From Frustration to Formula Innovation

My journey began with the frustration of finding a suitable formula for my firstborn, Neve. The available options forced compromises on ingredient quality and benefits like easy digestion and immune support. This led to our core value: doing things "the right way, even when it’s hard." Over five years, we refined our formula, resulting in a product I confidently used for my youngest, Simone, the first ByHeart baby. Our vision since day one has been to build a future where all parents feel amazing about feeding, no matter how they do it.?

Our “oh shit” moment was in the earliest days of our company—we met with the only contract manufacturer in the country and realized that this path wouldn’t get us there. In order to make the formula of our dreams, we would have to build an entirely new infant formula supply chain of our own. We entered the meeting with our formula recipe that we had built from scratch—one that we knew could enable parents to feel great about what they chose to feed their babies—and were met with a long list of “no’s.” Whether it was, “That’s not how things are done,” or, “We’d have to conduct an entirely new clinical trial,” the pushback we received was as infuriating as it was motivating. Three manufacturing facilities and a slew of certifications and awards later, our “oh shit” moment is ultimately what got us to where we are today. If no one was going to help us prioritize innovation and nutrition for babies, we knew we were going to have to roll up our sleeves and do it ourselves.

Founding ByHeart taught me to trust my instincts and believe in our mission. I’ve always been a big believer that if you put your all into something and become obsessed with the mission, you can create meaningful change. We attracted a team of experts and parents, all dedicated to creating the best formula. Our journey involved significant challenges, but viewing problems from new perspectives helped us find innovative solutions. Trusting my instincts has allowed me to turn my one-woman show into a full team of passionate people navigating the twists and turns together with the collective goal of making meaningful change.

Of course we had many “are we crazy?” moments, but then something really special happened:?

Every single time I hear feedback from a customer about how ByHeart has made feeding a less daunting experience, it reminds me why we do what we do. We have an entire Slack channel dedicated to sharing stories about happy babies (and their softer poops!), and it’s my favorite thing to check before I sign off at the end of the day.

• Mia Funt , ByHeart

It is so inspiring to hear someone recognize a problem and attack it in a way that is innovative for the greater good. I’ve often wondered what the world would be like if we stopped talking about problems and started doing something about them. Mia was determined to not settle for less than the best and she has created a solution that benefits moms trying to give their best to their babies.?

Even with a solid idea to solve a problem, roadblocks are inevitable as a business owner and Mia was not immune to them either. Each roadblock tests creativity, resilience and problem-solving abilities. Despite the frustration and delays these obstacles can cause, they also present valuable opportunities for learning and improvement, leading to a more refined and robust final product. Mia’s determination to bring her vision to life ensured that the end result not only met but exceeded expectations.?

The pivotal moment early in ByHeart’s journey exemplifies the resilience and determination necessary for true innovation in business. The decision to forge their own path when faced with resistance from the established norms of the industry speaks volumes about their commitment to excellence and their unwavering belief in their vision. This moment not only highlighted the deficiencies in the existing system but also propelled ByHeart to challenge conventions and build a new standard from scratch.?

The pushback they encountered, though initially frustrating, served as a catalyst for creativity and resourcefulness. By investing in their own manufacturing facilities and pursuing rigorous certifications, ByHeart not only overcame obstacles but also established themselves as leaders in infant nutrition innovation.?

This story highlights the importance of perseverance and bold decision-making in business, showing that sometimes the greatest achievements arise from confronting and overcoming the most daunting challenges.

If you would like to know more about how I do it, my routines and products that make my life a little less wild, subscribe at rebeccaminkoff.substack.com .?

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