🚀 Fact of the Week

People on Ozempic aren’t just reporting less hunger — some say they’ve lost interest in alcohol, shopping, and other cravings, which has scientists studying whether the drug changes the brain’s reward system more broadly.

That’s why researchers are now exploring GLP-1 drugs for addiction treatment. Because the same reward pathways influence many types of motivation, some experts are asking whether that could theoretically influence things like libido or dating behaviour.

🧠 This Week’s Learning: Be Obsessed

Go all in.
Be obsessed.
Try your hardest.

There’s a strange culture online right now of not trying too hard.

People want to look cool, effortless — like success just happened to them. Because if you never fully commit, you always have an excuse when something fails.

“Ah sure, it wasn’t that important anyway.”
“I wasn’t really trying.”

It’s a protective layer.

But the truth is simple:
If you want to achieve something special, you have to go all in.

I noticed the opposite mindset when I started studying founders like George Heaton, the creator of Represent.

From the outside, it might look like great marketing and the right influencers.

But when you watch the behind-the-scenes work, you see something different — obsession.

Obsessed with how the seams fit.
Obsessed with the lighting in product shots.
Obsessed with designing pieces that feel like they came from a certain era.

He’s completely dialled in on the craft.

Building JITY has been similar in many ways.

I went deep into the product:

Studying other protein powders.
Learning how combining flavours removes the taste of chicken.
Researching drying methods to preserve amino acids.
Testing enzymes that break down chicken protein more effectively.

But there was one area I didn’t go all in on.

Content.

Part of me was afraid of looking uncool online. Afraid of judgement.

So when criticism came, I could always hide behind:
“Ah sure, I just post anything to build the brand.”

But recently I realised something:

The growth of JITY matters far more than how I look online.

So now it’s simple.

No half measures.

All in — on the product, the process, and the content.

Because if you’re going to build something meaningful, you can’t do it halfway.

🏗️ JITY Update

We’ve just dropped a limited run of our Foundation Tees for Easter.

You’re hearing it here first before we push it out on social media — so if you want one, move fast before they’re gone.

On the protein side, we’re getting very close now.

This week is our final week of cooking, and next week will be the final week of drying. After that… please God, we finally have product sent off to production and closer to being ready for launch.

Not much else to report, except the feedback on the tees has been unbelievable so far. Everyone who’s received one has mentioned the same thing — how good the quality and feel is.

Which is exactly what we were aiming for.

Train Hard. Think Deep