What happens when one of the world's leading personalized nutrition companies realizes its biggest challenge isn't science—it's human behavior? In this conversation, I sit down with Julie Pons, Chief Product Officer at ZOE, to unpack one of the highest-stakes product decisions in the company's history. Julie shares why ZOE rebuilt its app from the ground up, removed gut testing as the primary entry point, and shifted its entire product philosophy toward helping people actually stick with healthier habits. We also dive into what it takes to build a science-first consumer health company, why behavior design matters just as much as breakthrough research, and how ZOE is thinking about growth, accessibility, and long-term trust as it expands beyond the UK. Whether you're building a health brand, leading product, or simply interested in the future of personalized nutrition, this conversation offers an honest look at how great products evolve when companies are willing to challenge their own assumptions.