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.

Nigel Thomas

We help B2B Founders sign 5 high ticket clients in 90 days using our flywheel system (Used by 300+ clients). DM me ‘Scale’ if you are interested

You started building a business because you wanted freedom. 

But right now you’re chained to your desk and barely breaking even. 

It doesn’t feel like freedom. 

- You’re talented
- You’ve got some clients 
- You know how to get results 

But it’s not working. 

Most agency owners I work with want three things: 

1) Consistent pipeline with high quality leads
2) A team to delegate client work
3) Clarity on what to work on when

A business that works for you not owns you. 

Here’s how I make that become a reality:

1) We position you to win premium retainers
2) We install a lead gen system to fill up your calendar
3) We fix your systems and process so you lead like a real CEO

We do it together in a focused 90 day sprint. 

Real support that drive results like these: 

📌 Tanner: From $15K with 1 client → $30K/month, in 4 months
📌 Sam: Doubled his agency and hired a new team in 90 days
📌 Tobi: Went from freelancer to $30K/month with A+ clients
📌 Alex: Scaled from $12k to $70k in 4 months
📌 Stephen: Scaled from $10k to $18k by increasing prices
📌 Sammy: Grew by over 50% in 60 days and hired a team

I’ve also done it all myself. Twice. 

Built two 7-figure agencies from scratch.

Now, I coach high-performing agency founders who want more to do the same. 
Minus the mistakes I made (lol). 

So, if you’re:

- Running an agency 
- Already at $5K+/month 
- Ready to scale without losing your sanity 

→ Hit the ‘Book an Appointment’ button in my featured section. 

Join 75+ other Undeniable members scaling beyond their wildest dreams…

And, let’s build the agency you actually want.

Consultant

I flew to Norway to meet 4 community members in real life. 

It cost $3,000 but the ROI was worth it. 

Victor and Magnus live in Norway. 
Matevz and Tom were also invited. 
Micah and Mark (Undeniable team) joined too. 

We spent 4 days together. 

→ Saw the Northern Lights 
→ Went snowmobiling 
→ Had a professional photoshoot 
→ Ate incredible food 
→ Did a hot sauna and cold plunge

Undeniable covered most of the costs. 

The ROI was through the roof. 

I can’t put it in a spreadsheet. 
I can't show you a graph.

But I can tell you it was worth the investment:

→ 7 founders felt less alone 
→ We built out a referral program with experts 
→ Tom shared advice on LinkedIn DMs
→ We all cried happy tears 
→ We left feeling seen, heard, and backed

You can't measure that.

But you can feel it.

When founders feel supported they perform better. 
They take bigger bets. They’re less likely to quit. 

Most people optimise for metrics they can track.

Leads, revenue, followers.

I'm not saying those don't matter.

But the ROI of community?

It's in the founder who didn't give up.
It's in the sale that was made because someone believed in them.
It's in the room where people actually gave a shit.

That's what Undeniable is.

A room full of people who refuse to let each other fail.

Some things can't be measured.

They can only be felt.


P.S. Undeniable is coming to London this April and we're gonna be bigger and better.

Two 7-figure agencies built. 300+ clients scaled. Your business is next.

Founders, open your LinkedIn DMs right now. 

How many feel like they were written by a human?
How many mention something personal about you?
How many made you laugh?

Probably none. 

Because everyone's automating.
Everyone's blasting the same template to 500 people.
Wondering why no one responds.

Meanwhile, Tom Harman booked 25 calls in February alone for his side business. 

He has a full-time job. 
Only spends one hour a day in the DMs. 

His ICP is $100M CEOs. 
His response rate is 50%. 

Here's his rule for every single DM he sends:
"Could I send this message to anyone else in the world?"

If yes? He doesn't send it.

One of his best openers referenced a founder's frozen pizza brand. 
He asked whether pineapple belongs on pizza.

That CEO replied within the hour.

The fastest way to anyone's heart, regardless of how successful they are, is humour.

Personality. Proof that you actually looked at their profile.

Honestly, it doesn’t require that much work. 

The benchmarks across 10,000 conversations we've run:

→ 200 connection requests/week to ICP 
→ 30% acceptance rate = 240 new connects/month 
→ 30% response rate from personalised DMs = 72 conversations 
→ 25% book a call = 18 qualified calls per month

18 qualified calls a month.

Any agency owner, coach or consultant landing 18 qualified calls a month will scale their business.

And Tom does it in an hour a day. 
Whilst working a full-time job.

Success in the DMs is pretty simple:

Stop automating and start being human.

It's also just more fun.


What’s the best DM you’ve ever received?

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The Battle

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