The £300m Brand Exit Expert: Tyrrells, Crosta Mollica, St. Pierre, Lily’s Kitchen

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“David Milner has a magic touch” - The Grocer

Lilly’s, Tyrell’s, St Pierre, Crosta Mollica

Every brand David touches

Magics a blossoming, beaming Gold.

Big wonga exit Gold.

David possesses the sacred compass

from challenger brand - house hold brand - Exit El Dorado

Our chat is laden with gorgeous, glistening Gold.

ON THE MENU:

1. Peppermint Tea Rule: Why 95% of NPD Always fails - constantly ask is this a small idea?
2. Picking The Right Category > Picking The Unique Product and Brand
3. Start with End in Mind - know who you’re going to exit to + constantly ask: how do we add value to this business?
4. Why Product-Market Fit and Brand-Exit fit are two COMPLETELY different things (and what to do about it)
5. How to run £100m brand board meetings: every department must possess a strong opinion on every other department
6. “Are you big enough we don’t crush you”… how to position yourself to exit to a big multi-national
7. Why Founders struggle to think like consumer, but all the common sense decision making comes from thinking like a consumer
8. The “Orange One” St Pierre Rule: build brand at ALL COSTS, “brand” exit multiples > “business” exit multiples
9. The Power of Focus: write a list of 10 ways to grow your business, delete the bottom 7. Does it move the needle?
10. “Don’t be a forced seller when exiting”… give yourself a LONG RUNWAY to exit - start the conversations early
11. Crosta Mollica Garlic Bread Rule: Always innovate close to the core. BUT. Never cannibalise your core range.

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