Bulletproof Your CPG Brand
If you’re building a CPG brand and running out of runway, this podcast is your unfair competitive advantage. Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error. Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to. Each episode breaks down what actually drives sales at retail: • category management and fact-based selling • trade marketing and promotion ROI • broker performance and retail execution • pricing, assortment, and shelf strategy • brand valuation, velocity, and profitability Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands. This isn’t theory. It’s a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks. If you’re a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start. Subscribe and start building a bulletproof brand.
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306. Expo West ROI Strategy for CPG Brands
02/24/2026
306. Expo West ROI Strategy for CPG Brands
306. Expo West is expensive. If you’re “hoping” it grows your brand, you’re already losing ROI. Booth fees, travel, freight, samples, staffing — this is one of the biggest trade investments you’ll make all year. And most brands waste it because they treat Expo like a sampling event instead of a leverage event. In this episode, I break down the 5 strategic ways to turn Natural Products Expo West into a growth engine. You’ll learn how to define one clear objective, turn sampling into strategic engagement, use category data to differentiate, build a disciplined follow-up system, and treat Expo as a community accelerator — not just a retail show. Expo isn’t about traffic. It’s about leverage. Download the New Item Essentials Guide at RetailSolved.com/session306 before you go. Then listen to related episodes on category strategy, velocity, and trade marketing ROI to maximize your investment and extend your runway. Get the Free Expo West Checklist at RetailSolved.com/expochecklist
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304. Strategic Advisory Thinking That Wins Retail
02/11/2026
304. Strategic Advisory Thinking That Wins Retail
304. If you’re still pitching your product instead of guiding the category, you’re leaving leverage on the table. Retail buyers don’t reward brands with the best velocity — they reward brands that help them win. And if you don’t shift from vendor to advisor, you’ll stay stuck chasing space, promotions, and resets. In this episode, I break down how strategic advisory thinking transforms your retail conversations from transactional to influential. You’ll learn how to lead with category insights, translate data into actionable recommendations, center your story around your most profitable shopper, and execute flawlessly so buyers trust your strategy. This is how brands double distribution, earn permanent displays, and win better decisions — even without deep discounting. Download the free 30 Days to Profitable Growth guide at RetailSolved.com and listen to related episodes to go deeper into category management, trade strategy, and retail execution. Stop competing. Start advising. You can get the episodes free guide and todays show notes at: RetailSolved.com/session304
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303. You Are Now a Category Leader- The Final Roadmap
02/06/2026
303. You Are Now a Category Leader- The Final Roadmap
303. You now think, plan, and execute like a category leader. In this final episode of 30 Days to Profitable CPG Growth, I recap the full journey—from foundation and shopper insights to retail execution, systems, and discipline—and show you how to turn these lessons into a lasting competitive advantage. This isn’t theory. It’s a proven roadmap built from decades in the trenches. Listen to lock in the mindset, tools, and confidence to lead retailers, win shoppers, and scale with clarity. Congratulations on completing the 30-Day Challenge, which provided a framework, system, and strategy to build a strong brand foundation. The challenge covered essential aspects like customer journey, sales strategy, retail execution, and systems for growth. Now equipped with a proven playbook and mindset, you are ready to lead and differentiate your brand, becoming a category leader by out-serving and out-executing competitors. You can get the episodes free guide and todays show notes at: RetailSolved.com/session303
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302. Help Retailers Win- The Key Trends Category Leaders Know
02/06/2026
302. Help Retailers Win- The Key Trends Category Leaders Know
302. Retailers don’t need more discounts—they need partners who help them win. In Day 30 of 30 Days to Prosperity, I break down the key trends retailers care about most and how you can use them to become a trusted, go-to category leader. You’ll learn how to help retailers drive traffic, differentiate without price wars, and grow sustainable profit by putting their needs first. Listen in to learn how real retail partnerships unlock opportunities money can’t buy. To become a category leader, brands must help retailers achieve their three universal goals: driving foot traffic, gaining a competitive advantage, and growing sustainable profit. This involves making it easy for customers to find products, supporting product discovery, and highlighting complementary solutions. By becoming a trusted partner, brands can unlock opportunities like preferred placement and influence over category strategy. Action step: pick one trend and show how it grows basket and profit. What trend is most relevant to your category? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 23 Salesmanship 401 Mastering the Art of Sales, Andrew Therrien with Sampler 🎙️ 122 Brand Building Success Strategies for Retail Growth, Mathis Martines with M2 Brands 🎙️ 129 Know Your Core Customer to Boost Sales Growth, Ethan Hirshberg with Ethans 🎙️166 Produce Is The Gateway To Center Store Sales Growth, Lori Taylor with The Produce Moms. Day 30 of the Free 30 Days to Profitable CPG Growth Tip of the day: Develop a collaborative partnership with retailers. Educate them about key trends they need to be aware of. Always put their needs first and savvy retailers might return the favor. 👉 Follow Daniel Lohman to Bulletproof Your CPG Brand! You can get the episodes free guide and todays show notes at: RetailSolved.com/session302
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301. Look for & Close Category Gaps to Win at Retail
02/04/2026
301. Look for & Close Category Gaps to Win at Retail
