Jason Calacanis Gives Advice to 19 Year Old Me

Quick Overview

Jason Calacanis advises Corbin Brown, founder of Luu (a non-nicotine flavored vape alternative), to aggressively fight back against major e-cigarette companies like Juul and FDA regulations by proactively using PR and marketing to frame their narrative, referencing past successful corporate challenges like the Pepsi Challenge against Coca-Cola.

Key Points: Corbin Brown, founder of Luu (luuinhaler.com), is developing a non-nicotine, flavored vape alternative to address the youth nicotine epidemic. Luu's primary challenge is regulatory classification as an ENDS (Electronic Nicotine Delivery System) and marketing restrictions on platforms like Google, Facebook, and Instagram. Brown estimates that addiction for current users is 60% nicotine and 40% behavioral, which Luu targets by eliminating the nicotine while keeping the flavor/oral fixation. Calacanis advises Brown to aggressively push back against regulatory and marketing hurdles by conducting a high-profile 'fight up' campaign, similar to the historical Pepsi Challenge against Coca-Cola. The strategy involves documenting the entire journey and proactively sending positive press releases to outlets like TechCrunch and the Wall Street Journal, framing Luu as the solution to nicotine addiction. Calacanis stresses that if the core product (non-nicotine) is safe, Brown must fight the perception that it is a vape pen to control the narrative, even if the FDA or competitors try to stop them.

Context: The video features an interview segment from 'This Week in Startups' where host Jason Calacanis interviews Corbin Brown of the company Luu. Luu produces a flavored inhaler alternative designed to help users quit nicotine, positioning itself as a non-nicotine replacement for traditional e-cigarettes, often referred to as 'vape pens.' The discussion centers on the challenges of marketing a product in a heavily regulated and stigmatized industry, and Calacanis offers aggressive marketing and PR advice based on historical corporate battles.