A pre-Christmas / 2026 read and listen. Some inspiration to keep you thinking as we head into the new year.
In this episode of the Worthy for Thirty podcast, I sat down with Blake Niemann, the founder of Levels Protein. From humble beginnings in his Jersey City, NJ apartment in 2016 to becoming a trusted name in the supplement industry, Blake shares his insights on building a brand that prioritizes transparency and the consumer experience.
Discover how his commitment to purpose over shortcuts has led to success and learn actionable strategies for your entrepreneurial journey.
Quick bio on Levels Protein:
Founded in 2016, Levels Nutrition, LLC (“Levels”) built its name on one thing: whey protein done right. No artificial sweeteners. No fake flavors. No fillers. Just clean, high-quality ingredients you can trust. That same standard carries through everything we make—from our best-selling whey to collagen, casein, and plant-based proteins.
Levels has a multi-channel presence across Amazon, our direct-to-consumer website, and brick-and-mortar retailers including, but not limited to, Walmart, Target, and Costco.com.
✍️ down these key takeaways:
1. Transparency Builds Trust — and Trust Is the Real Moat
Blake’s perspective:
From its founding, Levels was built on the notion that consumers are smarter than brands give them credit for. Blake didn’t just remove artificial ingredients, he removed anything that felt or sounded artificial. Ingredient names, packaging cues, and even regulatory choices (like using a Nutrition Facts Panel instead of a Supplement Facts Panel) were all intentional signals of honesty.
For Blake, transparency isn’t marketing it’s operational discipline. When you’re clear about what’s in the product, what it does, and what it doesn’t do, you reduce friction everywhere: customer service, reviews, returns, and long-term trust.
Relevant brand case: Patagonia
Patagonia didn’t win loyalty by saying they’re sustainable—they won it by showing receipts: supply chain disclosures, environmental tradeoffs, and even encouraging customers not to buy new gear. That radical honesty built trust that competitors can’t copy overnight.
How to implement:
Audit your product or service for “hidden friction” or vague claims. If you can’t clearly explain it to a customer, it’s a liability.
Replace marketing language with factual language. Blake avoided flashy performance claims and stuck to what was scientifically and legally defensible.
Transparency compounds: fewer complaints, fewer returns, and stronger word-of-mouth over time.
2. Consumer Experience Is the Product
Blake’s perspective:
Blake views experience as everything surrounding the product, not just what’s inside the canister. From the way the seal peels off the lid cleanly, to how quickly customer service responds, to even how an email sounds, Levels is “in the weeds” of consumer feedback.
The clean-peel induction seal is a perfect example. No one was loudly asking for it, but Blake and his team knew the frustration of paper residue, messy lids, and downstream complaints. Fixing a small annoyance preemptively removed an entire slew of issues before customers had a chance to complain.
Brand case: Apple
Apple’s obsession with experience isn’t about specs, it’s about removing friction you didn’t even know existed. Packaging, setup, in-store help, and ecosystem design all reinforce trust and ease.
How to implement:
Put your consumer ‘hat’ on. Walk through your product like a first-time customer. Where do they pause, get annoyed, or feel confused?
Fix “quiet frustrations,” not just loud complaints. Blake didn’t wait for outrage, he prevented it.
Treat customer service as a profit-protector, not cost center. Fast, human responses are remembered and reviewed.
“You don’t win by obsessing over competitors—you win by obsessing over the customer. Everything we do starts with asking how the consumer will feel.” - Blake Niemann
3. Entrepreneurship Is a Long-Term Commitment
Blake’s perspective:
Blake is upfront: building a real business takes a long time. The myth of overnight success is not just wrong, it’s harmful. Levels grew brick by brick, fueled by frugality, patience, and founder accountability; no outside capital. Because it was Blake’s money on the line, every decision was intentional.
He embraces suffering as part of the deal, not as a badge of honor, but as the cost of building something durable.
Brand case: Amazon
Amazon took years to become profitable, prioritizing infrastructure, customer trust, and long-term scale over short-term optics. That patience is now its biggest advantage.
How to implement:
Plan your business as a 10-year project, not a 10-month sprint.
Build for survivability before optimization. Blake focused first on supply chain, operations, and unit economics, not hype.
Ignore curated social media timelines showing the perceived glitz and glamour of entrepreneurship. Keep your head down. If it feels slow, you’re probably doing it right.
4. Innovation Must Serve Real Consumer Needs
Blake’s perspective:
Blake resisted chasing trends, whether it was exotic flavors, flashy ingredients, or the latest supplement fad. Instead, he focused on what consumers actually wanted: clean whey, great taste, and a fair price.
Innovation at Levels isn’t about novelty it’s about relevance. If consumers didn’t care about bag-in-a-box packaging or fruit-and-vegetable flavors, Blake cut them, no matter how “differentiated” they seemed on paper.
Brand case: Tesla
Tesla didn’t win by adding gimmicks it won by solving real pain points: performance, charging infrastructure, and user experience, all aligned with consumer demand.
How to implement:
Kill ideas that excite you but aren’t want the consumer actually wants. Again, put yourself in your consumers’ shoes.
Use minimum-viable-product (MVP) thinking: launch small, learn fast, and adjust based on real behavior not internal opinions. As an old boss once said ‘spend a little, earn a little, learn a lot!’
Innovation should simplify life for the customer, not complicate it. Innovation should never add friction to the CX.
5. Iterate Relentlessly, but Only on Meaningful Signals
Blake’s perspective:
Blake doesn’t chase every piece of feedback, but he pays close attention to patterns. One-off opinions don’t drive change; consistent signals do. That mindset allowed Levels to refine pricing, packaging, flavors, and even communication tone without losing focus.
Iteration, for Blake, is humility and self-awareness in action: saying when something doesn’t work and fixing it quickly.
Brand case: Netflix
Netflix continuously adapts: content, UI, recommendations based on viewer behavior, not executive taste. Data-driven iteration keeps them relevant.
How to implement:
Separate noise from signal. Look for repeat feedback across channels.
Build fast feedback loops (reviews, customer service tickets, trial formats).
Treat iteration as ongoing, not episodic. Blake still refines Levels years after launch.
The Big Idea for the Audience
Blake’s playbook isn’t flashy, but it’s long-lasting:
Be frank.
Obsess over the consumer, not competitors.
Commit for the long haul.
Innovate only where it matters.
Improve constantly, leave your ego at the door.
That’s how you build a brand people trust and keep coming back to. Transparency.
Join the Worthy for Thirty community as we dive into these themes and more, offering valuable lessons for entrepreneurs looking to make their mark in any industry. Tune in to hear Blake’s story and gain inspiration for your own business endeavors.
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