Full Transcript

Sari
If you're ready to skip the line and get the full formula on how to turn your passion into a business, I want to invite you to pick up my brand new book, Key Ingredients: How to Turn Your Passion Product Into a Profitable Business. It's available on Amazon in paperback and eBook form, go to keyingredientsbook.com or simply search it on Amazon. You know, I love a great party, and I am throwing a special book launch party in July. And your ticket to get in is to go and purchase a book. All you need to do is forward the receipt and I'll have the email in the show notes. This will be a chance to ask me anything about the book, about your business, about me, about writing a book, and I'm going to be doing some really fun giveaways including giving away a four pack of VIP one on one strategy sessions with me but to be entered to win that, you do need to submit a review of the book as well. And all you need to do is forward your review to the same email and then you will be entered to win. Go to keyingredientsbook.com to get the link to go grab your copy and then forward me all that info, will get you the registration link so you can join me in July for a fun book launch party.

Welcome to your Food Business Success. This podcast is for early stage entrepreneurs in the packaged food industry ready to finally turn that delicious idea into reality. I'm your host Sari Kimbell, I have guided hundreds of food brand founders to success as an industry expert and business coach and it's got to be fun. In this podcast, I share with you mindset tools to become a true entrepreneur and run your business like a boss, interviews with industry experts to help you understand the business you are actually in, and food founder journey so you can learn what worked and didn't work and not feel so alone in your own journey. Now let's jump in! All right, everyone, welcome to the podcast. I have to tell you, I'm a little emotional. This is like an incredible guest that I get to bring on, somebody who I've been coaching now for, we were just talking almost two years. Going on. We're getting close. And yeah, we've become friends. We are coach and coachee, we're so many things. And so I am just so thrilled to welcome Bryan Swintek of Magic Chonks to the podcast. Hi.

Bryan
Hey, I'm glad to be here. What a moment.

Sari
I know, we were just talking before we hit record that. Tell us about it. Because you were saying how you have been wanting to be on this podcast. It's been part of your dream.

Bryan
Yeah, even before I reached out and we met the first time October 2021. I listened to your podcast and I just in the back of my head, I was like one day, I'll be on here and like listening to people like Chanel and like all that stuff. And it's like, it's wild that I'm on here. But I was telling you I'm like I barely know anything. Why am I on here?

Sari
And I was saying, nobody knows anything. We're all figuring it out. And it was really important to me. I mean, we've had so many good conversations over the years, over the almost years plural. And I wanted to wait until you officially launched because I thought that was really important to celebrate that on the podcast so I'd love for you to just, you are officially launched the magic tricycle is launched in Steamboat with Magic Chonk Ice Cream. So tell us a little bit about the product, the brand, what it is, where you're at right now. We'll talk about the future later on.

Bryan
Yeah, so Magic Chonk is a vegan and top nine allergen-free ice cream. The most dairy free ice cream, it's watery and crunchy or it's a health food. This is not a health food. It is super delicious and over the top because ice cream is a right everyone should enjoy it. I've been working on this for over two years now like from the first idea. It all started, I have a really bad stomach so I've always had to cut things out of my diet. I have a huge sweet tooth and so started buying dairy free ice cream, was never satisfied. Added some stuff to it made my own and then I was like, why doesn't this exist? And also realizing like reading the back of the ingredients, finding a dairy free and gluten free cookies and cream or like why does ice cream always have nuts. And if you have any of these things you can't have enjoying ice cream, you know, it's a right everyone should be able to enjoy it. So that was the idea. Yeah.

Sari
You've nailed that. You worked on that at the Fancy Food Show, you were like, polishing up.

Bryan
I'm still working on it. When I'm on the bike in town, I am always like, the next person, I'll try this. It's a work in progress.

Sari
It's getting better and better. So let's go back in time. So we met October 21. We kept like, really how long? I cannot believe it's been that long. But even before that, so tell us a little bit about your history because you were, you have not been an entrepreneur, you were actually in finance. So paint a picture back summer or fall of 21. What was going on in your mind?

Bryan
Yeah, so leading up to that I had worked in finance for 10 years, I was in New York City. Since I was a kid that was my dream was to live in New York, wear a suit and work in finance, made it happen. And shortly before COVID, I didn't feel super connected anymore. It didn't feel like me, it didn't feel like the right fit. I done it. And I was like this, I'm not having a fun. If I'm being honest. That's like the main thought that I was having. So leading up right before COVID, I was actually planning on taking some time off and taking a sabbatical to kind of reconnect. And I've always wanted to start my own business, but it was always when I do x, then I'll start something. So my whole thing was I'm going to take time off and then I'll work on a business plan. Like COVID happened, it hit. And so I'm like, what am I doing? And working from home, and I left New York and ended up in Denver, basically. And I think it was for a lot of people, it was kind of like, what am I doing, and I'm not really happy, this doesn't feel and you'll hear a lot of this, like this doesn't feel authentic to me anymore, like working in this corporate environment. And it's wonderful, like you get salary and benefits and, you know, a support system and all these things. But like, I have always wanted to start my own business. Both my parents, they're dentists, haha, ice cream guy, his parents are dentists, literally, Willy Wonka. Nothing to unpack there. But they started their own business. And so I think that that just kind of set an example of like, I want to try to build something, I want to make something. And so I got this, everything was always so overwhelming. And finally, I was making my own, like making my own ice cream. And I was like, well, this is like a good, it's always goning to be scary. And so I was like, this feels like a good thing to start with. I would always say the worst thing that could have happened was I ended up with ice cream that only I like, and the best cases I had a viable business. And like those are two pretty good outcomes. And so basically, when I moved to Denver, January 2021, and started with post-it notes on a wall, and yeah, I did an incubator through the summer and then started meeting with you in October 2021. And I didn't really go full time until January. And yeah, I mean, I think when we met in October, I was in a really dark place. And that's like another thing I think we'd like to talk about today, as well as just that journey and like, how it is really tough. I think everyone struggles with anxiety and depression and you know, really just going after your dreams and like doing things and doing the scary thing really is the best path to like, show the world who you are. Be you and like, be excited and have more fun.

