Knowing your ideal customer is at the heart of every successful strategy.  Retailers need brands to collaborate and educate them to drive shopper traffic and category growth.  It’s the foundation to build sustainable sales.

One of the things that I love about being in this industry, or as I like to say, what makes natural natural, is the authenticity, the passion, and the enthusiasm that you hear from young entrepreneurs. That is a big reason why this podcast even exists, to be able to share their insights, their enthusiasm, and their passion with you to help inspire and educate you.

Now, while a lot of people come into this industry because they had a life-changing event, they wanted to try to lose weight or get healthy or something like that, it’s rare to listen to someone who grew up in the industry, and that’s what my special guest today shares with us. It’s a perspective that we can all learn from. One of my favorite quotes, and I don’t know who said it, is, “In order to appreciate where you’re going, you first need to understand or appreciate where you’ve been.”

The point is simply this. You need to know where you’ve been and you need to be able to look back in the rear view mirror to see what you’ve done, what’s worked, what hasn’t worked. What are the mistakes that you could avoid in the future? What are the things that you did right that you can grow on, that you can expand on and then you can accelerate your sales with?

Learning from the experts, the people who came before us, the people who charted the path originally can be so inspirational, and it can help us avoid a lot of the bottlenecks and the challenges and the problems that others face. After all, my mission is to make our healthy way of life more accessible by getting your products on more store shelves and into the hands of more shoppers. Every brand struggles, including the big brands. We can all learn from each other, and this is how we grow. Again, this is what makes natural natural.

On today’s podcast, I share advice to help solve some of the most pressing bottlenecks from our guest today. The same challenges and bottlenecks that you face as well. What I love about today’s story, and you’re going to love it, too, is the never give up attitude of today’s guest. I love the commitment that he has to making his product work, to carving out a new niche and becoming a disruptive leading brand in the category.

As you’re going to hear, this has required knowing your customer in addition to having to rethink the go-to-market strategy on a continual and regular basis. The good news is, that as you continue to work on this, you continue to get better and you begin to see the fruits of your labor. This is where you have a  lasting impact in our industry and is helping other natural organic brands compete more effectively to succeed and grow. What’s truly inspirational is Ethan sharing his story with us today. This is a story you’re going to want to share with everyone you know, especially brands that are serious about growing sales, and making a difference in our industry and in our community.

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