301. Most brands lose shelf space because they sell products—not solutions. In Day 29 of 30 Days to Prosperity, I show you how to uncover and close category gaps by starting with the shopper’s market basket and working backwards. You’ll learn how to identify need states, remove friction from the shopper journey, collaborate with complementary brands, and build basket-driving solutions retailers actually value. This is how category leaders grow sales without relying on discounts. To close category gaps and drive sales, brands should start by understanding shopper need states and reverse-engineer the shopper journey. By identifying friction points and collaborating with complementary brands, brands can create basket-building solutions that benefit both shoppers and retailers. This approach positions brands as problem-solvers and category builders, leading to increased foot traffic, higher basket sizes, and a competitive advantage. Action step: find 3 category gaps: shopper, price tier, need state, format. What gap do you fill best? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 89 Solid Digital Brand Selling Strategy for Success, Madeline Haydon with Nutpods 🎙️ 93 Bridging the Gap Between Perimeter & Center Store = Sales Success, Doug Brent with Made In Nature 🎙️258 Proven Strategies To Drive Sales Growth At Retail, Scott Sensenbrenner with Enzymedica Day 29 of the Free 30 Days to Profitable CPG Growth Tip of the day: Begin with the market basket and work backwards. How can you make it easier for shoppers to find and buy your products wherever they shop. You can get the episodes free guide and todays show notes at: RetailSolved.com/session301
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300. Why Your CPG Brand Is Losing Shelf Space
02/04/2026
300. Why Your CPG Brand Is Losing Shelf Space
300. Shelf space isn’t lost because your product isn’t good—it’s lost because your competitors are more prepared. In Day 28 of 30 Days to Prosperity, I show you how preparation and competitive intelligence create a true, sustainable advantage at retail. You’ll learn how to study competitor pricing, promotions, merchandising, and growth patterns so you can help retailers win where others fall short. This is how emerging brands outmaneuver bigger players without outspending them. Preparation is crucial for success in retail engagements, as it builds confidence and reduces risk. To gain a competitive edge, brands should thoroughly understand their competitors’ strategies, including their target audience, promotional tactics, merchandising, and growth drivers. By doing so, brands can position themselves as indispensable partners to retailers, ultimately becoming category leaders. Action step: choose your “one thing” you will be best at for 12 months. What’s your unfair advantage? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 131 Profitable Digital Brand Building Strategies that Work, Josh Tabin with Wild Zora and NatchCom 🎙️ 213 Foodservice Is Not Dead It Wants Your Brand To Boost Sales, Stephanie Lind with Elohi 🎙️ 260 Market Domination Begins With Knowing Your Customer, Seth Greene with Market Domination LLC and The Sharkpreneur Podcast 🎙️ 263 Strategies To Explode Sales And Eliminate Risk Today, Ron Karr with Velocity Mindset® Day 28 of the Free 30 Days to Profitable CPG Growth Tip of the day: Become an expert in your competition. Leverage the strategies from the 30 Day series to give your brand the edge it deserves. You can get the episodes free guide and todays show notes at: RetailSolved.com/session300
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299. Why Great Products Still Don’t Sell at Retail
02/03/2026
299. Why Great Products Still Don’t Sell at Retail
299. If your product isn’t selling, it’s rarely a product problem—it’s a story problem. In Day 27 of 30 Days to Prosperity, I break down why inconsistent, fragmented messaging kills sales at retail and how a unified brand voice becomes a true growth lever. You’ll learn how clear storytelling communicates value (not price), aligns brokers and retailers, reduces friction, and builds trust at scale. Master this, and you stop competing on deals—and start leading the category. A brand’s value, not its price, is the key to success. A unified brand story, consistently communicated across all channels, is crucial for conveying this value to customers and retailers. This approach fosters trust, loyalty, and sustainable growth, enabling brands to lead their categories rather than simply compete on price. Action step: write your “turnkey sales story” and train the team. Is your team telling the same story? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 139 Solid Brand Position Key to Explosive Sales Growth, Suzie Yorke with Love Good Fats 🎙️ 57 Importance Of A Powerful Brand Message In Marketing, Steve Hoffman with Compass Natural Marketing 🎙️ 60 The Importance With Remaining Relevant At Retail, Michael Sansolo with Sansolo Solutions, Morning News Beat, and Coca-Cola Retailing Research Council This is episode: 299 Day 27 of the Free 30 Days to Profitable CPG Growth Tip of the day: Storytelling is the most effective way to communicate. The power of a good storyteller cannot be underestimated. Your brand's success relies on how effective your storytelling is. You can get the episodes free guide and todays show notes at: RetailSolved.com/session299
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298. Stop Getting Rejected by Retailers—Use KPIs Instead
02/01/2026
298. Stop Getting Rejected by Retailers—Use KPIs Instead
298. Retailers don’t reject great products—they reject poor execution. In Day 26 of 30 Days to Prosperity, I break down how KPIs act as guardrails that prevent mistakes, eliminate guesswork, and ensure flawless execution at retail. You’ll learn which performance indicators actually matter, how to set clear expectations for brokers and teams, and why brands that measure execution outperform competitors with bigger budgets. If you want consistency, trust, and momentum at shelf, this is your playbook. KPIs are crucial for ensuring flawless retail execution and driving brand growth. They provide clarity, accountability, and eliminate guesswork, helping brands avoid costly mistakes and maintain consistency across all customer-facing elements. By implementing clear and measurable KPIs, brands can gain a competitive advantage, improve retailer relationships, and deliver a predictable and scalable brand experience. Which KPI do you track that doesn’t actually help? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 160 Reach Your Goals Tomorrow and Beyond, Top Strategies Revealed 🎙️ 84 Perseverance & Overcoming Obstacles in Retail Strategy, David Perkins with Beetnik Foods 🎙️ 218 Retail Horror Stories – How To Avoid Failures Day 26 of the Free 30 Days To Prosperity Challenge Tip of the day: KPI’s act as the guard rails that keep everyone on track. They help to ensure flawless retail execution. You can get the episodes free guide and todays show notes at: RetailSolved.com/session298