Sari
Ah, so yeah, I so appreciate I love this conversation. I know we want to both have today because yeah, we met and you were excited. But I mean, your effect these days is so different. And I remember that version of you who was feeling a little lost. You were still in finance, you were working for a bank and doing that daily, you know, virtual, the grind of work, but you had this pull towards this business and it felt like what I noticed as we talked is like you you had gone in spurts, right? You get like really high like, yeah, we're going to do it and you get excited. And then there'd be like a drop in motivation or even you know, I mean, anxiety, overwhelm, doubt. What am I doing here? And then you'd be like, then I want to hear from you for a while. Firstly, you actually joined Food Business Success. And then I think you realize like, I'm going to do this. I need more.

Bryan
Yes. And to dive into that, I mean, that's a good way of putting it like December I came up with the idea that of 2020. January moved to Denver, super stoked! I got like a business, you know, build a business plan book and I got post-it notes and put it on my wall. And then like, I think it was around like mid February it like died off, it did nothing. I finished that and I did nothing. And I might void like inside my head. I was like, I'm never going to do this by myself. So I found an incubator program in Denver, sign up for that. That was over the summer, and push it a little bit further really formalized it and then that died off. And it definitely was driven by like a one of my big insecurities is like I don't, I believed at the time that like, I don't finish things. I don't get things done. And so it's this fear of like, oh, well, oh shit like this might actually happen. Like, I'm taking the steps and like, yikes, you know.

Sari
Like fear of failure and fear of success.

Bryan
Yeah. And so, I will say like, that's one of the big things like even when I was the most sad and depressed and like hyper anxious, was reaching out and like asking for help. And people like you and therapist and friends. Like, I do the best when I'm working with someone else. And that was one of the things that, I joined Foods Business Success. It was nice, but then I was like, I would really do well just working closely with you. So you don't feel as alone. And then we can, I mean, most of our sessions are talking about like, I feel this way, it isn't so much tangible.

Sari
Yeah, we do. We have like a nice mix of strategy and getting questions answered, and making a plan. But also all the things that hold people up, right? The anxiety, and the overwhelm, and the fears. The fear of putting yourself out there, the fears of success as we talked about. I mean, it's a real thing, right? I always appreciate that you thought the need, like I need support so we've been working together. I think we started one on one in November of 21 so yeah, good year and a half plus. And I was telling you before we start recording, I was like I love you so much like you are just such an amazing person. We've come to be friends. Before I started writing the book, you and your husband invited me to come up to Steamboat. It's just been so fun to be in this journey with you. I appreciate your vulnerability and your willingness to get messy.

Bryan
Yeah, and I love you too, Sari, you're like my friend. And we've, you know, I feel like the best way to like captured is managing your mind. It's such a cliche, but almost to phrase it another way, not waiting for it to feel good to do it. But figuring out the tools, trying the tools. A lot of them I've tried and they don't work for me, but like just trying and like consistent little bits. Yeah.

Sari
Yeah, I was looking at, actually a coach friend of mine posted something on Instagram about ready as a decision. It's not a feeling. We think, I just got to wait until I feel ready. If we were waiting for you to feel ready. Not have ice cream launched at this point. And I remember going back to, we were looking through some our notes before this. So January of 22, is when you decided to take a big leap to really go bigger on the ice cream. So can you tell us a bit about that?

Bryan
Yeah, so through 2021 I was working on ice cream. And then I was working full time at the bank and I was I mean, it's terrifying taking that leap. Like I said, benefits and pay. And you know, I always I was like, oh, I can definitely do both of these. And then once I launched then I can really do ice cream. And I mean, I'll say like, I'm fortunate that like I had some savings build up. And I also took the mindset that like I'm young, I'm 32. I don't have a family, I don't have a house. So I was like, I want to take this risk now because my worst fears like what if and so I will at least say like I was not my best self at work anyways. And so the opportunity came up that like I was able to leave the bank and we had an amicable parting, and it was just an opportunity that was kind of like, you know what, like, I'm not being my best in either of these. I'm not showing up 100% at my, you know, two job, and I'm not showing up my best at ice cream. And so I want to take this chance and just go for it and see what happens. And I think looking back on it, especially that fall of 2021, I think I was so sad and so anxious because I was in that limbo. I didn't make a decision. And that to me is the worst place you could be. Once you make a decision, you can live with that and you're like alright, let's get this like I'm going to do everything I can to make it work and like this is it. But it was that in between whereas I like half one foot in the door, one foot out. And, yeah, so January 2021, I left my job. And I was like, you know what? Let's see what happens and roll the dice.

