Startup Confidential – Details, episodes & analysis

How do mission-driven founders get in their own way? It’s not that hard, depending on how ideological your company’s foundations. The most fundamental issue with missionary zeal, when you do not channel it professionally into scaling a disciplined brand is this - you become overly anchored in the end goal and don’t take the journey seriously. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

It’s time for a contrarian view. Most founders in CPG should not be focused on rapid growth. It is far easier to create a stable, satisfying seven-figure CPG business if you let go of a need to scale (and grow fast to get there). In this episode, Sarah and I explore the key financial math that forces your hand as a founder. Do you really want to pursue rapid growth? 

E-mail Sarah at : hello@thegoodfoodcfo.com 
Website: thegoodfoodcfo.com
Instagram: @thegoodfoodcfo YouTube: @thegoodfoodcfo
LinkedIn: @Sarah Delevan

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

 In 2025, the Trump administration’s stated policy moves may easily trigger a recession in the U.S. by late in the year or in 2026.  This is a great time of year to create a Plan B for your marketing playbook to adjust how recessions impact premium-priced early-stage CPG brands. Have a listen and spend a day getting ready in advance. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

80% of CPG brands never make it past $500K trailing annual sales. It's a cruel reality. Often, the end of the business is self-inflicted due to business inexperience. Too often, though, it's based on overly ambitious timelines to scale fed by reading anecdotal cases that trade media love to cover. The unicorns distract too many starting out. This episodes revisits the brutal process of turning the engine on for a CPG business when you are under-capitalized and under-staffed. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

I’ll probably lose some LinkedIn Connections once again with this content. Don’t care. The reality is that new founders to retail CPG need to get super real about 3P distributors, especially the national players specializing in natural and organic products. Listen up and learn the one stunning oversight most new founders make when starting to work with UNFI, KEHE, and others.  

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Goldilocks was right. The middle path is the way forward when you are trying to scale quickly and actually get to scale in good enough shape to keep growing in the double digits. Listen in to a ‘dramatic’ reading from my forthcoming audiobook edition of Ramping Your Brand. I think you’ll enjoy it!

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

The more years in the market and, regardless of your actual topline growth rate or scale, the more likely you will no longer be able to notice the subtle signs of underperformance in your business. This is most pronounced when growth is strong. But that's when it's most important to look underneath the topline hood and pressure-test for solid, healthy $ growth. In this episode I share some initial tips straight from the toolkit I use with my clients every month at PGS. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Unfortunately, the folks who talk loudest about brand-building are either a) branding agencies, b) venture capitalists or c) overly enthusiastic founders. Curb your enthusiasm. You can design a brand identity, a symbolic system. But, 'brand' is an outcome. It is an outcome based on influencing real human behavior, entering social networks with memorable consumer experiences, potent symbolism, and grassroots 'influence,' not social media puffery. Learn the rules of behavior-based brand-building or get ready to struggle unnecessarily on your journey up the Skate Ramp. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

It's no secret that Placement is the "P" that dominates strategy among most early-stage consumer brands, selling into retail primarily. And there's no shortage of brokers, fractional sales VPs and consultants ready to focus you on manipulating the trade to win narrowly. The problem with this 'normative' viewpoint is that brands don't grow via TPR programs. There is NO marketing science to prove this common myth. Brands grow by adding households and growing velocity inside those households (generally most common for beverages). So, in this episode, I take on the myth and explain why you need to understand the limits of trade techniques in the later phases of the Ramp.

If you're a Founder and want to see how well your team is set up for exponential growth, please take my Founder's Quiz online right now and get your score immediately.  

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Retail buyers. Either right now or eventually, you will need to convince buyers you are a key new addition to their sets. In this episode, I share some pros and cons of developing relationships with these important stakeholders. I also discuss why the Skate Ramp is just not on their radar, even though one of your key KPIs - velocity - absolutely is. 

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com