1. Determine Your Value Proposition
Why should anyone care about your product? There are literally hundreds of new products each month on the very shelves you’re after. In the hot sauce space for example, many brands have a warm and fuzzy story and positioned themselves as local, vegan, gluten-free, all-natural blah blah blah. Who care’s anymore?
“Be the hero of your own story”
2. Have An Identity
Personalities are like whale sharks, tigers and common sense…endangered. You don’t have to be everything to everyone, and if anyone understands that it’s Fury Hot Sauce. Your brand should be authentic and unapologetic. It’s ok if your brand has a personality entirely of its own, but stay true to that personality.
“Stand and fight. If you run, you’ll die tired”
3. Ignore The Noise
Starting a business is one of the single toughest undertakings you can…undertake? Don’t get distracted by noise. Noise is a sneaky creature sometimes disguised as opportunity, unsolicited advice from the peanut gallery, competitors or even fancy new Instagram tools. No matter how shiny and cute it appears, noise is toxic and taxing. The quicker you’re able to identify it, the more productive you will be.
“No brain, no headache”
4. Pivot As Necessary
Pivoting comes from a place of strength, not weakness. Don’t be the band that kept playing as the Titanic sunk. Whether it’s your branding, your process, your recipes or your audience, trust your preparation and your intuition, not your pride.
“The smallest deed is greater than the best intentions”
5. Test and Validate
Testing and validating comes in many forms. What we at Fury Hot Sauce like to do is ask questions we already have answers to. You’ll be amazed by how valuable this novel concept is. The answers will help you to quickly decipher who’s an asset and who’s a liability, what’s noise and who’s making it. By asking questions you already have answers to you can:
a. Validate your direction
b. Gain market insight
c. Filter out noise
d. Competitive analysis
e. all the above
“If you’re not inspired by your circle, you’re not in a circle, you’re in a cage”