Will Nitze

Founder, IQBAR (iqbar.com) 🍫+💧+☕️

🍫 Founder/CEO, IQBAR (iqbar.com)
🎙️ Co-Host, "Eating Glass" Podcast
🎓 Harvard BA

Founder/CEO

We make superior brain + body fuel. IQBAR® plant protein bars, IQMIX® hydration sticks, and IQJOE® instant coffees are packed with the functional compounds you need to win your day.

🚨 New product line launch 🚨

IQBAR PB&J Protein Bites are live today, only at Sam's Club!

High-protein, high-fiber, low-sugar, "poppable," and nostalgic. Coming in hot at the absurdly good value of $9.98 / 15-pack.

It took a full year to figure out how to manufacture and perfect these (shoutout to Matt Stinson). They may just be the best things we've ever made.

Major thanks to Alek Guzman and the Sam's team for making this happen 🚀

On the Costco [dot] com homepage for the first time ever.

Pretty rad.

🚨 EXPO TAKE-AWAYS from airplane text exchange with Daniel Puckett:

→ Taste is still king
→ Good design / packaging is now a commodity
→ Not much true “innovation” - very few surprises
→ The breakfast category is under-served; big oppy
→ This industry has great humans; more collegial than others
→ Nutritional “no man’s land” is a death sentence; pick a lane
→ Most big booths have been in the game a while; build to last
→ Booths are only as valuable as how engaging folks at them are
→ Meat sticks are now ultra-competitive; chicken's having a moment
→ Protein everywhere; less fiber / creatine / GLP-1 stuff than expected
→ More loyalty erosion (bad for Big CPG; good for upstarts / private label)
→ A.I. wasn’t mentioned much, but when it was the tone was positive (CPGs will get more efficient / profitable; none of the "doomerism" you see elsewhere)

💭 Solid add-ons from the comments section:

→ A shocking number of honey companies (h/t Drew Mabry)
→ In chips, tallow continues to steadily grow (h/t Jeremy White)
→ International flavors - esp LatAm - was big (h/t Andres Siman)
→ This year was mostly "back to the basics" (h/t Eric M.)
→ Energy / attitude / quality was higher than past years (h/t Andy Godish)

- - -

CRITICAL CAVEAT: true insight into brands is *entirely invisible* at at Expo cuz it's under the hood. Supply chain creativity, manufacturing excellence, cash management, media buying efficiency, SG&A streamlining, negotiation prowess, contracting strategy, etc. etc. etc.

If the "engine" isn't assembled and maintained right, trends don't matter.

Today I witnessed a non-negligible cohort of folks walk out of Natural Products Expo West and immediately light up a cig.

Humans are an interesting bunch.

Extremely niche Expo observation…

Lithuania goes hard in the paint.

Must’ve dropped a milly on 100 feet of booth space plus an army of people.

Never forget - you aren’t just competing with rival cookie / chip / bar startups.

You’re competing with entire Baltic states.

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I've made the difficult decision to age in reverse.

Compete with me if you'd like. But I wouldn't recommend it.

You know the clunky aspects of CPG you hate?

They're protecting you against AI.

Which means clunk is now a feature, not a bug.

Embrace it.

"Mainstream weird" is the best brand positioning.

If you're too mainstream, you'll get knocked-off into oblivion.

If you're too weird, you'll never achieve major scale.

Mainstream weird is juuusssttt right.

Optionality is the desired end state.

But FLEXIBILITY is how you get there.

Create maximally flexible products. And positioning. And teams.

Heck, ensure your OWN BRAIN is maximally flexible. (Can you learn new stuff quickly? Can you change your mind quickly in light of new data?)

In today's environment where the chess board is violently shaken up on an annual basis, the most flexible player adapts best.

And...over time...wins.

Aidan Brannigan

Digital Content

I create content viewed 300M times/year, driving 7 figures in revenue, but my parents still think I'm unemployed.

I’m the Founder of No Boring Brands, the content agency behind the highest performing brands on socials.

We're generating 100s of millions of organic views for our clients. 

Also...

