CPG Insiders

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget? They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits. Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth. Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve. The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.

Quitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.

Most brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising. You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. • The science behind the "rule of 7" vs. the "rule of 17" • How creative quality impacts frequency effectiveness • Why spreading your ad dollars too thin is a losing game • How to pick media platforms that maximize impact Listen now and make sure your next campaign actually breaks through.  

A big seasonal order might look like a win—but it can quietly crush your margins if you're not careful. In this episode, Mark and Justin break down the real mechanics of seasonal (in-and-out) retail: how timing, payment terms, inventory risk, and retailer behavior can make or break your business. They share practical insights from real CPG brands, plus hard-earned lessons on managing product life cycles across retail sectors. You'll walk away knowing exactly how to evaluate seasonal opportunities—and how to protect your bottom line while still seizing growth. • Why "Pay on Scan" isn't always what it seems • How retailers shift inventory risk back to YOU • What most brands get wrong about replenishment • The markdown strategy you should plan before you ship Listen now to avoid costly seasonal missteps.

What if the smartest tool in your business isn't a dashboard or a spreadsheet—but your own brain? Dr. Angus Fletcher, author of Primal Intelligence, joins Mark and Justin to dismantle the myth that data and AI are the future of innovation. From working with U.S. Army Special Operations to decoding Shakespeare and Pixar, Angus reveals the four brain processes that drive human ingenuity in chaotic environments—and how entrepreneurs can reclaim their innate edge. You'll learn: • Why human intuition trumps data in uncertain markets • The neuroscience of storytelling and how it builds plans that actually work • How to shift from optimization to innovation • Why most marketing is mid—and how to fix it   Ready to build a brand that breaks through instead of blends in? Listen now.

When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero? In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game. He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands. What you'll learn: The dangerous assumptions big-brand marketers make in startups How Blue Lizard flipped the retail model to avoid slotting and returns Why authenticity and brand integrity matter more than ever The power of sampling, grassroots strategy, and real customer demand Listen now to learn how to outthink—not outspend—the competition.

How do you hire a celebrity for your CPG brand without getting burned? In this episode, Mark and Justin pull back the curtain on the celebrity endorsement game — from navigating inflated egos to structuring deals that actually make sense. Mark shares rare insight as someone who's been on both sides of the table — managing talent and negotiating for brands — and lays out the hidden traps most companies don't see coming. You'll learn: • Why "we'll give you equity" almost never works • How to avoid overpaying (or under-leveraging) celebrity talent • The surprising way exposure can hurt a brand and a celebrity • What managers really look for when saying yes to a product Want a celebrity to actually sell your product — not just show up? Start here. 👉 Listen now to decode the playbook before you spend a dime.

Most brand leaders say they value transparency — but few truly live it.
In this episode, Mark and Justin pull back the curtain on what honesty really looks like inside a CPG business — from your marketing claims to your retailer relationships to the way you work with your agency. They explain why every shortcut built on exaggeration eventually destroys credibility — and how facing hard truths can actually accelerate your growth, deepen partnerships, and open up surprising new opportunities. You'll learn: • Why all progress starts with the truth (and how to find it in your brand) • The #1 lie that kills credibility with retailers — and how to fix it • What happens when you're not honest with your agency or your team Listen now and discover why the most profitable brands are also the most transparent.

TikTok might look like cat videos and dance challenges—but for CPG brands, it's a massive opportunity. In this episode, Dr. Mark Young and Justin Girouard are joined by special guest Mark Young II, Founder + CEO of Ryze Agency, to break down how brands can use TikTok effectively without wasting budget. From understanding why TikTok works on impulse buys, to navigating creative fatigue, to exploring how AI and user-generated content are reshaping the ad world—this conversation pulls back the curtain on what's really driving results in digital. Whether you're skeptical about TikTok or itching to test it, this episode will help you decide if it's the right platform for your brand, and how to approach it strategically.

