Jeb Bush’s campaign relaunch now apparently involves playing a tough guy.

“I want you to be the first guy to write the comeback narrative,” Bush said to Bloomberg’s Mark Halperin in Iowa.

Bush insisted the people who don’t think he knows how to fight really know him.

“They don’t know me,” he said. “I eat nails when I wake up, then I have breakfast.”

He added, “I’m a grinder. This is like, this is like, for me — the greater the adversity, the more — first of all, it means I’m gonna get better. I gotta get better. I know I have to get better. I have enough self-awareness and you know I don’t have this gigantic ego that says, ‘well, they’re just stupid. Iowa voters don’t understand me. They’re eating Monsanto-laced agriculture products.'”