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297. The Framework Retailers Actually Respect
02/01/2026
297. The Framework Retailers Actually Respect
297. Great strategy fails without flawless execution. In Day 25 of 30 Days to Prosperity, I break down how scorecards turn goals, MBOs, and plans into predictable results retailers trust. Learn how top CPG brands use scorecards to eliminate chaos, assign clear ownership, prevent execution breakdowns, and scale with confidence. This is the framework retailers respect—and the discipline that separates reactive brands from true category leaders. Scorecards map out objectives in bite-size, manageable pieces that keep you focused, aligned, and on track. They can be the difference between success and failure. Scorecards are the most underutilized project-management tool in the CPG industry. And that’s a problem—because scorecards are also one of the most effective tools to keep the business moving forward predictably. Action step: create a weekly scorecard for distribution, OOS, promo, deductions. What would you measure weekly if you had to pick 5 things? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 124 Celebrating Real Food The Farmer’s Essential Role, Phil Lempert with Supermarket Guru 🎙️ 134 Category Review Strategies to Maximize Sales 🎙️ 157 Tools To Ensure Sales Success with Scorecards 🎙️190, Promotion Analysis Growth Strategies to Maximize Your Trade Marketing ROI This is episode: 297 Day 25 of the Free 30 Days To Prosperity Challenge Tip of the day: Scorecards map out objectives in bitesize manageable chunks that keep you on-track and focused. They help you achieve your goals - they can be the difference between success and failure You can get the episodes free guide and todays show notes at: RetailSolved.com/session297
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296. Why MBOs Turn Teams Into Sales Engines
01/31/2026
296. Why MBOs Turn Teams Into Sales Engines
296. When runway is tight, execution must be flawless. In Day 24 of 30 Days to Profitable CPG Growth, we break down how Management By Objectives (MBOs) turn big goals into clear, accountable actions across sales, operations, marketing, and finance. Learn how top-performing brands use MBOs to align teams, reduce risk, eliminate confusion, and grow sales predictably—without micromanaging. This is how strategy turns into results. Management By Objectives (MBOs) are a powerful system for aligning teams around common goals. By breaking down strategic objectives into actionable steps, MBOs create clarity, coordination, and accountability across departments. This system reduces risk, improves performance, increases ownership, and makes execution scalable, ultimately driving predictable growth. Action step: set 1 objective + 3 measurable results for each function. Do you have measurable results—or activities? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 24 Brand Success 10 Strategies for Sustainable Profits 🎙️ 169 How To Gain A Competitive Edge In Business Today 🎙️ 217 Strategies To Help Natural Brands Grow and Expand Globally, Charlie Knight with Mr Lee’s Noodles This is episode: 296 Day 24 Tip of the day: MBO’s break strategic business objectives into bitesize chunks making them easier to digest and more attainable. Individual MBO’s rollup to accomplish larger organizational objectives driving the business forward. You can get the episodes free guide and todays show notes at: RetailSolved.com/session296
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295. Why Focused Brands Win While Others Stall
01/30/2026
295. Why Focused Brands Win While Others Stall
295. Distractions are silently killing emerging brands. In Day 23 of 30 Days to Profitable CPG Growth, we tackle one of the most overlooked growth killers: lack of focus. Learn how to distinguish real priorities from noise, delegate with confidence, and protect your time so execution doesn’t break down at shelf. This episode shows founders how to stay laser-focused on what actually drives sales, strengthens retail relationships, and fuels sustainable growth. Distractions are a major threat to emerging brands, hindering focus and ultimately impacting sales and growth. Leaders must prioritize tasks that drive revenue, strengthen relationships, and support execution, delegating or eliminating distractions. Building a strong, empowered team and seeking accountability through masterminds are crucial strategies for maintaining focus and achieving long-term success. Action step: list your distractions and pick one “no” for the week. What do you need to stop doing? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 11 Sales Growth Strategies That Focus On Shopper Satisfaction, Tim Joseph With Maple Hill Creamery 🎙️ 53 The Power Of Perseverance & Mission Focus in Business, Megan Reamer with Jackson’s Honest 🎙️204 Why Regenerative Organic Is An Important Step For Sustainability, Birgit Cameron with Patagonia Provisions Day 23 of the Free 30 Days To Prosperity Challenge Tip of the day: 295 Your success is measured by your sales. Anything that does not drive sales needs to be secondary or needs to be delegated to so someone better equipped to handle it. Say “no” to these distractions! You can get the episodes free guide and todays show notes at: RetailSolved.com/session295
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294. Why Founders Who Do Everything Never Scale
01/28/2026
294. Why Founders Who Do Everything Never Scale
294. Wearing too many hats is the fastest way to stall growth. In Day 22 of 30 Days to Profitable CPG Growth, we tackle one of the biggest execution killers: founder overload. Learn how to shift from business manager to true business owner, reclaim your time, and focus on the work only you can do. Discover practical strategies for delegation, prioritization, and time blocking so your brand can scale with clarity, discipline, and momentum. Founders should shift their focus from managing every aspect of their business to leading and innovating. This involves delegating tasks outside their expertise to subject-matter experts, prioritizing time for deep work, and eliminating distractions. By doing so, founders can reduce overwhelm, increase execution, and foster a more productive and enjoyable work environment. Action step: choose 3 outcomes for the week and delete everything else. What’s stealing your time right now? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 164 How To Swim With The Sharks On Shark Tank – Lessons Learned, Dustin Finkel with KAPOP 🎙️ 21 Trust and Transparency Drive Consumer Loyalty, Robert Craven with MegaFood 🎙️ 259 Explode Sales By Unlocking Your Profitability Now, Doug Brown with Business Success Factors This is episode: 294 Day 22 of the Free 30 Days To Prosperity Challenge Tip of the day: Surround yourself with talented subject matter experts to give you the freedom to focus on what you do best - to innovate. You can get the episodes free guide and todays show notes at: RetailSolved.com/session294
