Jim Phillips, co-founder of Graymatter, joins the show to discuss how he built a mental performance supplement brand in one of ecommerce’s fastest-growing categories. Jim shares how his own struggle with startup pressure led him to explore neuroscience, meditation and nootropics, eventually inspiring the creation of Bright Mind. The conversation explores subscription economics, AI automation in ecommerce operations, and the constant challenge of producing high-performing ad creative. Jim also explains why Graymatter is focused on reaching profitability while expanding into new channels like Amazon, TikTok Shop and affiliates, and how a personal health scare reshaped his mission as a founder.