Ketone-IQ: From DARPA Lab to a Gym or Cafe Near You. How to Build a Movement Around a New Technology with Michael Brandt: An EOFire Classic from 2022 - Entrepreneurs on Fire Recap

Podcast: Entrepreneurs on Fire

Published: 2026-03-13

Duration: 28 min

Guests: Michael Brandt

Summary

Michael Brandt discusses how Ketone-IQ evolved from a DARPA project to a mainstream product, emphasizing the importance of being 'unbusy' and focusing on niche markets to build a successful business.

What Happened

Michael Brandt, CEO and co-founder of HVMN, shares insights on how Ketone-IQ transitioned from a DARPA lab innovation to a product available in gyms and cafes. Supported by a $6 million grant from the U.S. military, Ketone-IQ was initially developed for high-performance sectors like the Department of Defense before reaching the broader consumer market.

Brandt emphasizes the importance of being 'unbusy,' suggesting that successful people often have downtime to think deeply and creatively. This approach helped him leave a corporate job at Google to pursue entrepreneurship, leading to the creation of HVMN.

He advises aspiring entrepreneurs to build a following and test their ideas with an audience before fully committing. This strategy helps gauge whether an idea is too far ahead of its time or if it's ripe for market entry.

Brandt underscores the value of starting in a niche market before expanding. HVMN began with specialized customers like Special Operations Command, refining the product over time to appeal to a broader audience.

The episode further explores how government grants can fund R&D, transforming a cost center into a revenue-generating activity. This approach helped HVMN sustain its innovation while developing Ketone-IQ.

Brandt differentiates between technology and product companies, highlighting the importance of creating a frictionless user experience. A successful product should abstract the complexities of technology, offering consumers a seamless experience.

Finally, Brandt discusses how being new and different can be a marketing advantage. He encourages embracing uniqueness to drive consumer interest and create a compelling narrative around the product.

Key Insights

• Ketone-IQ began as a $6 million DARPA-backed project for high-performance military sectors before finding its way to gyms and cafes. This trajectory shows how military-grade technology can transition into consumer products with broad appeal.
• Michael Brandt left Google to pursue entrepreneurship, driven by the belief that unstructured downtime fosters deep thinking and creativity. This approach defies the hustle culture that often glorifies constant busyness.
• HVMN's strategy of starting in niche markets, like supplying Special Operations Command, allowed them to refine their product before expanding to a broader audience. This method reduces risk and ensures a product is market-ready.
• Government grants can transform R&D from a cost center to a revenue generator, as seen with HVMN's development of Ketone-IQ. This funding strategy supports sustained innovation without immediate commercial pressures.

Key Questions Answered

What does Michael Brandt say about the 'unbusy' mindset on Entrepreneurs on Fire?

Brandt believes that being 'unbusy' allows successful individuals to have downtime for deep thinking and creativity, helping them solve problems and create meaningful content.

How did Ketone-IQ transition from a DARPA lab project to a consumer product?

Ketone-IQ started as a DARPA project with a $6 million grant from the military, focusing on high-performance users before refining the product for mainstream consumers.

How can entrepreneurs use government grants to fund their R&D?

Entrepreneurs can leverage grants like SBIR and STTR to fund R&D by aligning their innovations with government interests, effectively turning R&D into a revenue-generating activity.