Not a day goes by without clients asking us: "How did Graza scale so quickly?"

Graza’s journey is a masterclass in branding, positioning, and execution. We share the same steps they used with our clients – and it all starts with finding your place on the Better and Different quadrant (shoutout to Sally Hogshead). Graza staked their claim by being different, not necessarily better. They took quality olive oil, packaged it in a fresh, convenient way, and made the use case crystal clear: one for cooking, one for dressing.

Here’s how they did it:

1. Unique Product Concept: Graza’s founders, Andrew Benin and Allen Dushi, introduced high-quality olive oil that’s fun and accessible, targeting Millennials and Gen Z.
2. Innovative Packaging: They chose squeeze bottles in vibrant, eye-catching green, making olive oil easy and enjoyable to use.
3. Product Differentiation: Graza launched two products: “Drizzle” (finishing oil) and “Sizzle” (cooking oil), each tailored for specific culinary needs.
4. Direct-to-Consumer (DTC) Launch: They built an online presence to connect directly with customers and create a seamless shopping experience.
5. Influencer Marketing: Graza seeded over 300 influencer kits, generating buzz before the official launch. They embraced an organic, no-strings-attached approach, which led to genuine, engaging content across social channels.
6. Retail Partnerships: After establishing their online presence, Graza expanded into retail, partnering with Whole Foods and Foxtrot to reach a broader audience.
7. Social Media & Engagement: From early social engagement to influencer seeding and retail collaborations, Graza’s marketing efforts were all about standing out and connecting with customers on a personal level.

Brands often get stuck in traditional tactics that no longer work. Graza’s success reminds us that different is what grabs attention. It’s about thinking differently, taking risks, and truly connecting with your audience.

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There are a lot of so-called "experts" out there giving advice who’ve never built a thing. They’ve never stayed up all night sweating a product launch. Never had to scale a team. Never had to meet payroll.

They’re just regurgitating what they read in someone else’s book.

That’s not me.
I’ve built brands. I’ve scaled them. I’ve exited them. I’ve failed, won, and fought through it all.

And now, my team and I help brands do it every single day — across eCommerce, retail, and digital.
We don’t just advise — we execute.
We write the playbook.

So if you’re done with fluff, fake gurus, and marketers who’ve never sold anything outside of a slide deck — you’re in the right place.

This show is real strategies, real tactics, and real talk.

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