Do Hard Things A Podcast With Gabe Lullo Ft. Brianne Price

"The brand is the most important thing. Everything you put out into the universe has to align with your three pillars. And if it doesn't serve you, cut bait and move on." - Brianne Price, CPG Executive and Chief Revenue Officer Brianne didn't get into consumer brands from a business school case study. She got in from a salon floor, sweeping hair, when a new line called Bumble and Bumble came in and she thought the packaging and messaging was the coolest thing she'd ever seen. That moment launched a career scaling brands from under $10 million to over $100 million. The hard part was never the product. It was knowing when to stop protecting what was built and start being honest about what needed to change. Her take on where most brands get stuck: they get really good at one channel, Amazon, DTC, or retail, and struggle to make the jump to the next. The brands that break through aren't necessarily the ones with the best product. Everyone has good products now. What separates them is whether consumers see the brand as part of their lifestyle, not just something on a shelf. Her advice to founders stuck between $5 million and $20 million comes down to one question: What is your customer's experience like right now? The longer you're in business, the easier it is to see your brand through internal eyes instead of customer eyes. That's when growth stalls. The brands that reach the next level are willing to challenge their assumptions, stay aligned with what the brand stands for, and adapt before the market forces them to. They stay honest about what's working, what's not, and what needs to change.