Sari
I remember that. And it was such a big decision. And there were ups and downs. It's like that excitement of like, oh, my gosh, and then also terror of like, what have I done? But decide literally means to cut off, right? To choose one thing and so you did that. And, yeah, I think it really helped you to get focused, and say, okay, this has got to work. And, you know, I think you and I have talked about this too. It's like, there's that intersection in everybody's lives, like you can do a business, but you got to make sure it's the right time. And it's like the intersection of time, money, and health. And to your point, like this is a great time for you to do it. I mean, worst case scenario, you've learned a lot, you can take it to something else, you have a great product that you love and you're really proud of. And, you know, it's going to serve you well. And, you know, you are young, and you don't have a lot of obligations. And so yeah, I really respect like, taking the leap. You know, it's a leap of faith, like can I do this?

Bryan
And one thing I really want to highlight too, is it's nice to say like, oh, you know, I made this decision, but almost it was like, not possible without the people that were around me, like even in the tough times, you know, I reached out to you and we work together, my now husband, but boyfriend at the time, he was a big support as well. And, you know, just reaching out to other people, other founders, what they did, and just like hearing from everyone else, and getting their encouragement and realizing that a support system is there, and that I can make it happen, I think was what really made me the most comfortable with that. And not everyone has those exact things. But I think you can kind of find your own mix of support, if that makes sense.

Sari
Absolutely. I mean, even just in Fuel, which you come to on occasion, and like, at the very least come and get supported by me and the members there and realize you're not alone. It's a such a lonely thing to do on your own. I want people to feel supported. So one thing I wanted to highlight is, I think that was really helpful in your journey. It's a, you did pretty much do everything I asked you to do, which is great. Like, as a coach, I'm like, you're paying me, you're investing with me. And then like, just at least try what I'm suggesting. And so you have and I will give you full props for that. But one thing I love that you did that I suggested you do is you know, I connected you with different makers in the area and producers and you know, shout to Caitlin and Chanel and, Teresa and Kristen, like you went and you just volunteered your time. I was like, listen, if you want to pick their brains, don't go ask to sit down at coffee, they don't have time for that. Go work side by side by them and see what it's like because you'd never been in a kitchen and production. And you did that and it was awesome. Like you went and just volunteered and gave up your time and because you had it you know, and you decided this is part of the journey and I just I think, I know that's a little bit of a luxury but also make the time and if you really want to you know, go see like go help other producers. Don't just ask for their time, but go and help.

Bryan
And I mean selfishly like I think the big reason why I did that is like I knew nothing. I have never made ice cream like I haven't even worked in a kitchen like, I don't, commercial kitchens all that big stuff. I was like oh my god, what is that three tubs saying? Like I didn't know any of this stuff. So it was like a win-win, I was able to learn from these founders like Kris and Teresa of Flour Co how they run things, even the culture like being there early mornings and seeing the people coming back and just experiencing that and being like wow, I want to replicate that if I can, sets an example. You know, working with Caitlin and learning to pack pints and all that stuff like it's a, talking to Chanel about what she I mean, she was the big reason why I'm making a product that's all allergen free, but really emphasize like you need to find a gluten free kitchen. I'm not celiac but she was like, you know, if you open a big bag of flour, it's going to aerosolized and it's hard to clean. You know, I hadn't thought of that stuff. So if anything, it was like win, win, win. I felt less lonely, and I saw other people doing what I wanted to do. I learned because I knew nothing. And then I you know, I also got to have some fun too.

Sari
I know, now you have like, you've built a network and you came to Fancy Food Show and met some more people. And I cannot emphasize that enough for anybody listening is like, you need a community, you cannot do this by yourself. And you know, I've connected you with people that then have helped you on the next level of your journey, right? It's just like, I just wish I could shake everybody be like, you got to get out of your house, your little bubble in your kitchen, like go build up a network, whether it's virtual or in person, or both.

Bryan
And even another thing I would encourage people is like, be willing to, like be stupid, or be dumb and like, not know things. There's a lot of people that I've talked to throughout my life, but especially in this journey where I'm like, so like, here. I hadn't even launched, I think this is like over a year ago, I hadn't moved. I'm in Steamboat now. It was still in Denver, and I called whatever the huge billboard company is, because I was like, I want to Billboard one day, so I like emailed their sales rep. And he's like, asking me all these big company questions like revenue and your average spend. And I was like, oh, like, I just want a billboard one day, like how much does it cost? And so use that card while you're new because you can get so many free passes. And, you know, I'll very often say I don't know this, or like, please teach me like you know, I have know nothing. And I just find that also is nice because you can learn from people, and you are, it's such a lonely road when you're starting this alone. That's one of the big things I miss is a workplace where you walk in and that, you know, my coworker, and even if they don't want to work, we can get coffee, and you know, there's that social interaction. And so even if you're curious about something, reaching out, feeling silly, and just saying, like, I don't know anything, like you at least can talk to somebody and, it's yeah, you never know who you're going to meet. And like, what's the worst that happens? They're just like, sorry, I'm not interested or sorry, I don't have time. And then it's like, okay, well, like you missed out on my future big brand. But right now, it's just a dream.

Sari
Right, and you really took that attitude to Steamboat. So you decided, you and Matt decided to move to Steamboat last summer. And so we had to shift, you know, we were looking for commissaries and things in Denver, and then we shifted up there. But I connect you with a couple of people I just happen to know some people up there in the food area, food space, but you also just on your own really did some great, you know, done a great job. There are some food brands up there and done a great job tapping into the community and becoming part of it. You even joined the, was it City Council?

