"Your consumer doesn't speak your language. They speak their language. They care about their problems, their desires, their familiar territory - so that's what you need to care about too. Not sure if your language is clear enough? Try this three-second test: Show your package to a stranger. If they can't immediately say what it is and why it's worth choosing, your language is wrong."
"Ask MORE questions. Too many founders talk nonstop. Your real goal is research. Understand the buyer's strategy and category priorities. That helps you position your product as their solution. Keep the deck simple. Retailers value brevity. In fact, many explicitly ask brands to limit the number of slides in their deck. Follow that signal. Concise, structured information wins every time."
Early-stage CPG founders commonly make packaging mistakes by using industry jargon instead of consumer-friendly language. Olipop's successful evolution demonstrates the importance of clear product descriptions that resonate with target audiences. The three-second test—whether strangers can immediately identify the product and its value—determines packaging effectiveness. When meeting retail buyers, founders should prioritize asking questions to understand buyer strategy and category priorities rather than delivering lengthy pitches. Retailers prefer concise, structured presentations with explicit success metrics. Positioning products as solutions to buyer needs, rather than focusing on founder perspectives, increases chances of securing shelf space.
#cpg-packaging-strategy #consumer-language #retail-buyer-meetings #product-positioning #startup-branding
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