Interested in starting your own entrepreneurial journey in nutritional supplements but unsure what to expect? Then read up on our interview with Josh Campbell, Co-Founder and CEO of Human Improvement, located in Santa Monica, CA, USA.

What's your business, and who are your customers?

Our business is called Human Improvement. We use unique ingredients to create premium wellness routines for our community. Our customers are fairly evenly split between men and women aged 21-45 who are well educated and appreciate the importance of investing in their health.

Tell us about yourself

I have been a protein user for years but always felt awful after using it. They made my stomach hurt, and pea protein made me feel lethargic. I just thought all protein was like this. Then, I started looking at alternative protein sources and found that organic cricket protein powder had all the amino acids of meat, was full of protein (over 70%), and was high in B12 and fiber. It was like a natural multivitamin and protein powder in one. Best of all, it didn’t make me tired or bloated. It fuels me each day to see our customers cut out all the garbage (artificial ingredients, gums, fillers, sugars) from their diets and hear how much better they feel after using our products.

What's your biggest accomplishment as a business owner?

The biggest accomplishment is seeing the stigma around eating insects fade away once people actually taste the product.

What's one of the hardest things that come with being a business owner?

One of the hardest things that come with being a business owner is being a generalist instead of a specialist. You have to understand everything from marketing to packaging design to manufacturing.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Product market fit - don’t start something just because it seems fun or exciting. Understand if you are really filling a need in the market.
  2. Fail fast - you will make a LOT OF mistakes. That’s fine. Make them quickly, learn, and move on.
  3. Focus on the big goals - the number one thing you need to figure out is sales. High sales can fix a lot of problems with your business!

Is there anything else you'd like to share?

Great things take time - double your budget, double your timelines and cut your expectations in HALF!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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