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Julian Hearn Founder Of Huel28 February 2022

How I Built a $72,000,000 Business In 5 Years - Julian Hearn Founder Of Huel

5Frameworks
14Insights

Frameworks in this episode

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Hot Take· 2

Hot Take27:30

Too much leisure can be as unhealthy as too much work

“if you have too much level type leisure time and no work i think that can be detrimental to probably your health or your mental…”

Julian Hearn · 28:00

“i don't think sitting on beach is good i think something between the two is good”

Julian Hearn · 30:00
Hot Take1:07:00

Every growing company is partly winging it

“every company i think is unique every time is unique”

Julian Hearn · 1:07:30

“you are always winging it because you've always got a different challenge that's never quite existed before”

Julian Hearn · 1:07:30

Explainer· 2

Explainer01:00

Huel as functional food rather than a replacement for pleasure

“you've got to separate happiness from pleasure”

Julian Hearn · 01:00

“what it is really good at doing is giving you functional food which gives you the nutrition which your body needs in the most convenient…”

Julian Hearn · 02:30
Explainer1:31:30

Creating a high-performance culture without burning people out

“we are you know market leader we achieve great things but we don't burn people out and people don't want to leave every two years…”

Julian Hearn · 1:32:00

“number one is uh make customers happy number two is don't be a dick”

Julian Hearn · 1:34:30

Story· 6

Story06:30

From poor school results and manual labor to a marketing career

“so i left school at 16. um pretty poor gcses”

Julian Hearn · 06:30

“worked night shift in the petrol station for six months”

Julian Hearn · 07:30
Story08:00

How early internet experience accelerated Hearn's career

“we could beat them we could overtake them if you give me some money”

Julian Hearn · 08:30

“within one year i was almost a gray beard in terms of internet experience because nobody had it”

Julian Hearn · 09:00
Story24:00

Building and selling a highly profitable affiliate business

“so after three years that was making more than two million pounds per year profit”

Julian Hearn · 24:30

“i'd rather take the chips off the table now if i can”

Julian Hearn · 26:30
Story30:30

How Body Hack's inconvenience led to the idea for Huel

“in that three months i'd achieved more than i had in the previous 10 years in terms of body composition and it's because i weighed…”

Julian Hearn · 32:30

“why can't you take all these central nutrients put into a single product have the same convenience of a protein shake but you can live…”

Julian Hearn · 33:00
Story46:00

Overcoming manufacturer rejection to produce the first Huel batch

“they don't want to speak to you because they've heard this so many times the startup's going to come along they're going to place an…”

Julian Hearn · 46:30

“we're still working with them today they've grown really big off the back of us and we've grown big as well”

Julian Hearn · 48:00
Story50:30

Launching Huel with press credibility and performance advertising

“a few months later started turning on performance ads and then performance ads then you can just scale that range you just turn the dial…”

Julian Hearn · 54:30

Q&A· 1

Q&A1:27:00

Managing underperformance before deciding to fire someone

“if they are not performing then obviously in some cases you can move them right there could be a better job for them within the…”

Julian Hearn · 1:27:00

“i think you need to speak to the individuals explain to what's wrong how they can improve what is expected and then give them an…”

Julian Hearn · 1:29:00

Tool· 1

Tool1:00:00

The free T-shirt as reciprocity and distributed advertising

“i'd much rather added ad added value rather than give a discount”

Julian Hearn · 1:00:30

“the beauty of a t-shirt is you could wear it for years you could wear it hundreds of times and thousands of people could see…”

Julian Hearn · 1:01:00

Takeaway· 2

Takeaway1:08:30

Why Hearn stepped down as CEO to focus on marketing

“the stuff that i'm good at i'm not doing the stuff that i'm not good at i am doing it didn't make any sense to…”

Julian Hearn · 1:10:30

“you're always going to be the founder ceos change the founder can't change”

Julian Hearn · 1:13:00
Takeaway2:02:00

Entrepreneurship is about the journey, not the destination

“the destination's death really that's the end so that's where we're all going eventually”

Julian Hearn · 2:02:00

“i look back i remember the early days of you when you're in it it's flipping hard but you look back and you go that's…”

Julian Hearn · 2:02:00