Developing Your Food Brand’s Growth Hypothesis with Elliot Begoun

Jun 9, 2021

When you start a business, there can be a lot of pressure to find instant success and rapid growth. The truth is, however, that you can build sustainable long-term success without needing to be the next unicorn brand.

Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva is talking to Elliot Begoun, founder of TIG, formerly known as The Intertwine Group. In this episode, we’ll talk about why some food businesses succeed and others fail, and why there is power in thinking about being a tardigrade, not a unicorn.

In This Episode:

• How Elliot got started in the natural products industry.
• How to develop a growth hypothesis.
• How your consumers make purchasing decisions.
• What the “Valley of Death” is and how to avoid it.
• The difference between an evolutionary brand and a revolutionary brand.
• Why the most important thing for growth-stage businesses is efficiency.
• Why you don’t need to be a unicorn to find success.
• What Elliot means when he talks about Tardigrades.

Resources:

• TIG Brands
• The TIG Talks Podcast
• Follow Elliot on Twitter
• The Hirschberg Entrepreneurship Institute
• Wondering what a tardigrade is?
• Real Food Brands Marketing Roundtable Facebook Group
• Connect with Katie on Instagram
• Get Your Free Brand Strategy Checkup