Bryan
Planning Commission. Yeah, I'm Commissioner Swintek.

Sari
It's like, why would you do that? Well, because you're brand new to an area and go be part of the community, you know, go embed yourself in it.

Bryan
It's interesting too, small government is really interesting. It's important, it's the most impactful. You literally can see the effects.

Sari
That is true, right? We've complained about the big election. But actually, it's way more impactful to spend your energy on the home turf. So we got you up to Steamboat. And obviously, you know, life keeps happening, you got the move. And you know, you had to work through all the sovereign stuff. And so, I think it's just important for people to realize like, I think you kept putting timelines on it. And it's important to have timelines, we can talk about creating a big deadline. It's also important to have compassion and realize like life happens. And we got to allow for that as part of the journey.

Bryan
Yeah, I mean, that summer. So to connect it, like we really started working on how to plan through like January through March, April. And I started working with a branding agency and reaching out to people. I was working with a chef for to develop it and like that excited momentum. And then we moved up to Steamboat and I just like I was like, I want to launch this summer and get out there. And ultimately, like looking back at it, I just didn't have the skills like I still needed to figure out how to do this and like that last summer was really tough. And you know, thank God for Matt, my husband has been super supportive and my parents and even the people I've met up here but like there were a lot of days over that summer that like I would put like I would spend all day cleaning like it's like I would buffer. I would buffer, it's like you know, oh I've been meaning to deep clean the washer or something like that and we're like you know, I do stuff and then I'm like I'm going to take a nap and it really just stemmed from once again that like fear of oh my god like this is started, I really started put money in it, and I'm doing branding and I'm trying to get a product and selling might actually happen, and we worked a lot over that summer and I tried a lot of things through that summer, like I did time block before, but in different ways. And using different tools or the big five or the big three. And some of them just like a lot of them just didn't work or I wasn't really ready to use them. And that summer was like really hard. And I feel like that whole feeling lasted until our jam session together this past December when it just clicked and it was like, oh, my God, Bryan like, you have to get this done by this date or like this dream is not going to happen. Motivation through fear isn't great. But like, I think that that was kind of the wake up call that I had, it was the valley of despair, almost. It was like I got over that hump, was really excited. And then it's like, oh my God, there's so many things I actually do, you know, like website and the design and social and the product and all this stuff like it was. So once again, I want to like normalize. It's not just always like rainbows and sunshine, like it is a roller coaster. And it's like, I mean, we'll get to that. But even like a couple weeks ago, like I called you crying. So that summer was not great. It was, but I had to go through that to learn. Yeah.

Sari
I think there was the disappointment of like, I should be launched by the summer of 2022, right? Like this should be happening. And you were moving. So we had to kind of start over with kitchens and figure that out. But you were also, you decided to make some big purchases. I think that summer. You got the bike that summer anyway.

Bryan
The freezer.

Sari
You got some big equipment, you did find a kitchen up there. But the recipe wasn't quite there yet. And it's funny to look back because you brought me samples, I think that summer. And then once we tried, I like when I was up in Steamboat in March. And we tried the mark, you know, pretty close to finish product. And I was like, I want to cry like this is so much better than what you brought me last summer. And it was good last summer. But this is real, like this is delicious.

Bryan
I know, it's delicious. If you ever taste it, you'll love it.

Sari
I'm not necessarily dairy free. And I was like, I would totally eat those all the time, like choose this. So kudos on that. But we weren't there last summer. And we weren't you know, it's like there was things that and it does, it feels like a grind. You're like, oh my god, or just you want to like push it forward. But there were things you had to go through, we had to go through some formulation changes, you know, we couldn't get the packaging until the formula was right. We couldn't put the nutrition facts on the thing until, you know, it's just like, these pieces of like, which one goes first, and you just want to push it but you can't and it needs to take the time it takes.

Bryan
Exactly, yeah. I mean, that summer, I made like 50 batches of brownies. Because at that point, I was going to launch three flavors of mixins. And so I made like a million versions of blondies. And they didn't work as I had planned. And I was new in a commercial kitchen and I had to learn Food Science and talk to like people and read stuff. And I just had to learn. And I had too learn to how to problem solve that. Like basically, at the end of the year, it was like, dude, you're wasting way too much time on these blondies. Like, the base is delicious. Why don't we just do vanilla and chocolate and then like one with mixins and just like get it out there? And then we'll worry about this later. And like now that's a skill and a tactic that I have learned through blood, sweat and tears. It's like, yeah, if I'm forcing something, stop, take a step back and just like, take the easier route and it will solve itself, like fix itself. But just jamming it and being like, hey, you know, I learned a lot. It was great but it was painful.

Sari
It was painful. And I remember one of the things we talked about because you were like, oh, just I'm trying to figure out the formula. And you hired somebody to help you get it, you know, 85% of the way there. But we talked about like we kept coming back to and we have come back to a number of times. This brand is called Magic Chonk. It is about ice cream. It is about delighting people with fun. And we can't build a business that's based on fun. Like, we can't get there from stressed and frustration and anger. And then all of a sudden be like, I have a fun business. Like we have to create a fun business by having fun in the business as part of the process. So I remember having a conversation with you about like how can we make this formulation part fun?

Bryan
Girl, we talked about that like two days ago too. That's a constant struggle. But yeah, I mean, because and we've said it multiple times. If I'm not having fun then like I would rather have like "real job", like that is so much less stressful, less angst. If I'm not having fun then like, why am I doing this? Because this is so much harder. So yeah, the goal is to just like, take a step back. And if something's not working, like, let's just take a deep breath and have fun.

