In this insightful episode, Anderson Salgado interviews Martin Ford, a seasoned expert in consumer goods and brand optimization. Martin shares his journey from PepsiCo to Dr. Squatch, offering valuable lessons on crafting impactful job applications and balancing innovation with optimization in the competitive consumer packaged goods (CPG) industry. The conversation delves into the importance of a clear vision for brand success, identifying key leverage points for growth, and the pivotal experiences that shaped Martin’s career. They also discuss the critical need for brands to establish a solid foundation before scaling and the role of agile decision-making in driving success.