How I Built This with Guy Raz Advice Line with Gary Erickson of Clif Bar (May 2024)
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Dec 5, 2024 
Gary Erickson, founder of Clif Bar, joins Valerie Franklin from Artisans Cooperative to provide essential advice to budding entrepreneurs. They tackle intriguing questions from founders like James, who’s transforming recycled plastics, and Elsie, who accidentally created a pet hair remover. The dialogue emphasizes the importance of community-focused growth, innovative grassroots marketing, and the challenges of launching a collaborative marketplace against giants like Etsy. Their insights blend humor and practical wisdom, highlighting the entrepreneurial spirit.
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Grassroots Beginnings
- Gary Erickson initially focused Clif Bar marketing on his own communities of cyclists, triathletes, and climbers.
- This grassroots approach, handing out bars at races and climbing areas, proved effective and fueled early growth.
Target Your Competition
- Don't be afraid to aggressively target your competition to highlight your differences.
- Consider a direct comparison campaign to grab attention and generate PR.
Athlete Endorsements
- Partnering with athletes can boost brand voice and identity.
- Genuine endorsements from athletes who use the product for its functionality are invaluable.