Espresso: Tony’s Chocolonely’s Global Marketing Strategy in 16 Minutes
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Espresso: Tony’s Chocolonely’s Global Marketing Strategy in 16 Minutes
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Most companies bet everything on one big launch.
Doug Lamont thinks that’s how you kill growth.
In this clip, the former CEO of Tony's Chocolonely and Innocent Drinks breaks down a radically different way to scale — one built on rolling innovation, layered bets, and removing fear from failure.
Instead of over-researching, over-launching, and over-spending, Doug explains why the smartest brands:
- test cheaply
- back winners late
- kill losers fast
and never rely on a single “big idea” to carry the business
From product launches to international expansion, this is a masterclass in how real growth actually happens — especially from £100m → £500m+.
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📱 ON THE MENU
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🎯 Why “the one big thing” strategy usually fails
🔥 Rolling innovation vs over-researched launches
🧠 Removing fear from failure inside big organisations
📦 Why marketing can’t save products that don’t sell
🌍 How country expansion really works (3–5 year bets)
💰 When to actually turn on the marketing spend
⚖️ Small and medium bets vs betting the house