A brand should act like a veteran backup point guard: know your role and deliver consistent value. Provide consumer insights, show how you fit the retailer's mix, and run in-store surveys to uncover gaps. Make yourself indispensable to the distributor's general manager.
I went to school with a guy who's been in the league 8 years. He's the best backup point guard in the league. He's made $80 million because he knows his role. He knows where he brings value. And he's a backup for $80 million a year? No, but I mean, over his career, I think he makes $8, $10 mil a year. He knows his role. He knows where he offers value to that roster, and he just hammers that.
Yeah. Yeah. So exactly. So Shane, that's a great analogy, and that's what you got to do. How do you add value? Because when you look at a distributor, they've got a roster. I mean, how many brands do they have, right? Yeah. And you're just going to be one of? If you're not adding extra value to them in terms of the consumer insight, in terms of how the brand fits with the retailer, if you're not going out into the stores and doing a market survey and saying, all right, this is where your gaps are, and helping the distributor general manager understand, hey, I've got gaps here and there, because he's never going to look at your brand.
Yeah.
Right? He's just not. You got to do that for him, and that's okay, but if you do that
He Sold Pickle Shots Out Of His Trunk. Now He Runs The Co-Packer That Won't Bury You In MOQs.
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