The How of Business

"Elliot calls himself “a natural products nerd” and has been in the natural products industry for over 25 years. He started in a management training program for a boutique chain of restaurants right out of undergraduate school. He has also been a territory sales representative, a general sales manager, led a supply chain organization, and served as a senior executive. He also owned a food & brokerage firm. During his career, he has called on just about every type of customer in just about every channel.

Today, he leverages his extensive knowledge and experience to help emerging natural product brands grow. Elliot is also an author and the host of TIG Talk, a podcast for the natural products industry, taped in front of a live virtual audience."

https://www.thehowofbusiness.com/episode-364-elliot-begoun/

Elliot's podcast episode was also shared to the podcaster's Twitter:

https://twitter.com/HenryLuvsBiz/status/1379083403744608265

Comments

Business 2 Community

Business 2 Community shared Elliot's article: I make a living of not knowing. That sounds like an odd statement, but it is true. I embrace not knowing and see it as a powerful tool. It took me years to understand this benefit. Our world is filled with purported experts; people who claim to know all. Common wisdom subscribes to the belief that in order to be a successful entrepreneur, you must have all the answers. That is incredibly flawed thinking. Shunryu Suzuki said, “In the beginner’s mind there are many possibilities, but in the expert’s there are few.” Using Suzuki’s term, the beginner’s mind is the place where innovation is found. It is the pathway to finding answers, to getting unstuck. Business 2 Community had over 1.1 million visitors in March. https://www.business2community.com/leadership/i-dont-know-jack-squat-02400523

New Hope Network

How to stay nimble (and relevant) in 2021 Nothing is going back to the way it was Consumer purchasing patterns, both in terms of frequency and behaviors, have forever changed. Lean into it. Take calculated risks on industry trends from home cooking to direct-to-consumer e-commerce. “Nimble brands are already thinking about meeting consumers there,” says Elliot Begoun, founder and CEO brand champion of TIG. “The inefficient brands are thinking when this all ends it’s just going to be back to the way things were. They’re the ones that are going to be caught.” New Hope Network had 143K web visits in November, 2020. https://www.newhope.com/finance-and-fundraising/how-stay-nimble-and-relevant-2021

Business 2 Community

Tardigrade Circle Theory I had a recent conversation with the co-founders of a brand. They were struggling with a tricky question. They were getting some product feedback from investors, industry insiders, and consumers. It caused them to pause and ask if they should change the taste profile by adding some ingredients, even if it pulled them away from their core consumer. It’s a great question to ask and a hard one to answer. It allowed me to walk them through the Tardigrade Circle Theory, which I believe, for an emerging brand, is at the heart of a capital-efficient go-to-market strategy. I will use the above conversation to illustrate this theory walking you through an exercise that I hope proves helpful. I will anonymize it a bit to protect the innocent. If you want to play along at home, grab a blank piece of paper. The above brand’s core consumers are whole food plant-exclusive eaters. In other words, people eating a healthy vegan diet. Those playing along at home, draw a small ci...

TIG Brands

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