Why Your Sales Are Stuck And How To Fix It!
🐬 Simon's Portfolio: https://www.strategysprints.com ⚡️ Free Tools: https://www.strategysprints.com/tools 💎 The Investing Show Newsletter: https://theinvestingshow.beehiiv.com/ When your pipeline stalls and buyers go cold, most founders panic and cut prices. But Susie York turned around Doritos, Heinz, and Weight Watchers using the same 3P's repositioning framework that built a $47M startup. Learn the proven brand repositioning system used at P&G, PepsiCo, and Heinz to revive declining brands, featuring real case studies from a turnaround specialist who launched the fastest food startup in Canada. 3P's Framework - Positioning, Product, Pricing working in harmony Business Review Process - Key findings → implications → conclusions → strategies Concept Testing Methods - From $1000s research to $150 Amazon tools Insight Creation - Building tension that creates "aha moments" Target Identification - Who's the real purchaser vs. consumer Enemy Definition - What's their "dirt monster" problem Love Good Fats - $47M year 2, fastest Canadian food startup in 30 years Weight Watchers - Ended 11-year decline with Jennifer Hudson repositioning Heinz Ketchup - Stopped 10-year slide by returning to taste superiority Doritos Canada - Successful relaunch and category expansion Why brands with no tension create boring ads that don't work, and how to build emotional hooks that drive purchase decisions Perfect for founders with stalling pipelines, brand managers, marketing directors, and business owners who need to reposition for growth. Chapter Markers: 00:01:17 - Susie York Introduction: Turnaround Agent Background 00:01:29 - The 3 P's Foundation: Positioning, Product, Pricing 00:02:05 - Career Journey: P&G, PepsiCo (Doritos), Heinz, Weight Watchers 00:03:17 - BlackBerry Case Study: Depositioned by Apple Despite Security Advantage 00:04:35 - Business Review Process: 3 C's and 4 P's Method 00:05:13 - Stage-Gate Process: Key Findings → Implications → Conclusions → Strategies 00:07:17 - Concept Testing Methodology: Current vs Competitor Positioning Options 00:08:27 - Modern Testing Tools: Dynata Database for Consumer Research 00:09:29 - Writing Effective Concepts: Hook, Insight, Enemy, Benefit Structure 00:13:48 - Amazon Testing Platforms: $150 vs $2000 Traditional Research 00:15:52 - Core Positioning Questions: Problem, Enemy, Benefit, Credibility 00:17:23 - Target Audience Definition: Purchaser vs End User Focus 00:19:27 - Love Good Fats Case Study: "Fats vs Sugar" Insight Strategy 00:21:00 - Brand Naming Strategy: Creating Tension with "Something Fats" 00:21:58 - Success Metrics: $47M Year Two, Fastest Canadian Food Startup 00:23:25 - Emotional vs Functional Balance: P&G Philosophy & Weight Watchers Lessons 00:27:00 - Nike Campaign Analysis: Pain-Focused vs Aspirational Approach 00:30:15 - Ironman Finish Line Experience: Aspirational Marketing Power 🐬 Join the Sprint Club: https://www.strategysprints.com ⚡️ Free Tools: https://www.strategysprints.com/tools CONNECT WITH ME 🐦 X: https://x.com/simonseverino 👋 LinkedIn: https://at.linkedin.com/in/simonseverino 🎉 Free Community: strategysprints.com ACCELERATE YOUR SALES 🐬 Business Coaching: https://www.strategysprints.com 🌴 Sales Show: https://www.youtube.com/@simonseverinosales 💪 Investing Show: https://www.youtube.com/@InvestingShow SIMON SEVERINO Simon Severino is the CEO of Strategy Sprints. He has created +2B in additional sales for his clients over the last 21 years. As an advisor who became CEO, he had to learn the importance of working ON the business more than IN it. Now, he shares his proven templates with high-ticket entrepreneurs. They reclaim 14 hours per week using the Strategy Sprints™ Method and enjoy sales that soar. Author of "Strategy Sprints", Podcast Host Ranking Top 2,5%, TEDx speaker, Forbes contributor, Triathlete. Has appeared on over 1300 podcasts. When he is not supercharging sales, you'll find him swimming, biking, running and tricking his 3 kids into outdoor activities so they can't escape his annoying shrinky questions.
