My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Position as co-creator rather than vendor seeking shelf space
Why It Works
Retailers want innovation but lack internal capability to develop new brands. Positioning as improvement partner rather than supplicant creates collaborative relationship.
Prerequisites
How to Execute
Research retailer's gaps and strategic priorities
Approach with solutions to their problems, not requests for shelf space
Frame conversations around improving their category performance
Invite their input into product development process
Present data and consumer insights that help them win
When It Fails
When you don't have proven track record, when retailer has strong internal innovation capability, or when your brand doesn't align with their customer base
Real Example
“Eric developed 'made to matter' program with Target to help them gain credit for natural brands, positioning himself as strategic partner rather than vendor seeking distribution.”