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293. The Promo Mistake That’s Draining Your Runway
01/28/2026
293. The Promo Mistake That’s Draining Your Runway
293. Roughly 25% of your gross sales go to trade spend—and most brands have no idea if it’s working. In Day 21 of 30 Days to Profitable CPG Growth, I break down how to measure the true value of promotions so you stop burning cash and start extending your runway. Learn how to separate promo spikes from real growth, evaluate base sales lift, and turn trade marketing into a strategic weapon retailers and investors respect. Trade marketing, often misunderstood as just discounts and promotions, encompasses a wide range of activities aimed at getting products into shoppers’ hands. To maximize the impact of promotions, brands should focus on increasing base sales rather than just generating short-term spikes. By analyzing the effectiveness of promotions and understanding their true impact on base sales, brands can extend their runway, improve profitability, and build stronger relationships with retailers. Action step: define break-even lift before you run the promo. Do you know your promo break-even point? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 155 What is Trade Marketing Maximizing Revenue, Kurt Kaiser with ViaggioTrade 🎙️ 200 Trade Promotion Review Strategies – Enhance Your Profits Unlock effective Trade Promotion Review Strategies 🎙️ Webinar Trade Management Essentials To Grow And Scale Your Brand https://RetailSolved.com/TradeStrategies. Day 21 of the Free 30 Days to Profitable CPG Growth Tip of the day: The best way to reduce wasted spending and explode sales is to maximize your promotional effectiveness. Get more runway to grow and scale, better valuations, and give retailers a reason to say yes to your recommendations. You can get the episodes free guide and todays show notes at: RetailSolved.com/session293
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292. Why Retail Winners Build Playbooks Their Rivals Don’t
01/27/2026
292. Why Retail Winners Build Playbooks Their Rivals Don’t
292. Knowledge wins at retail—but applied knowledge changes the game. In Day 20 of 30 Days to Profitable CPG Growth, I show how combining book smarts with street smarts turns brands into indispensable retail partners. You’ll learn how to spot patterns competitors miss, anticipate retailer needs, and build playbooks that protect the shopper experience and drive predictable growth. This episode explains why retailers reward brands that make their job easier—and how to become that brand. Brands that succeed in retail combine book smarts with street smarts to become indispensable to retailers. Street smarts involve anticipating retailer needs, understanding shopper behavior, and adapting strategies to each account. By becoming the trusted go-to resource for retailers, brands can move from chasing opportunities to having opportunities brought to them. Action step: build your “retail playbook”: placement, promo, execution, story. What’s your weakest pillar today? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 137 The Future of Retail Insights from a Industry Leader – Whole Foods, Walter Robb with Stonewall Robb and Whole Foods Market 🎙️ 61 Success Strategies For Natural Retailers and Brands, Corinne Shindelar with INFRA 🎙️78 Best Practices To Build Legacy Brands for Success, Scott Jensen with Rhythm Superfoods and Stubb’s Legendary Bar-B-Q Day 20 of the Free 30 Days to Profitable CPG Growth Tip of the day: Knowledge is power - especially in this industry. Raise above your competition by becoming the trusted go-to resource retailers turn to get the edge they deserve. You can get the episodes free guide and todays show notes at:
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291. Stop Treating Retailers Like Vending Machines
01/25/2026
291. Stop Treating Retailers Like Vending Machines
291. Most brands approach retailers asking for space, promotions, and favors—and wonder why buyers tune them out. In Day 19 of 30 Days to Profitable CPG Growth, I show how to flip that dynamic by becoming an expert in your retail partner. You’ll learn how understanding a retailer’s business model, shopper, people, and priorities turns you from a vendor into a trusted category leader. This episode explains how respect, insight, and value creation earn influence, access, and long-term growth. Brands should view retailers as partners, not vending machines, by understanding their business models, priorities, and challenges. By providing value and insights, brands can build trust and become indispensable category leaders, gaining preferential treatment and opportunities. This approach, based on the law of reciprocity, fosters long-term success for both the brand and the retailer. Action step: write one page: strategy, shopper, margin drivers, risks, goals. Which retailer do you need to study next? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️62 Proven Strategies To Level The Playing Field Effectively, Todd Kluger with Lundberg Family Farms 🎙️ 99 Sales Management Success Strategies that Build Brands, Bob Burke with Natural Products Consulting 🎙️ 123 In-Store Marketing Strategies Every Brand Should Use, Andrew Therrien with Sampler Day 19 of the Free 30 Days To Prosperity Challenge Tip of the day: No two retailers are the same. They deserve to be respected and valued. Their success is your success. Personalizing your relationship will pay huge dividends and give you the edge you deserve. You can get the episodes free guide and todays show notes at: RetailSolved.com/session291
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290. The Simple Question That Slashes New Product Failures
01/25/2026
290. The Simple Question That Slashes New Product Failures
