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.