Key Moments
The Relentless Pursuit of Innovation, Quality, and Meaning — Jake Muise
Tim FerrissKey Moments
Maui Nui Venison: innovative axis deer management for sustainable food & ecosystem balance.
Key Insights
Maui Nui Venison was co-founded to manage invasive axis deer populations on Maui, transforming them into a nutrient-dense food source.
The company utilizes advanced technology, including infrared imaging and drones, for humane and efficient wild harvesting, often complying with USDA standards in the field.
Axis deer, an invasive species in Hawaii with no natural predators and year-round breeding, cause significant ecological damage, impacting watersheds, reefs, and agricultural systems.
Maui Nui emphasizes a 'nutrition of place' and has demonstrated exceptionally high nutrient density in its venison, linked to the unique, fertile Hawaiian soils.
The company employs a unique '7 days on, 7 days off' work schedule, fostering high employee retention and well-being, and has developed a rigorous 'HHS' (Humble, Hungry, Smart) peer-evaluation system for its team.
Jake Muise shares personal anecdotes and strategies, including the 'clawback allowance' for parenting and the 'secret Pinterest board' for gift-giving, highlighting practical wisdom for life and business.
FROM LAVA FLOWS TO LIVESTOCK RESCUE
The discussion begins with a dramatic account of a lava flow in 2018 that trapped over 50 cattle. Jake Muise's company, utilizing a novel helicopter-based net capture system, successfully rescued the animals. This event highlights their innovative problem-solving capabilities and established their unique approach to animal management, even in extreme circumstances. The story also underscores the immense power and danger of natural forces in Hawaii, setting a dramatic backdrop for their work.
THE ORIGINS AND MEANING OF MAUI NUI
Maui Nui refers to the combined islands of Maui, Molokai, and Lanai, which were historically one landmass. The name was chosen because axis deer inhabit these three islands. The company was co-founded in 2017 by Jake and his wife, a genealogist and historian with deep family roots in Hawaii. Her work in translating ancient newspapers provides invaluable cultural context and understanding of the land, informing the company's mission and values.
HAWAII'S PRE-COLONIAL AGRICULTURE AND MAORI CONNECTIONS
The episode delves into the sophisticated agricultural and navigational systems of pre-colonial Hawaii, drawing parallels with Maori culture in New Zealand. Ancient Hawaiians developed ingenious methods to sustain large populations on isolated islands with finite resources, utilizing systems like the Kohala field system and extensive fishponds (lokoia). This historical context reveals a deep connection to place and a culture of innovation centered around sustainability and resource management.
THE INVASIVE THREAT OF AXIS DEER
Axis deer were introduced to Hawaii in 1868 as a gift and, lacking natural predators and possessing year-round breeding capabilities, their population has exploded. This overpopulation has severe ecological consequences, including denuding landscapes, damaging watersheds crucial for water capture, causing soil erosion, devastating coral reefs through runoff, and damaging agricultural land. The scale of the problem is immense, with severe impacts on Hawaii's delicate ecosystems and food systems.
INNOVATIVE MANAGEMENT AND THE THREE-YEAR HUNT
Maui Nui Venison was born out of the need for effective axis deer management. A pivotal project involved a three-year hunt on the Big Island to locate and remove just four illegally introduced deer. This challenging endeavor required advanced techniques, including extensive use of forward-looking infrared (FLIR) technology, to accurately track and manage the elusive animals. This success demonstrated the viability of their methods and laid the groundwork for their current operations.
OPERATIONAL EXCELLENCE: HARVESTING AND TECHNOLOGY
Maui Nui's field harvesting operations are meticulously managed to comply with USDA standards for humane slaughter and food safety, a feat unprecedented for wild game. They employ specialized UTVs equipped with FLIR systems, allowing for precise and ethical harvesting at night, often within a narrow three-hour window. Every step, from shot placement to processing within an hour, is data-driven and optimized for efficiency and quality, ensuring minimal stress on the animals.
THE HHS SYSTEM: BUILDING AN EXTRAORDINARY TEAM
The company's success is attributed to its rigorous hiring and team-building process, centered around the 'HHS' (Humble, Hungry, Smart) framework, inspired by Patrick Lencioni's work. This peer-evaluation system assesses humility, work ethic, and emotional intelligence. New hires undergo a month-long 'tryout,' with ongoing quarterly evaluations. This system ensures a high-performing, accountable team culture and attracts individuals who align with the company's core values, prioritizing safety and collaborative growth.
