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You can plan exponential growth.

In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. 


Publication in late December 2019

Pre-order now on Kindle for $9.99 


Read the Early Reviews

``James is a keen observer of the consumer and his insightful recap from the lessons of the ‘unicorn’ brands in CPG over the past decade is a great read. As an investor and an operator in CPG for the past 25 years, I haven’t read any other book that so clearly captures these valuable lessons and factually challenges the ways that CPG brands were built decades ago. James writing is entertaining yet sharp and will have you hooked whether you’re an entrepreneur, an investor, or an operator.``

Angel investor, Former CEO of Lenny & Larry’s and President of Mars Food Americas

`` Ramping Your Brand needed to be written, and it needs to be read. James offers a constructive and contrarian view that every CPG entrepreneur should consider. As investors, we spend a lot of time encouraging our partner brands to go narrow and deep, but the avalanche of available equity capital, open hands of retailers, and lure of easy, early wins is proving harder and harder to resist. The patience and diligence urged by this book will serve you well, and could save you millions of dollars wasted on marketing in advance of distribution and distribution in advance of proven, replicable success.``

Co-Founder & Managing Director
Encore Consumer Capital

``Ramping your Brand is loaded with actionable advice on how to effectively and sustainably achieve fast growth in CPG. A no-nonsense guide backed with research, behavioral science and James’ one of a kind sense of humor make this a must read for early stage entrepreneurs ready to drop in and ride the ramp!``

Mother Kombucha

 The Book Trailer

Is your brand riding the Ramp?


I want to democratize access to early stage growth wisdom.

In an era when retailers are more open to emerging CPG brands than ever before, barriers to entry have come way down. But this has not changed the rate of failure among new CPG brands. The laws of early stage growth remain the same. Do you understand them?

I’ve spent years studying early stage CPG brands’ growth curves, go-to-market strategies and product design cues to help aggregate known patterns of competitive behavior that yield exponential growth. You must be disciplined. But, you can plan exponential growth in a crowded marketplace.

1. Designing to Command a Premium

This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it.

2. Managing A Small Experiment

Don’t hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art.

3. Fine Tuning the Conversion Playbook

Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don’t have to buy premature distribution to obtain growth.

4. Accelerating to Scale

There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.

Sign up for access to a free excerpt

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