Episode 425: Shannon Race: Secrets to Standing Out in Saturated Markets + Branding and Marketing Insights
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How Do You Stand Out in a Saturated Market?
That would be a good idea, actually. I think I'm going to like, I'm going to think about getting that, starting to do that. So let's start from like the beginning. I think the first thing I want to tell people is that Shannon was someone who worked on some of the biggest brands. Vital Proteins is one of them. And it was sold for, I think it was the biggest sale in like wellness products. Yeah. Right? In history. Yeah. It's a huge, huge, huge exit for the vitamins and supplements space. So I want to talk about that because that's a great hero product to talk about, right? Sure. So talk about in a very crowded space, right? The first thing is how does a brand, how does a product stick out when there is such... There's such competition. It's so crowded, especially in the health and wellness space. You have a bazillion supplements, a bazillion brands. How does someone create a brand that is... Like, how do you create a product and differentiation in a crowded market?
I mean, listen, it's really difficult. I think, you know, looking back at the Vital Proteins experience, we were kind of, it was a really interesting time. We were kind of in this precipice of, like, the world and media and how people were viewing vitamins and supplements was crazy. drastically changing. Vital proteins was also collagen supplements. And that was very much a category creator, if you will. At the time when I started working there in 2016, nobody was talking about collagen, collagen supplementation. It's kind of laughable now. I think back like, The girl who stepped into that office to start that job was like, I don't really even know what collagen, you know, is or does or what we're doing here, but I'm excited and ready to dig in and ready to be a part of this. And, you know, now it's like, you know, everybody takes collagen, so it's pretty wild.
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