What separates thriving businesses from those that struggle to survive?

Often, it's not the product. It's the preparation.

In this episode of 10 Keys to Thrive in Business and Life, Jim Krigbaum sits down with food industry veteran Ron Tanner, who brings more than three decades of experience helping brands navigate growth, distribution, trade shows, customer acquisition, and market expansion.

Together, they explore the critical role of market research, understanding your customer, evaluating risk, and building a strategy before investing time and money into growth. From the complexities of the U.S. food industry to lessons that apply across every business sector, Ron shares practical insights on trade shows, distribution channels, customer targeting, product positioning, and why so many businesses fail because they don't fully understand the market they're entering.

Whether you're launching a new product, entering a new market, attending trade shows, or scaling an existing business, this episode provides a roadmap for making smarter decisions and avoiding costly mistakes.

Because success doesn't happen by accident.

It happens when preparation meets opportunity.