Retail isn't dead—it's evolving. Despite the noise about Amazon taking over, brick-and-mortar still drives the majority of CPG sales, and the smartest brands are using it as their exponential growth engine. In this episode, Mark and Justin break down why e-commerce isn't replacing retail, which categories thrive in stores versus online, and how omni-channel strategies are shaping the future of CPG. You'll discover what retailers like Walmart are doing right, why "commodities" are in trouble, and how to position your brand for both stability and growth. Listen now to find out why the future of CPG isn't about choosing online or in-store—it's about mastering both.

Most business leaders are unprepared for the wave of AI that's already reshaping entire industries. In fact, only 1 in 1,000 CEOs are ready to integrate it into their companies. In this episode, Mark and Justin break down what's driving that hesitation—and why ignoring AI could cost you everything. From driverless trucks to AI-powered marketing to "Virtual Mark," they explore the real risks and game-changing opportunities that CPG leaders can't afford to miss. What you'll hear in this episode: Why fear, not technology, is holding leaders back from AI adoption How AI is already replacing entire job categories The difference between losing your job to AI vs. losing it to someone who knows AI How forward-thinking brands are using AI to cut costs, scale faster, and future-proof Listen now to learn how to pivot from fear to future before it's too late.

Too many brands pour endless time and money into "perfecting" their logo, thinking that's the brand. It's not. In this episode, Mark, Justin, and Jekyll+Hyde's Creative Director, Paul Perzyk, break down what truly makes a brand memorable — and why overcomplicating your design can hurt more than help. From international slogan mishaps to why Jaguar's rebrand tanked sales, this conversation is packed with insights that can save you from expensive mistakes. You'll learn: Why your logo should be simple enough to draw in the sand How to make packaging work for new, unknown brands The right way to choose slogans that connect with customers When and how to evolve your brand identity without losing its essence Listen now and start building a brand people actually remember.

Everyone's chasing influencers and TikTok—but there's one old-school channel quietly crushing it for CPG brands: radio. In this episode, Mark and Justin pull back the curtain on how they've used radio to drive explosive in-store sales, cut through media clutter, and dominate overlooked markets with laughably low CPMs. They're not just talking theory—they break down real campaigns that worked (and why), including how to target truckers with satellite radio, trigger impulse grocery buys on drive-time, and hijack weather reports to sell skin cream. Why most marketers are dead wrong about radio's reach How to geo-target and time-target ads without digital The art of making radio creative that actually converts A "vomit or no vomit" campaign that beat Pepto at their own game Want a media edge your competitors aren't even thinking about? Listen now.

You're not stuck because you don't know how to grow. You're stuck because you don't know who can help you do it. In this episode, Mark and Justin unpack one of the most powerful mindset shifts for CPG entrepreneurs: the "Who Not How" philosophy popularized by Dan Sullivan. If you've been trying to do it all—handle retail, ops, legal, marketing—you're slowing your brand down. They get real about what happens when you hire the wrong people (especially from big CPG) and how founders sabotage growth by clinging to loyalty instead of capability. You'll learn: Why the right "who" beats a mediocre "how" every time The surprising mistake CPG founders make when hiring from big brands Why firing a loyal team member might save your company Listen now—and start scaling smarter.

Want your product on store shelves? It's not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy. You'll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead. How to map out your ideal retail "dream team" The surprising costs of launching with regionals vs. nationals Why retail cadence can make or break your brand The shelf placement puzzle: where you belong and who you replace Ready to build a channel strategy that wins? Listen now.

The future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind. In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger's food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos. What Bobby Kennedy's HHS leadership means for food, supplements, and personal care Why major retailers are prioritizing ingredient integrity—and what that means for your shelf space The consumer awakening that's rewriting the rules for product formulation and packaging This isn't a trend—it's a transformation. Listen now to position your brand on the right side of it.

In today's episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark's early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people's lives.

 In today's episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail. Retailers don't care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money. Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform. Getting on shelf is hard. This episode shows you how to make it a no-brainer.

On today's episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail.  You've heard the product rules. You've heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are the beliefs and behaviors that define real retail success.  Realize the importance of manifestation and you WILL be successful.  If you're ready to build something big, this one's for you.

On today's episode of CPG Insiders, Mark + Justin are back with part 2 of their "Rules for Retail" series — and this time, they're talking dollars and sense. From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what "15% just to stay in place" really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.