Liver King's $100M Supplement Business, Shaan Loses $250k on Luna, & The Real World Ted Lasso

About this video

Sam and Shaan discuss several fascinating business and cultural phenomena: the Savannah Bananas baseball team, which applies entertainment-first principles to minor league baseball; Shaan’s experience investing in and losing money on the Luna/Terra cryptocurrency project; the Liver King’s supplement empire reportedly doing $100M in sales; and Martin Shkreli’s outsized influence on social media platforms. Throughout, they explore what makes certain personalities and brands magnetic, cult-like, and culturally compelling.

Key takeaways

• Jesse Cole and the Savannah Bananas succeeded by prioritizing fun and entertainment over winning—they got 4,000 fans per game by rethinking every aspect of the baseball experience (all-inclusive pricing, time limits, choreography), then coincidentally won their league championship. This demonstrates that ’level 12 execution’ on a smaller opportunity can outperform bigger ideas with mediocre execution.
• Shaan invested $250K in Luna tokens at $30-35 and was up $750K before losing ~$225K when Terra’s algorithmic stablecoin collapsed in a bank-run death spiral he’d explicitly identified as a risk. He frames it as a calculated bet that didn’t pay out rather than a failure, noting that keeping position sizes under 15% of portfolio prevents any single black swan from being catastrophic.
• The Liver King claims to sell $100M annually in organ-meat supplements across multiple D2C channels (Heart and Soil, The Fittest, etc.) while promoting an extreme ‘carnivore’ lifestyle. Despite public claims of no steroid use, people close to him say otherwise—yet his brand has achieved massive scale by leaning into a cult-of-personality model with rituals, community, and mission.
• Martin Shkreli, recently released from prison, was the most lethal social-media personality pre-Trump/Elon because he had notoriety but no other obligations, so he could broadcast 9 hours daily on Blab. He weaponized attention-seeking and controversy to build audience and influence, demonstrating that negative attention is still attention.
• The through-line across all these figures is their willingness to be extreme, polarizing, and cult-like—whether through brand, personality, or ideology—while executing with focus and energy. Charisma and entertainment value can sometimes outweigh traditional business metrics.

Episode details: published May 24, 2022 · 16K views · 1:08:17 long. Summary written by Self Growth Videos from the episode itself. The business ideas, figures and results discussed are the hosts’ and guests’ own claims, shared as brainstorming and entertainment — not verified facts and not investment advice.

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