Jason Wright made a new kind of snack chip, and he knew it was good. When people tried it, they bought it. He even launched inside Whole Foods - a dream for many food brands.
So after it launched, why were sales dead?
To save his business, Wright needed to untangle a problem that bedevils many innovators: The concept was so new that consumers found it off-putting. "Because having a product that's never been done before, with a name that they've never seen before," he says, "puts people in a bad place, or they just walk by it." Instead of showing them his idea, Wright realized he needed to speak their language first.
Wright never actually set out to make snack chips. His company, Wilde Brands, began with protein bars made with real meat - like an updated beef jerky. But Wilde had a larger competitor it couldn't keep up with.
"I was thinking of how to save Wilde, and I was depressed," Wright says, in his South Carolina twang. "So I turned to my Southern roots comfort food. I was eating potato chips. And meat was on my mind, because we'd been making protein bars out of meat."
This story is from the Startups - Spring 2024 edition of Entrepreneur US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Startups - Spring 2024 edition of Entrepreneur US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Charities Are Getting Down to Business
Nonprofits are struggling. That's why more charitable leaders are taking a page from their for-profit peers-and learning how to make money.
HOW TO ASK SOMEONE FOR A MILLION DOLLARS
Philanthropic fundraisers often get donors to give $1 million-and their tactics are useful for anyone trying to win over someone else's dollars.
MAKE YOUR FIRST TAX-FREE MILLION
It's legal, smart, and great for your long-term savings.
MAKE A MILLION DOLLARS IN A WEEKEND?
OK, you won’t earn it ina weekend. But serial entrepreneur NOAH KAGAN says you can start a thriving business quickly—if you’re willing to move fast and be uncomfortable.
THE MILLION-DOLLAR MEETING
Once your company hits a million dollars in revenue, many more investors (and private equity buyers) will start taking your calls. Here's why.
MILLION-DOLLAR UNLOCKS
New companies rarely get off the ground without some roadblocks, setbacks, and unforeseen decisions. Here, 10 founders describe the pivots that unlocked their growth and catapulted their profitability.
THE PATH TO MILLIONS STARTS HERE
A million dollars sounds sexy. But what is it, really? For some, a dream.
What SEO Insiders Know
Looking to boost your SEO? We asked a bunch of insiders: What do you know about your industry that most outsiders don't?
Pack These for Your Next Trip
Want to make your next business trip a pleasure? Gear expert and two-time Emmy Award winner Mario Armstrong has five items you'll want to make room for.
Finding Your Dimension X
Why do some people thrive, while others fall behind? As Google's first chief innovation evangelist, I believe I found the answer: Successful people harness what I call their \"Dimension X.\" Here's what it is.