290. Most new products fail because brands guess instead of asking. In Day 18 of 30 Days to Profitable CPG Growth, I show how to dramatically reduce innovation risk by co-creating with the customers who already love your brand. You’ll learn why focus groups mislead, why natural brands are the true R&D engine of CPG, and how using your community as your innovation lab leads to faster launches, lower costs, and products shoppers are waiting to buy before they ever hit the shelf. Big brands often fail to innovate because they prioritize manufacturing efficiency over consumer needs, leading to missed trends and product flops. Natural brands can leverage their loyal customer communities for co-creation, gaining valuable insights and pre-selling products. By asking customers directly about their preferences and involving them in the innovation process, brands can reduce risk, increase success rates, and build stronger relationships with their audience. Action step: talk to 10 customers and write the “need state” in their words. What problem are they hiring you to solve? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 51 An Unsung Hero Changed The Way We Celebrate Food, Ahmed Rahim with Numi Organic Tea and OSC2 🎙️ 94 Reinventing Favorite Foods with a Artisan Vegan Cheese, Miyoko Schinner with Miyoko’s Kitchen 🎙️ 97 Disrupting the Category with a Creative Packaging Strategy, Greg Steltenpohl with Califia Farms and Odwalla 🎙️ 185 Tofurky The Hottest Food Trend in Plant Based Products, Seth Tibbott with Tofurky Day 18 of the Free 30 Days to Profitable CPG Growth Tip of the day: Natural is the R&D for total CPG. Natural products are driving the profitable trends. Co-creating with your loyal tribe can dramatically improve new item launches while streamlining innovation giving shoppers products they are eager to buy. You can get the episodes free guide and todays show notes at:
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289. The Fact-Based Selling Formula Retailers Trust Most
01/24/2026
289. The Fact-Based Selling Formula Retailers Trust Most
289. Retailers don’t choose brands with the best charts—they choose brands with the clearest story. In Day 17 of 30 Days to Profitable CPG Growth, I break down fact-based selling: how to combine POS data, real shopper insight, and clear recommendations into a story retailers act on. You’ll learn why push-button reports fail, how to stand out in line reviews, and how emerging brands earn influence, space, and growth without buying it through trade spend. Fact-based selling, a crucial skill for competing with big brands, involves using data, shopper insights, and clear recommendations to tell a compelling story. This approach goes beyond traditional category management by providing retailers with actionable insights and solutions, rather than just data points. By combining POS data with shopper insights and community feedback, brands can create personalized, impactful stories that resonate with retailers and drive growth. For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 45 The Importance Of A Solid Business Strategy Today, TJ McIntyre with BOBO’S 🎙️ 59 Fact-Based Selling Stories Transform Your Sales Strategy, Steve Hughes with Sunrise Strategic Partners and Boulder Brands 🎙️ 88 Category Leaders Open Doors & Grow Profitable Sales Effectively, Russ Forester with Hain Celestial Day 17 of the Free 30 Days to Profitable CPG Growth Tip of the day: Fact-based selling is advanced story telling - what I call true category management. Fact-based story telling includes actionable recommendations with measurable results to give you the edge you deserve. You can get the episodes free guide and todays show notes at: RetailSolved.com/session289
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288. Why Most Brands Miss the Patterns Hiding in Their Data
01/23/2026
288. Why Most Brands Miss the Patterns Hiding in Their Data
288. Most brands look at data—but very few know how to use it. In Day 16 of 30 Days to Profitable CPG Growth, I explain why surface-level metrics and canned dashboards fail to create real advantage. You’ll learn how to spot hidden patterns, translate data into shopper-led insights, and use analytics as a roadmap for future sales and profits. This episode shows how true data literacy helps you stop guessing, earn retailer trust, and compete at a higher level—without drowning in spreadsheets. To compete at a higher level in the natural channel, brands must master data analytics beyond surface-level metrics. This involves understanding shopper behavior, identifying category gaps, and using data to validate problems and propose solutions. By doing so, brands can earn retailer trust, influence category decisions, and future-proof their business. Action step: identify 3 numbers that drive action: contribution, basket, retention. What metric do you wish you had weekly? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 35 Sales Extend Beyond Retailer’s Shelves for Brands, Chuck Muth with Beyond Meat 🎙️ 54 Insider Secrets To Getting On Shelf with Retailers, Mathis Martines with Enlightened, Formerly Kroger 🎙️ 92 Plant Based – The Hottest Trend In Retail You Should Leverage, David Benzaquen with Plant Based Solutions and Ocean Hugger Foods 🎙️ 199 How To Keep Your Brand Alive Today And Tomorrow, Andrew Therrien with Sampler Day 16 of the Free 30 Days to Profitable CPG Growth Tip of the day: Knowledge is power - especially in this industry. If you want to compete at a higher level you need to adopt the advanced strategies big brands rely on. This is how you level the playing field and even gain the edge you deserve! You can get the episodes free guide and todays show notes at: RetailSolved.com/session288
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287. Why Retailers Reward Brands That Lead the Category
01/21/2026
287. Why Retailers Reward Brands That Lead the Category
287. Retailers don’t want more brands—they want partners who help them win. In Day 15 of 30 Days to Profitable CPG Growth, I explain how emerging brands can become trusted category leaders without massive budgets or category captain fees. You’ll learn how to leverage your unique shopper, bring actionable insights (not canned reports), and lead with ideas that grow baskets and profits. This episode shows how helping retailers first unlocks premium placement, influence, and long-term growth. Retailers face immense pressure from online competition and changing shopper behaviors. Brands can gain a competitive edge by becoming category leaders, not just category captains. This involves understanding the retailer’s shopper, leveraging complementary brands, providing actionable insights, and thinking like a retailer to help them win. Action step: bring one insight + one solution to every retailer conversation. What’s one insight you could bring this week? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 41 Understanding What Drives The Beating Heart Of Natural Trends, Robbie Vitrano with Good Spread and NatchCom 🎙️ 43 Retail Done Right Building Brand Partnerships, Ben Friedland with Lucky’s Market 🎙️ 77 Perfect Recipe For Growth Innovate and Lead, Leigh & Bill Keith with Perfect Bar Day 15 of the Free 30 Days to Profitable CPG Growth Tip of the day: Retailers want and need your help! You hold the key to giving them a huge competitive edge. Become an indispensable trusted resource and partner and savvy retailers will reward you with incremental opportunities You can get the episodes free guide and todays show notes at: RetailSolved.com/session287
