Entrepreneur
& Advisor

Founder of The New Primal

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My Story

My Story: How I Got Here

After two years of working behind the scenes, I took the leap and quit my corporate sales job to build my business, The New Primal.

I quickly realized I needed more capital than I had initially anticipated.

Having built a network in my community, I began asking friends and family if they knew anyone who might be interested in investing in our business.

I met with investors, venture capitalists, and successful business owners who were all very gracious, but I was either approaching them ‘too early’ or asking for too little.

During one of these meetings, one of the guys flat-out said, "You'll have a hard time raising that amount of money. Double your ask, and you'll see a lot more interest." This, of course, was hard for me. Who was I to ask a stranger for a million dollars? What credentials did I have to make such a bold request?

I couldn’t help but think of where I came from.

I grew up in Section 8 housing, and neither of my parents finished school. My mom managed to get me into better schools in an affluent part of the school district, but I always felt inferior to my wealthier classmates, who had beautiful homes, nice cars, and seemingly stable family lives. They were intelligent, well-behaved, and excelled in sports. Their success motivated and inspired me to change my family's trajectory, but I always felt like I was starting from a deficit and lagging behind them.

I had this nagging feeling that I didn't belong in their circles and that my place in life was predetermined.

As I heard the investor's words echo in my mind, "Double your ask, and you'll see a lot more interest,”

I realized I still saw myself as the boy who felt he didn't belong. I thought I didn't have the right to ask for more. I wasn't claiming my seat at the table, and fear was guiding my decisions, keeping me in a state of playing small.

At that moment, I decided to double my ask.

A few days later, I was introduced to a group of investors who invited me to their office in NYC to meet in person. I dropped everything and booked a flight. While I was anxious about the meeting, I also felt a tremendous sense of calm wash over me the minute I stepped foot in the building.

I knew I was supposed to be there.

I met the group in person, and we hit it off immediately.

Synergies were all there, and I really wanted to work with these guys. They were down-to-earth and easygoing entrepreneurs who understood what it takes to build something special, and I felt like we could all be friends. I thought for sure they would be my investors.

The next day, I received an email saying the guys all really liked me, but they were going to pass on the investment.

I was devastated. Reading that email was like a massive punch in the gut. I started wondering, What did I miss in that meeting? How will I fund this business? Who can I convince to support me?

After I wrestled with the demons of inferiority, I took some deep breaths, licked my wounds, and decided to sleep on it.

I took 24 hours to collect myself. Then I crafted a response that essentially read, “I respect your decision, but it sounds like there might be some concerns on your end that I haven’t had the chance to address yet. Given our immediate rapport and apparent synergies, would you be willing to give me an hour to address those questions and concerns? Let me ensure you have all the information necessary to feel good about walking away from this investment.”

They gave me that meeting.

They changed their minds and gave us our first real investment.

After the fact, they told me that the email I had sent was the reason they changed their minds. They didn't even need to hold an additional meeting. They thought, "If this is how this guy responds to rejection, he's the kind of person we want to bet on."

I’ve learned since then, and after raising multiple rounds of capital, that it’s basically the same calorie burn to raise $500k as it is to raise $5M.

It takes courage, confidence, and conviction (and it’s damn scary) to ask for something bigger than you think you deserve. You have to quiet the voices long enough to overcome them.

The only way I’ve found to do that is:

  • You have to have some level of experience.

  • You have to know what the hell you are talking about.

  • You have to replace the soundbites in your head with new ones.

  • It takes time, and it takes work. Execution is hard.

I still battle this after more than a decade in the trenches of building a successful national brand.

It still comes up, but with a lot of practice, I’ve become better at silencing self-doubt and reminding myself, “You belong here.”

And for what it’s worth, I believe you do, too.

That's why I created Return to the Table - a community of entrepreneurs who want to break bread, tune out the noise, our busy schedules, and prioritize quality time with people who make you feel like you belong.

Career Highlights

  • Empowered by a proven track record, I have secured over $20M in capital and created a nationally recognized consumer brand, reaching households across the nation. Our products are available in major retailers such as Walmart, Wegmans, Whole Foods, Sprouts, Kroger, Publix, BJs, and more..

  • Learned the Amazon business from the ground up, and today, we are one of the top sellers on the platform.

  • Revitalized a stagnant category, disrupted it, and paved the way for other Better-For-You brands to enter the market with low-sugar offerings.

  • Despite having no industry experience, I became the leader of a company valued at +$50M dollars. Initially considered a 'misfit', I had to educate grocery store retailers on what grass-fed jerky was. Eventually, I gained a seat at the table at some of the largest retailers in the country. I have also assembled an exceptional executive team and guided them through both successes and challenges, all while nurturing our most valuable asset: human capital.

Get to Know Me

  • My Personality Type

    As a Maverick, I am “outside the box” thinker, who is not afraid to fail.

  • My Personal Values

    I value Dependability, Consistency, Generosity, Well-Being, Courage, and Fun!

  • My Enneagram

    As ‘The Challenger,’ I feel most alive when I am exercising my willpower and vitality in the world.