strategy Tag

The Problem With Growing Too Slowly

Although I caution against chasing unicorns, this is not meant to validate any brand's growth rate being in the single digits, YoY. This slow growth rate may be in line with the premium CPG sector overall, and it may be much faster than commodity brands

You Need a Strategic Review BEFORE your Re-Fresh Your Brand

When early-stage businesses struggle in the premium end of consumer-packaged-goods, a shocking number of founders and operators leap to the conclusion that they need a "brand refresh" or a "re-brand." Look, branding agencies are numerous, and they network heavily at Expo West. They sponsor events

1-Page. It’s All You Need. Planners Win This Game.

I launched my current business in 2017 with a series of LinkedIn videos, including why you need a strategic plan. Keeping you and your team accountable is the most important reason to write a straightforward plan consisting of three things: your revenue targets for 2-3 years maxyour

Using a Retail Account as a Word-of-Mouth Marketing Trigger

In the early years of growing a consumer brand, just getting to $1M in trailing annual sales is a near-death experience for the vast majority of founders. Unicorn velocities bless very few CPG startups. The temptation early on to add together any retail account that

Why Walmart is Just Using You

Yesterday, Walmart filed a pre-emptive lawsuit against the federal government, claiming that they have no 'legal' responsibility for filling thousands of fraudulent opioid prescriptions during the last twenty years, including the worst years of America's opioid epidemic. "One Walmart store bought enough oxycodone and hydrocodone from

Why You Need a Strategic Review, Not a Re-Brand – Part 1

When early-stage businesses struggle in the premium end of consumer-packaged-goods, a shocking number of founders and operators leap to the conclusion that they need a "brand refresh" or a "re-brand." Look, branding agencies are numerous, and they network heavily at Expo West. They sponsor events

Know Your Strategy Before You Hire an Agency

Agencies are tacticians. They focus on a portion of 1-2 Ps. They have no business claiming to write your business strategy, more specifically, your competitive strategy. Often, they will discuss this as "positioning." Watch out. You have more data than they do on your consumers,

The Bigger Lesson from the Can Shortage

Unfortunately, the unprecedented shortage of aluminum cans contains a figurative lesson for ambitious young beverage entrepreneurs. The lesson is NOT that you should have picked Tetra-Pak. Instead, this is really an extreme distortion of an aluminum can shortage that already existed for the past few

Timing is Key: Be Early, Not Late in CPG

I shared a great article yesterday on LinkedIn about some research done by the least well-known Silicon Valley investor - Bill Gross. His investigation of why his own firm's investments fared so much better in terms of scale/durability than startups out of his reach