Chad Janis sold his gummies company Gruns for $1B+ in just 32 months by creating a new product format—comprehensive nutrition in gummy packs rather than pills—and executing world-class direct-to-consumer marketing with ruthless LTV-to-CAC discipline. New product formats win in crowded markets; Chad identified that comprehensive nutrition gummies didn't exist because the industry was locked into pill bottles, solving this with eight-gummy packs instead.