How I Built This with Guy Raz
Advice Line with Gary Erickson of Clif Bar (May 2024)
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.
57:54
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Quick takeaways
- Gary Erickson highlights the significance of grassroots marketing and community engagement in building a loyal customer base for Clif Bar.
- Elsie discusses her innovative pet hair remover while seeking advice on scaling marketing efforts amidst competition from major brands.
Deep dives
The Journey of Clif Bar's Founder
Gary Erickson, founder of Clif Bar, shares the story of how he fought to keep his company independent despite numerous acquisition offers. After years of hard work, he sold Clif Bar for nearly $3 billion in 2022. His journey reflects a deep commitment to his brand, which started as a personal project aimed at cyclists and evolved into a popular energy bar for a wider audience. By focusing on quality and community engagement, he avoided selling too early, enabling Clif Bar to develop into one of the leading brands in the energy food market.
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