Predicting the Turn

How do you really empathize with someone? You feel with them. So, if you’re going to create a new category that solves someone’s pain, you have to actually feel that pain. That’s straight from a true category creator, Sangram Vajre.

He came on this episode to discuss how he created the #ABM (account-based marketing) category.  Sangram is the co-founder and Chief Evangelist of Terminus, and worked at Pardot and ExactTarget during their acquisition by Salesforce for $2.5B

What we talked about:
- Empathizing with your customers/market
- Knowing the pain
- Category creation


Category Creation 101: ‘Feel the Pain’ w/ Sangram Vajre of Terminus

In the world of business, many acquisitions fail to live up to lofty growth expectations. But with Rao’s, Sovos Brands has created a playbook of what works, growing the brand over 9x since acquiring it in 2017. I sat down with Yuri Hermida, the Chief Growth Officer of Sovos Brands, to discuss the company's journey to building Rao’s into a billion-dollar brand, the importance of maintaining an unwavering commitment to quality, and how they are driving awareness and household penetration.

In the world of business, many acquisitions fail to live up to lofty growth expectations. But with Rao’s, Sovos Brands has created a playbook of what works, growing the brand over 9x since acquiring it in 2017. I sat down with Yuri Hermida, the Chief Growth Officer of Sovos Brands, to discuss the company's journey to building Rao’s into a billion-dollar brand, the importance of maintaining an unwavering commitment to quality, and how they are driving awareness and household penetration. 


How Sovos Brands Grew Rao’s 9X in Six Years

Before the founders of Magic Spoon tackled the cereal aisle, their first startup was a line of protein bars using cricket protein called Exo.&nbsp;While the business was eventually sold, it taught them the importance of product-market fit and the difficulty of building a category from scratch.&nbsp;I sat down with Gabi Lewis, co-founder of Magic Spoon to discuss his journey as a CPG entrepreneur, the lessons he’s learned along the way, and why Magic Spoon had to raise nearly $100 million to bring change to the breakfast cereal aisle.

Before the founders of Magic Spoon tackled the cereal aisle, their first startup was a line of protein bars using cricket protein called Exo. While the business was eventually sold, it taught them the importance of product-market fit and the difficulty of building a category from scratch. I sat down with Gabi Lewis, co-founder of Magic Spoon to discuss his journey as a CPG entrepreneur, the lessons he’s learned along the way, and why Magic Spoon had to raise nearly $100 million to bring change to the breakfast cereal aisle.


How Magic Spoon Brought Innovation To The Breakfast Table

Over the past few years, TRUFF has partnered with brands ranging from Hidden Valley Ranch and Taco Bell to Super Mario Brothers and Warren Lotas.&nbsp; Despite the diversity of these partnerships, all have a common authenticity that unifies them.&nbsp; I sat down with co-founder Nick Ajluni to talk about their journey building the brand and why they have made partnerships a central part of their brand building.

Over the past few years, TRUFF has partnered with brands ranging from Hidden Valley Ranch and Taco Bell to Super Mario Brothers and Warren Lotas.  Despite the diversity of these partnerships, all have a common authenticity that unifies them.  I sat down with co-founder Nick Ajluni to talk about their journey building the brand and why they have made partnerships a central part of their brand building.


How TRUFF Embraced Partnerships For Growth

How TRUFF Embraced Partnerships With Super Mario Brothers and Taco Bell For Growth

Since launching on the campus of Miami University in Oxford, Ohio, Mad Rabbit has changed the game in the tattoo aftercare market. They are doing so by bringing change to an industry that is thousands of years old but one that has been largely resistant to innovation until recently.&nbsp;I sat down with Oliver Zak, co-founder of Mad Rabbit, to talk about their journey, community-driven product development process and unique retail strategy that allows them to take a different approach to brand building.

Since launching on the campus of Miami University in Oxford, Ohio, Mad Rabbit has changed the game in the tattoo aftercare market. They are doing so by bringing change to an industry that is thousands of years old but one that has been largely resistant to innovation until recently. I sat down with Oliver Zak, co-founder of Mad Rabbit, to talk about their journey, community-driven product development process and unique retail strategy that allows them to take a different approach to brand building.


