I know “barriers” is a downer word, but it’s not just a marketing concept. It’s one of the more sobering realities entrepreneurs must face as they pursue growth. Deny barriers to trying your brand at your peril. Some premium innovations have few obstacles to uptake
Later this week, my June 1 episode of Startup Confidential drops. Episode 71 is a doozy where I take on the need for affirmative action for end caps. One of the final corrupt frontiers of white privilege in retail is the paid display. This is
What is ‘influencer marketing anyways’? And is it dying of inauthenticity and rampant fraud? Is ‘marketing’ even the right descriptor here? It’s well known that many ‘influencer’ campaigns fail to do anything other than build awareness in small lifestyle tribes. Not worthless by any means, but
Memorability. It's the most critical growth pillar for premium CPG brands. Why? Because you don't have the cash, credibility, or sales network with which to leap to 80% ACV in mere months. So, how do you enhance it? Design a superbly positioned innovation at the head of
The vast majority of CPG startups operate as B2B businesses. They don't interact with their consumers. They aren't curious about how they receive and use their products. As long as case volumes grow, they're happy. As long as their wholesale price can float operations and
There are more wealthy angel investors than ever. This is a result of the US Dollar’s role in global finance. Most of these newly rich angels add no value beyond money. Suppose you are doing well and are an excellent networker of advice and talent.
Sorry for the clickbait. This is not about current events or about 2023. This is an evergreen sermon on why you have to have a concise, crisp strategic plan, even as a Phase 1 consumer brand. You may have heard the phrase “strategic plan” before, even though
This guy looks so uncomfortable. He's either trying too hard to work on vacation or not trying hard enough to blend in at the beach. It's weird. Not offensive per se. Just weird. Anomalous. Even silly. Judging these kinds of behaviors is what humans do.
No, this post is NOT aimed at proselytization. And No, this is NOT your typical list of tips from a business rag. I’m writing here for new (i,e. amateur) CPG founders who are not professionally experienced in the CPG industry—folks who got in because they
Here it is. It’s no secret of my business. I put it in my book for everyone. If you want to grow exponentially until you scale past $100M, then hit these KPIs: formula-anchored product design modernizing the fulfillment of a mass consumer outcome with premium attributes75%+