Sari
Like, it's okay. We don't have to grind it and push it out. We just need to like, how can you know. It's that, like, let's just take a step back and how can this be more fun? How can I do this in a more fun way? And so over time, I think it's a skill and it takes practice, and it's a layering on thing, but you have done an amazing job through all of this. One of the things I really love, I really appreciate about you is you've gone into this business. I mean, there is a passion part, right? But we've always talked about like, it doesn't have to be ice cream. It wasn't like you were, I have to do ice cream. I'm so passionate about ice cream. It's like, you chose that because it is fun. And it is solving a problem and all of that, but you've always had a mission to create more of like a franchise business. You know, you sent me that article about Crumble and how we create like, you want to create a business that works almost like a tech company that is an ice cream company.

Bryan
Well, now this summer, and I my sales hat on, I am so passionate about ice cream, and you should too, and you should eat Magic Chonk. But also in the same piece, like yeah, like my main goal from day one has been I want to have more fun. And like being an adult should not be mean that you can't have fun on a regular basis. And second, I at my core, I'm like an engineer like data. Like I love the way things work. And so my dream is to build a data driven food business. And yeah, so like that from day one has kind of just been, yes, it's the ice cream. And like, I love sweets, like it's a perfect fit for me and it's delicious. But yeah, more so it's like, I love how things work. And then using data to inform that. And that's Crumble is a good example of that. Like, they track all the metrics, and they use that to make things better and figure out how to do things. This morning, the Chamber put on the thing about social media, it was all about data and using the analytics and stuff. Like that's the stuff that I get really excited about. And yeah, I will say like, I think that's almost a blessing of like, not choosing a passion or a hobby as my business. And I know, not everyone is in that situation, you may have, you know, turned a hobby into a job. But even then, like finding what in it makes you excited. And it's not necessarily that thing. Because like, after a while, like you're kind of over whatever it is that you make, and you're like if I see another one of those. And I think that that's another reason why I found this, like exciting is it's something I love, but like, you know, I'm not like a food ice cream. I didn't do it as like a hobby.

Sari
Yeah, you want to create a real business and something that goes beyond just the ice cream, or whatever the product is. So I really appreciate that you're always willing to look at it.

Bryan
Yeah. I almost see it too as like a community. Like I think working in a big corporate environment, just seeing like how those things run. And it's all about like zeros and ones and people are like, replaceable and all this stuff. And I'm like, there has to be some way in which like, I want to be an example. I want to start this business that like creates fun, takes care of people and is profitable and viable. But also like builds, I think the word livelihood incorporates like, I would love to build livelihoods for people. And I just feel like a lot of that is lost because there is so much data and numbers and that's what's rewarded is just that, but you know, taking care of like being in a positive. I think that would be my dream is like for somebody to leave the experience with Magic Chonk. And it's like, yeah, this like feels good overall, like I don't want it to feel icky.

Sari
Yeah, so you know, you kind of had an arbitrary deadline to launch summer of 22. That did not, there's no way looking back. You're like there is no way that was happening. And then I think there was a bit of a funk in the fall and like what am I doing and so you and I would meet but like just felt kind of hard. And I think it's super overwhelming. Like you mentioned it already. It's just a lot and I looking back over our notes. It's like, there was themes of like, there's so many moving parts and I don't know what to do first and like you talked about time blocking, we've tried different things. And again, some of those stops and start to get really inspired and go, go go. And then you'd be all in like a crazy person. Ice cream all the time. And then you would like, reject it and be like FU, I don't want to do this. So we decided to do a half day session in person. And I think we got some really huge breakthroughs from that session we did.

Bryan
I think that was a big turning point for me, I think that lead up time to that having experienced myself and like, listening to, you know, what you had to say, and incorporating that, and using that and learning the things I liked or didn't like, or that were working for me, I might have liked, but they didn't work for me, or, you know, things I didn't "like" but they were working for me like learning all of that. Then when we sat down in December and got honest about it, I really realized something about myself that I was, it was like, an I've always lived my life when I look like this. It's extremes. It's like, either I'm working like a bajillion hours a week, or I'm literally like, doing absolutely nothing except like, you know, like to like to get a glass of water and that's it. So realizing that and being like, and I think you said to me, like point blank, like this will never. You do this in your personal life, and therefore, like it will show up in your business, and this will never work. Like you, actually and like I had said, like my worry is to lose this opportunity. To do all this work and then like I somehow do something that was in my control that didn't let this be viable. And I mean, there's a lot of different reasons why but more so like the things that I can control if there was something that I did that, like, affected that ability. And that was a big realization was like, oh, wow, this is something I really need to focus on. And we named them, it was the wild stallion and the the like, block or the square whatever it was like and either I was like, I want my wild stallion to like run wild and I would do like 8000 different things and buy a lottery ticket and go like, you know, take like three days and do nothing. And then like the, you know, the box was like, every minute from 6am until 10pm was scheduled. Zero fun, like get all, wake up early, go to the gym. And then it was like, you see this pattern. And we've done that, right? It was like when I moved to Denver really busy than not. And then it was like this roller coaster. And so it was a conscious effort of like, what are some tools that I could implement that work for me, that helped me almost balance that so that I can mix those two. And it's more consistent. I'm like, constantly be like at 70%. If I could constantly every week at like one day, that's a homerun. Like, that's the win. That's like, that is how I can continue this is the consistency. It does not have to be 100%. And that was like my big takeaway in December was like, okay, like that. And I needed this to happen. It was motivation through fear, because I was like, yikes, if I don't get this out by the summer, like I got to wrap this up and get a "real job".

