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Dominate CPG Innovation with an Underdog Mentality

Three powerful lessons you need to embrace immediately

By Matt Mueller

In the competitive landscape of the Consumer Packaged Goods (CPG) industry, innovation is the key to success. But how can businesses ensure they stay ahead of the curve and lead in innovation? Enter Ray Ives, a seasoned leader in the CPG sector and the author of “The Pen of an Underdog.” In a recent episode of the “Innovate ON Purpose” podcast, Ives shared invaluable insights on how businesses can unlock innovation in the CPG industry by embracing an underdog mentality.

Lesson 1: Embrace Courage to Conquer Fear

Innovation often requires stepping into the unknown, which can be daunting for many businesses. However, Ives emphasizes the importance of courage in overcoming fear and realizing one’s potential. He states, “Each person has capabilities and strengths that he or she can’t see. We can’t experience our potential until it’s realized. So courage comes after conquering fear.” This underdog mindset encourages businesses to take bold risks and push boundaries, ultimately leading to breakthrough innovations.

Lesson 2: Embrace Discomfort as the Path to Growth

To thrive in the CPG industry, businesses must learn to embrace discomfort and see it as a catalyst for growth. Ives advises, “Love the feeling of being uncomfortable because that is the arena of personal evolution. That’s what it takes to step into the realm of success.” By adopting an underdog mentality, businesses can navigate through challenging situations with resilience and determination. Rather than shying away from discomfort, they should view it as an opportunity for learning and development.

“Love the feeling of being uncomfortable because that is the arena of personal evolution. That’s what it takes to step into the realm of success.”

Lesson 3: Understand Your Audience and Adapt Accordingly

Innovation is not a one-size-fits-all approach. It requires a deep understanding of your audience and the ability to adapt to their needs and preferences. Ives underscores the importance of bringing the right message to the right people at the right time, stating, “It’s sort of understanding your audience and bringing the right message to the right people at the right time.” By adopting an underdog mentality, businesses can remain agile and responsive to market demands, ensuring that their innovations resonate with consumers.

Ray Ives’s insights highlight the transformative power of embracing an underdog mentality in driving innovation within the CPG industry. By embracing courage, embracing discomfort, and understanding their audience, businesses can position themselves as leaders in innovation, propelling them to greater heights of success. As Ives aptly puts it, “Courage comes after conquering fear.” It’s time for businesses to embrace the underdog mindset and unlock their full potential in the dynamic world of CPG innovation.

Innovator Matt Mueller

Matt Mueller

Thanks for reading! My goal is to provide an insightful, simplified, point of view on innovation, CX and insights to help you create positive change in everything you do. 

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