Startup Confidential

As an advisor, this is a tricky topic to wax poetic about, since it might appear atrociously self-serving. Yet, here I go. I want folks newer to business and to CPG specifically to get a lot more critical about how they filter inbound advice, especially the unsolicited kind you tend to get poured on you during events, virtual or real world. There's usually at least a shred of help to find, even if most of what is offered is bunk. This is NOT a pitch for paid advice, trust me. The rules I describe cross the paid-free divide. I hope it helps you out. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

My favorite punching bag is the 'door count' tribe. Who are these folks? The folks whose primary KPI is I added me a sh*t ton of doors last year. Boo-yah! Really? Yes. These folks do exist. They're generally the same folks whose case study research was limited to 10 unicorn brands, mostly D2C and funded off enormous wealth. In this episode, I explain in somewhat redundant, sermonizing fashion why you must forget this non-KPI. It measures nothing of importance at all. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

In this episode, Mark and I finish our conversation, getting into the details of finding the right co-man and the three different ways to approach professionalizing your production in general. Just don't wing it, people. And don't hire the first warm body. Ever. www.culinex.bizYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Do you own your IP? Do you know the difference between a prototype and a protocept? Founder of Culinex, culinologist Mark Crowell, addresses these questions and more in the first of a two-part guest interview on product development. If anything has NOT changed due to the global pandemic, it's the laws of product development. It's science folks. Learn it or outsource it. Just don't ignore it and then blame your broker for your crappy sales. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

If you thought your career was messed up, then entertain yourself with the Preface from my new book - Ramping Your Brand. I share the bizarre twists of fate that illogically led to my current expertise in guiding growth strategy for emerging consumer brand. As we all muddle through the pandemic, have a laugh at my expense...or maybe three.www.rampingyourbrand.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

The current global pandemic is a massive temptation to over-react to near-term signals. This is especially true when it comes to business strategy in consumer packaged goods. In this episode, I use the COVID-19 social distancing reality as a foil to remind us of what strategy is, when you know you should change it, and why you need to really understand your category fundamentals now more than ever.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Who drives your brand's adoption? And why? In my new book, I break down four rough segments of consumers who trade up to premium CPG brands. Each segment has a set of macro-drivers that affect their near-term vs. long-term value to your business. Spoiler: most founders fit nicely into just one segment...ahem...the one that doesn't scale brands. Have a listen. And buy Ramping Your Brand, if you haven't already.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

This national health emergency has thrown most 2020 plans into the trash. As everyone revises their moves, it's important to understand the lessons for near-term business decisions and the lessons for the long-term. If you want to dig in more, I have a free webinar about the surge in CPG caused by social distancing orders. It may be helpful to you and your team. https://bit.ly/2ycPlN9Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Look at my glorious brand! Save it for the bedroom, please. In CPG, you are scaling a product line. It may have a name. It may have a look. But let's not confuse how important branding is in the ramp up of a strong business. It is VERY easy to overthink these elements and agencies will charge to the maximum extent of founder ego if you let them. Time to get real. So, you must be in the right place. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Most CPG founders are NOT from the industry they operate in. Many are younger folks. If either is true, professionalizing yourself is a critical practice. If you're young AND new to CPG, your burden is the highest...but you can do this. You have to take it very seriously. Professionalization is not about being polite. It's about something more difficult. Listen in to my social science take on why this is so critical in the CPG sector.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com