Espresso: Unveiling The Hidden Marketing Genius of Heinz Ketchup

0:06so i get the scale building building magic into scale in kind of out outwardly but inwardly in terms of the team more people decision by committee you kind of lose that that speed and spark of startups is there anything you could speak to on that is like how you get bigger in terms of more people in the business but keeping those little droplets of magic okay well that's a different question so you know um i was i've been thinking in the back of my head a food business where the scale is the magic is heinz ketchup in the u.s because you can safely serve heinz ketchup to almost anybody who comes to your house.

0:45That's why you're buying Heinz ketchup. Yes. Okay. So the mistake organizations make when they scale is they forget that certain kinds of decisions are best made by a very small group of people, and they have to decide which business are they in. Heinz will not profit by coming out with 42 different kinds of ketchup because that will undermine their point. That when Tim Cook took over Apple, he took out much of the magic that his predecessor had brought. That the number of new breakthrough products that Apple Computer has launched under Tim's watch is close to zero. But he said, my job is to make the stock price go up.

1:31And he did that dramatically. Quick one, guys. Espresso's got a brand new sponsor, Unleashed. Unleashed is inventory management software that talks directly to your finance and econ software. We use Unleashed daily at Islands. I bloody love it. We've got our admin time in half, saving approximately 30k a year. Why use it? Save money, save headaches, save stress. Get granular clarity on your margins. Know where your stock is. Don't miss availability. Look, your favorite brands literally use Unleashed as their backbone. Candy Kittens, Tiny Rebel, Trip, all use it religiously. Look, there's a link in the show notes.

2:06Please feel free to book a call with Josh. and his wonderful sales team at Unleashed. They're amazing. Even nothing comes of it. And even better news, you'll get your first month free if you reference Hungary. Thank you. You think about Microsoft, when Steve Ballmer, the worst CEO of a big company on record, was running it, he was not clear about what he was trying to do. But Satya Nadella is very clear. And the magic that says, yeah, we're going all in on ChatGPT. I don't think there were very many people involved in that decision. That doesn't feel like a committee decided that. And that's how they made this huge inroads on Google.

2:48So if I'm running a restaurant or a chain of restaurants, what I need to do is say, this part of the menu is not changing for the next three months. Here's a team of people that are going to improve our quality and decrease our prices. And that's their job. But this part of the menu. This part of the menu belongs to the innovation team. And I don't want to hear any complaints about how much something on this part of the menu costs us to make. I don't want to hear any complaints about how hard it is to produce. This is the innovation section in the menu. Innovation got us here. We're not going to stop innovating.

3:20That's why it's on a little blue piece of paper called today's special. And if we make a mistake here, it's minor because it's only one night and tomorrow we can do something. Thank you so, so much for listening. It honestly means the world to me. I hope you enjoyed your morning coffee and go and have an amazing day. Let's be having you. If you want the full episode, it will be in the show notes. A link will be in the show notes for the full episode. Thank you so much. Please leave friends as well. It means the world to me.