This is the poddy I’ve dreamed of for 8 years.

Seth Godin.

Seth changed my life.

Seth’s thinking is INSANE

Each word is light yet heavy, pithy and profound, wise and wonderful. Wonderfully wise.

Seth stretched my mind to new rich, luscious pastures of thinking.

I was SO SO SO nervous

Pacing and pacing around like a nervous-biscuit scoffing hyaena. Watching the clock till 4pm. Did an 3 min Ice bath hahaha. Walked a trilliion-gazzilion steps.

ON THE MENU:

1. why brands must realise marketing is not advertising
2. a brand is not a logo, a brand is a promise, a brand is a shortcut to an experience
3. a brand shows up in the world with a true story that touches people and spreads. a brand “change someone for little while”
4. a) how to get your idea to ACTUALLY spread = create smallest viable audience + make promise + wrap story around promise.
5. b) Promise = story. Story = gives consumers Status and Affiliation = idea spreads through Status + Affiliation
6. 5 principles to spread any idea on the planet 1. fear, affiliation, status 2. be easy to talk about
7. Monk Marmalade principle: there is no such thing as the “best” marmalade or peanut butter. The unique “story” makes it the best in the unique consumers eyes
8. the race to the bottom of bad brand storytelling: you can pick “anyone” and we “pick everyone”
9. STOP asking consumers for feedback: Don't ask consumers what they want, watch what they do
10. why people buy Heinz Ketchup: we don’t engage with brands because “they” want us to, but because “we” want to. people people buy Heinz as it reminds them of their childhood
11. how Danny Meyer at Shake Shack creates INSANE cultures: don't manipulate + our job is to make things better + if we don't experiment who will
12. how In and Out Burger spread their story = burger reminds you of California + secret menu + geography locked = status + affiliation
13. why scale kills magic. UNTIl scale becomes part of the magic
14. always look for stuff at the edges, that’s where all the best stuff is, people go out of their way

Full episode Monday 8am.

Cannae wait till then?

Other episodes in the comments below

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Listen to the full episode here

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“How on earth do you ACTUALLY EXIT your food and drink brand?”

This question swirled my mind.

Thankfully, one woman knows all the answers.

Libby Gibson is a total legend. She lives and breathes challenger brands. Libby successfully built, scaled and sold Pitcher & Piano.

Then she set up Piper with Crispin Tweddell

PIPER are responsible for tonnes of HUGE challenger brands

• Proper Corn
• Bruce’s Doggy Day Care
• Flat Iron
• Wattbike
• Bloom and Wild
• Neom
• Mindful Chef
• Hickories
• Frame
• Orlebar Brown swimwear

I know people say: “it’s not about the money, it’s about the journey”

I know, it’s grotesquely-uncouth to say it’s all about the the Dough, Coin, Wonga, Cash-eesh, Moolah, Bunsen-Burner-Nice-Little-Earner

But, C’maaaaaaaaaannnn.

Let’s not beat around the bush.

There’s a gorgeous pot of glistening gold waiting for you at the end of your Rainbow.

If you sell you’ll be filthy rich, minted and smoking cubbies on the French Riveria.

I jest. But, I do believe you can do BOTH.

You can build an amazing brand, have lots of fun, help people, do good and, also, make a BUCKET LOADS OF COIN.

This poddy BLEW MY MIND

• Are you thinking about the right things?
• Have you ACTUALLY thought about the succession plan?
• Who are you selling actually going to sell to?
• Are you launching NPD willy-nilly? Is NPD distracting from keeping the main thing, the main thing?

ON THE MENU:

1. PIPER’s 7, 17, 70 Law: The inflection points of growth on the journey to exit - You must invest ahead of the growth curve.
2. PIPERs “Back from the Future” Law: Founders must start thinking about the exit three years before they think they’re ready
3. The Hidden Dangers of Building a Strong Personal Brand if You’re Looking to Exit: what’s the succession plan? who’s going to replace you?
4. How to Hire, Scale and Keep The Magic Alive 1. “You don't have to hire all at once” 2. “Hire ahead of the curve” 3. “Hire people stepping up vs. down”
5. 3 Rules to Go from” Challenger Brand” to “Brand Legend”: 1. Focus Better + Different 2. Codify business values
6. Why “Brand Legends” Do Two Things Consistently 1. Turn customers into their best brand ambassadors + constantly surprise and delight
7. PROPER CORN’s Hidden Retail Relationship Genius: Top to Bottom Relationships + Work from the detail up to the big
8. Solving the NPD Riddle: Constantly Launching NPD is dangerous “it’s a huge distraction” + “You may think everyone knows about your product but they probably don’t”
9. How PROPER CORN went from £7 Million Challenger to £70 Million Brand Legend “the way you run through walls at £70 million is different”
10. Founders constantly ask: Why do we have a right to win in this category?
11. How Challenger Brands can Ge get over the £5 million sticking point 1. Be rigorous with priorities 2. Understand NPD is sometimes a distraction 3.
12. How PROPER CORN escaped the £7million Sticking Point: Carefully and Slowly Moving into The Right NPD