No Spike, No Crash
<p>Ifyou dial the toll-free line of Larkspur, California-based Good Idea, a company that makes a sparkling water energy drink that promises to curb blood sugar spikes, you might be startled to learn who’s picking up your call.</p>
<p>“I may speak to 300 or 400 people a week, or something like that,” says Doug Carlson, previously co-founder of Fiji Water, now CEO of Good Idea. “It’s literally one of my favorite parts of the job,” he says.</p>
<p>Odd as it may seem, part of the reason why Carlson is monitoring the toll-free line is that he’s an exuberant extrovert who loves a chat — and has plenty of great stories to tell — but also because his product is a bit unconventional. It’s not a sports drink or a nutritional supplement, but its effects have been tested in clinical trials, and it comes with instructions on how to use it. By talking to customers on the phone, Carlson can both educate them and gauge how much of that information is actually reaching them.</p>
<p>“We’ve done eleven clinical trials and published results on our website that basically show a 25 percent reduction in post-meal blood sugar,” says Carlson. Blood sugar typically spikes after a meal, as the stomach’s digestive juices liberate glucose from food and the intestines absorb it, causing insulin spikes in response, which can be problematic for people with diabetes and other conditions.</p>
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