NUTRITION OF PLACE AND EXCEPTIONAL NUTRIENT DENSITY
Maui Nui venison exhibits exceptionally high nutrient density, significantly exceeding conventional beef in various markers. This 'nutrition of place' is attributed to the unique, highly fertile Hawaiian soils and the deer's ability to choose their diet. Studies have shown venison to be rich in protein, Omega-3s, and various beneficial phytochemicals, with minimal oxidative stress due to the stress-free harvesting methods, contributing to its superior quality and health benefits.
PARENTING STRATEGIES AND FAMILY LIFE
Jake shares personal parenting insights, including the 'clawback allowance' strategy, which uses loss aversion principles to encourage helpful behavior rather than transactional task completion. He also discusses his wife's 'secret Pinterest board' for gift-giving, ensuring she receives desired items without him needing to guess, and her 'old lady crying on the couch game,' a mindfulness technique to foster gratitude amid parenting frustrations. These anecdotes highlight practical wisdom for navigating family dynamics.
THE TUG-OF-WAR METAPHOR FOR PARENTING
Drawing on advice from Ricky Elias, Jake describes parenting as a tug-of-war where parents ultimately must let go of the rope. This metaphor emphasizes the importance of gradually releasing control as children grow, allowing them to develop independence and responsibility. It reframes difficult parenting decisions, encouraging a smoother transition towards adulthood rather than abrupt separations, fostering a sense of preparedness for both parent and child.
SUSTAINABILITY, BALANCE, AND FUTURE GOALS
Maui Nui's core mission is to achieve balance by managing invasive species populations within ecological and food system limits. They provide the tools and data for landowners and the community to make informed decisions about deer densities. Jake's personal goals focus on growing exceptional people and teams, fostering genuine connection to place, and maintaining a sustainable, mission-driven business rather than prioritizing massive financial expansion. This approach ensures long-term ecological and community well-being.
THE BILLBOARD MESSAGE: 'PICK UP THE PHONE'
Jake's enduring personal and professional mantra, derived from an early business book, is 'Pick up the phone.' Initially meaning to seize opportunities, it has evolved to encompass addressing uncomfortable truths, initiating crucial conversations, and taking immediate action on important tasks. This simple message drives rapid iteration, continuous improvement, and a proactive approach to challenges, both in business and personal life.
Mentioned in This Episode
●Products
●Software & Apps
●Companies
●Organizations
●Books
●Concepts
●People Referenced
Maui Nui's Principles for Team & Family Cultivation
Practical takeaways from this episode
Do This
Avoid This
Nutrient Density Comparison: Maui Nui Venison vs. Beef (Initial Study)
Data extracted from this episode
| Nutrient Category | Maui Nui Venison vs. Beef (Factor) |
|---|---|
| Phytochemicals | 2 to 4x higher |
| Omega-3s | 8 to 64x higher |
| Protein (in bone broth) | 33% higher per ounce |
| Choline (in hearts) | Significantly higher |
| Oxidative Stress | Essentially zero (venison) / Variable (beef) |
| Vitamin A (in liver) | 800x higher |
Common Questions
Maui Nui Venison is a company that aims to balance invasive axis deer populations on the island of Maui by turning the deer into nutrient-dense food. Their mission is to achieve ecological balance between the deer population and the Hawaiian ecosystem, particularly watersheds and reefs, while providing a high-quality food source.
Topics
Mentioned in this video
An animal rights organization that contacted Jake Muise's team during the 2018 lava flow to help rescue trapped cattle.
Referred to as Aotearoa in Maori culture, it has a close relationship with Hawaiian history, settled from Hawaii, and has high biosecurity priorities.
A top restaurant where Tim Ferriss was one of the very first investors when it was a pop-up, also serving Maui Nui venison.
An organization where Jake Muise served as executive director for 12 years, focused on the long-term management of axis deer in Hawaii.
The federal agency whose standards Maui Nui Venison must comply with for humane harvesting and food safety. During field operations, a USDA inspector is present.
An organization that has a grant program for agricultural companies, to which Maui Nui submitted a proposal for using satellite data and machine learning for route planning.
One of the universities whose PhDs found out about Maui Nui's data collection and are collaborating on a NASA grant to use satellite data for deer detection and route planning.
The institution housing Dr. Van Vleet's advanced food lab, which conducted comprehensive metabolomic testing on Maui Nui's venison.