- I built the largest marketing meme page on IG in less than 2 years
- I lost $500k in crypto when I was 20 
- I've been featured in WSJ and AdAge
- I lost a spam eating contest to Joey Chestnut in front of 14,000 people 
- I've run meme campaigns for a $100B+ company
- I spoke at SXSW about memes
- I'm currently trying to gaslight myself onto Under Armour's board of advisors
- I own a network of work meme pages on IG with a following of 130,000 doing 15,000,000 views/month

Creator

I do a bunch of fun stuff

I let my intrusive thoughts win.

I had this dude DM THREE times with the exact same intro, talking about how he's a Serial Entrepreneur.

So I had to respond the only way my brain would allow me.

For content like this for your brand, noboringbrands.co

I Sell Funny Content | Founder & CEO @ No Boring Brands | The Agency Behind the Most Entertaining SaaS Brands

Brand: we love your content, it’s hilarious

Me: thanks haha

Brand: we want to hire your agency to make a video for us to go viral, because we don’t know how to go viral 

Me: okay, it’s this much

Brand: great

Me: great, here’s the video 

Brand: we don’t like the video

Me: why?

Brand: it won’t go viral

Me: so why’d you hire us?

Brand: to help us go viral

Me: okay so let’s use that video

Brand: no it won’t work

Me:

Is it?

If it isn't, I feel like it should be

Noboringbrands.co

me: haha no im not burnt out whatsoever

also me:

Noboringbrands.co

It really is insane if you think about it.

Noboringbrands.co

I Sell Funny Content | Founder & CEO @ No Boring Brands | The Agency Behind the Highest Performing Brands on Social

My sister just got an internship at a large consulting firm.

She told me the hourly rate they’re paying her.

This was my reaction.

Noboringbrands.co

graphical user interface, text, application, chat or text message

I absolutely love when I see my friends, family, and peers 

And they say, “I love that thing you posted earlier this week”

Hahah yeah me too.

Which one though? 

I’ve posted 184 times this week.

“Guess”

For memes like this for your brand, visit Noboringbrands.co

Livvy Dunne’s mom just liked one of my posts

I hope she’s putting in a good word for me, it’s needed

Seriously don’t think I’ve been more hyped before

Took the term sculptor a little TOO seriously 😅

Clay  

#claypartner

You can hire B- social talent and get A+ results, if you have A+ content distribution.

You can hire A+ social talent and get B- results, if you have B- content distribution.

Content distribution is so important.

You don’t need to find the next Mr. Beast. You could find a B- creator, surround ‘em with A+ content distribution systems, and get A+ results.

What do I mean by A+ content distribution?

A system that removes as much of the friction that prevents content from being posted as possible.

This is using social media management tools. This is a weekly content ideation session. This is a biweekly content creation schedule. This is a slack channel of rolling content ideas.

We just dropped our third wave of speakers for Beyond Now Summit 2026 — and this group brings serious range.

From building brands and creating content to running partnerships in pro sports and managing one of the most beloved characters on the internet, these professionals are shaping how the next generation thinks about careers in media, marketing, sports, and entertainment.

Drop 3 features:
Aidan Brannigan – Founder, No Boring Brands
Andrew Evans – Founder & Creative Director, Homme Femme
Matthew Shaw – Content Creator, Bebida Media
Megan DeAngelis – Content Creator
Lana Ivory 🦋 – Content Creator + Meta + Amazon
Scott Braun – President & Co-Founder, Foul Territory
Kamil Strycharz – Content Marketing, Chicago Bulls J
Julianna Dunne  – NIL Athlete Partnerships
Kent Padgett – Content Creator
Paul Kanarek – Education Executive & Entrepreneur
Christina Vittas – Social Media Manager for Elmo
Noah Sanborn Friedman – Co-Founder, Join Uncharted

The career conversations you wish you had in high school — we're making them happen at beyondnowsummit.com | March 7 | Times Center, NYC

spotted in your favorite SaaS company's bathroom

Hey I noticed you have no idea wtf our product or service is, and you’re most certainly not in our ICP, but nonetheless I’m cold messaging you to waste your time, as well as mine!

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The Battle

Will Nitze

Aidan Brannigan

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The Battle

Will Nitze

Aidan Brannigan

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will Nitze's LinkedIn Performance

Performance ScoreAidan Brannigan's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreWill Nitze's LinkedIn Performance