I’ll never forget watching a YouTube video of a Killer Whale taking on a Great White Shark off the coast of California. It grabbed the shark … flipped it upside down … and then proceeded with the kill. The Killer Whale only took only one chunk of the shark. It extracted the liver.

That whale intuitively knew the nutritional value of the liver. It contains several times the recommended daily allowance of vitamins such as Vitamin A, and Vitamin B12. It is also a great source of Riboflavin, Folate, and Iron.

But if we are being honest, it doesn’t matter how nutritious or energizing any liver is. That is if the smell and texture of beef liver make you want to throw-up in your mouth. Just writing this is bringing some unpleasant memories as a child at our dinner table.

Can you fixed a flawed food? A wise man once told me that you can’t make chicken salad out chicken sh*t. Or can you…


Carnivore Aurelious was started back in 2018 with the goal of restoring the world’s love for meat. They took on the challenge of beef liver. Meat that is hard to find, cook, and prepare. Their solution was to slice it up and create liver crisps. Just imagine if a potato chip and jerky had a baby.

They claim to make the first beef liver product that actually tastes good. How did they do it? Did they add in other ingredients, seasonings, or flavors? No, they didn’t. They just added the right amount of sea salt.

Big thanks to my “Pink Goldfish 2.0” co-author David Rendall for sharing one of their Facebook ads. I love the caption, “PROUDLY NOT FOR EVERYONE.”

Carnivore Aurelius is an excellent example of a Pink Goldfish. They personify an approach that accentuates the flaws of their product. They are unapologetic and flaunt that it’s not for everyone. They’ve withheld from doing the “normal” things to mask the taste of their product. In short, they are flawsome.

Would you try liver crisps? After all, it’s not just chopped liver…

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Stan Phelps

Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.