Strategy Before Spend: How to Avoid the Most Expensive Pre-Launch Mistakes

Before you lock in a co-manufacturer, print packaging, or order your first production run… pause.

In this solo episode, I’m walking through the biggest (and most expensive) mistakes I see first-time CPG food & beverage founders make — and how brand strategy should guide every decision before you spend a dollar on inventory.

Because your logo, packaging, flavors, and even your brand name shouldn’t come first. Strategy does.

Inside the Episode:

• Why you shouldn’t design packaging too soon

• Why it’s too early to pick your brand name

• How to nail your category positioning

• How strategy should inform flavor choices

• How to test messaging before launch

• And what to clarify before committing to a production run

If you’re pre-launch and about to invest serious money into formulation, packaging, or manufacturing, this episode will save you time, money, and a lot of rework.

Consider this your pre-launch checklist — from product idea → brand people want to shop.

This podcast episode was made possible by glimpse

Glimpse is an AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.