#117: Why Early-Stage Brands Fail: The Expectation Mismatch Killing Innovation
Description
The truth no one talks about: incredible challenger brands aren't failing because they lack strategy—they're being crushed by a system that was never built for them.
In this raw, unfiltered episode, I'm pulling back the curtain on why mission-driven brands like Ami Cole are shutting down despite doing everything "right."
We're diving deep into the expectation mismatch that's killing these brands, what the data actually shows, and what needs to change if we want innovation to survive.
This isn't just about business metrics—it's about legacy, identity, and protecting the brands that represent the communities that need them most.
What You'll Learn:
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Why the "harvest model" is destroying cultivation-stage brands
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The real reason brand awareness isn't enough (and whose job it actually is)
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How to measure challenger brand success beyond traditional velocity metrics
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The portfolio strategy shift that could save emerging brands
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Why 18-24 months of focused support beats endless pivoting
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What retailers and investors need to do differently to share the risk
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How consumer data could revolutionize discovery for underrepresented brands
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The infrastructure changes needed to make inclusion more than just shelf space
This episode is for founders feeling like they're falling short, decision-makers with power to change systems, and anyone who believes challenger brands deserve a real fighting chance.
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