How I Built This with Guy Raz Advice Line with Gary Erickson of Clif Bar
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May 9, 2024 
Gary Erickson, founder of Clif Bar and a pioneer in the energy bar industry, shares his entrepreneurial wisdom along with Valerie Franklin from the Artisans Cooperative, an alternative marketplace for handmade goods. They tackle unique questions from early-stage founders, diving into sustainable innovations in plastics and community-driven marketing strategies. Erickson's tale of resilience against acquisition offers and Franklin's insights on crafting a cooperative space highlight the importance of collaboration in building successful brands and navigating competitive markets.
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Near-Sale of Clif Bar
- Gary Erickson almost sold Clif Bar after 8 years.
- He's grateful he didn't, citing exponential growth and positive impacts over the following 22 years.
Start Niche, Expand Later
- Focus on a niche community first when launching a product, like Clif Bar did with cyclists.
- Expand to mass market later after establishing a loyal customer base within your initial target group.
Stoked Plastics: From Products to Material Supplier
- James, from Stoked Plastics, uses recycled ocean plastic to create sustainable products.
- Starting with sunglasses and goggles, he aims to supply this recycled material to other brands.