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286. Why the Wrong Retail Partner Can Kill Your Brand
01/21/2026
286. Why the Wrong Retail Partner Can Kill Your Brand
286. Chasing the wrong retailers quietly drains cash, focus, and momentum. In Day 14 of 30 Days to Profitable CPG Growth, I explain why not every retailer is right for your brand—and how misaligned distribution can tank your runway. You’ll learn how to identify ideal retail partners based on shopper fit, contribution (not ego), and your ability to support execution. This episode shows how to build smarter distribution—online and in-store—so growth is profitable, strategic, and sustainable. Not every retailer is suitable for every brand. Brands should focus on partnering with retailers that align with their ideal customer’s shopping habits and values, rather than chasing big-name banners. By prioritizing contribution over coverage and owning their distribution strategy, brands can build impactful and profitable relationships with retailers. Not all doors are good doors. Action step: define “ideal retailer” by shopper, category, execution support, and terms. Which retailer is your best fit right now? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 132 The Wrong “Expert” Jeopardizes Your Brand Success, Jeff Schmidgall with Bubba’s Fine Foods 🎙️ 189 How To Get Your Brand Discovered By Retailers Easily, Sarah Davidson, Joseph Tarnowski, Brandon Leong with ECRM & RangeMe 🎙️ 175 Creative Strategies for Brands at Retail = incremental Opportunities, Brandon Leong with RangeMe Day 14 of the Free 30 Days to Profitable CPG Growth Tip of the day: Just like every customer is unique, so is every store. Use what you have learned to find and identify your dream shopper and focus all your efforts there You can get the episodes free guide and todays show notes at: RetailSolved.com/session286
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285. Why Confused Customers Always Choose Competitors
01/20/2026
285. Why Confused Customers Always Choose Competitors
285. Confused shoppers don’t ask questions—they choose your competitor. In Day 13 of 30 Days to Profitable CPG Growth, I break down why clarity and consistency are the hidden multipliers behind trust, conversion, and repeat purchase. You’ll learn how inconsistent messaging, placement, and execution quietly erode value—and how clear, repeatable brand signals help shoppers buy with confidence. This episode shows how to simplify the customer journey, amplify perceived value, and turn clarity into a competitive weapon. Clarity and consistency are crucial for building a successful brand. When customers are confused or unsure about a product, they are more likely to choose a familiar or cheaper option. By providing a straightforward and predictable customer journey, brands can increase confidence, leading to more sales and customer loyalty. Consistency is a growth lever. Action step: choose 3 brand truths and repeat them everywhere for 90 days. What are your 3 non-negotiables? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 26 Story Telling Secrets to Boost Your Brand, Bobby Umar with Raeallan 🎙️ 34 Plant Based Strategies to Drive Consumer Engagement, Mike Cooke with Daiya 🎙️ 64 Heart Of Successful Brands Building Community, Neil Grimmer with Habit and Plum Organics Day 13 of the Free 30 Days to Profitable CPG Growth Tip of the day: Confusion pushes shoppers away. The customer journey needs to be simple and straight forward. Help lead shoppers to the resolution of their problem and you will win them for life. You can get the episodes free guide and todays show notes at: RetailSolved.com/session285
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284. Why Great Brands Still Lose Sales at the Shelf
01/18/2026
284. Why Great Brands Still Lose Sales at the Shelf
284. If shoppers can’t find your product, they can’t buy it—no matter how strong your story is. In Day 12 of 30 Days to Profitable CPG Growth, I explain why friction at shelf quietly kills velocity and how to remove it. You’ll learn how to map the shopper journey, use market-basket insights to guide merchandising, and translate storytelling into shelf clarity retailers care about. This episode shows how making your brand easy to find and easy to buy drives trust, loyalty, and repeat sales. To increase sales and build customer loyalty, brands must make their products easy to find and purchase. This involves understanding the shopper’s buying journey, identifying complementary products, and strategically placing products in stores. By removing friction and confusion from the shopping experience, brands can create a seamless journey that encourages repeat purchases and strengthens retailer relationships. Availability beats awareness. Action step: audit friction: search, shelf placement, OOS, PDP quality. Where is it hardest to buy your brand? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 68 Proven Strategies to 2x Your Loyal Shoppers Easily 🎙️ 104 Essential New Item Checklist for Launching Products 🎙️ 144 Creative Disruptive Retail Strategies to Win Customers, Mike Fogarty with Choice Market Day 12 of the Free 30 Days to Profitable CPG Growth Tip of the day: Confusion pushes shoppers away. The customer journey needs to be simple and straight forward. Help lead shoppers to the resolution of their problem and you will win them for life. You can get the episodes free guide and todays show notes at: RetailSolved.com/session284
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283. Why Storytelling Turns Shoppers Into Evangelists
01/17/2026
283. Why Storytelling Turns Shoppers Into Evangelists
283. Shoppers don’t connect to features—they connect to stories. In Day 11 of 30 Days to Profitable CPG Growth, I break down why storytelling is the most powerful skill a founder can develop. You’ll learn how human-centered stories build belief, why your customer—not your brand—is the hero, and how to translate your WHY into a selling story that drives loyalty and repeat purchase. This episode shows how great storytellers turn everyday shoppers into passionate brand evangelists. Storytelling is a powerful tool for building a brand that resonates with customers. By understanding your customer’s internal dialogue and articulating your brand’s value proposition, you can create a compelling story that positions your product as the guide to their success. This approach fosters loyalty, advocacy, and ultimately, brand growth. Action step: write your story in 3 lines: problem → promise → proof. Is your story consistent everywhere? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 52 Selling With a Master Brand Storyteller Strategies, Jon Sebastiani with Sonoma Brands 🎙️ 8 Brand Building Strategies for Lasting Success, Joel Warady with Enjoy Life Foods 🎙️ 102 Sales Success Begins With Storytelling Techniques, Beau Haralson with Human Design Day 11 of the Free 30 Days to Profitable CPG Growth Tip of the day: Become a consistent and impassioned master storyteller. Shoppers want personalization which begins with a human focus. Stories that resonate and connect with shoppers inspire brand evangelism and fierce loyalty You can get the episodes free guide and todays show notes at: RetailSolved.com/session283
