Bloom Nutrition and what would it take to reach $50M?

Bloom's energy drink went from launch to more than 60,000 stores in about two years. Here's how I think about what it would take for Xandro to reach…

Nov 1 • Shantanu

October 2026

Branding From First Principles

I used to think branding was pretentious. So I stopped copying what brands do and asked what it actually is, starting from zero.

Oct 25 • Shantanu

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A Year of Endurance: Health, Business and Life

What does marathon training, a new chapter in life, and a difficult year in business looks like? Here’s my journal from 2026.

Oct 18 • Shantanu

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August 2026

Performance?

Marathon training has changed how I eat, sleep and recover. It has also made me question the language we use at XANDRO, and whether performance is…

Aug 23 • Shantanu

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Sugar

I spent 8 years removing sugar from my life. Now I actively look for carbs before and after my runs. Marathon training has changed how I think about…

Aug 9 • Shantanu

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Paradox

Longevity is full of paradoxes. Exercise makes us healthier, until it leaves us injured. Eating better can make life less social. And paying for…

Aug 2 • Shantanu

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July 2026

Evidence

If you're building a consumer health brand, don't start with clinical trials. Start with an evidence engine.

Jul 26 • Shantanu

Rebuilding

Three years in, Xandro already feels like several companies layered together. The products, systems, teams and playbooks keep changing, and I am…

Jul 12 • Shantanu

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Culture

Melaka made me rethink what culture really means. For cities, for brands, and for the company we are trying to build.

Jul 5 • Shantanu

June 2026

Sleep Capital

People are fixing their sleep the wrong way. Here is how to read what your body is actually doing at night, and build from there.

Jun 28 • Shantanu

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21K

I had one excuse to not run marathons. Today I ran one anyway. Raw emotions. Let's find out.

Jun 14 • Shantanu

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May 2026

Measuring Biocap

Coming up with a new word is easy. Making it a real, measurable thing is the harder and more important problem.

May 24 • Shantanu

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