Episodes

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 ...

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...

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 grow...

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 ...

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 le...

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....

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 ...

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.

In this episode of CPG Insiders, and part 1 of our 3-part series, Mark + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones. In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution ...

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail. With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store. Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip be...

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks. Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this found...

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive ...

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and w...

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy. Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why priorit...

In this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success...

In today’s episode of CPG Insiders, Mark, riding solo, dives into the critical mindset of “playing to win” versus “playing not to lose.” Drawing from his personal racing experiences and entrepreneurial insights, he explores how this shift in perspective can make or break success in consumer packaged goods. Learn the risks involved in retail entry, the power of brand awareness, and the importance of proving your product in the marketplace. For entrepreneurs looking to thrive, this episode reinfor...

On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.

On today’s episode of CPG Insiders, Mark + Justin explore the concept of the "Free Zone”, where brands can escape competition by creating unique value. They discuss how consumer brands can find untapped market spaces and leverage collaboration to elevate their industries. With examples ranging from beauty to beverages, they dive into how brands can distinguish themselves by aligning authentically with their customers and finding new ways to create impact. Learn how to navigate your brand towards...

On today’s episode of CPG Insiders, Mark + Justin dive into the intersection of business and politics, with the upcoming U.S. presidential election looming large. They discuss how consumer brands must navigate the chaotic political climate, exploring how marketing strategies and consumer behavior shift during election season. From the rising cost of goods to political alliances and the potential implications for your business, learn insights on how brands can prepare for the uncertainty ahead. D...

In today's episode of CPG Insiders, Mark dives into the importance of assembling the right team, particularly focusing on the value of a fractional CFO for growing businesses. Joined by Paul Harrison, a seasoned fractional CFO with extensive experience in the consumer packaged goods industry, they discuss the critical role a CFO plays in managing finances, predicting cash flow needs, and avoiding costly mistakes. Tune in to learn insights on how a fractional CFO can provide the expertise of a f...

In today’s episode of CPG Insiders, Mark is joined by Drew Littlejohns, co-founder of VH Nutrition and an expert in the Amazon landscape, to dive into the often-overlooked challenges of building a successful Amazon business. This conversation explores the complexities of navigating Amazon's ever-evolving platform, the impact of AI on search algorithms, and the steps brands must take to protect their presence online. Learn insider strategies, including the importance of tightly managing your Ama...

In today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity. Ab...