This week on Brand Builder we have a conversation about how to get close to the customer, and why that’s so important.
It all stems from the idea of infinite supply - that in the era of nearly infinite consumer choice, the way consumer brands innovate has to change if they want to survive.
We have to give credit to the team at Drift and their book This Won’t Scale, where the idea for this conversation first came. Here’s the passage that inspired this episode:
“You can only achieve hypergrowth by being close to the customer… We realized that in a world of infinite supply, the customer has all the power.” (p. 7)
The infinite supply dynamic has long been at play in digital products like software, but it increasingly applies to physical products like CPG and snack brands. Consumer choice is approaching infinity, which means competition is too, and brands have to realign their approach.
Here's what we cover.
Brand Builder is a co-production of SnackNation and ForceBrands.