The Human Upgrade: Biohacking for Longevity & Performance

Making Billions: Lessons Learned From the King of the Thrill Pill Cult – Shaahin Cheyene

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Sep 3, 2024

Shaahin Cheyene, a former drug kingpin who built a billion-dollar herbal ecstasy business in the '90s, shares his remarkable journey from fleeing Iran to entrepreneurial success. He reveals how he navigated legal challenges without incarceration and transitioned to selling nootropics on Amazon. The discussion highlights his groundbreaking herbal ecstasy formula, the risks of the herbal supplement industry, and the lessons learned about strategic entrepreneurship. Cheyene emphasizes the importance of personal growth and finding purpose beyond financial success.

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ANECDOTE

Distribution Breakthrough

To distribute his product, Shaahin approached a club's main drug dealer.
A fortunate coincidence led to the dealer selling out Shaahin's entire supply.

ADVICE

Suicide Margins

Implement "suicide margins" to offset losses from theft or mismanagement.
Making more money solves most problems, especially early on.

INSIGHT

Pharmaceutical Disruption

Shaahin's success disrupted the pharmaceutical industry, particularly companies investing in alternatives to Prozac.
His unregulated, plant-based product challenged traditional pharmaceutical approaches.

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In this special Asprey Archive episode from 2023, we talk to Shaahin Cheyene.

Today’s guest is nothing short of a modern-day Willy Wonka for Generation X. He built a billion-dollar ecstasy business in the '90s and did not end up behind bars. That's a story you've got to hear. Shaahin Cheyene, not only dabbled in the wild world of herbal ecstasy but also managed to stay out of trouble despite being investigated by seven attorney generals. And get this, he wasn't even 18 when he pulled off these daring feats.

Shaahin's story doesn't stop there. Since those days, he's become an Amazon expert, successfully selling nootropics and a variety of other products on the platform. He's also a filmmaker and author of the book, “Billion: How I Became the King of the Thrill Pill Cult.”

From Fleeing Iran at the age of five to being homeless and living out of his car, Shaahin's journey is nothing short of remarkable. It's safe to say he's one of the most interesting individuals I've had the pleasure of interviewing.

We dive into Shaahin's captivating journey, exploring his transformation from a young criminal to a thriving entrepreneur. You’ll also learn about what went into his groundbreaking herbal ecstasy formula and how he managed to get his business off the ground. Along the way, we discuss the challenges of navigating the bureaucracy of big government, the importance of seeking help when needed, and the valuable lessons Shaahin learned from building and eventually exiting his herbal ecstasy empire.

We also delve into how he managed to run a nine-figure company selling on Amazon, the mindset benefits of Brazilian jiu-jitsu training, the power of curating ideas, and how you can strategically leverage podcasts as an entrepreneur. Join us on a ride you won't want to miss.

(01:47) How Shaahin Became the King of the Thrill Pill Cult

(07:36) Formulating Herbal Ecstasy & Building a Million-Dollar Business

(16:34) Navigating the Bureaucracy of Big Government

(28:04) Pro Tip for Entrepreneurs: Why It’s Important To Ask for Help

(32:09) What Cheyene Learned From Building & Exiting His Business

(37:29) What To Do When You Make Your First Million

(39:21) Scaling a 9-Figure Company Selling on Amazon

(45:05) Lessons From Martial Arts & Our Bets on Musk vs Zuckerberg

(54:03) The Tactical Advantage of Podcasting & Being a Curator of Ideas

(01:03:30) Media Training 101

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