Are you still running your company like you're in a product business, when your customers are actually buying like it's fashion?
If you're leading a brand today, you've probably felt the pressure: customers constantly asking "what's new," markets shifting faster than your product cycles, and differentiation getting harder by the quarter. In this episode, you'll hear how one CEO realized that success in the beverage industry had less to do with the product itself—and everything to do with thinking like a fashion brand driven by innovation, education, and timing.
By listening, you'll gain:
- A new way to think about your market—shifting from product-driven to trend- and innovation-driven strategy
- Practical insight into how education and continuous innovation create long-term brand loyalty
- A smarter growth approach by expanding with the right customers instead of constantly chasing new ones
Hit play now to learn the mindset shift that can help you stay relevant, innovate faster, and grow alongside your best customers.
Check out:
1. The "Fashion Business" Realization (~14:30)
Ron shares the pivotal moment at a trade show when buyers kept asking "What's new?"—leading to the breakthrough insight that he wasn't in the tea business, but the fashion business driven by constant innovation.
2. Innovation + Education as a Growth Engine (~12:00)
A deep look at how educating customers (green tea, matcha, etc.) and consistently introducing new products created a premium category—and sustained competitive advantage.
3. Growing with Customers vs. Chasing New Ones (~27:30)
Ron explains his strategy of scaling alongside key accounts like Whole Foods, Panera, and Total Wine—offering a powerful alternative to the typical "always be prospecting" mindset.
About Ron Rubin
Ron Rubin, author of GOLD IN YOUR BACKYARD, has spent more than five decades building iconic beverage brands and giving back to the communities and industries he loves. He began his career in 1972 at his family's business, Central Wholesale Liquor Co. In 1994, he purchased The Republic of Tea, which has become one of the most beloved tea brands in the United States. In 2011, he acquired River Road Family Vineyards and Winery in Sonoma County. Under his leadership, the winery is known for its quality and commitment to sustainability as a Certified B Corporation.
