Bulletproof Your CPG Brand

268. Most CPG brands chase the same shopper—and miss massive growth hiding in plain sight. If you only market to who's already buying, you cap your runway and leave revenue on the shelf. In this episode, I sit down with Diana Fryc of Retail Voodoo to unpack how "Better For You" brands can unlock real growth by identifying underserved communities, redefining value beyond price, and spotting white s...

267. Struggling to reach the right retail decision-makers? You're not alone—and you're probably targeting the wrong people. Most founders pitch CEOs who aren't active, waste time with generic outreach, and miss the real gatekeepers who can open doors. That's costing you growth. In this episode, I sit down with LinkedIn strategist Tracy Enos to break down how to identify the real decision-makers in...

266. Most brands walk into retail meetings armed with reports… and walk out empty-handed. If you can't explain why what happened happened, you don't have a strategy—you have noise. In this foundational episode, I sit down with Gordon Wade, co-creator of modern category management, to unpack how category management was born out of distrust between retailers and manufacturers—and how fact-based sell...

265. You don't need to build your CPG brand alone—but if you try, you'll burn cash, waste time, and miss critical growth opportunities. Most founders assume government resources are slow, bureaucratic, or irrelevant. That mistake costs brands runway. In this episode, I sit down with Michael Bevis, Director of Innovation & Entrepreneurship for the City of Denver, to unpack how Denver is quietly bui...

264. You're losing cash every month to trade deductions—and you probably don't even know it. If 6–10% of deductions are invalid and 70% of trade spend is ineffective, that's not a small leak… that's lost runway, lost growth, and lost negotiating power with retailers. In this episode, I sit down with Yuval Selik of Promomash to unpack one of the most overlooked profit killers in CPG: deduction mism...

263. Burned out, busy, and still not growing? You don't need more tasks—you need direction. Most founders confuse activity with progress. You're running faster, chasing sales, managing fires… but without a clear destination, velocity becomes burnout. In this episode, Ron Karr and I unpack the difference between being task-driven and purpose-driven—and why direction is the missing ingredient in sus...

262. If you're building your CPG brand on Amazon but don't own the customer, you're building on borrowed land—and that puts your runway at risk. Amazon is a powerful search engine and discovery platform, but it's only one sales channel. In this episode, I sit down with Mike from AMZ Advisors to unpack how to optimize your Amazon listing for SEO, conversions, and profitability—without losing contro...

261. Your website recipes aren't building loyalty—they're leaking traffic, insights, and sales. That's a costly mistake in CPG where community and data drive growth. In this episode, I sit down with Michael from Plant Jammer to unpack how brands can transform static recipe pages into powerful engagement tools that reduce bounce rates, grow email lists, and uncover real consumer behavior. Instead o...

260. If you're trying to sell to everyone, you're invisible—and it's costing you sales, margin, and momentum. In this episode, I sit down with Seth Greene to break down why most founders define their target market too broadly—and how that mistake silently sabotages growth. We unpack the power of micro-niche positioning, building a connected community, and creating evangelists who grow your brand f...

259. If your brand is stuck competing on price, you're losing margin, leverage, and long-term growth. And it matters—because once your product is commoditized, retailers treat you like a line item, not a leader. In this episode, I sit down with sales expert Doug Brown to unpack why most CPG brands default to rinse-and-repeat strategies that erode value—and how to break that cycle. We dig into the...

258. Confused by supplement aisles packed with products that don't work? That confusion is costing you sales and trust. In this episode, I sit down with Scott from Enzymedica to unpack what really separates premium natural supplements from the noise — and why quality, science, and clarity matter more than price. We talk about microbiome health, the difference between real omega science and marketi...

257. Find out how to position your brand as a leader and implement the strategies your learned her that drive success and efficiency. Retailers need and want your help. Taking a leadership role in the category and with retailers can open doors to incremental opportunities to grow sales and profits giving you a sustainable competitive advantage!  Today's Free Downloadable Guide: 30 Days To Prosperi...

256. Enhance collaboration with your retail partners by learning what retailers really want to succeed and thrive in the marketplace. Retailers want #1 Increase Shopper Foot Traffic #2 A Competitive Advantage In Their Market #3 A Reasonable Profit. Leverage your ability to fill these voids and win at retail. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The...

255. Learn how to look for and close category gaps and opportunities in the retail market to boost sales and customer satisfaction. Look beyond your brand to identify strategic opportunities to help grow category sales. Leverage that with retailers to gain incremental opportunities others overlook. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The 30 Days T...

254. Learn how to create a sustainable advantage for your business by understanding your competitors' strategies and practices. To create a sustainable advantage, thoroughly understand your competitors' strategies. Analyze their go-to-market, promotional, and merchandising approaches to identify patterns and opportunities for differentiation.  Today's Free Downloadable Guide: 30 Days To Prosperity...

253. Unlock the potential of storytelling Master storytelling with a unified voice to captivate and engage your audience effectively. Effective brand storytelling is crucial for communicating value to customers and retailers. Consistent messaging across all channels is vital to avoid confusion and deductions. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. Th...

252. Learn how to develop performance indicators to maximize results in retail execution. Discover effective KPI strategies. Key performance indicators (KPIs) are crucial for flawless retail execution. They should cover customer-facing aspects like distribution, merchandising, pricing, and promotion. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The 30 Days...

251. Learn how to ensure flawless execution using scorecards to track objectives and delegate tasks effectively. Scorecards are a powerful project management tool that breaks down complex projects into manageable tasks. They help coordinate responsibilities, timelines, and dependencies, ensuring flawless execution. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-2...

250. Learn how to use Management By Objective (MBO) to maximize sales effectively and streamline your business strategy. MBO's are a tool to develop, motivate, and maintain a highly efficient team. MBO's helps align everyone towards common goals, improve employee performance, and deliver predictable results. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The...

249. Master the art of focus. Discover how to be laser focused and eliminate distractions that affect your success. Distractions hinder business success, impacting work quality and customer satisfaction. Effective delegation to a capable team allows leaders to focus on critical tasks, preventing derailment and fostering brand growth. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook...

248. Learn to maximize productivity by prioritizing important tasks and blocking time effectively to boost your efficiency. Most leaders loath aspects of building a business and therefore don't give it the focus and attention it requires. This can derail your brand before you gain traction. Learn how to make this a strength. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podca...

247. Learn how to know the value of your promotions and prioritize trade marketing to boost sales and reduce waste. 70% of promotional spending is wasted or ineffective. Become a trade marking expert so you can maximize your promotional effectiveness for you and the retailer. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The 30 Days To Prosperity Workbook i...

246. Gain insights on winning at retail. Knowledge is power in this industry, and understanding the market is crucial to your success. Retailers need your eyes and ears to know what is going on in the market. Leverage your relationships to gain incremental opportunities not available to others. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The 30 Days To Pr...

245. Master the art of how to become an expert in your retail partner for long-lasting and profitable partnerships. Retailers need your help. Savvy retailers will reward you if you help them get what they want - more traffic, more shoppers and more sales. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the...

244. Learn how to make and sell products your customers want to buy to drive profitable trends in your business. Building a thriving online community of loyal customers is crucial for brand success. This community can provide valuable insights into product innovation, helping brands create products that customers want to buy.  Today's Free Downloadable Guide: 30 Days To Prosperity Workbook     pod...