Laaz17
the guy who builds a healthy popcorn empire
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Dear friends,
In this public thread, I'm going to share the main lessons I've learned (often from my mistakes) since the beginning of my journey.
Some of these lessons have already been highlighted by Michael Jackson and in classic personal development.
For those who don't know me, my name is Thibaut, I'm 20 years old, and a year ago I founded a healthy snack brand specializing in air-popped popcorn (I'm the only French brand making it). I launched with no prior knowledge of the food industry, no network, and just €100 in my pocket.
Today, I have about fifty retailers. I haven't generated much revenue, but I think I've built a solid foundation for the future, especially for 2026, which is shaping up to be a promising year for my project.
If this thread can help even one person, then I'll consider my mission accomplished!
1/ Be the most audacious person in your market.
I owe my success to my hard work, but especially to the audacity I've learned to cultivate.
I made improbable requests, I dared to call or approach CEOs. It terrified me, but with time and practice, I normalized approaching or calling someone important.
I dared to send a package to a French rock star after his concert. The next day, I received a photo of him with my bag of popcorn.
I dared to call the CEO of the largest online supermarket in France as soon as I had his number. He connected me with major players in the healthy food industry.
I dared to send a brick to the CEO of LesserEvil after receiving advice from @IceCreamKid . A few weeks later, I had a video call with him and his help to develop my business.
I think that when you start from scratch, it's essential to have the audacity to carve out a place for yourself. I see it a bit like the "YOLO" attitude that pushes you to accomplish great things.
2/ Network and ask for help.
I made the most progress in developing my company when I started networking, going to after-work events, local entrepreneur meetings, and contacting people in my industry.
I try to humbly accept advice or recommendations from every entrepreneur I meet. Some conversations lasted only a few minutes but managed to change my perspective on problems I was facing at the time.
I never would have imagined having the contact information of a rock star (who was my parents' childhood idol), one of the national directors of the largest bank in France, or several founders of well-known brands. Anything is possible when you network.
3/ Question EVERYTHING
MJ talked about this a lot in his books, but always going with the flow is never the right way to stand out.
Throughout my journey, I've developed the ability to distinguish between what's true and what's flawed.
Whenever someone suggests I do something illogical, I try to understand: Why are they telling me to do XYZ when it's ridiculous?
Why should I submit to this rule imposed by the government when it's immoral?
Why does everyone trust XYZ when this person has lied dozens of times in the past?
Analyzing before listening to a belief is essential for making the right decisions.
You are much freer than you imagine.
4/ You need to take a step back from the advice of your loved ones
Every time I talk to my loved ones about my business and the decisions I have to make, I always get two different perspectives.
My friends have always told me to go for it: I have to take risks, I have to achieve my goals, and make something of my life.
My parents have always told me not to go for it: I have to find a real job, never take risks, and above all, not waste my life.
Do you see the contrast? Two different versions—it might seem contradictory, but it's not.
In fact, they all want what's best for me.
My friends are young, motivated, and from Generation Z; they have their whole lives ahead of them.
My parents are nearing retirement, ran a small grocery store for 30 years, and struggled financially from birth until retirement.
They worked their whole lives only to end up with nothing. They equate entrepreneurship with thousands of hours of work without ever seeing the rewards.
They're simply worried.
I think I need to find the positive in both perspectives: I need to go for it while remaining cautious. Sooner or later, I'll reassure my parents with a booming Fastlane business!
5/ Develop your social networks, especially LinkedIn
Before I started, I thought LinkedIn was a useless social network, full of hypocrites sucking up to their superiors for a raise or to climb the corporate ladder.
And now? I think it's an excellent asset for developing my brand, particularly for finding retailers to carry my product.
The Sales Navigator option is also a great way to find resellers and investors. By subscribing, you get access to a boosted messaging platform that allows you to send 50 messages per month to people who aren't in your network.
If you write the right message at the right time, you'll be surprised by the number of decision-makers who might respond.
It costs €100/month, which might seem expensive, but for me, just one sale is enough to make the subscription worthwhile. In one month and with 50 messages, I can bring in about ten resellers: so it's profitable and effective!
I recommend @Andy Black 's posts, which helped me get started on LinkedIn in the beginning.
