Mental Mojo was born from late nights and early mornings spent in the ASU law library. Law school was like an academic version of the Hunger Games: a couple of the smartest kids from each college are selected to participate in a sleepless, soulless, intellectual blood bath. The need for an edge beyond intelligence and hard work was abundantly clear. Research revealed that the options were limited to the old stand-bys (coffee, energy drinks, etc.) and illegal prescription drug use. But the old stand-bys weren’t effective enough to sustain the ungodly hours required, and prescription drugs put us at risk of a felony and negative physiological side effects. At the same time, we were keenly aware that elite students’ ready willingness to take that risk--as high as 80% of them on some campuses--was a manifestation of an enormous market opportunity. The idea for Mental Mojo was born. We applied a generous share of elbow grease, consulted with leading neurochemists/formulators, drained our bank accounts, and went into even more debt. Two obstacle-filled, humbling years later, and Mental Mojo is a reality.