Nootropics And Advertising
I originally wrote this 18 months ago and promised an update. I did not receive enough benefit – as in, making me enough of a smarter boy to merit ingesting the nootropics and the cost. It would have been nice to tell you that I became Bradley Cooper.
Back to the original blog post:
Remember the movie Limitless and the little clear pill NZT that turned Bradley Cooper into a raging genius? He had entered the new world of nootropics. Read on.
Today is Day One of my Nootrobox test. My “NZT” test. Nootrobox is a nootropics or “smart drugs” company. I hear you saying, “Nootropics?” Here’s the Wiki definition…
Nootropics (pronunciation: noh-ə-TROP-iks)—also called smart drugs and cognitive enhancers—are drugs, supplements, or other substances that improve cognitive function, particularly executive functions, memory, creativity, or motivation, in healthy individuals.
And, here is the description from Nootrobox, the VC-funded company that is supplying me with my three-pill set.
Nootropics describe a broad classification of compounds with cognitive enhancing properties with minimal side-effects and appropriate for long-term use.
We understand that human understanding and research behind nootropics, cognitive modulation, and broader biohacking is constantly evolving and improving. Thus, our products and formulations are continuously updated to integrate the latest science and research.
Why I Bought Nootrobox Nootropics
Why would I want to test the efficacy of products that claim to increase cognitive agility? Hey, I am a member of the Baby Boomer generation. Need I say more? OK, more…
I have been fascinated with the art and science of brain enhancement since I was in college. In those days, I experimented with LSD and black beauties, more commonly known as speed. Speed worked (I actually thought that I got much smarter and focussed in addition to having higher energy.) But, to put it mildly, I did not like the side effects. I was too jittery and coming down off speed was horrendous. Threw them out.
I’ve used caffeine and the ever-present pot of advertising agency office coffee to juice up my day, mental activity and acuity. Yes, folks, caffeine is a drug.
I’ve tested Adderall and found it, like speed, to totally dial up my energy and ability to get jobs done in shorter periods of time. However, although I view Adderall as an extremely effective production enhancer, I do not like coming off of it though it is nowhere as bad as speed. I must say that I am dismayed by the growth in Adderall sales. Hello parents: Adderall is High Tech speed. The fact that we indiscriminately prescribe Adderall and its cousins Ritalin and Concerta to our ‘bored and restless’ kids is a crime. A crime that drives over $9 billion in pharmaceutical sales.
I must say that I am dismayed by the growth in Adderall sales. Hello parents of teens: Adderall is High Tech speed. The fact that we indiscriminately prescribe Adderall and its cousins Ritalin and Concerta to our ‘bored and restless’ kids is a crime. A ‘legal’ crime that drives over $9 billion in pharmaceutical sales.
So Why Nootrobox Now?
The press got me thinking. In the past couple of months, I’ve seen articles on Nootrobox in Bloomberg, Business Insider, The New York Times and specialized brain food review websites including Brain Wiz. I’ve also had silicon valley friends tell me that the engineer class is using Nootropics.
A couple of days ago I dropped $108 on Nootrobox’s Full Stack, a set of three different capsules.
RISE. SPRINT. YAWN.
RISE is your daily nootropic designed to enhance your baseline cognitive performance.
Attributes: Memory, Stamina, and Resilience.
SPRINT is your use-as-needed boost for bursts of intense mental focus.
Attributes: Energy, Clarity, and Flow.
YAWN is your use-as-needed primer for deep sleep optimization.
Attributes: Relaxation, Restfulness, and Rejuvenation.
I’ll report back on my personal experience next week.
But, But. Advertising?
Here is what I’m thinking. The Nootropics category is going to grow. Just looking at how much Adderall is used by college students, lawyers and writers (I know a couple who have sped their way to Amazon), there is no way that a large segment of the population, especially the creative class, is not going to try a more natural approach. Nootropics is an advertising client growth category. And, it does not feel as sleazy as marketing diet pills.
Even if you don’t want to go get nootropics clients, I am sure that some of you DO want to work better and faster and these little pills might just help. Why just keep them at start-ups in silicon valley?
Need more? Read this Business Insider article, “Why a top Silicon Valley VC firm just invested in a company that makes chewable coffee.”