The PGS Blog

Time is Your Most Abundant Resource, So Use It

It’s not uncommon for new consumer brands in retail to get caught up in a B2B mindset where founders unwittingly outsource sales strategy to brokers. Then, they’re basically managing the package graphics supply chain and a co-manufacturer. This situation describes at least ¾ of the businesses

Making SH*t Up in PR releases Will Bite You

Making SH*t Up in PR releases Will Bite You

Here’s a great anecdote from a very experienced Costco broker that is instructive for all fast-growing founders tempted to exaggerate their performance in PR:  “I have lost count of brands bragging about their Costco numbers when they are on podcasts or on LinkedIn. Then I work

Saying ‘No’ Starts with Your Friends

Saying ‘No’ Starts with Your Friends

Let’s discuss an important, barely discussed, and uncomfortable truth: friends who are service providers.   Maybe you went to school together. Pretty weak. Maybe you both surf. Weak, but interesting. Maybe you worked together. Better. Tell me more. Maybe you met and developed a she-mance at some founder round-up event.

Pressure-Testing Your Topline

Pressure-Testing Your Topline

Getting seduced by your own success is a thing. Whether it came right away or after years of struggle, it doesn’t matter. If you simply look at wholesale case volume growth, you may be in for a rude surprise in 6-9 months.   You may find your

The Solo Founder Conundrum

Let’s face it. Not everyone who has the passion to enter the consumer goods arena is doing this with a partner or co-founder. Daniel Lubetsky didn’t. And look how Kind bar turned out.   I’ve detailed the common problems with lone wolf founders on my podcast. This is the most

What Makes the Professional Founder Different

Every year hundreds of new consumer brands ship their first cases to retailers or 3P online fulfillment centers. Most will never make it to even $500,000 in trailing annual sales (i.e., gross company sales).   They will struggle in what I’ve called the Death Funnel. Fundamental issues of being a de-leveraged company take most players down

Why Long form Anchor Videos Work

Last Thursday, I had my friend, Jacques Spitzer of Raindrop Marketing, on my PGS Live! Show. And it was quite the conversation. We discussed the history of critiquing advertising’s effectiveness as well as the kind of storytelling that works in the modern age.  Traditional ad gurus often have an

Do You Know Your Brand’s Key Attribute?

One of the enduring challenges in premium CPG innovation is that the founder(s) are usually category geeks. This makes it very hard for these founders to accept that even their early fans may not be so geeky. Fans may routinely gravitate to a specific attribute embedded in your offering. Differing groups of fans may

The Right Way to Think About Paid Social for Early-Stage Brands

It all comes down to where your category more or less. But, before I explain, we need to go through some math. This is math that many founders don't do before being sucked into a social media retainer. The formula for evaluating the benefit of paid social to an

The Most Important Question To Ask About Your Fans

Understanding why your fans love your brand is essential to creating a quality playbook for exponential growth. Understanding who they are is less important, but critical to key aspects of execution. Founders new to consumer-packaged goods often focus only on who loves them and assume they understand why they do.   In CPG strategy, who is like the soil in your garden. Don’t think of who as a big mosh pit of disconnected individuals. In