Sari
We put that on the table. I also challenge you, we won't name names, but to you would have to give a sizable donation to a political person you don't agree with. If it wasn't launched by April 15th, right? So we used a couple of different strategies, but also I totally remember writing that on a whiteboard where it was like, here's the structured Bryan that's like 100% all on and then here's wild stallion and all the things you do these two things. And it was like that. I didn't want to put it as an up and downs as I don't want to label it as one's good and one's bad. But like it was this constant like swirl back and forth. And so yeah, you took that and I was like, oh, I see the pattern now. And so you know, we we framed it in like how do we schedule in wild stallion time so that that part of you gets taken care of, right?

Bryan
Yeah, and realizing like you've said something in like in that session too that it's like that wild stallion free, do whatever you want. It feels like freedom but you're making, you're doing things that are forcing decisions in the future. And it's literally taking away your freedom. So yes, this moment now might feel like it but it is removing your freedom in the future. And it almost gives me the ability to be more authentically myself as well. Like now when I have free time I'm like this is time for me to be me and do what I want and I feel zero guilt about it and I can bring more of me into my business rather than you know, that like professor business all the time. Like that's that doesn't feel like me, which is why I only do it for a short period of time and then hyperchaotic Bryan like that. I'm a mix of those things. And so in a way it gave me the tools and the ability to look at it and be like, okay, yeah, I can literally like be me. And that was one of my goals from the start too is like, I don't want my world where it's like Monday through Friday business Bryan. Like Saturday, Sunday, it's personal Bryan. I almost would love a schedule where it's just a mix. It's a balance. Someone really successful, like one of the really successful COOs at the bank that I was at, it was one thing she said, she was like, I just view my life like it's a mix. Like if I need to do something in the middle of the week, I do it. I don't feel guilty, but then it makes you know, I make it up in my other time. And so yeah, it enabled me to bring more of me and for me to be more me, and then I felt the less of a need to escape and less of a need to like let it go. You're a good coach. Yeah, good job. Wait, can I know one other thing? I think one of the things I've learned the most from working with you and like listening to your podcast is you give a lot of tools. And it's always worth trying them, but not feeling like they have to work for you. It's like a lot of things in life that there is not one answer. And so what works for me is not the same that works for Sari. And even what works for me today is not what worked for me six months ago, and trying new things as well. And so like for me, I'll use an example in that me balancing it, was I time blocked my whole day. And I would use like different calendars to like with colors. So I visually could look at my day and I could see oh, like purple, I would call it chaos time. I still book chaos time, or like chaos party. So when I look at my day, if it's like blue is work, and red is personal work. And then purple is like chaos time. And so if I look at my day, and it's booked, and it's all red and blue, I'm like, that's not going to work for me, like I need to, I need to do something else and make time for the purple. Or if it's all purple, I'm like, do it. Get at least like a little bit of blue in there something like that, you know, it's that I found to be helpful, but there's a lot of different tools out there that can help you, just as finding what works for you in that time. And being willing to try them and fail or like not have them work for you and being like, okay.

Sari
Or like that work, but that piece of it didn't and let me blend it with something else. I mean, all my tools have been evolving over time. And maybe what I said two years ago, I'm like, kind of do that differently now. It's changed even for me and my business. You know, I used to be highly, highly scheduled and now, you know, five, seven years in it's a little it looks different for sure. So yeah, I appreciate that. It's like I want everybody to just hear like, you don't have to do it Bryan's way. And Bryan's business model is not for everybody. But like, find the balance and find time to do the business your way. I think you and I talked before we want this podcast to be a lot about authenticity, and just like how do you? If you're going to do this business, do it your way.

Bryan
Unapologetically. Yeah, there are no rules, like break the rules and do it your way. That's and have fun.

Sari
Right. So we set a hard deadline, we planned it out, we acknowledge the chaos time that was needed. And I think that definitely helped balance things out. And then you got to work. And then I guess you didn't get after I was there in March. But we did do another planning session. You know, kind of that final, we had about a month to go from our deadline that we set.

Bryan
And then the next week I crashed. That was the next week that I was like, so there's another and I'm like, I'm not perfect, like, no matter how many times and I guarantee I'll still do it. But like even after that, like I got all that stuff done. There was balance, but like I really pushed it. We did another planning meeting when you were up here. I think it was that next week. I was like, I'm just like, burnt out. And it was just and we talked about like, okay, is this burnout or are you like, whatever and landed on like, no, I'm just like, tired. And so I think I took a full week of just neglecting everything and just doing what I wanted. And then it gave me the time to like recoup and gave me time to and uh, wait, actually, I do want a backup. I did take a week to do nothing. But then I realized a couple days in that like doing nothing is back to that back and forth. And so doing one, I'd rather than getting a fully stack schedule with an even balance. It was like just get one thing done. And it can be super easy. It's like, you know, reach out email somebody or Google something or order a thing you have to order. You know, it was like really easy stuff, but kind of keeping that momentum going, incrementally pushing it forward. Rather than pushing it an inch every day, I pushed it forward like a centimeter. And that let me like, get back into it and then launch Memorial Day weekend. Yeah.

