The plan doesn’t happen if there we don’t have amazing products.
Amazing products that people seek out because:
- they want them
- they support the mission and share the same values
In that order.
A great example that comes to mind is Tony Chocolonely. Whenever I see someone eating their chocolate, I always ask why they’re eating that brand.
Most of the time, they tell me it’s because the chocolate is amazing.
Relying on value driven customers might get you a small following or very niche distribution.
But the truth is that the majority of customers doesn’t care enough about the values or purpose to change their buying preferences.
So in order to get the distribution that’s required to make an impact, we need to create amazing products.
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