How to Teach an Old Dog New Tricks – Breaking Through as a Challenger Brand in a Dominating Industry with Michael Landa

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By John Lee Dumas. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

In Business School, Michael Landa was taught never to take on an industry where 4 players control over 80% of the market. That’s exactly what he did - and now his company, Nulo, is one of the fastest-growing brands in pet food.

Top 3 Value Bombs:

1. Don’t compromise on providing a highly differentiated product and value to end consumers. Figure out what it is that’s going to be differentiated and deliver on it.

2. Once entrepreneurs get traction and they’re on the radar with your brand, you’re going to be scrutinized by competitors. Just stay focus, go slow to go fast.

3. Stand for something. Don’t deviate. Stay true to your brand and your mission. That will get you really far.

Visit Michael’s website and get 25% off on anything you order. - Nulo

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