NEGATIVA and keeping your Grocery listing

Author

Dan Pope
April 06, 2023

Hope you’re ready for Easter and excited to stuff ya face on the Chocco train

I’ve just had a delightful week “away”.

Well, wasn’t really “away” - didn’t leave the country.

British Seaside.

Tornados of Tackiness, Naff and my wonderful Nana.

Butlins’ n’ Bowling n’ Bowls of cold chips n’ Bad Cover Bands - Now That’s What I Call Naff Getaways.

**If you. just. shut. your. eyes. hard. enough. you. could. be. just. maybe. in. Ibiza.

Naaaahhhh not working, bro.

But looking at the sea for long periods of time = CLARITY.

Reminded me of a quote from Iggy Pop.

STARTER: “The sea is the ending of complications - Iggy Pop”

**Computer says: think he needs a Kombucha

A double-shot glacial clarity from debauchery-drenched, Iggy Pop - who’s body resembles an abandoned theme park in Finland.

The seaside Pops away my Iffy feelings.

As Rock & Roll Hall of Famers, the “Kooks” so rightly said… “go to the Seaside”

Teleported back TOPMAN 2-for-10 and pining to be Cook from Skins.

If you’re a founder with a BIG decision to make - head to the Seaside (avoid Brighton though)

MAIN COURSE: NEGATIVA and keeping Grocery Listings - Nassim Taleb

Who’s Rory Sutherland’s biggest hero?

Nassim Taleb.

Taleb is author of “Anti-Fragile”

A HARD but VITAL read for Challenger brands.

Anti-Fragile: “Things That Gain from Disorder”

Talebs’s Triad - Fragile - Robust - Anti-Fragile

Challenger brands are FRAGILE

FRAGILE because we can easily lose distribution (it’s up to the buyer)

FRAGILE because we’re a small player with less financial muscle to drive ROS vs. Unilever or Pepsico

FRAGILE because there are hundreds of other brands fighting our shelf space.

FRAGILE because we’re at the bottom of the pile with availability priority

So, how can challenger brands become ANTI-FRAGILE to keep super market listinsgs

Taleb’s theory: NEGATIVA

“The principle that we know what is wrong with more clarity than what is right, and that knowledge grows by subtraction. Also, it is easier to know that something is wrong than to find the fix”

“Our knowledge and inherent understanding of downsides is far more robust than what we know about upsides.

Eh?

U wot brav?

Manzzzz bareee confused cuz

Yeah don’t woz - I was totally baffed.org.uk too.

Translating to Teletubbie language.

We LEARN 10X more by learning WHAT GOES WRONG (Negativa) vs. WHAT GOES RIGHT

Stuffing this through CHALLENGER SALES AND GROCERY LENSE

When speaking to retail buyers - HUNT FOR NEGATIVA.

Find out what’s going (or could go wrong) = deeper pain point = see problems before they arise = Anti-fragile = keep supermarket listings.

For example,

Normal Question:

How do you drive the Rate of Sale? Promotions.

vs.

Negativa Question:

What mistakes do brands often make when trying to drive Rate of Sale? Availability

AVAILABILITY punishes you 1000x HARDED than any uplift in PROMOTION

Promotion = Fragile

Availability = Anti-Fragile.

Brands promoting without availability-on-lock is scoring an own goal.

Negativa questions provide more potent knowledge

Examples when speaking to buyers?

  • What are the 3 biggest mistakes brands make in their first three months?

  • How often do you want to be contacted so that we are not annoying you?

  • Availability is the biggest issue which will damage our average Rate of Sale, what’s the best way to solve this early?

  • What is stopping us from hitting our hurdle rate and how long do we have to prove it?

DESSERT: The 9 Principles of Successful Grocery

THIS EPISODE IS BOOTING THA-FUCK OFF

Still Hungry?

Gluttony is rewarded here.

Feel free to gorge on more episodes here…