Archive for May, 2014

Commercialization is hard work! 2

May 30, 2014

On this date in 1953, Sir Edmund Hillary and his Sherpa mountaineer Tenzing Norgay became the first people ever to climb Mount Everest. We mention this because we have long said that commercializing a new beverage/food product is the equivalent of climbing Mt Everest. It is only fitting we honor them today. Get ready and strap it up! Let’s start the climb.

Commercialization is hard work!

May 28, 2014

News today of TSG’s exit from Neuro leaves me with a couple of thoughts……
1) commercialization is hard work, and not for the faint of heart. You would have thought that with a top flight capital partner, plenty of capital, distribution through the DPSG system, sales north of $50 million and some of the top players in the industry on their team, that Neuro was well on its way to success. Maybe that’s not true now.
2) I have always been wary of brands with multiple purposes/functions. I like brands with one purpose – coconut water and hydration, kombucha and digestive health. It makes it so much easier when you stand clearly for one thing.

It is a long, long road to success. Enjoy the ride because you never know.