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Don’t confuse anything I’m about to talk about with Marketing Mix Analytics, an old BigCo statistical machine designed to distinguish which of 15 marketing buckets had the most influence on sales growth in the past year. Just mentioning the topic makes me want to rage at the naivete with which people purchase its promises. Separate video required.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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A humorous exploration of my favorite analogy for the experience of growing a consumer brand, whether or not you make it onto the Skate Ramp. It's harsh out there.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Consider the unconventional org move as a scrappy founder. This episode briefly explains the mistake many high-growth founders make once they can hire a recruiting firm. Private equity has twisted much of the hiring ecosystem to suit itself, not you. Have a listen and LMK if you agree in the comments!
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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This episode is part 2 of my interview with Michelle Razavi of Elavi protein brownies, where we delve deeper into the psychology of consumers who love her products AND the psychology of highly successful founders. The most important point she makes is the power of effective storytelling about your business to all manner of stakeholders, including the end consumer.
Check out Michelle's brand - www.elavi.co
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Elavi is the second brand in my Rising Stars Series. Michelle Razavi, Founder and CEO of Elavi Protein Brownies, joins for this two-part series. She tells the story of how she repeatedly adjusted their product mix to make their mission of clean, allergen-free protein take off. She had to kill off the original product line to keep focused on what was growing, which is never easy for new founders. In this episode, Michelle also makes a compelling case for a fitness background as a CPG founder. Can you guess why?
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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In the final chapter of Ramping Your Brand, I walk readers through the crucial transformation every new founder must go through - Operator to Strategist to Leader. In some cases, this has happened in a matter of years, or the culture will probably break, bogging everyone down in slow or chaotic decisions. This episode explains the personal traits founders need to cultivate in order to accomplish this transition.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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The most efficient Skate Ramp brands earn large amounts of money in small geographies. In this episode I explain how to measure this and why it’s so important to set such a high standard for an undercapitalized business early on. You have to listen to learn the benchmark. This is contained in my book, deliberately. Sort of.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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If your brand does not Ride the Ramp, it most likely attained nine-figure scale by stair-stepping its way upwards. Distribution gains with sustained, not growing velocity. In this episode, I explore what causes this and why you should get off the staircase as soon as possible if you want to sustain growth.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Marketers obsess with platform metrics, because these are the numbers they can tactically control the most. However, buried in every CPG product’s design are hidden sensory variables that work with or work against the efficiency of marketing. Let me explain in this episode.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Megatrends are ones that grow for decades in a steady linear fashion regardless of hype cycles that occur within that time span. They often start decades before the industry leaders pile on. In this episode, I call the not-surprising next trend, the one that has been building for decades quietly as Americans become more educated about the hidden problem in the traditional foodways of most Americans of European, African, and Latin descent. And Gen Z is leading the charge. Have a listen and see if you agree!
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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The survival rate of brands at $1 is brutal enough. And at $10M, even more hit a wall or die. But the real problem that survivors face as they scale into eigth figures is stagnation. The grand delusion is that adding more and more retail accounts will keep the brand growing. But this is an illusion whose fragility exposes itself once deceleration begins and doesn’t reverse with new accounts. Growing past $100M and deep into the nine figures is NOT a sales game. It is a marketer’s game. But most brands need to change one thing. Have a listen and take notes. This is not material in my book.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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The majority of early-stage brands chase investors way too late and with a mindset of moderate-to-extreme desperation. Investors can smell it, and you attract the worst actors, who, themselves, do not have the track record to develop a deal flow pipeline properly. As investors get pickier than ever, you need to court them for longer than ever in advance. And just as carefully as you courted a spouse.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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These four tips derive straight from my best-selling business book, referred to by many as “The CPG Bible” for founders new to the industry - Ramping Your Brand. It’s about discipline. The discipline to work on the business and on yourself. Check it Out!
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Brands crossing the $100M line, roughly speaking, face a privileged danger : deceleration. It happens very quickly once you hit max ACV or even ¾ of your category’s max ACV. If you didn’t prepare for this, you will have to act fast. It’s very hard to an emerging brand to get past $500M and stay growing like KIND. The solution is to aim for the opposite - acceleration, even when it seems least likely to happen.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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In the last episode I described the content studio revolution inside high growth brands and how it is upending traditional assumptions about how to use promotional agencies, especially social media agencies. Have a listen!
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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The agency-brand partnership axis is evolving really fast as the cost of creating video content plummets with AI. Brands got in earlier on distributing social content from their own desks in the 2010s, but now they can create and distribute at scale with decent quality and much faster than any contract agency. Listen to my take. Read more in my recent piece at the Food Institute.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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It’s possible to have strategic premium pricing and a profitable business model. But this is NOT easy. Few founders spend enough time getting their business model right before they hit the gas. This episode explains why there is such a sharp fork in the pricing road and why it matters.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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This is part two of my interview with Yoni Reisman, founder of Tip Top Cocktails.
In this episode, we explore how he came to realize others were better suited to manage the day-to-day operations of the business, a very tough call for any founder Riding the Ramp.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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This episode launches a new series I’m calling Rising Stars - Founders new to CPG who have defied the odds, built growing eight-figure businesses without the interference of premature institutional money.
This is part one of my interview with Yoni Reisman, Co-Founder, Chairman, and former Chief Executive Officer of Atlanta-based Tip Top Proper Cocktails. Established in 2018 by Yoni and his childhood friend and fellow music industry veteran, Neal Cohen, Tip Top offers high-quality, classic cocktails in a can.
In this episode, we explore the origins of the business and the bumps in the road on the way to national retail presence.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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Every creative mind on LinkedIn has railed against the upcoming launch of Pepsi prebiotic. That’s because it’s NOT very creative. Growth strategy for a legacy brand is very different from what works in the early-stage. Making trends and following trends each have their place in the ecosystem. Watch my take on what’s going on here. It’s not AI-psychosis, I assure you.
Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com
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