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• About
• Podcast
• Book
• Blog
• Youtube
• Contact

Hey everyone! Today, I share the mic with Tero Isokauppila, founder of Four Sigmatic, a company that aims to make medicinal mushrooms a more heavily researched and accessible commodity.

Tune in to hear how Four Sigmatic became one of Amazon’s best-selling coffees, which platform is their key to promotion and why you might want to turn to mushroom coffee.

Time-Stamped Show Notes:

• [00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
• [01:35] Tero is originally from Finland and is a 13th gen family farmer.
• [02:54] Within the first five years of Four Sigmatic, there were a lot of ups and downs.
• [03:24] There are smaller competitors that have entered the market, but they are the premier wellness company that makes mushroom coffee.
• [04:20] Most wellness companies in their space are either woo-woo or very technical. Four Sigmatic likes to think they are a mix of both.
• [06:00] They have one of the best-selling coffee on Amazon.
• [06:21] They took an omni-channel approach in terms of sales.
• [06:32] They are an eight-figure business.
• [07:37] Tero’s goal is to have all Americans drinking mushrooms.
• [10:32] Tero wrote a book called, Healing Mushrooms.
• [11:05] This planet wouldn’t operate without fungi.
• [12:15] Mushrooms are prebiotic and can help with gut health.
• [15:35] Four Sigmatic makes instant and ground coffee.
• [15:50] Tero believes that you can’t even taste the mushrooms.
• [17:01] The product requires a lot of education, because it sounds weird initially.
• [17:20] Podcasts have been key to promoting the product.
• [20:10] Some podcasts promise a download count.
• [20:25] They usually estimate conservatively, so they don’t risk not delivering.
• [22:35] Tero finds that food trends have a hype cycle.
• [22:54] Seaweed and kelp are some of the best wild foods you can get.
• [23:12] Health tracking is going through the second wave right now.
• [25:15] Eric says to be careful with CBD, but it made him feel high, even though there isn’t THC in the product.
• [28:15] A polymath is someone who is interested or knowledgeable about a number of subjects.
• [29:03] The idea that the higher you are in the organization, the less you should be doing, is untrue. Everyone should always be both thinking and doing.
• [30:10] Tero took his farming knowledge and turned it into a business.
• [30:32] Joe Rogan is a good example of a polymath.
• [31:22] One new tool Tero feels has added value to his life is Spotify playlists.
• [33:05] One book Tero recommends is Whatever You Think, Think the Opposite and other books by Paul Arden.

Resources From The Interview:

• Four Sigmatic
• Four Sigmatic on Instagram
• Tero on Instagram
• Must-read books:
  • Whatever You Think
  • Think the Opposite

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