60:57] – [62:04]

Michael shares heartwarming anecdotes of how Meal1 has positively impacted customers' lives, including a noteworthy story of a 63-year-old man who lost weight and improved his cholesterol levels by incorporating Meal1 into his daily routine. These testimonials underscore the brand's mission to foster a community committed to better habits and overall wellness.

Victor elaborates on the significance of the cap table, illustrating how having esteemed investors enhances credibility and provides access to a wealth of expertise. This network facilitates growth, innovation, and the continued success of Creatures of Habit.

Notable Quotes:
"There's a community at this brand of people that all wake up in the morning looking to be better." – Michael Chernow [48:50]
"Asking for help is the one piece of advice I give every single entrepreneur." – Michael Chernow [45:40]

6. Future Outlook and Closing Thoughts

Timestamp: [60:57] – [62:04]

Looking ahead, Michael envisions expanding the product portfolio to encompass a full-day wellness regimen, including snacks and nighttime routines. The goal is to establish a comprehensive ecosystem that supports customers from morning to night, reinforcing positive habits at every stage.

Victor reflects on the strong partnership between him and Michael, highlighting their shared competitive spirit and mutual respect. Together, they are poised to drive Creatures of Habit toward new heights, continuously innovating and responding to customer needs.

Notable Quote:
"What you ingest into your body, it is. That is the truth." – Michael Chernow [57:58]
"You have something. And that's how I feel about this." – Victor Lee [50:04]

Key Takeaways

• Habits as Foundations: Habits are pivotal in shaping success and overall well-being. By fostering positive routines, individuals can achieve and sustain personal growth.

• Adaptability: The ability to pivot during unforeseen challenges, such as the COVID-19 pandemic, is crucial for entrepreneurial success.

• Community and Support: Building a supportive community and leveraging a strong network of investors can significantly enhance a brand's credibility and growth potential.

• Product Development: Creating a product that aligns with the brand's mission and addresses genuine customer needs is essential for long-term success.

• Customer-Centric Focus: Direct engagement with customers provides invaluable insights and fosters a loyal community, driving both product improvement and brand advocacy.

Conclusion

In this episode of the Creatures Of Habit Podcast, Michael Chernow and Victor Lee provide an insightful exploration into the journey of building a wellness brand from the ground up. Through resilience, strategic pivoting, and a steadfast commitment to fostering positive habits, they have crafted a brand that not only offers a superior product but also cultivates a thriving community dedicated to personal excellence.

For those seeking inspiration on leveraging habits for success or interested in the entrepreneurial journey behind Meal1, this episode offers valuable lessons and motivational insights.

Note: All quotes and timestamps are based on the provided transcript.