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After Realizing He'd Hired All the Wrong People, This Food Startup Founder Hit Reset

JUST co-founder Josh Tetrick wanted to build a disruptive company, so he hired disruptive employees. Then he got disrupted himself.

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This story appears in the November 2018 issue of Entrepreneur. Subscribe »

Josh Tetrick had never run a company, and he considered that an asset. His goal was to disrupt the , so he wasn't interested in old ways of doing things. "If you had told me when I started the company that one of the keys to success would be hiring people who are experts at going out to the to visit different warehousing partners, I would have been like, "Shut the fuck up,' " he says. Instead, as he built his startup JUST (originally called ), he hired outsiders like himself. It seemed to work. His first product, an egg-free mayonnaise, debuted in 2014 at Northern California Whole Foods stores and shortly thereafter was carried by thousands of Safeways and Walmarts. Demand was high.

Courtesy of JUST Inc.

Related: Hiring Your First Employee Is Scary -- for Good Reason

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