The Story Of Mad Rabbit: Identifying A Pain Point In The Tattoo Industry

The Story Of Mad Rabbit: How Two Miami University Entrepreneurs Identified A Pain Point In The Tattoo Industry

Over a decade ago, Charlotte’s Web created the CBD category and despite a roller coaster in the market, they remain the category leader today. As the category leader, they view it as their job to educate the industry and the general public on the benefits of CBD.&nbsp; In pursuit of this mission, at the end of 2022, Charlotte's Web became the first “Official CBD of Major League Baseball.”&nbsp; I sat down with co-founder and COO Jared Stanley, to discuss this partnership, the market as a whole.&nbsp;﻿Since our interview, the FDA has concluded that a new regulatory pathway for CBD is needed and said they are prepared to work with Congress on this matter. Charlotte’s Web has been pushing for regulation for years and believes regulation from the FDA is vital to the continued growth and acceptance of CBD. We deep dive on all this and more.&nbsp;

Over a decade ago, Charlotte’s Web created the CBD category and despite a roller coaster in the market, they remain the category leader today. As the category leader, they view it as their job to educate the industry and the general public on the benefits of CBD.  In pursuit of this mission, at the end of 2022, Charlotte's Web became the first “Official CBD of Major League Baseball.”  I sat down with co-founder and COO Jared Stanley, to discuss this partnership, the market as a whole. 

Since our interview, the FDA has concluded that a new regulatory pathway for CBD is needed and said they are prepared to work with Congress on this matter. Charlotte’s Web has been pushing for regulation for years and believes regulation from the FDA is vital to the continued growth and acceptance of CBD. We deep dive on all this and more. 


Why Charlotte’s Web Partnered With Major League Baseball To Educate The World About CBD

During the COVID-19 pandemic, many restaurants across the country encountered a situation that they never imagined.&nbsp;But thanks to the CookUnity, chefs were able to turn to a new platform to get their recipes and food onto kitchen tables across the country.&nbsp;&nbsp;And for many of them, they have found a new source of revenue that allows them to reach more people than they ever thought possible.&nbsp;I sat down with Mateo Marietti, CEO &amp; Founder of CookUnity, to learn more about what inspired him to launch CookUnity, how they attracted chefs to the platform, and why they decided to rebrand recently.

During the COVID-19 pandemic, many restaurants across the country encountered a situation that they never imagined. But thanks to the CookUnity, chefs were able to turn to a new platform to get their recipes and food onto kitchen tables across the country.  And for many of them, they have found a new source of revenue that allows them to reach more people than they ever thought possible. I sat down with Mateo Marietti, CEO & Founder of CookUnity, to learn more about what inspired him to launch CookUnity, how they attracted chefs to the platform, and why they decided to rebrand recently.


How CookUnity Brings The Best Chefs In The World To Your Kitchen Table

Predicting the Turn is a podcast dedicated to equipping business leaders with the tools they need to navigate today’s ever-changing business landscape. Our host, Dave Knox, is a global thought leader in digital transformation, an international public speaker, and an award-winning author with experience in the worlds of both Fortune 500 companies and startups. Through this podcast, you will learn how to meet your industry's inevitable disruption head-on.

Category Creation 101: ‘Feel the Pain’ w/ Sangram Vajre of Terminus

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Today's Host

Dave Knox

Recent Episodes

Category Creation 101: ‘Feel the Pain’ w/ Sangram Vajre of Terminus

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Today's Host

Dave Knox

Related Resources

Recent Episodes

How Sovos Brands Grew Rao’s 9X in Six Years

How Magic Spoon Brought Innovation To The Breakfast Table

How TRUFF Embraced Partnerships For Growth

The Story Of Mad Rabbit: Identifying A Pain Point In The Tattoo Industry

Why Charlotte’s Web Partnered With Major League Baseball To Educate The World About CBD

How CookUnity Brings The Best Chefs In The World To Your Kitchen Table