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282. Why Brands Without Community Always Lose
01/16/2026
282. Why Brands Without Community Always Lose
282. A great product on a shelf isn’t enough anymore—brands that win build communities, not just distribution. In Day 10 of 30 Days to Profitable CPG Growth, I explain why owning the customer relationship is the difference between churn and loyalty. You’ll learn how engaged communities unlock deeper insights, stronger innovation, and more effective retail strategies—and why brands without community are flying blind. This episode shows how connection fuels predictable, profitable growth. Building a loyal customer community is crucial for brand growth. Simply placing a product on a store shelf doesn’t provide valuable customer insights, making it difficult to market effectively. By understanding customer behavior and needs outside of retail, brands can tailor their messaging, innovation, and retail strategy, leading to increased sales and customer loyalty. Action step: create one ritual: weekly Q&A, founder email, or insider drops. What ritual could you commit to weekly? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ Fixing Our Broken Food System By Embracing Nature, Chloe Sorvino with Forbes 🎙️ The Impact of Regenerative Organic on Brand Sales Growth, Matthew Caspersz with Cha’s Organics 🎙️ 75 Disruptive Start-Up Revived A Dying Category Strategy, Joel Clark with Kodiak Cakes 🎙️223 How To Boost Shopper Engagement And Explode Sales Effectively, Oli Bridge with bonjoro Day 10 of the Free 30 Days to Profitable CPG Growth Tip of the day: Welcome shoppers into your community. Embrace them. Tell them how much you appreciate them. Invite them to co-create new products and become a part of your brand You can get the episodes free guide and todays show notes at: RetailSolved.com/session282
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281. Why Owning Your Customers Beats Targeting Them
01/15/2026
281. Why Owning Your Customers Beats Targeting Them
281. Traditional customer targeting is failing—and it’s costing brands loyalty, margin, and growth. In Day 9 of 30 Days to Profitable CPG Growth, I explain why owning your customer relationship is the real competitive advantage. You’ll learn how to move beyond generic personas, why communities outperform promotions, and how to turn occasional shoppers into raving fans who fuel innovation, advocacy, and retail success. This episode shows how building a loyal tribe future-proofs your brand and protects your runway. Brands must prioritize building a thriving, connected community around their brand to achieve predictable, profitable growth. Traditional customer targeting methods are failing because they oversimplify customers and miss their values and motivations. By nurturing a loyal tribe, brands can gain valuable insights, reduce acquisition costs, and differentiate themselves beyond price. Action step: map the first 3 moments that turn trial into repeat. Where do you lose customers after first purchase? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 151 Sales Success Customer First Strategies for Brands, Mike Forbes with Alter Eco 🎙️ 135 Marketing Success Strategies for Building Trust, Meghan Disch with GoodBelly 🎙️ 6 Brand Strategies That Empower Today’s Brands, Bill Bishop with Brick Meets Click Day 9 of the Free 30 Days to Profitable CPG Growth Tip of the day: You need to own your customers! They are you most valuable asset. Build a thriving connected community to engage and nurture them - how you convert your dream customers into loyal evangelist You can get the episodes free guide and todays show notes at: RetailSolved.com/session281
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280. Why Mission-Driven Brands Win Better Shelf Space
01/15/2026
280. Why Mission-Driven Brands Win Better Shelf Space
280. Your WHY is your greatest competitive advantage—but only if customers and retailers actually hear it. In Day 8 of 30 Days to Profitable CPG Growth, I explain why mission-driven brands earn stronger loyalty, better shelf space, and higher basket rings. You’ll learn how to translate your WHY into a clear, consistent selling story, why natural shoppers are so valuable to retailers, and how emotional connection drives profitable growth. This episode shows how to turn purpose into a powerful growth strategy. A brand’s WHY is its greatest competitive advantage, but only if communicated clearly and consistently. By embedding your WHY into your selling story, you can differentiate your brand, attract loyal customers, and increase your value to retailers. Understanding your unique shopper and their values is crucial to effectively communicating your WHY and driving growth. Action step: finish this sentence: “We exist so our customer can ______.” What transformation do you deliver? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 38 Mission Based Brands Connecting with Consumers, Seth Goldman with Honest Tea and Beyond Meat 🎙️ 58 Start With A Mission – Learn From Disruptive Brands Today, Kyle Garner with Organic India and Climate Collaborative 🎙️ 50 Life Lessons of Humility Love & Inspiration from Leaders, Sheryl O’Loughlin with REBBL and Clif Bar Day 8 of the Free 30 Days to Profitable CPG Growth Tip of the day: know your why! How does your mission (your why) align with and resonate with your customers? Communicate in a single voice with the same passion, enthusiasm and authenticity as the founder. You can get the episodes free guide and todays show notes at: RetailSolved.com/session280
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279. Why Most CPG Brands Are Flying Blind on Costs
01/13/2026
279. Why Most CPG Brands Are Flying Blind on Costs