A researcher at Utah State University leading one of the most advanced food labs in North America, conducting extensive beef studies and testing Maui Nui's venison for nutrient density.
Founder of Red Ventures, known for his parenting advice comparing it to a 'tug of war' where parents must learn to lose by gradually releasing control.
A chef associated with Saison, whose work Tim Ferriss recommends.
A helicopter pilot described as an 'absolute legend' who assisted in the lava rescue operation, using a live capture net system.
The then-ruler of the Hawaiian Islands in 1868 who was given axis deer as a gift, leading to their introduction.
Author of 'The Wayfinders', a book recommended by Tim Ferriss for its detailed chapter on Polynesian navigational skills.
Author of 'The Ideal Team Player,' a book that inspired Maui Nui's 'Humble, Hungry, Smart' peer-to-peer evaluation system.
Founder of AG1 (Athletic Greens), who recommended 'The Road Less Stupid' to Jake Muise and is described as a great operator who gives homework.
A doctor who introduced Maui Nui to Dr. Van Vleet at Utah State University, helping them connect with advanced food testing.
An economist mentioned by Tim Ferriss, known for his work on behavioral economics and using 'clawback allowances' for parenting and professional contexts.
A type of highly fertile soil, prevalent on the slopes where Maui Nui harvests deer, known for its ability to hold water and nutrients.
An agricultural practice focused on layering conservation practices, such as taking care of soil and water, which Jake Muise believes will be driven by consumer demand for nutrient-dense food.
A parenting strategy, inspired by economist John List, where children receive an allowance upfront which is then reduced for poor behavior (loss aversion), rather than earning it for tasks.
The spread of Polynesian peoples across the Pacific, known for their incredible navigational skills, as discussed in 'The Wayfinders'.
Maui Nui's peer-to-peer evaluation system, largely based on Patrick Lencioni's 'The Ideal Team Player', measuring humility, work ethic, and emotional intelligence to foster a strong team culture and attract better fits.
A company co-founded by Jake Muise and his wife in 2017 to balance invasive axis deer populations on Maui by channeling their management into nutrient-dense food. Recognized by Fast Company for innovation in agriculture.
Protein sticks with 10-11 grams of protein per stick, used by Tim Ferriss as a quick and healthy snack or meal.
A business magazine that selected Maui Nui Venison as one of its top 10 most innovative companies in agriculture for 2023.
A top restaurant mentioned where Maui Nui venison has been served, also featured heavily in Tim Ferriss's book 'The 4-Hour Chef'.
A top restaurant where Maui Nui venison has been served.
A company mentioned by Jake Muise as being at the forefront of the movement towards measuring food quality and fostering regenerative agriculture practices.
A social media platform used by Jake Muise's wife to create a 'secret board' of desired gifts, ensuring he always knows what to buy.
Refers to the three Hawaiian islands of Maui, Molokai, and Kaho'olawe, which were once joined as one giant island and where axis deer populations are managed.
An 'amazing company' mentioned as working on measuring thousands of biochemicals in food to translate them into nutritional labels.
A company founded by Ricky Elias, who shared a valuable parenting analogy with Jake Muise.
A book by Wade Davis that contains a beautifully written chapter on the incredible navigational skills of Polynesian voyagers.
A book by Patrick Lencioni that served as the inspiration for Maui Nui's HHS (Humble, Hungry, Smart) peer-to-peer evaluation system for team members.
A book recommended by Jake Muise for staff involved in product strategy, focusing on pricing.
A general business book recommended by Chris Sacca (via Chris Ashenden of AG1) and favored by Jake Muise.
The first business book Jake Muise ever read, from which the quote 'pick up the phone' became a lifelong principle for taking action and addressing difficult issues.
A Hawaiian island noted for its abundant chicken population, due to one smart individual at the dock preventing the introduction of mongooses.
The US state where Maui Nui Venison operates, facing challenges with invasive species and relying heavily on imported food.
A shield volcano in Maui, whose leeward slopes possess an extremely fertile soil type called 'U-stand andosols,' contributing to the high nutrient density of the axis deer.
One of the Maui Nui islands where axis deer were first introduced and where their population is now at an unsustainable capacity, leading to mass die-offs.
The Maori word for New Zealand, from where Jake Muise's wife's family lineage can be traced back to Hawaii, highlighting a deep cultural connection.
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