We believe we create “best in class” or unique products that no company in their right mind would create because to quote a venture capitalist we once spoke to “educating the market is business suicide”. Well – we did it. And yeah at first we were laughed at (and nearly went broke)…then we were ridiculed, then debated about and called “abstract” scientists and idiots and then finally (and this is when we knew we were making a dent in the market) other companies started copying us – and poorly mind you. You see we don’t use google keyword searches or marketing focus groups to create our products. We look at problems and then look at the means to solve that problem, without looking at what other people are doing. Doing this has led to 3 global patents in product category’s we believe are unique – a totally new class of product entirely – because we aren’t sheep – we don’t play follow the leader! We are a unicorn that makes its own path and helps people to get the results they deserve. Some unique things we have done to create change in the supplement industry is educate people through our health podcast (The ATP Project) which is ranked consistently in the top ten in the world on iTunes and currently receives over 250,000 listens every month.