Think Smarter About Growth.

Barriers to launching premium brands have come down. And competition has risen accordingly. The fundamental problem that under-capitalized CPG entrepreneurs face is: How do you grow fast, sustain that growth and outsmart the competition on the way to meaningful scale?

Buy the Book.

In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade.

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Key Insights

Mediocre premium offerings will easily persist in today’s nutrition-driven, premium market, but they rarely scale. Mediocrity in premium is best described as a worthless trade-off of sensory delight for moral reward (i.e. nutrition).
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Rigorous focus on 1 category and 1 product form is a proven accelerant in premium CPG. Platforming too early dilutes your focus in front of consumers who stop seeing you as an expert who should command a price premium.
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Focus on growing velocities in the early years, not door count. Ramping door count is an obsession of poorly trained investors and founders who confuse geographic breadth with revenue scale.
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Launching premium CPG brands has become too easy. Only the disciplined creator and business leader thrives and scale in this space. Commit to your own professionalization ASAP.
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80% of brick-and-mortar premium brands never make it past $500K in sales. Most of the common, business-killing mistakes in this phase are preventable and unrelated to fundraising
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In the first $1M of brick-and-mortar sales, pace your growth. This is where the volume is in premium CPG, but it’s also where things can go sideways real fast.
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