Selling Snake Oil: Being Bulletproof

LiesPutting butter into your coffee. It sounds absolutely disgusting, but it has created a ripple effect the past few years. Silicon Valley entrepreneur, Dave Asprey, created Bulletproof coffee some time ago, and has recommended that people put butter into their coffee for optimum cognitive performance. Being curious about my fitness and health, I stumbled upon Dave Asprey when I listened to Joe Rogan’s podcast. Dave was very engaging and seemed to have endless answers to health and fitness. After listening to Joe Rogan’s podcast, I turned my attention to becoming “Bulletproof.” Dave offers his own brand of coffee on his website, along with various other bio hacking products. Taking the plunge, I ordered Bulletproof coffee and Dave’s own MCT oil, Brain Octane oil. The key ingredient to making Bulletproff coffee is butter; Kerrygold unsalted butter to be exact. So, how does this all make sense? You blend two tablespoons of Kerrygold butter, one to two tablespoons of MCT oil, and roughly two cups of coffee. You might be thinking at this point that this concoction would taste terrible, but you’re wrong.  It actually tasted pretty good and upon drinking this particular coffee, I felt superhuman. My senses were locked in, and I had what seemed like boundless energy. To me, I thought that I had found the holy grail of supplementation. But, of course, nothing good lasts forever, and Bulletproof coffee and its effects–seemed to taper off after a while. Also, if you’re planning on becoming “Bulletproof” make sure that your wallet can handle it. Dave Asprey is a master at marketing, and it shows in all of his products. Being “Bulletproof” I was all ears when Dave had anything to say about bio hacking or his own products. Then things started to go downhill pretty quick after hearing about this:


It wasn’t just Joe Rogan and Dr. Rhonda Patrick that made up my mind about Bulletproof coffee. It was a ton of reports thereafter that made me feel stupid. The bottom line in all of this is pure marketing. By Dave Asprey throwing out wild claims about his products and science backed research–it made me ponder a little bit harder. I’ve been around the block before with supplements and like Tim Ferriss, I consider my self a “human guinea pig.” I’ve tried and experimented with a lot of supplements, and I’ve come to the conclusion that a lot of stuff being sold out there is bullshit. Why do you think that companies spend so much on marketing? Because it works. It’s all the same techniques that are used, but Dave Asprey is really, really good at it. He sells you on the fact that you’re gonna be unstoppable, and you will be (for a period of time), but then you’ll come to the realization that you don’t need his products to feel at your best. We live in a world where people want instant gratification and to feel “Limitless” at all times, but that’s just not possible. Sure there are products that can enhance our development, but no single product will bring you to the promise land every single day. Trust me, I wanted Bulletproof coffee to work and I don’t think Dave Asprey is ripping people off. He’s made one hell of a business model, and it’s working out greatly for him. Next time you come across a product that promises to deliver–make sure that you do your research before you fully commit to it.