Iāve just returned as CEO at the company I founded 30 years ago, 9 years after stepping down. Why? Well, when a company or brand is created, it relates directly to āWhyā it was created. That creation usually relates to the Founderās dissatisfaction with what currently exists to solve a problem, or to address an unfulfilled need. In 1993, I hated shaving, raw skin, razor burn, chemically derived shaving foams all led to me creating a product & solution - a naturally formulated shaving oil and a brand - King of Shaves. My marketing strategy was āIt works for me, other men must endure shaving like I do, there must be a lot of them, I simply need to let them know my product solves their problemā. The internet didnāt exist, I had no competitors other than Gilletteās cans of shaving foam, little/no money (I hand filled the first 10,000 bottles over my kitchen sink) and no market experience or contacts whatsoever. But, I remembered my sales training (my first job was selling advertising over the telephone) and KISSād it āKeep It Simple Stupidā.
Keeping Razor Sharp (And Relevant).
Iāve just returned as CEO at the company I founded 30 years ago, 9 years after stepping down. Why? Well, when a company or brand is created, it relates directly to āWhyā it was created. That creation usually relates to the Founderās dissatisfaction with what currently exists to solve a problem, or to address an unfulfilled need. In 1993, I hated shaving, raw skin, razor burn, chemically derived shaving foams all led to me creating a product & solution - a naturally formulated shaving oil and a brand - King of Shaves. My marketing strategy was āIt works for me, other men must endure shaving like I do, there must be a lot of them, I simply need to let them know my product solves their problemā. The internet didnāt exist, I had no competitors other than Gilletteās cans of shaving foam, little/no money (I hand filled the first 10,000 bottles over my kitchen sink) and no market experience or contacts whatsoever. But, I remembered my sales training (my first job was selling advertising over the telephone) and KISSād it āKeep It Simple Stupidā.