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Dave Asprey: Hacking The Bulletproof Business

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If you’ve ever heard of Bulletproof Coffee, then you have already been influenced by Dave Asprey. From the outside Dave’s rise in business appears to have been meteoric. However, in this episode of Freedom Fast Lane, Ryan Daniel Moran uncovers how Dave’s success wasn’t achieved overnight but rather due to focusing on measurable value and results in people’s lives. In this podcast, Dave shares some of his business principals, talks about bio hacking, and reveals the big secret behind his success.

The Bulletproof Business

Dave’s career has been disruptive technologies, and explains it as finding things that need to be broken because they aren’t working very well, publicly breaking them, and showing a better way. He has an MBA from Wharton and has been learning how to grow companies at different sizes and scales for twenty years, so Dave doesn’t consider himself to be an overnight success. He admits he has had an unfair advantage through bio hacking, which has given him more time, attention, and creativity. However, Dave attributes his overall success to getting out of his own way and having experience.

Dave’s Philosophy

 His philosophy is to solve problems and see what sticks, and says it’s not about dominating and winning but is about serving. Most people don’t recognize that the environment is programing them all the time. Dave now programs his own environment so it programs him in the way he likes, which is essentially through bio hacking.

Bulletproof Coffee

Bulletproof is a blended drink made of Upgraded Coffee blended with grass-fed unsalted butter and Brain Octane Oil. The meteoric rise of Bulletproof Coffee has to do with the fact that it works rather than the marketing. Dave invented something that has a noticeable impact in the quality of your day, on your cravings, and willpower. Most people don’t pay attention to or measure the changes in their willpower every day, but it is the essence of who and what you are and what you are capable of doing.

Universal Principles

The most important principle is to love your customer. If someone has a bad experience with Bulletproof customer support, Dave goes out of his way to make things right. He is constantly asking, “Is there a way to do this better that isn’t cost prohibitive, and if so, can I make it better?” He recognizes that perfection in business is toxic, and says we should aim for constant improvement via small incremental steps. Dave doesn’t believe in limits and thinks struggle is a virtue, necessary or makes you a better person. He says that things are a matter of knowledge and core assumptions.

Being A Bulletproof Business Owner

Most people don’t execute well at business because they lack trust and the ability to attract the right people into their life and companies. Dave says as a business owner ‘yes’ and ‘no’ are important decisions, and he only saves those for the most important things. If people don’t know the answer, they usual make it up or take the best guess. His practice for answering the question of “what would we do” is to answer with “I don’t know, why don’t you make a recommendation.”

The Big Secret

The way Dave makes decisions about what to do next is by his gut feeling and thoughts. He says you can value a feeling or think about something, and the thoughts and feelings don’t necessarily have to have any relation to each other. You need to be willing to listen to both the thoughts and feelings, and not value either one as being right or wrong will help you make good decisions.

Service and Flow 

You can’t always be in a state of flow because it’s biologically expensive and takes a lot of neurotransmitters that will create a flow hangover. One of the biggest triggers for flow is service. This means that whatever your startup is, you better be helping someone and believe in what you’re doing. Part of doing something that makes you successful is not being who you are supposed to be but being who you actually are. If you cultivate gratitude and do acts of service, you are more likely to succeed.

What success Looks Like Long Term 

To be successful you need to produce value and do it for a long enough time until you have an audience or base of customers who are addicted to the value and impact you make in their lives.

On your iPhone? Listen on iTunes here.

Links to Resources Mentioned


Bulletproof Radio

The Rise of Superman (book)

The Tribe

Nootropics (previous podcast) 

What is the secret to Dave Asprey of #bulletproofcoffee’s success? Find out @bulletproofexec success @RyanMoran

What do entrepreneurs need to do to have longterm success? Find out w/ @bulletproofexec success @RyanMoran        

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