Ramping Your Brand
How to Ride the Killer CPG Growth Curve
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Narrated by:
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Dr. James F. Richardson
About this listen
"I wish I'd had this book 20 years ago." (John Foraker, CEO of Once upon a Farm, former CEO of Annie's Homegrown)
"I wish I'd read this book before coaching teams with CPG startups." (Tom Eisenmann, Howard H. Stevenson professor of business administration, Harvard Business School)
"This book provides an excellent framework for building a consumer brand in the 2020s." (Mike Mauze, general partner of VMG Partners)
Do you want exponential growth? In this book, Dr. James Richardson outlines a four-part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade.
Part one - Designing to Command a Premium: This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it.
Part two - Managing a Small Experiment: Don’t hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art.
Part three - Fine Tuning the Conversion Playbook: Steady velocity growth is essential to ramping your brand. Your team needs to learn the art of sustaining it in key geographies so that you don’t have to buy premature distribution to obtain growth.
Part four - Accelerating to Scale: There are three best practices in acceleration. Two of them are counterintuitive to CPG veterans without expertise in the ramping of premium CPG businesses. You need to learn how to deploy them.
©2019 James F. Richardson (P)2021 James F. RichardsonListeners also enjoyed...
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New Marketing, whose tools include things like MySpace, You Tube, Web sites, permission marketing, cable TV, and viral techniques, is reshaping our world. But many companies try to use the tools without first getting their organization and products in sync with them. The result: what Seth Godin calls a "meatball sundae". A big, ineffective mess.
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Meatball Godin
- By Oliver Nielsen on 09-11-08
By: Seth Godin
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Wine Wars
- The Curse of the Blue Nun, the Miracle of Two Buck Chuck, and the Revenge of the Terroirists
- By: Mike Veseth
- Narrated by: Clinton Wade
- Length: 8 hrs and 31 mins
- Unabridged
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Writing with wit and verve, Mike Veseth (a.k.a. the Wine Economist) tells the compelling story of the war between the market trends that are redrawing the world wine map and the terroirists who resist them. Wine and the wine business are at a critical crossroad today, transformed by three powerful forces. Veseth begins with the first force, globalization, which is shifting the center of the wine world as global wine markets provide enthusiasts with a rich but overwhelming array of choices.
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Narration Tanks an Otherwise-Interesting Book
- By Gian on 02-21-14
By: Mike Veseth
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The Self-Made Billionaire Effect
- How Extreme Producers Create Massive Value
- By: John Sviokla, Mitch Cohen
- Narrated by: Erik Synnestvedt
- Length: 6 hrs and 17 mins
- Unabridged
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Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first massmarket personal computer. Or what Steve Case might have done for PepsiCo if he hadn't left for a gaming start-up that eventually became AOL. What if Salomon Brothers had kept Michael Bloomberg, or Bear Stearns had exploited the inventive ideas of Stephen Ross? Scores of top-tier entrepreneurs worked for established corporations before they struck out on their own and became self-made billionaires.
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Waste of time!
- By Anonymous User on 05-30-20
By: John Sviokla, and others
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The Strategist
- Be the Leader Your Business Needs
- By: Cynthia Montgomery
- Narrated by: Karen White
- Length: 6 hrs and 29 mins
- Unabridged
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Based on an acclaimed professor's legendary strategy course at Harvard Business School, The Strategist offers a radically new perspective on a leader's most vital role. "Are you a strategist?" That's the first question Cynthia Montgomery asks the business owners and senior executives from all over the world who participate in her highly regarded executive education course. It's not a question they anticipate, but by the time the program ends, they cannot imagine leading their companies to success without being - and living the role of - a strategist.
