Joel Kocher - This $200M CEO Discovered What Cardiologists Won't Tell You
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this episode, Joel Kocher, the 70-year-old CEO and Co-Founder of Humann, reveals how he built a $200M cardiovascular health company around the "miracle molecule" nitric oxide. (03:00) After retiring in his forties and experiencing a dramatic decline in energy, Kocher discovered nitric oxide research from the University of Texas and transformed his life - and millions of others. (05:00) He shares his journey from Dell's number two executive to building a science-backed supplement empire, explaining why most people fundamentally misunderstand heart health and how clinical trials became his competitive edge. The conversation dives deep into leadership lessons from working alongside Michael Dell and Steve Jobs, his framework for sustained growth that landed Humann on the Inc. 5000 list ten consecutive times, and why focus and patience matter more than speed in building lasting businesses.
- Main themes: The conversation centers on longevity science, sustainable business growth, leadership philosophy, and the critical importance of cardiovascular health as foundational to overall wellness.
Speakers
Joel Kocher
Joel Kocher is the 70-year-old CEO and Co-Founder of Humann, a $200M cardiovascular health company built around nitric oxide science. Before founding Humann, he served as the number two executive at Dell during its explosive growth phase, helping scale the company from $100M to $1.5B in revenue in just one year. He has led four public companies, two with revenues in the billions, and was personally mentored by tech legends Michael Dell and Andy Grove. After retiring in his forties and experiencing health decline, he discovered nitric oxide research and partnered with the University of Texas to commercialize breakthrough cardiovascular health solutions.
Key Takeaways
Build Brand Before Scale
Kocher waited seven years before entering retail, saying no to Walmart repeatedly until he was 100% confident in product velocity. (76:00) He emphasized that entrepreneurs must establish brand trust and proven sell-through rates before pursuing retail partnerships. The lesson is profound: retailers don't care about your story, only your numbers. "Don't raise money too early, don't go to retail too early - make sure you build the brand and you're 100% confident of the velocity off the shelf before you ever put it in a retailer," he explains. This patient approach allowed Humann to maintain power in retail relationships rather than being controlled by buyers.
Hire for Conviction, Not Just Competence
Kocher personally interviews every single hire, even at a $200M company, looking specifically for people who want to "change the world." (57:00) He warns that hiring people who just want a job will kill your company, stating "if you're a 20 employee company and have five of those, you're dead." His screening process includes bringing candidates' partners to dinner to understand their true character. The practical application: spend more time on hiring than any other CEO activity, because you are who you hire and people largely don't transform after joining.
Focus Wins Over Diversification
Despite opportunities to expand into other supplement categories, Humann remains laser-focused on cardiovascular health. (40:00) Kocher believes "focus wins" and warns against the temptation to chase every market opportunity. When asked about expanding into creatine or electrolytes, he firmly maintains their narrow and deep approach. This focus allowed them to become experts in their field and build unassailable competitive advantages through clinical trials and scientific partnerships. The lesson: resist the urge to diversify until you've completely dominated your core market.
Embrace the Sustainer Mentality
Kocher's philosophy centers on being "impatiently patient" - having urgency while doing things right rather than fast. (48:00) He explains that companies fail because leaders double down on what worked instead of adapting to new conditions. "What got you here never gets you there" is his core operating principle. He emphasizes that the only constant is change, and leaders must have the capacity to adapt constantly while maintaining conviction in their mission. This mentality enabled Humann's ten consecutive years on the Inc. 5000 list.
Obsess Over Talent Ratio
Kocher introduces his concept of "talent ratio" - the relationship between revenue growth and talent acquisition. (72:00) In high-growth companies, this ratio typically shrinks because talent can't be hired fast enough to match revenue growth, diluting company capability. He argues this is the best predictor of future performance and requires CEO obsession. The practical application: in hyper-growth phases, hiring must be your primary focus because diluting talent relative to revenue is the fastest way to stall growth and lose competitive advantage.
Statistics & Facts
- Humann has made the Inc. 5000 list ten consecutive years in a row, approaching $200 million in revenue. (23:00) This level of consistency is extremely rare, with most companies making the list only once due to inability to sustain growth.
- The company has conducted 13 clinical trials and sold three quarters of a billion doses of their products. (59:00) This scientific rigor sets them apart in an industry where most supplement companies have no clinical backing.
- There are 60,000 miles of blood vessels in the human body, with 37 trillion cells that will die within three minutes without oxygen replenishment. (11:00) This statistic underlies why Kocher views cardiovascular health as foundational to all health.
