One of the most valuable marketing lessons I learned happened when I was snapping into a Slim Jim in 1994.
As VP of Marketing for GoodMark Foods, we owned a portfolio of snack food brands, including the iconic Slim Jim and several other brands in the meat snack industry. I was struggling with challenges around new product extensions and brand architecture.
Through a board member introduction, I spoke with Lew Berey, who was a new product specialist with expertise in ideation and innovation. Lew worked at General Mills in market research, and GoodMark had roots connected to General Mills before my time.
Lew ran a company called NPI, New Products Innovations, and I remember some thought-provoking conversations. But it was just one question that Lew asked, over and over that has helped me throughout my career:
Drill Deeper
As I was struggling with new products, Lew pressed me to answer the question. What was the real business you were in?
He helped me see beyond the name of the category (meat snacks) and to understand that with shelf-stable products like meat sticks and jerky, we were actually in the portable protein business. His persistent advice to me was to drill deeper.
At first, his persistent drill deeper was annoying. Then, as I realized and absorbed what he was saying, it became a guidepost to help me think more critically.
Now, this language and positioning difference may seem small, but at the time – no one had ever pushed me to challenge my assumptions and push back and challenge me to step back and see the forest from the trees. As useful as the specific lesson was, the persistence of Lew’s question helped me become a better marketer. Once I saw beyond the category, this insight around portable protein helped to start to see a bigger category opportunity.
Today Lew is an instructor in entrepreneurship at The Bloch School of Management at the University of Missouri in Kansas City.
The Marketing Lesson
At the point where you think you understand a business, a market, or an industry – that’s the time when the most helpful people to surround yourself with are those who push you to work harder, think more in-depth, and don’t just accept the status quo.
Some of the sharpest marketing minds I know and listen to are always pushing me to ask better questions and to keep drilling deeper.
Do you know what business you are in? Maybe the answer isn’t so obvious.
Need help understanding what business you are actually in?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Read Lew’s guest post from 2013.
Photo by Simon Caspersen on Unsplash
