Open Residency Michael Brandt - Rogan, Jon Jones & Diary of a CEO: The Playbook They All Believe In (Ketone IQ)
25 snips
Apr 28, 2026 
Michael Brandt, co-founder and CEO of Ketone IQ and former Stanford engineer and marathoner, explains building the ketone category and marketing playbooks. He covers why partnerships get most of the budget, a vibes-first approach to collaborators, whitelisting partner handles for authentic ads, repurposing long-form content into many creatives, QR-driven retail attribution, and product-to-retail strategy.
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Ketones Are A New Macronutrient
- Ketones Are A New Macronutrient that provide efficient cellular and brain fuel.
- Michael Brandt framed ketones as a fourth macronutrient you can buy exogenously, likening the discovery to Gatorade making electrolytes accessible.
Start Partnerships With Vibes And Founder-Led Creative
- Start partnerships with principle-to-principle vibes and build long, creative shoot days with the founder present.
- Michael says skip agent-only routes, do one-of-a-kind creative shoots (e.g., John Jones Sprouts skit) to produce highly shareable content.
Turn One Podcast Into A Full Funnel Content Factory
- Treat podcast and creator content as full-funnel assets and chop long-form into evergreen mid/late-funnel ads.
- Ketone IQ uses four full-time editors to turn one shoot/ad-read into dozens of creatives tied to the same host messaging.
