CPG Insiders

Hosted by Mark Young, Justin Girouard

Business

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Episodes

122

Latest episode

Jun 2026

Language

EN-US

About the show

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

Listen to episodes

60 recent

June 3, 202642 min

AI Is Changing Everything - These Are the Books to Read Next

The future belongs to the curious.In this episode of CPG Insiders, Mark Young and Justin Girouard discuss why mindset, imagination, and continuous learning are becoming the most valuable skills in the age of AI.They also share the books that have had the greatest impact on their thinking around entrepreneurship, growth, leadership, influence, communication, and innovation.Topics include:The 10-80-10 AI frameworkWhy 10X thinking changes decision-makingWho Not How and scaling through peopleThe psychology of influence and persuasionEntrepreneurial operating systems and business growthNegotiation lessons from FBI hostage negotiator Chris VossThe future of AI, technology, and human potentialPlus, a complete reading list featuring books from Benjamin Hardy, Dan Sullivan, Byron Sharp, Robert Cialdini, Angus Fletcher, Peter Diamandis, Chris Voss, and more.Featured books include:The 27 Unbreakable RulesHYPNO-TI$INGThe Science of Scaling10X Is Easier Than 2XWho Not HowThe Gap and the GainTractionThe Greater GameHow Brands GrowInfluencePre-SuasionPrimal IntelligenceNever Split the DifferenceWe Are As Gods

May 20, 202639 min

The New Rules of CPG Packaging

What separates brands that scale at retail from brands that struggle to stay on shelf?In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Scott Fuselier and Matt Jones from BCI (Buckeye Corrugated) to break down the real role packaging plays in retail growth, operational efficiency, sustainability, and customer experience. The conversation goes far beyond “just boxes.”They unpack how leading brands use retail displays, power wings, pallet programs, fulfillment solutions, and sustainable packaging strategies to win with retailers like Walmart, Costco, Sam’s Club, Kroger, and more.You’ll also hear: Why packaging is a brand introduction — not just a container How packaging impacts retail sell-through and damage rates What brands need to know about EPR and sustainability regulations The operational mistakes that cost brands money at retail How turnkey fulfillment and display programs work Why “plug-and-play” retail execution matters The future of sustainable corrugated packaging How brands can reduce freight costs and improve efficiency If you’re a CPG founder, brand operator, retail leader, or packaging decision-maker, this episode is packed with practical insight.Key Takeaways Retail packaging directly impacts sales, retailer relationships, and returns Sustainability is becoming a retail requirement — not a nice-to-have Damage reduction can dramatically improve profitability Smart packaging strategy creates operational and retail advantages Great displays help brands win more floor space and visibility

April 28, 20261 hr 5 min

CPG Retail Fundamentals Every Founder Needs w/ the hosts of "Road2Retail"

Breaking into retail isn’t just hard—it’s brutally unforgiving. With only a fraction of new CPG products surviving beyond two years, what separates the winners from the rest?In this episode, Mark Young and Justin Girouard sit down with Bruce Montgomery and Tracey Priest of Road2Retail to unpack what it really takes to succeed in brick-and-mortar.They go beyond the usual advice and get into the operational realities most founders overlook—from pricing strategy and margin math to supply chain readiness, retail expectations, and the hidden costs of failure.If you’re an emerging brand aiming for retail shelves, this conversation is a must-listen.

April 8, 20261 hr 2 min

The 3 Plans Every Founder Needs Before Selling

Most entrepreneurs build their business for freedom—but end up creating a prison they can't leave. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Greg Heeres, author of Passing the Baton, to unpack one of the most overlooked—and emotionally complex—parts of entrepreneurship: what happens when you step away. Whether you plan to sell, pass the business down, or simply step back, Greg explains why succession is not a financial decision—it's an emotional one. From identity loss and leadership dependency to family dynamics and post-exit regret, this conversation reveals the hidden challenges most founders never prepare for. You'll learn why every entrepreneur needs not one—but three plans: a short-term contingency plan, a long-term exit strategy, and a personal "next chapter" plan that replaces purpose after the business is gone. The episode also explores: Why most businesses are dangerously dependent on the founder The four "unpredictable events" that can force an unplanned exit Why selling your company can strain (or even break) relationships How to prepare your team—and your family—for what comes next The biggest mistake founders make after a liquidity event If you're building a business to eventually exit, this episode will challenge how you think about success—and what comes after it. Because the real question isn't "How do I sell my company?" It's "Who am I when I no longer run it?"

