The Entrepreneur Experiment

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Nir Eyal — bestselling author of Hooked, Indistractable, and Beyond Belief - for a masterclass on the psychology of belief, persistence, and entrepreneurial thinking. Together, they explore why success is so often less about intelligence, resources, or talent, and more about what you believe is possible. Drawing on psychology, behavioural science, and real-world entrepreneurial examples, Nir explains why some people spot opportunities everywhere while others walk straight past them.

This is a fascinating conversation about the beliefs that quietly shape your decisions, your motivation, and your ability to keep going when things get hard. From “entrepreneurial alertness” to limiting beliefs, predictive processing, and the surprising science of persistence, Nir breaks down how founders can train themselves to see differently, act differently, and ultimately build more than they thought possible. If you’ve ever felt stuck, doubted yourself, or wondered why some people seem able to create momentum where others hesitate, this episode is for you.

Show Notes

In this episode, we cover:

🔥 Why intelligence is not the best predictor of entrepreneurial success
🧠 The difference between facts, faith, and belief
💡 Why beliefs are tools, not truths
👀 The concept of entrepreneurial alertness and why founders literally see opportunities others miss
🍀 What a simple “luck” experiment reveals about attention and opportunity
🐀 The famous rat study that shows how hope can radically increase persistence
📈 Why success in business, body, and brain comes down to persistence more than talent
🚫 The real reason most people fail: they quit or never start
🔺 Nir’s model of motivation: behaviour, benefit, and belief
⛓️ The difference between limiting beliefs and liberating beliefs
🪞 Why it’s easier to spot everyone else’s limiting beliefs than your own
🌍 How past experiences and “priors” shape what you notice in the world
🎯 Why we don’t see reality as it is — we see a prediction of reality
📱 The role of negativity bias, social media, and fear in keeping us passive
⚡ How changing your beliefs can change what you see, feel, and do as a founderLinks & Resources

Connect with Nir Eyal

Nir Eyal official website: nirandfar.com

Beyond Belief: nirandfar.com/beyond-belief/

Indistractable: nirandfar.com/indistractable/

Hooked: nirandfar.com/hooked/

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Jennie and Lisa, the founders of Gigi, the women’s health brand rethinking hormonal support through premium, evidence-led supplements.

From working as registered nutritional therapists to building a fast-growing consumer brand, Jennie and Lisa share how their clinical experience led them to spot a major gap in the market: women being told to take multiple supplements for PMS and hormone balance, with no simple, targeted solution in sight. What followed was a crash course in product development, manufacturing, branding, retail, cashflow, and persistence.

They open up about the reality of building a product-based business from scratch — from begging manufacturers to take a chance on them, to selling out their first production run in just two weeks, to learning the hard way how brutal stockouts can be when demand outpaces supply. They also share how social media, education, and bringing customers behind the scenes helped them build trust early and create real momentum.

This is a powerful conversation about solving a genuine problem, building in a capital-intensive category, and creating a brand with purpose in a space that has long underserved women.

🎧 Show Notes

In this episode, we cover:

🔥 How Jennie and Lisa turned clinical insight into a fast-growing women’s health brand
🚀 The lightbulb moment behind Gigi and why they started with one hero product
🧠 Why the best business ideas come from momentum, frustration, and seeing a real problem up close
💊 The flaw in asking women to take 4–5 different supplements for one issue
🏭 What it really takes to find a manufacturer when you have no track record
✈️ The trip to Paris that changed everything for the business
📦 Minimum order quantities, funding pressure, and the realities of cash-heavy product businesses
💸 How they used grants, personal capital, and negotiation to get their first production run made
📱 Why social media and education were key to winning their first customers
💌 How documenting the journey built an email list and a loyal early audience
🛒 Selling direct-to-consumer while also expanding into pharmacy and retail
📈 The operational stress of selling out — and why “high demand” can still create huge problems
🌊 Why branding mattered, and how they built a women’s health product that didn’t look overly clinical
❤️ Building a business that genuinely improves women’s lives, while also building a commercially viable company

💬 Standout Quote

“There has to be a better way.”
That simple frustration became the foundation for Gigi — and the catalyst for building a product designed to genuinely improve women’s quality of life.

Links & Resources

Gigi: https://gigisupplements.com/

Follow Jennie on Instagram: https://www.instagram.com/jennie.haire/

Follow Lisa on Instagram: https://www.instagram.com/lisahughes_nt/

Follow Gigi Supplements: https://www.instagram.com/gigisupplements/

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A premium-brand lesson you can steal in any industry: pricing that isn’t just maths.

Alan shares how pricing can be communication, positioning, and part of the customer journey. He shows how the “moment of pause” or consideration can actually work in your favour when the product delivers and the experience educates. Listen back to the full episode, Episode 441 now for the full conversation with Alan, and subscribe or follow now, for more episodes like this.

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Ken Rideout for a conversation that goes far beyond endurance sport. Yes, they talk about marathons, HYROX, discipline, and what it really feels like to stand on a start line ready to compete — but this episode is really about identity, effort, masculinity, parenting, business ambition, and the mindset required to keep going when life gets hard.

Ken opens up about what success actually means to him, why he believes failure is simply not trying, and how he’s learned to reframe adversity — from losing jobs to helping his wife through cancer treatment. He shares his brutally honest view that most people underestimate what they’re capable of, explains why he’s driven more by discipline than motivation, and reveals the internal pressure, imposter syndrome, and dark mental places that often sit beneath elite performance.

This is not a polished “morning routine” conversation. It’s a raw, funny, provocative and deeply human episode about competing hard, living truthfully, protecting your energy, and building a life where you do more of what matters - and less of what doesn’t.

Show Notes

In this episode, we cover:

🔥 Why Ken believes success is rooted in family, friendship, and community — not status
💥 His definition of failure: not trying
🏃 The mindset he brings to marathons, HYROX, and elite competition
🧠 Why discipline matters more than motivation
😬 The imposter syndrome and insecurity behind high performance
📚 How Ken’s story went from “toiling in darkness” to bestselling author and major podcast guest
👊 Why he thinks 99% of people underestimate their own potential
🏠 Parenting, social media boundaries, and raising strong kids in a soft world
💼 His business philosophy: make enough money so you never have to do things you don’t want to do
⌚ The tools he actually uses: Whoop, sauna, cold plunge, and his beloved 8 Sleep setup
😅 Why he hates LinkedIn, protects his relationships, and refuses to be performative online

* Our Sponsors *
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About Ken Rideout:

Ken’s Book: Everything You Want Is On The Other Side of Hard: https://www.theothersideofhard.com/

Follow Ken on Instagram: https://www.instagram.com/ken_rideout/?hl=en

Follow Ken on TikTok: https://www.tiktok.com/@ken_rideout

Ken Rideout on YouTube: https://www.youtube.com/@ken_rideout

Follow The Entrepreneur Experiment

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On TikTok: https://www.tiktok.com/@entrepreneurexperiment

In this Mentor Moment, Gerry Hussey shares a simple but powerful way to visualise success that founders can actually put into practice. Instead of vague “future goals,” Gerry breaks it down into outcomes, daily process enablers, and identity — becoming the person who already lives the life you’re working towards.

You’ll hear his step-by-step exercise to map what you want, identify the habits that get you there, and close the gap between who you are today and who you need to become.

For the full conversation with Gerry Hussey, listen to Episode 413 of The Entrepreneur Experiment.

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