Will Nitze

IQBAR PB&J Protein Bites! New product line launched with Sam's Club today at the insane price of $9.98 / 15-pack. Took a full year to figure out how to manufacture and perfect these. Best food we've ever made. Mark my words - this line will do >$100M within three years.

Allyson Felix knows what’s up 🥇

Focus on units, not revenue. Unit growth drives better quality, lower cost, more leverage, and a stronger flywheel. And, over time, more revenue (and absolute EBITDA dollars).

Buying for such a big number and then 5-6X’ing in 3 years is outrageously good execution.

@KanishDigital Mmm, good analogy

@willnitze Thinking of brand as human clears this a lot, as one grows traits and characters change, but one still stays human in all the ways it was defined initially

Many folks will tell you to "stay true to your brand." Define your identity early and stick to it. Establish consumer trust through total consistency. I think it's a huge mistake. Who and what your brand is should evolve over time. In fact, most customers *want* it to evolve, regardless of what a small subset of vocal purists might lead you to believe. Times change. Trends change. New opportunities present themselves. Yes, ~80-90% of your likeness should track through to each new year. People need to be able to rely on your core principles. But pushing the envelope in slightly-out-of-character ways in that incremental 10-20% is how you unlock new step-changes in growth. At least in my experience.

@mordechaihoff Love it

@willnitze Yes, yes, and yes! We are a year and half after our launch and we keep on evolving into a better version.

@BrandBarons @jordanhaswings Have you looked at the Walmart stock price lately?

@jordanhaswings @willnitze ..eventually

Start thinking of brick-and-mortar retailers like affiliates who sell your products all day long for very low comp.

@Derek__Morrow 💯

@willnitze Well said and I agree! The brands that stand out long term seem to keep their principles but adjust how they show up based on where things are going

@executivepros_ The team I’d say

@willnitze That 80/20 split is the sweet spot. Reliability earns trust, but evolution maintains relevance. Don’t let the purists steer the ship. Is it usually harder to convince the team or the customers when it’s time to pivot?

@yaynutsceo Yessir

@willnitze Well said by pushing that 10-20% envelope, you’re actually re-engaging your audience’s attention

@jbryanporter 🫡

@willnitze 🎯

@max_blessen Thanks brudda

@willnitze well said, strong agree

@howcanbobhelp Yahtzee!

@willnitze Agree. We've seen this with the brands we work with too. The ones afraid to evolve their voice eventually sound stale. The ones who push a little stay relevant.

@itsbhaveshp Well...there's also product / manufacturing / price / ops / logistics efficiency / etc. All have pretty high barriers to entry. But I get your point more broadly.

@willnitze The barrier to entry has literally dropped to zero, which means the only differentiator left is your marketing angle and offer. If everyone can build a store in 48 hours, execution speed is just the baseline.

@real_salerno Hence the 10-20% evolution figure

@willnitze Yes and no. Define your Ethos and stand for something. Times evolve and adjust. Your brand can't pander to the sentiment of the month every time.

@BrandBarons ?

@willnitze And will eventually fade away..

@kirke_bob Yeeeeep. And do whatever it takes (within your moral compass) to win.

@willnitze I will die on this hill: growing up playing the battlefield franchise made me think like an entrepreneur before I even knew what that meant 😂 Went through school like this too: just have to be good enough in each class to get the win

Ironically, to be a "top 1% entrepreneur" you don't actually want to be in the top 1% of anything. You wanna be in the top 25% of five different things (e.g., product, sales, digital marketing, hiring, supply chain, fundraising, etc etc etc). In other words...seek athleticism over genius.

@MichaelDBrandt The golden era is upon us

CPG is insulated from AI because people still need to eat. But, AI gives CPG operators tools to create value faster than ever. It's a good time to be in the space.

@JakeTriton Heck ya, thanks for the support.

@willnitze 🔥💯 love iqbar btw