What I mean by letting nature in, is that the psychology surrounding consumer products is tremendously important, because it effects how you understand yourself. The coolest thing, I think, about Milksugar is that the active lactase enzymes are derived from a cool Japanese fungus, koji,
which in latin is called aspergillus oryzae. Koji is beloved in Japan, because it’s the secret ingredient for making sake and miso — it creates tons of enzymes, including the ones that break apart the dairy sugar, lactose, that gives us lactose intolerant people so much trouble!
I think that big corporations believe Americans are too wimpy to knowingly eat cool Japanese mushroom pills that help them digest dairy. I have a more optimistic view of my countrypeople: I think they will like to know! Because nature is really, really cool!!
2) What’s the best thing about being your own boss?
Well, I can sleep in and stuff. Also I can entertain myself with notions of earthly riches. I’m more inclined to think of myself as an entrepreneur than as a boss. It’s a distinction that makes a difference. I’m terribly impulsive; I don’t command myself, so much as I am drawn forward by curiosity and vision. In that way, I am a servant.
And that’s the best part — the freedom to pursue the dream!
3) What’s one of the hardest things?
Well, I’m not a rich kid, or in possession of vast savings, so there’s been some financially tight moments. How terrible — I have had to live off rice, and sometimes recycle my better-remunerated room mates cans for beer money. Oh, woe is me (I’m joking, although having money to go out is fun). It’s more seriously stressful to be late with the rent. Obviously, as a start up business with not too much sales volume yet I should worry about failure. But the truth is that I don’t.
In the back of my mind I have been preparing to do a project like this for awhile. I am very fortunate to have some truly amazing and inspiring friends, teachers, and investors who have walked similar paths. I wouldn’t be doing this without them.
The hardest task for me has been setting the correct expectations for myself, and remaining mindful. I can be very impatient, but changing the way an entire culture thinks about lactose intolerance won’t happen overnight.
That said, I think we can win.