March 24, 202655 min

From Startup to Scale: The Rules That Actually Matter

In this special episode of CPG Insiders, the tables are turned as Justin Girouard takes the interviewer seat to ask Dr. Mark Young about his highly anticipated new book, The 27 Unbreakable Rules: Build a $100 Million+ Brick-and-Mortar CPG Brand. Mark breaks down the brutal reality of the CPG industry, where 95% of the 30,000 products launched every year fail, and explains exactly how to beat those odds. The conversation dives deep into the necessity of true belief in your product, the danger of launching a "Me Too" item, and why simply getting placed on a Walmart shelf isn't the finish line—it's just the beginning. Mark also shares incredible stories from his 30 years of experience, including taking a massive financial risk to launch a motorized fishing lure on QVC with Chuck Woolery. Whether you are just starting out or looking to scale, this episode outlines the literal laws of physics for surviving and thriving in brick-and-mortar retail.

March 18, 202652 min

27 Rules That Change How You Build a CPG Brand

A lot of founders believe scaling a CPG brand is about working harder, running more ads, or grinding through incremental growth. But what if the real path to scale is completely different? In this episode, Mark and Justin sit down with Keith and Ryan DiGregorio—founders building a breakthrough cleaning product—to talk about what happened when they got an early look at the new book "27 Unbreakable Rules." What started as a curiosity quickly turned into a blueprint for how CPG brands actually grow. From discovering that 80% of purchases still happen in retail, to rethinking pricing strategy, positioning, and category creation, this conversation unpacks several myths that hold founders back. They also share the mindset shifts required to build a brand that can scale—and eventually be acquired. Key Takeaways: Why most founders misunderstand the path from e-Commerce to retail The surprising reason retailers prefer higher priced products How to position your product to create its own category Why scalable brands must be able to run without the founder The key questions every CPG founder must answer honestly If you're building a consumer brand and want to grow beyond the ceiling of digital, this conversation offers a practical look at what it actually takes to scale.

February 25, 20261 hr 1 min

How to Build Your Retail Team

You don't need a bigger team to scale your CPG brand. You need the right who. Most founders think the next move is hiring a full-time VP of Sales, a marketing team, or a supply chain lead. But at $5M, $10M, even $20M, that kind of overhead can crush your cash flow before retail ever pays you back. In this episode, we sit down with Les Hamilton, founder of CPG Integrated and former Target buyer, agency executive, and Chief Revenue Officer. He breaks down what actually happens when you get into retail—and why so many brands fail after they "win" the shelf. You'll hear: • Why retail is an audition—and most brands fail it • The hidden cash flow trap behind national rollouts • What buyers really care about (hint: it's not your factory) • Why premium pricing beats competing on margin • When to hire marketing first—and when you desperately need a CFO • How fractional executives can get you to $70M without a $300K salary If you're a founder trying to move from digital to brick-and-mortar—or from $7M to $70M—this conversation could save you millions. Listen now and rethink how you scale.

February 11, 202633 min

Scaling DTC Without Breaking Cash Flow

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget? They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits. Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth. Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve. The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.

January 26, 202655 min

Scaling Smart: How to Grow Without Giving Up Control

Quitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.

January 13, 202642 min

Creative vs. Frequency: What Really Drives Ad Performance?

Most brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising. You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. Inside: The science behind the "rule of 7" vs. the "rule of 17" How creative quality impacts frequency effectiveness Why spreading your ad dollars too thin is a losing game How to pick media platforms that maximize impact Listen now and make sure your next campaign actually breaks through.