Excerpt: “We’ve seen game-changing consumer brands such as Airbnb, Uber and Amazon disrupt legacy businesses by providing superior answers to existing needs and behaviors. They control the customer experience from end to end. So they have many levers with which to create distinctive brands, well beyond traditional marketing communications.
But as a CPG entrepreneur, if you hope to grow beyond your own site’s sales, you will be disintermediated from your end users by the channels you depend upon for distribution. So you’ll face a totally different set of challenges…”