The following was advice an accomplished PhD wrote to me discouraging me from co-founding Pretty Litter which would eventually become a billion dollar (sold to

The following was advice an accomplished PhD wrote to me discouraging me from co-founding Pretty Litter which would eventually become a billion dollar (sold to Mars) CPG business: “here is some free consulting advice: you need to think very carefully through the economics and competitive environment of the cat litter business. At the end of the day there needs to be a real business, not just an exercise in PR and crowdfunding, and the risk-reward in cat litter is not at all appealing. Cat litter is a commodity product, and there are huge brands that know how to manufacture, distribute, advertise, and market it at massive scale. There are already other color-changing cat litter products. Your team has zero expertise, IP, or competitive advantages in manufacturing, chemistry, consumer products, animal health, diagnostics, or distribution. Cat litter is not an industry that needs disruption.”