279. Most CPG brands don’t actually know what their products truly cost—and that blind spot quietly destroys margins and runway. In Day 7 of 30 Days to Profitable CPG Growth, I break down why estimating costs is dangerous, where hidden expenses show up from production to shelf, and how inaccurate costing leads to wasted trade spend. You’ll learn why precision down to the penny gives you control, confidence, and leverage with retailers and investors—and how knowing your true costs unlocks profitable scale. Understanding the true cost of products is crucial for brand success, enabling accurate pricing, forecasting, and strategic planning. Many brands, however, lack this knowledge, relying on estimates and assumptions, which hinders profitability and scalability. By building a comprehensive cost model, brands can gain control over their finances, optimize margins, and make informed decisions for growth. Action step: calculate fully loaded COGS per SKU including freight and fees. Do you know your true margin by item today? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 82 Know Your Brand Health for Long-Term Success 🎙️ 271 WHY TRADE SPEND FAILS (AND HOW TO FIX IT) 🎙️ 149 Sustainable Brand Growth Strategies for Success, Katie Mleziva with Real Food Brands Day 7 of the Free 30 Days to Profitable CPG Growth Tip of the day: Accuracy Matters. Knowing The True Cost Of Your products You can get the episodes free guide and todays show notes at: RetailSolved.com/session279
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278. Why Founders Who Do Everything Eventually Stall
01/12/2026
278. Why Founders Who Do Everything Eventually Stall
278. Trying to do everything yourself is one of the fastest ways to stall your growth. In Day 6 of 30 Days to Profitable CPG Growth, I explain why great leaders scale by hiring wisely—not by working harder. You’ll learn how to identify your superpowers, spot strategic skill gaps, and build a team or ecosystem that multiplies your impact. This episode shows how the right hires protect your energy, improve execution, and unlock sustainable growth without adding chaos. The strength of a leader lies in their ability to build a team that complements their strengths. Founders should focus on their unique genius zone and delegate tasks that others can do better. Hiring strategically, prioritizing revenue-generating roles, and leveraging mentors and advisors are crucial for scaling a business effectively. Action step: define the outcome you need before you define the role. What role do you keep trying to hire without clarity? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 36 Compelling Selling Stories Unlock Brand Success, John Foraker with Once Upon A Farm and Annies 🎙️ 212 Lessons On Challenging A Giant To Grow Your Brand, Gail Becker with CAULIPOWER 🎙️ 125 Building A Solid Team Essential Strategies, Josh Wand with ForceBrands Day 6 of the Free 30 Days to Profitable CPG Growth Tip of the day: The Real Strength Of An Effective Leader Is Measured By The People They Surround Themselves By And How They Empower Them To Succeed On Behalf Of The Organization You can get the episodes free guide and todays show notes at: RetailSolved.com/session278
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277. Why Goals Without Accountability Always Fail
01/12/2026
277. Why Goals Without Accountability Always Fail
277. Big goals mean nothing without structure and accountability. In Day 5 of 30 Days to Profitable CPG Growth, I explain why most founders set goals that sound inspiring—but never move the business forward. You’ll learn how to turn ambition into execution using SMART goals, scorecards, and measurable benchmarks that guide decisions, align teams, and protect your runway. This episode shows you how disciplined goal-setting becomes strategy—and why accountability is the difference between wishing and scaling. Traditional goal-setting often fails because it lacks specificity, measurability, and accountability. To achieve ambitious goals, founders should use the SMART framework (Specific, Measurable, Attainable, Realistic, Timely) to break down goals into actionable steps. A business plan and scorecard are essential tools for tracking progress, maintaining accountability, and ensuring alignment across the team. Action step: pick one goal, assign an owner, a number, and a weekly checkpoint. What goal are you committing to this quarter? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 91 Disrupting The Category with Innovation in Products, Justin Gold with Justin’s 🎙️117 Maximize Broker Effectiveness for Sales Success 🎙️ 202 11 Proven Strategies To Increase Your Market Basket Size And Grow Sales Day 5 of the Free 30 Days to Profitable CPG Growth Tip of the day: Don’t Be Afraid To Have Audacious Big Dreams. Disruptive Brands Are Leading Key Growth Trends. Use SMART Goals To Remain Focused And On Track You can get the episodes free guide and todays show notes at: RetailSolved.com/session277
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276. Why Burned-Out Founders Struggle to Scale
01/10/2026
276. Why Burned-Out Founders Struggle to Scale
276. Burnout isn’t a personal issue—it’s a business risk. In Day 4 of 30 Days to Profitable CPG Growth, I explain how a founder’s energy, clarity, and well-being directly impact retail execution, decision-making, and brand performance. You’ll learn why stress narrows strategy, how delegation and AI buy back time, and why focusing on high-impact work changes everything. This episode shows you how to lead from strength instead of exhaustion—so your brand can scale with confidence. Founders often neglect their well-being, negatively impacting their businesses. Prioritizing personal health is crucial for effective leadership, strategic decision-making, and brand success. By setting goals, delegating tasks, and utilizing AI, founders can free up time and energy to focus on high-impact activities and lead from strength. As a former founder and a mentor to entrepreneurial brands I know this first hand and I’ve seen in it in EVERY brands I’ve worked with. Founders allow life’s distractions to pile up until they’re buried beneath them Action step: document your weekly cadence: priorities, check-ins, scorecard, debrief. What’s missing from your operating rhythm? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 197 Maximize The Real Value Of Your Brand Today, Eric Skae with The Bricktown Group 🎙️ 101 The Most Important Customer in Your Business Strategy, Ted Ning with LOHAS 🎙️ 66 A Brand-Building Coaching Session, Marshall & Elliott Rader with Gluten Free Bar Day 4 of the Free 30 Days to Profitable CPG Growth Tip of the day: Your Energy And Your Persona Are Reflected In Your Brand And Amplified Through Your Messaging And Your Brand Story. Set Yourself Up For Success In Business By Making YOU A Priority. You can get the episodes free guide and todays show notes at: RetailSolved.com/session276
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