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Slow going with an odd narrative tone
- By Benson Bumpkin on 08-06-12
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What Customers Crave
- How to Create Relevant and Memorable Experiences at Every Touchpoint
- By: Nicholas J. Webb
- Narrated by: James Foster
- Length: 7 hrs and 1 min
- Unabridged
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The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success
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Must read if you are looking for a way to improve your business
- By Anonymous User on 05-06-20
By: Nicholas J. Webb
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Playing to Win
- How Strategy Really Works
- By: Roger L. Martin, A.G. Lafley
- Narrated by: LJ Ganser
- Length: 7 hrs and 9 mins
- Unabridged
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Playing to Win, a noted Wall Street Journal and Washington Post best seller, outlines the strategic approach Lafley, in close partnership with strategic adviser Roger Martin, used to double P&G’s sales, quadruple its profits, and increase its market value by more than $100 billion when Lafley was first CEO (he led the company from 2000 to 2009). The book shows leaders in any type of organization how to guide everyday actions with larger strategic goals built around the clear, essential elements that determine business successwhere to play and how to win.
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The P&G Story
- By lniles on 04-14-15
By: Roger L. Martin, and others
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Cheap
- The High Cost of Discount Culture
- By: Ellen Ruppel Shell
- Narrated by: Lorna Raver
- Length: 11 hrs and 33 mins
- Unabridged
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From the shuttered factories of the rust belt to the look-alike strip malls of the sun belt---and almost everywhere in between---America has been transformed by its relentless fixation on low price. This pervasive yet little examined obsession is arguably the most powerful and devastating market force of our time---the engine of globalization, outsourcing, planned obsolescence, and economic instability in an increasingly unsettled world.
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You Get What You Pay For?
- By Roy on 07-26-09
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Competition Demystified
- A Radically Simplified Approach to Business Strategy
- By: Judd Kahn, Bruce C. Greenwald
- Narrated by: Timothy Andrés Pabon
- Length: 14 hrs and 22 mins
- Unabridged
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Bruce Greenwald, one of the nation's leading business professors, presents a new and simplified approach to strategy that cuts through much of the fog that has surrounded the subject. Based on his hugely popular course at Columbia Business School, Greenwald and his co-author, Judd Kahn, offer an easy-to-follow method for understanding the competitive structure of your industry and developing an appropriate strategy for your specific position.
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Prof, we need the figures/graphs that’s in the the book
- By sid on 12-25-20
By: Judd Kahn, and others
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Free Prize Inside!
- The Next Big Marketing Idea
- By: Seth Godin
- Narrated by: Seth Godin
- Length: 2 hrs and 58 mins
- Unabridged
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Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies? Free Prize Inside delivers those answers and much more.
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Another gem from Seth
- By Daryl on 12-29-09
By: Seth Godin
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High-Hanging Fruit
- Build Something Great by Going Where No One Else WIll
- By: Mark Rampolla
- Narrated by: Mark Rampolla
- Length: 6 hrs and 51 mins
- Unabridged
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When Mark Rampolla filled a notebook with potential start-up ideas, his wife asked him some tough questions. What about this idea is exciting, beyond the possibility of a profit? How will it fit into a life that makes you and your family happy? How will it change the world? Eventually Mark found his great idea: coconut water. He had seen the developing world use coconut water, but this valuable resource was being discarded in the US. While taking on the beverage industry was a big goal - high-hanging fruit - it was worth the risk.
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10 Chapter Infomercial
- By KIM WILLIAMSON on 02-16-20
By: Mark Rampolla
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Shark Tank Jump Start Your Business
- How to Launch and Grow a Business from Concept to Cash
- By: Michael Parrish DuDell, Mark Cuban, Barbara Corcoran, and others
- Narrated by: Michael Parrish DuDell
- Length: 6 hrs and 5 mins
- Unabridged
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From the ABC hit show Shark Tank, this book - filled with practical advice and introductions from the Sharks themselves - will be the ultimate resource for anyone thinking about starting a business or growing the one they have. Full of tips for navigating the confusing world of entrepreneurship, the book will intersperse words of wisdom with inspirational stories from the show.
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Middle School material. Vague, no depth.
