In this episode of CPG Insiders, and part 1 of our  3-part series, Mark  + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones.

In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience. • Focus on a Specific Audience: Avoid trying to be everything to everyone. Being a me-too product dilutes your brand. Instead, focus on a clearly defined target market. • Keep It Simple: Make products that can be described in one sentence. Clarity in your message builds better brand recall. • Maintain Strong Margins: Never have less than a 5:1 margin. A higher margin provides the budget needed for effective advertising and long-term growth. • One Hero Product Over Many Mediocre Ones: One successful item is better than ten mediocre products. Identify and protect your hero product, and never cannibalize its success. • Fit into Retail Expansion Levers: Your product should enhance profitability, drive higher volume, or expand category offerings—helping you capture more shelf space in mass retail.

They discuss the importance of aligning your product strategy with retail buyer expectations and the key role of innovation and focus in scaling your brand from digital success to dominating the big-box retail space.

If you enjoyed this episode and want more actionable insights on achieving mass retail success, connect with us: • LinkedIn for Podcast: https://www.linkedin.com/company/cpginsiders • LinkedIn for Agency: https://www.linkedin.com/company/jekyll-and-hyde-labs • Podcast Website: https://cpginsiders.com/ • Agency Website: https://jandhlabs.com/ • Apple Podcast: https://podcasts.apple.com/us/podcast/cpg-insiders/id1434129622 • Spotify: https://open.spotify.com/show/0JOZgrcDS8FezhyrulHRhI

Subscribe now for more expert tips on mass retail, effective product strategies, and building a brand that stands out in a crowded marketplace. Leave us a 5-star review wherever you get your podcasts, and stay tuned for Part Two where we explore investment strategies for retail success!

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail.

With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store.

Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is critical for long-term success. From managing internal chatter to creating an environment that supports growth, this conversation unpacks the mindset shifts that lead to real progress.

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to help brands thrive in an ever-changing landscape.

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy.

Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing collaboration over compromise is essential. Chris Voss brings his unique expertise to the CPG world, offering actionable insights to help brands win in high-stakes negotiations.

In this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.

In today’s episode of CPG Insiders, Mark, riding solo, dives into the critical mindset of “playing to win” versus “playing not to lose.” Drawing from his personal racing experiences and entrepreneurial insights, he explores how this shift in perspective can make or break success in consumer packaged goods. Learn  the risks involved in retail entry, the power of brand awareness, and the importance of proving your product in the marketplace. For entrepreneurs looking to thrive, this episode reinforces why bold actions and calculated risks are essential for growth.

On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.