Let's connect: MY LINKEDIN
6/ Be prepared to lose money
When I started this project, I didn't know where to begin.
I was afraid of making mistakes… How do I sell? What strategies should I use to promote my brand?
I ran ads on Facebook: no sales, a loss of money.
I paid influencers on Instagram to promote my products: no sales, a loss of money.
I bought rolls of packaging stickers for €200. When I received them, I realized the barcodes were invalid and there were spelling mistakes: straight to the trash, a loss of money.
Yes, I lost money.
But I learned.
I learned that the best promotion for a brand launching is free: share in local groups and make introductory videos. The advertisements actually come later, once the brand is well established and needs to expand its customer base through the online store.
I learned to reread and check my packaging ten times before confirming an order.
Last week I ordered €3,000 worth of packaging film, and I can assure you I've never spent so much time rereading packaging from every angle!
7/ Invest in yourself
I had already been applying this for a few months before launching my business.
I think investing in your business is important, but investing in yourself is even more so.
By this, I mean making an effort to be in good shape and knowledgeable, which means having an impeccable lifestyle and educating yourself with useful information.
Eating only unprocessed foods is an investment in myself.
Playing sports is an investment in myself.
Taking dietary supplements is an investment in myself. Getting a good night's sleep is an investment in myself.
Reading a business book is an investment in myself.
Watching a YouTube video about business is an investment in myself.
These actions may seem very costly in terms of time and money, but they aren't.
A healthy body and mind are the best assets for being productive and growing your business.
8/ Always stay two steps ahead of your competitors
I launched my brand in mid-November 2024 with very limited resources: I was doing the production in a friend's professional kitchen and I had a €20 popcorn machine (homemade).
I managed to launch my website, my social media accounts, and create my designs with very little money.
In mid-December, just one month later, I came across a very well-targeted Instagram ad. I saw a new brand announcing its launch… in artisanal salted popcorn (popped in oil).
I went to their website and realized that there were two of them behind the project, that they were starting with a significant investment, professional equipment, and, most importantly, I realized that they had copied my website and my recipes.
In short, they had every possible advantage over me.
But upon closer analysis, I realize they've bought "professional" equipment, which they operate entirely manually, and that they certainly have high fixed costs (loans plus rent for their downtown workshop). They have a short-term vision and no way to scale quickly.
Months go by, and they pull ahead of me:
In the spring, I have about ten resellers, while they already have around twenty;
By the beginning of summer, I have 15 resellers, while they have 35.
I realize they're copying my Instagram posts and my marketing.
They're monitoring my every move, my posts, my new products, and I know it.
During July and August, I go completely silent, almost no communication, no production, no new products… nothing!
They thought they'd crushed me, that I was abandoning the project… Except I had a Fastlane vision for my brand.
For two months I fought to get a bank loan, I got it, and I'm one of the youngest brand founders to access business credit without any capital or a wealthy guarantor.
I traveled across France to buy a used industrial popcorn machine.
I renovated an abandoned space in a village (rent only €90 per month).
I optimized everything to be able to scale.
From the beginning, I knew what I was doing.
Starting in September, I was able to produce in larger quantities.
Today, I have 51 resellers, and they have 43.
I've overtaken them.
Even though there are two of them, they're older, and they have more resources than me.
Simply by working smarter than them!
Fun fact: after I surpassed them, the founder placed an order on my online store.
I obviously canceled the order; they've already relied on me enough!
9/ MJ has already paved the way!
I got into the food industry after reading TGRRE .
I read it twice in a few months.
Now, whenever I have a big decision to make about the growth of my brand, when I hesitate and don't know what to do, I open this book.
(or Unscripted )
And in 90% of cases, the answer to my dilemma is right there.
It's crazy.
I don't know how MJ managed to anticipate so many of my problems years in advance, but he did!
I feel like I'm reading a map that's leading me to a solid business.
10/ It will take time, but you will be taken seriously.
Becoming credible is very difficult when you're starting from scratch.
At first, I was ridiculed; service providers and suppliers didn't even bother to respond to my requests. I wasn't taken seriously because I was too young and lacked resources.
I managed to grow my brand without them, which was much harder.
But a year later, these same people are insisting on sending me samples, and my LinkedIn inbox is overflowing with salespeople eager to sell me their services and raw materials.