- By nate on 12-22-13
By: Michael Parrish DuDell, and others
What listeners say about Ramping Your Brand
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Lacey Stevens
- 04-18-23
Straight up, Informative
The author is very straightforward, doesn't soften things. Which, in my opinion is great.
He tells you what you need to hear, not what you want to hear.
He provides information on different stages of growth for CPG companies.
This is the best and most well rounded CPG focused book I have read so far. I would highly recommend it to anyone interested or currently a part of the CPG industry.
Definetly worth listening to 2 or 3 times. he covers a lot of ground.
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- Amazon Customer
- 07-15-21
A Must for Increasing Chances for Scaling Success
Dr. Richardson has advised the world’s top CPG brands. Through his advisory roles and deep study of CPG brands, Dr. Richardson has put together principals and best practices for sustainable scale.
Ramping Your Brand will make it crystal clear there’s more to explosive growth than merely getting onto as many shelves as possible. It’s not about landing the shelves; it’s the strategic steps taken BEFORE landing the shelves that will determine whether your brand will remain on those shelves. And Dr. Richardson does a superb job laying out the key steps that will help premium brands create scale that’s sustainable. After all, what good is landing 10,000 shelves when you’re unable to sustain 9,500 of those shelves?
Dr. Richardson narrates the boatload of gems in a personable and at times playful tone. Personally I find it refreshing to listen to an academic with personality.
Dr. Richardson mentions in his Acknowledgments that his wife allowed him to pull equity from his home to fund the research and development of this book. Certainly illustrates that Dr. Richardson is a firm believer in the content of this book that he’s willing to back it with personal equity. A clear illustration of generosity with respect to his industry knowledge and expertise.
A must audiobook for entrepreneurs who seek to increase their chances for scaling success!
Thank you for this audiobook, Dr. Richardson
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- Kassius
- 08-15-23
Simples mas não fácil
Tenho uma empresa neste segmento e estou aplicando os ensinamentos da maneira que entendi. Parece estar funcionando… fase 1 ON!
I hope I don’t fall on my ass very soon.
I will be back here on each fase end.🙏🏽😉
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- Christopher L
- 04-23-23
A Must Read for Premium CPG Brand Founders
A Must Read for Premium CPG Brand Founders. Walks you through the dos and don'ts of launching and growing.
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- Trey Rummel
- 03-10-21
Extremely Insightful
Highly recommended to anyone in, or looking to get into, the CPG space. Great book.
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- AZ20
- 03-30-21
Excellent book on the industry
This is a great book on CPG full of unique and valuable insights. Very candid and lots of useful examples - would definitely recommend
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- T.Y.
- 07-11-21
Perhaps Best CPG Book I’ve Ever Read
Brilliant. Have already passed along to all my fellow entrepreneur friends. After working in the food / supplement CPG space for the last 10 years and now starting a brand of my own - I couldn’t agree more with the points made in this book! Great stuff. Will be tuning into the podcast
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- Alyssa N
- 12-24-22
Excellent perspective
Dr James dissects the CPG industry at a level which is severely lacking in a world of data analysis paralysis. He looks at it from a humanistic perspective, with data support, to demonstrate why the sales process starts in the consumers’ home and NOT in test kitchens or board rooms.
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- J. Natiuk
- 10-31-21
Extremely valuable content delivered with some humor
If this content is relevant to you, purchase this ASAP. I saw comments of others who didn’t enjoy the performance. I felt quite the opposite. In fact, I’ve never felt compelled to comment on performance before. The narrator added a lot of fun and memorability to this title.
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- Mark E. Anderson
- 08-25-21
Was An Excellent Explanation for Just Diving in
I’m so glad I read this book before making some of the mistakes he mentioned in going too big too fast and not being able to meet demand. This book has everything to understand how to avoid getting in trouble, who to be wary of, and aiming to grow consistently without getting distracted by things that don’t make a difference.
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