We have mentioned on several occasions that careful study of the people with whom we share our daily lives provides the best opportunities to make our products sell; but that’s also linked to solid communication — you must firmly establish the benefits of the product or service you’re selling.
This was the formula that bore the Clif Bar. In 1990, founder Gary Erickson, an athlete and nature enthusiast, decided to cycle 175 miles in one day. He packed six energy bars, all of a popular brand at the time. In the middle of the road, exhausted and hungry, Gary realized he couldn’t eat another one of those bars ever again, they were difficult to digest and sticky. In that moment he had an Epiphany: it was the trigger to improve the products, and replace them with ones that actually fulfilled the promise of sale.
In 1992, after several months of attempts and innovations, the recipe we know today was crafted in his mother’s kitchen. Erickson named his creation in honor of his father: Clifford.
Since then, the brand has defined its target with extraordinary accuracy, and its success has steadily grown. Clif aims at cyclists, mountain climbers, athletes, and everyone who requires a product that nurtures them without being heavy or bulky. The brand has extended the product family in several directions; they even have energy shoots that you can drink on the go.
The company has been named the best place to work in America by Outise and Fortune Magazine. Working hours for corporate employees can be adjusted to incorporate their personal exercise schedule. They also enjoy a sabbatical program, sustainability benefits, and onsite childcare. In 2010, the company Implemented an Employee Stock Ownership Plan (ESOP) recognizing employees’ role in helping build the business.
In BRAIN-DING, we like to illustrate our ideas with clear, powerful and simple examples to boost the dreams of entrepreneurs; the promise of the future lies in sharing the knowledge to generate changes in society and promote actions that help others.
Let’s do BRAIN-DING!
You must be logged in to post a comment.