We often forget that one of smaller brand's greatest strengths is that we ‘turn on a dime’ – pivot and react before the Big Guys even know what is going on. That was Howard Kaufman’s advice referring to how ORL oral care products took on some of the biggest CPG companies in the world!
It’s not that you can have a plan – you need one – but Howard also thought that you have to deviate – and to accept that you are going to have to right from the beginning – because that is how entrepreneurship works. But at all times, use your size (or lack of it) as an asset!
You can catch the original episode here: https://lnkd.in/eEhUz4wV
