01I use it myself, or I'd hand it to my own family.
02It solves a real problem for the people who follow my work.
03The mechanism holds up when I read the literature on it.
04The company meets a high bar for quality and for how it talks about its own science.
I apply these standards as carefully as I can, and I revisit them when new evidence comes in. Everything currently on my list is below.
What matters just as much is what is not on it. I turn down the large majority of partnership offers I receive — including products whose claims outrun their evidence, and companies that wanted me to soften a caveat. Sponsorship has never determined a scientific conclusion I've presented, and it never will. If a sponsor's product doesn't hold up in the literature, I say so.
Thank you for your time, your attention, and your trust. I don't take any of it lightly.
Read the paper before the press release.
— Jonathan