"I wish I'd had this book 20 years ago." (John Foraker, CEO of Once upon a Farm, former CEO of Annie's Homegrown)

"I wish I'd read this book before coaching teams with CPG startups." (Tom Eisenmann, Howard H. Stevenson professor of business administration, Harvard Business School)

"This book provides an excellent framework for building a consumer brand in the 2020s." (Mike Mauze, general partner of VMG Partners)

Do you want exponential growth? In this book, Dr. James Richardson outlines a four-part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade.

Part one - Designing to Command a Premium: This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it.

Part two - Managing a Small Experiment: Don’t hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art.

Part three - Fine Tuning the Conversion Playbook: Steady velocity growth is essential to ramping your brand. Your team needs to learn the art of sustaining it in key geographies so that you don’t have to buy premature distribution to obtain growth.

Part four - Accelerating to Scale: There are three best practices in acceleration. Two of them are counterintuitive to CPG veterans without expertise in the ramping of premium CPG businesses. You need to learn how to deploy them.