From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL's in these archive episodes are still relevant. In Business School, Michael Landa was taught never to take on an industry where 4 players control over 80% of the market. That’s exactly what he did - and now his company, Nulo, is one of the fastest-growing brands in pet food. Top 3 Value Bombs: 1. Don’t compromise on providing a highly differentiated product and value to end consumers. Figure out what it is that’s going to be different and deliver on it. 2. Once entrepreneurs get traction and they’re on the radar with your brand, you’re going to be scrutinized by competitors. Just stay focused; go slow to go fast. 3. Stand for something. Don’t deviate. Stay true to your brand and your mission. That will get you really far. Visit Michael’s website and get 25% off your order! - Nulo.com Sponsors: HubSpot Join us in Boston from September 5 - 8, 2023 for an event like no other! INBOUND brings together leaders across the business space including sales, marketing, customer success, and operations teams. Visit Inbound.com to get your ticket today Aiper Seagull Pro is Aiper’s most advanced cordless, robotic pool cleaner and is available right now for $899.99 at Aiper.com. Use code EOFire200 at checkout for $200 off