Sari
Well, and you did have your first pint by the deadline. And yeah, I got to be your first sale. And I asked you, you know, the question about people like, am I burned out or am I just buffering? And I said, you know, if I was I can't remember what example I use, but like, basically. If I told you, you know, reach down in the couch, and there's a lottery ticket, that's a million dollar winning. Would you get excited right now? Would you be off the couch and like, oh, and you were like, no. Like, okay. You have permission to check out for a little bit because that is like that's always my tell. And even for myself I'm like, do I need a nap just because I'm avoiding something or yeah, if like something amazing were to happen, would I jump off the couch and be like?If not, I'm like, no, I need a nap.

Bryan
Yeah, I needed a very long nap. Yeah.

Sari
So yes, let's jump ahead. So you launched or you got on the bike, Memorial Day weekend. You had your, the usual, for everybody going through this, you had the usual like, the freezer door got left open or didn't quite get shut all the way. You've done all this production and then.

Bryan
Lost the inventory.

Sari
Of course, we've had like such a weird spring weather wise, it's been rainy and sunny and all these things. But yeah, we were heading up to Memorial Day weekend. And that was going to be when you got on the bike for the very first time. And then you were like, I need to talk.

Bryan
Yeah, it was even like, I'm saying all this stuff. Like, yeah, it's reaching out to people. But even that, that was May 26 was my first day selling, that's my birthday. And the week leading up to it. Looking back, I was like, I was not well, like I was like, getting like focusing on one thing all day. And like getting like was like working long days. And I realized like, I was just like, so scared about that day, especially for context for anyone, like, I have never been in a sales role. Like, I'm really good at the, you know, the engineering stuff. And like, I love talking to people. But that exchange of I have this and the sales pitch and getting someone to buy it and accepting money. That's all new to me. Like, I have never done that before. And it was terrifying. And to like bring it fully full circle, going from before when we first met, I was in this like finance world that felt authentically me and what I wanted to then wow, this so doesn't align with me. And I can't even bring my full self and like where, you know, basically, I can't bring me into my job because I fit into this box in a corporate world. Now I've built this brand that has subconsciously like, it has a piece of me in it like I've, I build it for exactly what I wanted to see in the world. And now I'm putting myself fully out there. I have no walls up. It's super vulnerable. And I'm going to go out on a bike and say like, hey, do you want my ice cream? And like, yeah, the day ended that day before that Thursday, like I sat on my floor and I cried for 15 minutes. And then I was like, oh, man, like, and I had been avoiding talking to you. I didn't even talk to you that week. Like normally I feel like I would have texted you. And I was like I need to talk to Sari so it was like that afternoon, I was like we please meet. And then I cried for like 20 minutes. And then, you know, as he reassured me, you're like, this is normal. Make sense. And it's scary.

Sari
Scary.

What we also did was create a plan. Like, I think you were like, I got to be out there all weekend. And it's scary. And what if this happens, what that happens? Because yeah. I'm not going to be scared because I'm kind of terrified of bikes and like, physical stuff. So I would be scared too. And it's like we said, just, you're going to be out, you're going to leave the house by this time. And you're going to I don't know, we said like an hour. Minimum baseline. That's, that's it. And then if it's not working, yeah, like he did, it's whatever, then you have permission.

Bryan
Then I'll have to text then I'm allowed to leave. Yeah, that was the rule is I'm allowed to be out there for one hour. And if no one talks to me then I'm allowed to leave. And the win for the day was just getting on the bike. That was literally it. And yeah, I originally planned for that weekend. I was like, I'm going to be out back to that extreme. It's like I'm going to be out from dawn to dusk like you know, it's 7am to 10pm. And then after talking it was like no, like, it's my birthday. And it's a holiday weekend. And yes, I'm launching. I've been working on this for a long time. But like, how about we find a happy medium, get out there for a couple hours, just get comfortable being there on the bike, see what happens. And then I spent that afternoon going for a hike. And that was the win.

the Tell

Sari
me about

I was like, kind of send me photos. I was cutting up photos. So tell us about what happened when you got on the bike.

Bryan
It was really wonderful it like I think I cried like twice while I was out there, too. It was like the community was really supportive. My neighbor, she owns a business in town, Meat Bar at Steamboat definitely go if you guys are up here. It's amazing. And she had a lot of advice for me too you know, saying like, definitely post on because there's a local, like a strong Facebook chat group that everyone you know, post on there and say that you're going to be there. And so I did that. And then you know, I got out on the bike. And there are a bunch of people. It just was coincidentally like a good day. And there were a lot of people I was at a playground there were a lot of people there and people were excited and supportive. And I I leaned into that, me and that vulnerability, just saying like, you know, it's my birthday. I mean, you encouraged me that you're like, like, emphasize like, it's your first. Yeah, it's like it's my birthday, it's my first day out. And I've been working on this a year and a half or two years. And you know, like, let me know what you think. And the reception was really good. People were excited. A lot of people who saw it online, like explicitly came out to get some ice cream. And it was super reassuring. I mean, that day, like I had somebody whose husband can't have dairy, and then her daughter can't have dairy. And I mean, that's like why I started this, she you know, they came up and they're so excited and she can't have dairy and they're always looking for good ice cream. So he got some and then she came up and just shared like, you know, this is my favorite ice cream I've ever had. And I turned around and I cried. I was like, thanks. And I cried. Like, yeah, like that's why I did. This literally why is because ice cream is right. Like it is just so great. And like, especially as kids if you have an allergy, like you don't know. Why, you just know ike you're different. And I like I have felt like that throughout my life. Like I you know, I'm gay. I'm like, I have felt like the other as well. So I can really emphasize with that, where it's like, you know, all my friends are having ice cream and I can't like I'm the other. It doesn't feel good, especially as a kid. You don't know. You just know you're different. So that day was really like special and wonderful. And it was, it was good. Yeah. I'll always remember that one for sure.