Stay focused, work smart, and be patient, my friends
In this public thread, I'm going to share the main lessons I've learned (often from my mistakes) since the beginning of my journey.
Some of these lessons have already been highlighted by Michael Jackson and in classic personal development.
For those who don't know me, my name is Thibaut, I'm 20 years old, and a year ago I founded a healthy snack brand specializing in air-popped popcorn (I'm the only French brand making it). I launched with no prior knowledge of the food industry, no network, and just €100 in my pocket.
Today, I have about fifty retailers. I haven't generated much revenue, but I think I've built a solid foundation for the future, especially for 2026, which is shaping up to be a promising year for my project.
If this thread can help even one person, then I'll consider my mission accomplished!
1/ Be the most audacious person in your market.
I owe my success to my hard work, but especially to the audacity I've learned to cultivate.
I made improbable requests, I dared to call or approach CEOs. It terrified me, but with time and practice, I normalized approaching or calling someone important.
I dared to send a package to a French rock star after his concert. The next day, I received a photo of him with my bag of popcorn.
I dared to call the CEO of the largest online supermarket in France as soon as I had his number. He connected me with major players in the healthy food industry.
I dared to send a brick to the CEO of LesserEvil after receiving advice from @IceCreamKid . A few weeks later, I had a video call with him and his help to develop my business.
I think that when you start from scratch, it's essential to have the audacity to carve out a place for yourself. I see it a bit like the "YOLO" attitude that pushes you to accomplish great things.
2/ Network and ask for help.
I made the most progress in developing my company when I started networking, going to after-work events, local entrepreneur meetings, and contacting people in my industry.
I try to humbly accept advice or recommendations from every entrepreneur I meet. Some conversations lasted only a few minutes but managed to change my perspective on problems I was facing at the time.
I never would have imagined having the contact information of a rock star (who was my parents' childhood idol), one of the national directors of the largest bank in France, or several founders of well-known brands. Anything is possible when you network.
3/ Question EVERYTHING
MJ talked about this a lot in his books, but always going with the flow is never the right way to stand out.
Throughout my journey, I've developed the ability to distinguish between what's true and what's flawed.
Whenever someone suggests I do something illogical, I try to understand: Why are they telling me to do XYZ when it's ridiculous?
Why should I submit to this rule imposed by the government when it's immoral?
Why does everyone trust XYZ when this person has lied dozens of times in the past?
Analyzing before listening to a belief is essential for making the right decisions.
You are much freer than you imagine.
4/ You need to take a step back from the advice of your loved ones
Every time I talk to my loved ones about my business and the decisions I have to make, I always get two different perspectives.
My friends have always told me to go for it: I have to take risks, I have to achieve my goals, and make something of my life.
My parents have always told me not to go for it: I have to find a real job, never take risks, and above all, not waste my life.
Do you see the contrast? Two different versions—it might seem contradictory, but it's not.
In fact, they all want what's best for me.
My friends are young, motivated, and from Generation Z; they have their whole lives ahead of them.
My parents are nearing retirement, ran a small grocery store for 30 years, and struggled financially from birth until retirement.
They worked their whole lives only to end up with nothing. They equate entrepreneurship with thousands of hours of work without ever seeing the rewards.
They're simply worried.
I think I need to find the positive in both perspectives: I need to go for it while remaining cautious. Sooner or later, I'll reassure my parents with a booming Fastlane business!
5/ Develop your social networks, especially LinkedIn
Before I started, I thought LinkedIn was a useless social network, full of hypocrites sucking up to their superiors for a raise or to climb the corporate ladder.
And now? I think it's an excellent asset for developing my brand, particularly for finding retailers to carry my product.
The Sales Navigator option is also a great way to find resellers and investors. By subscribing, you get access to a boosted messaging platform that allows you to send 50 messages per month to people who aren't in your network.
If you write the right message at the right time, you'll be surprised by the number of decision-makers who might respond.
It costs €100/month, which might seem expensive, but for me, just one sale is enough to make the subscription worthwhile. In one month and with 50 messages, I can bring in about ten resellers: so it's profitable and effective!
I recommend @Andy Black 's posts, which helped me get started on LinkedIn in the beginning.
Let's connect: MY LINKEDIN
6/ Be prepared to lose money
When I started this project, I didn't know where to begin.
