Who drives your brand's adoption? And why? In my new book, I break down four rough segments of consumers who trade up to premium CPG brands. Each segment has a set of macro-drivers that affect their near-term vs. long-term value to your business. Spoiler: most founders fit nicely into just one segment...ahem...the one that doesn't scale brands. Have a listen. And buy Ramping Your Brand, if you haven't already.

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

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