The natural products industry has had several standout success stories of niche startups catapulting into national brands. As we’ve seen with Honest Tea being bought by Coca-Cola and Justin’s Nut Butter now sold in coffee shops and outdoor gear stores everywhere, the sky truly is the limit. Having a lofty end goal is great, but Justin Gold, founder and CEO of Justin’s Nut Butter, explains a mistake he, like many entrepreneurs, made when trying to get there.