I was afraid of making mistakes… How do I sell? What strategies should I use to promote my brand?
I ran ads on Facebook: no sales, a loss of money.
I paid influencers on Instagram to promote my products: no sales, a loss of money.
I bought rolls of packaging stickers for €200. When I received them, I realized the barcodes were invalid and there were spelling mistakes: straight to the trash, a loss of money.
Yes, I lost money.
But I learned.
I learned that the best promotion for a brand launching is free: share in local groups and make introductory videos. The advertisements actually come later, once the brand is well established and needs to expand its customer base through the online store.
I learned to reread and check my packaging ten times before confirming an order.
Last week I ordered €3,000 worth of packaging film, and I can assure you I've never spent so much time rereading packaging from every angle!
7/ Invest in yourself
I had already been applying this for a few months before launching my business.
I think investing in your business is important, but investing in yourself is even more so.
By this, I mean making an effort to be in good shape and knowledgeable, which means having an impeccable lifestyle and educating yourself with useful information.
Eating only unprocessed foods is an investment in myself.
Playing sports is an investment in myself.
Taking dietary supplements is an investment in myself. Getting a good night's sleep is an investment in myself.
Reading a business book is an investment in myself.
Watching a YouTube video about business is an investment in myself.
These actions may seem very costly in terms of time and money, but they aren't.
A healthy body and mind are the best assets for being productive and growing your business.
8/ Always stay two steps ahead of your competitors
I launched my brand in mid-November 2024 with very limited resources: I was doing the production in a friend's professional kitchen and I had a €20 popcorn machine (homemade).
I managed to launch my website, my social media accounts, and create my designs with very little money.
In mid-December, just one month later, I came across a very well-targeted Instagram ad. I saw a new brand announcing its launch… in artisanal salted popcorn (popped in oil).
I went to their website and realized that there were two of them behind the project, that they were starting with a significant investment, professional equipment, and, most importantly, I realized that they had copied my website and my recipes.
In short, they had every possible advantage over me.
But upon closer analysis, I realize they've bought "professional" equipment, which they operate entirely manually, and that they certainly have high fixed costs (loans plus rent for their downtown workshop). They have a short-term vision and no way to scale quickly.
Months go by, and they pull ahead of me:
In the spring, I have about ten resellers, while they already have around twenty;
By the beginning of summer, I have 15 resellers, while they have 35.
I realize they're copying my Instagram posts and my marketing.
They're monitoring my every move, my posts, my new products, and I know it.
During July and August, I go completely silent, almost no communication, no production, no new products… nothing!
They thought they'd crushed me, that I was abandoning the project… Except I had a Fastlane vision for my brand.
For two months I fought to get a bank loan, I got it, and I'm one of the youngest brand founders to access business credit without any capital or a wealthy guarantor.
I traveled across France to buy a used industrial popcorn machine.
I renovated an abandoned space in a village (rent only €90 per month).
I optimized everything to be able to scale.
From the beginning, I knew what I was doing.
Starting in September, I was able to produce in larger quantities.
Today, I have 51 resellers, and they have 43.
I've overtaken them.
Even though there are two of them, they're older, and they have more resources than me.
Simply by working smarter than them!
Fun fact: after I surpassed them, the founder placed an order on my online store.
I obviously canceled the order; they've already relied on me enough!
9/ MJ has already paved the way!
I got into the food industry after reading TGRRE .
I read it twice in a few months.
Now, whenever I have a big decision to make about the growth of my brand, when I hesitate and don't know what to do, I open this book.
(or Unscripted )
And in 90% of cases, the answer to my dilemma is right there.
It's crazy.
I don't know how MJ managed to anticipate so many of my problems years in advance, but he did!
I feel like I'm reading a map that's leading me to a solid business.
10/ It will take time, but you will be taken seriously.
Becoming credible is very difficult when you're starting from scratch.
At first, I was ridiculed; service providers and suppliers didn't even bother to respond to my requests. I wasn't taken seriously because I was too young and lacked resources.
I managed to grow my brand without them, which was much harder.
But a year later, these same people are insisting on sending me samples, and my LinkedIn inbox is overflowing with salespeople eager to sell me their services and raw materials.
Stay focused, work smart, and be patient, my friends
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