#678: Jake Muise — The Relentless Pursuit of Innovation, Quality, and Meaning
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This episode is brought to you by eight sleep temperature is one of the main causes of poor sleep, and heat is my personal nemesis. I've suffered for decades tossing and turning, throwing blankets off, pulling the back on, putting one leg on top, and repeating all of that ad nauseam. But now I am falling asleep in record time. Why? Because I'm using a device that was recommended to me by friends called the pod cover by eight sleep. The pod cover fits on any mattress and allows you to adjust the temperature of your sleeping environment, providing the optimal temperature that gets you the best night's sleep. With the pod cover's dual zone temperature control, you and your partner can set your sides of the bed to as cool as 55 degrees or as hot as 110 degrees. I think generally in my experience, my partners prefer the high side and I like to sleep very, very cool. So stop fighting. This helps based on your biometrics environment and sleep stages, the pod cover makes temperature adjustments throughout the night that limit wakeups and increase your percentage of deep sleep. In addition to its best in class temperature regulation, the pod cover sensors also track your health and sleep metrics without the need to use a wearable so go to eight sleep tim. All spelled out eight sleep Tim and save $250 on the eight sleep podcover. That's eight sleep Tim. Eight sleep currently ships within the US, Canada and the UK, select countries in the EU and Australia. Again, that's eight sleep Tim to save $250 on the eight sleep pod cover. This episode is brought to you by Shopify. Shopify is one of my favorite companies out there, one of my favorite platforms ever. And let's get into it. Shopify is a platform, as I mentioned, designed for anyone to sell anything, anywhere, giving entrepreneurs the resources once reserved for big business. So what does that mean? That means in no time flat, you can have a great looking online store that brings your ideas, products and so on to life. And you can have the tools to manage your day to day business and drive sales. This is all possible without any coding or design experience whatsoever. Shopify instantly lets you accept all major payment methods. Shopify has thousands of integrations and third party apps, from on demand printing to accounting to advanced chat bots. Anything you can imagine, they probably have a way to plug and play and make it happen. Shopify is what I wish I had had when I was venturing into ecommerce way back in the early 2000s. What they've done is pretty remarkable. I first met the founder, Toby, in 2008 when I became an advisor, and it's been spectacular. I've loved watching Shopify go from roughly ten to 15 employees at the time to 7000 plus today, serving customers in 175 countries with total sales on the platform exceeding $400 billion. They power millions of entrepreneurs from their first sale all the way to full scale. And you would recognize a lot of large companies that also use them who started small. So get started by building and customizing your online store. Again, with no coding or design experience required. Access powerful tools to help you find customers, drive sales, and manage your day to day. Gain knowledge and confidence with extensive resources to help you succeed. And I've actually been involved with some of that way back in the day, which was awesome. The build a business, competition and other things. Plus, with twenty four seven support, you're never alone. And let's face it, being an entrepreneur can be lonely. But you have support, you have resources. You don't need to feel alone, in this case, more than a store. Shopify grows with you and they never stop innovating, providing more and more tools to make your business better and your life easier. Go to Shopify.com Tim to sign up for a $1 per month trial period. It is a great deal for a great service, so I encourage you to check it out. Take your business to the next level today and learn more by visiting shopify.com Tim one more time. Shopify.com Tim all lowercase, optimal, minimal. At this altitude, I can run flat out for a half mile before my hands start shaking. Can I ask you a personal question now? Where does the inequality time? What if I did the opposite? I'm a cybernetic mechanism living this year over mesoskeleton Muse Jake Muse, this is Tim Ferriss. Welcome to another episode of the Tim Ferriss show where it is my job to interview friends, foes, everyone in between. But the common thread is world class performance, and the attempt is always to dig, to excavate, to deconstruct the lessons, thought, frameworks, and so on that you can apply or test, or simply ponder in your own lives. My guest today is a friend, Jake Muse. Jake Muse is CEO at Maui Nui Venison, a company he cofounded in 2017 that works to balance invasive access deer populations on the island of Maui, channeling that management into incredible nutrientdense food. Maui Nui was selected for Fast Company's top ten most innovative companies in agriculture of 2023 and its venison has been served in top restaurants across the country, including Alinea, which featured very heavily in the four hour chef. It was a big section entirely because it's so impressive. The french laundry and cecian where I just mentioned. I was one of the very first investors when it was a pop up with twelve seats, something like that. Josh Skeenes. Everybody should check him out as well. Prior to Maui Nui, Jake was executive director of the Access Deer Institute for twelve years, part of a two decades long project focused on access deer and their long term management in Hawaii. You can find them at Maui Nui. I'll spell that out for folks. Mauinui venison.com. And you can find them on Instagram, Twitter, et cetera at maui Nui Venison. I'm shocked those handles were available. And I think we will start where all good stories start. And that's with lava.
Oh, wow.
Fast moving lava.
Yeah.
So I'm going to use that as the cue and I'm going to let you run with it, but let's begin with that.
Well, thank you so much for having me.
Absolutely great to see you.
We're going to have a blast.
Lava.
So, in 2018, a fissure started erupting on the east rift zone on the big island. And it was an area that was a lava zone previously, but had since been built over, so lots of homes. There was this beautiful area called Copoho, which had amazing hot pools and tide pools and, well, it's now gone, unfortunately. So anyway, fissure eight starts erupting. It splits into two, and it basically cuts off a several thousand acre area. Homes, people. And this lava flow is moving very quickly, 20 miles an hour. So within a 24 hours period, it was about 3 miles up the coast. It's moving slower at the front, but essentially cuts off this entire area. State and feds arrive right away. They start helicoptering people and different people out. People, plants, pets, whatever. People are holding deer. And then a cattle rancher had been cut off and there were still 50 plus animals left between these two flows. And you can imagine it looked like Mordor on the ground. Sulfur was terrible. There was lava bonds. The fissure was constantly spewing at about 100 to 200ft.
Oh, my God.
Yeah.
It's not a simmer.
No. I think they said it was 26,000 lava per minute. It was absurd. It was like one of the fastest moving flows they'd ever seen. So, anyway, rancher did his best job to get the majority of his cows out, but there are 50 plus animals trapped between these two lava flows.
And that's when you saw the bat signal in the sky?
Well, kind of. And we had happened about a year ago to develop the first of its kind, live capture net system that with a helicopter, you can essentially pick up cows live and get them out of there. So if you can imagine a cone shaped net with a 20 foot diameter frame on the bottom, and it's hanging from 100 foot line below a helicopter. And so the helicopter is moving, and this net is kind of flowing back and forth, and you place the net over the cow and then a switch at the top of the cone, and there's two lines. And then as the animal tries to move outside, you let the first switch goes at the top of the cone, and the net basically falls on top of it. And you just pick up the frame, and it's essentially sitting in a big bag, evenly distributed. And then you fly it out, and you put this bag down, and you put the frame over it, and it just stands up and walks away. Got it.
So the frame is basically a rectangle or a square.
It's an octagon. Yeah, octagon.
Okay.
Got it.
Yeah.
So federal PETA, everybody gets a hold of us and says, like, we need to get these cows out of here.
That's because it was known, at least to some subset of folks, that you developed this live capture system.
We were previously using it to try and get cows out of high elevation, critical watershed areas where they were causing extensive damage. So they get a hold of us, they run us through what they want us to do. Of course, I had to sit down with the team and say, do you want to try and rescue cows over a 20 miles per hour lava flow? And I think one of the guys turned over and he's like, we would get to be a lava cowboy. And I was like, oh, man, come in. Who's going to say no to that one? And ended up doing our due diligence. It was pretty safe to do. But long
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