“we changed three words at 10x’d our D2C revenue over night”
Citizens of Soil is a BANGING brand
eye-splinteringly, soul-nourishing gorgeous packaging
transforming commodity into community
wonderful founders Sarah & Michael
y’all gunna love this one!!
btw jump to 30 mins, if you wanna plunge straight into the brand building gold
ON THE MENU:
- The Origins of Terroir: Things from a Different place have a Different taste
- Anti-Fragility in Nature: Stressed Trees release polyphenols to protect themselves, so should humans
- How to go MASS MARKET yet use high quality, small producers
- Seth Godin’s “On Strategy”: Using Time, Game, Empathy, Systems to create change
- Format Innovation> Product Innovation. Format is PISS EASY innovation that literally no one think about
- Steal Clothes from Other Categories Rule: use semiotics of wine to make it easier for consumer to pay £££ for Olive Oil
- No Bread & No Salad rule: Samplings are the theatre of consumer goods. Your first interaction is everything. Make it Different. Make it Memorable.
- How to 10x monthly D2C Revenue by changing three words “Join the Olive Oil Club” > “Subscribe to Olive Oil”
- Why Premium brands must sack off “ABC”Always Be Closing. Replace with Always Build Community. You wont win on price. You’re in the relationship business
- The Art of Successful D2C Adverts using AIDA - attention, interest, desire, action
- Stephen King “Kill Your Babies” - Never forget Distractions masquerade as Opportunities
- Meek. vs Strong Opinion Decision Making frame work: make hard decisions, under pressure, at SPEED
- Jeff Bezos: One Way vs. Two Way Door Decision Making Rule
- Raising Money when there’s no proven “Total Addressable Market” SELL THE FUTURE CATEGORY
- Why mpact must be so entrenched in your brand it can’t be taken out, Impact helps you grow fast
- How many flat whites were sold 20 years ago? Rule: Brands create new categories from scratch.
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