Sari
Oh my gosh, I know you sent me some great photos and just so proud of you even just thinking about it now. It's like, I know we kept having that conversation about like, I don't know if I'm a finisher like I don't have a good track record of finishing things. And you can never ever use that against yourself again.

Bryan
Yeah, I do. But now I'm like oh my god I have to keep it going.

Sari
You know, two plus year journey for you. And you did it. Yay, we can celebrate. Now the real work. In our short time left, do you want to just, I know it's a work in progress and you and I are still evaluating some different paths but you know, just share a little bit about what you see for the going forward.

Bryan
Totally. So right now and for this summer I'm just selling single serve like prepackaged cups off of I have an ice cream tricycle. Follow me online if you want to see it at Magic Chonk. And so I'm just selling these cynic single scoops around town. A lot of people see me as just a guy on a bike and that's about it. But from day one we've talked about my goal is to grow it at much larger so ideally wholesale and direct to consumer and my goal for the summer is really to get comfortable with putting myself out there in the sales role, getting feedback, improving it. Ideally next summer I will either be direct to consumer online or in a wholesale capacity. And then see what happens from there and yeah, continue building like the data driven food business to the world bringing fun and ice cream to everybody. But I would say like I think the one takeaway the two things if I can put those out there. One, I like to emphasize that like if you are have not started this like this is the most scared that you will be. It is the scariest part that like October conversation that we had or right before January like if you're in that in between like that is the most scary. Once you make that decision, everything is way less scary. And the second thing is is it never gets it's never exhausting being yourself. So if you can just bring yourself into your business. It's it is also scary and like very vulnerable because there's more of you in it and that you have no defenses and walls up. But you can always be yourself every day. You just wake up and you just do it. So those would be my two big things I'd like to leave with anybody who's a Bryan in October 2021

Sari
It's really beautiful. Yeah. I know, when I stopped trying to be other online personalities, and I just was like, let's get let's me. It got easier, right? It's no less scary sometimes for yourself out there. But sure, it's a lot easier to just be me than try to pretend.

Bryan
I think the other thing I think about too, is like I feel like most people have seen this it's food related, is it's even harder because food is so connected with like, love and caring. And like when you even at home, you make something for someone, you put your TLC into it and so making a food business, it's almost scarier because it's like, do you like this? Like I made this, is it like there's you know, you you put a lot of love into it. It's not like a widget that it's like yeah, I just made this thing like so it is really tough. And so just putting yourself out there realizing that like, you are the best you that you can be and like that's what people love. Like that would be the number one thing I'd want to share.

Sari
Love it. So yes, everybody can find you at Magic Chunk online, magicchunk.com. We have a great 3PL provider, shout out to Rob at Feelgood and they can ship frozen so I know that'll be coming soon later this year as we go from the summer weather ice cream weather. Steamboat has a shorter season.

Bryan
But if you're in Steamboat this summer, come find me on the bike for sure. Or at least just say hi.

Sari
Yes, 100%. But go check out Brian and his journey. And I just, I thank you for sharing, you know, being vulnerable here. And I know it's going to be so helpful because you're, believe me, I see behind the curtain everybody's insecurities and so you are certainly not the only one who has had to work through the anxieties and overwhelm and self sabotage and all of it, right? I appreciate you sharing your journey. And you did it. You can check out some, you launched the ice cream and now you've been on the podcasts.

Bryan
What a wild 2023.

Sari
Go make some new big goals. 10x goals, right? We're working on that. And I'm just so excited to be part of the next part of your journey, whatever way I can show up for you.

Bryan
I'm excited too. So thanks. And yeah, you'll be right there.

Sari
I know. We were talking like we're just going to keep growing together. Keep leveling up, next level.

Bryan
Yeah. When you got to work on your stuff. So when I'm big, you're like, okay, we got this. You have to have the answer. It's not me. That's how this works, right?

Sari
All I do is pull the answers out of you.

Bryan
Oh, man, I had it all mixed

Sari
I just get better at it. Well, thank you so much. It's a pleasure and you did amazing. And anytime you need to come back and remind yourself of all of your amazing wins. Now you have a permanent peace. You can come back to over and over again. All right, my friend.

Bryan
Cue the jingle. Let's hear it. The outro.

Sari
That's right, here we go to the outro. I love it.

So there you have it. Oh, that was so fun. I am sure you could hear the joy and the appreciation and all of the goodness in our voices. I felt like this was just such a fun podcast as I was editing it. I was laughing. I was feeling such warmth and love for him and for all of you. And if you are motivated that you want to be on the podcast someday, come and work with me. I really love to interview people who work with me, I get a ton of requests from other brands who are like have me on the podcast. I'm like, no, I don't really do that. I only feature people inside my programs and that's why I like it, and it's my podcasts, I get to do what I want. And so it is possible for you to create a beautiful business, one that is fun and creates magic and it's profitable. And it's sometimes anxiety ridden and sometimes it's hard and there are tears and laughter all at the same time. Both can be true. Now we cue the outro. Until next time, have an amazing week!