#016 Growth Hacking Keurig Green Mountain with Dave Moran

Meet Dave Moran. A superior strategic problem solver and “innovation architect” with a 35-year marketing consulting track record of driving profitable growth for large corporations and startups.  In 2012, Dave and a partner founded Deep Relevance Partners (DRP), a communications strategy firm.  DRP’s expertise is integrating leading-edge marketing science approaches with consumer strategy expertise to develop powerful consumer ideas that drive behavior change and in-market growth.  A highlight of Dave’s career was as a Director of Keurig Green Mountain from the 1993 IPO to the 2016 sale.  Today Dave is going to talk to us about how a company-wide commitment to “Total Innovation” fueled explosive and disruptive growth for Keurig Green Mountain.  It is an insider’s story on what Forbes called “one of the most successful acquisitions in the history of the US Food and Beverage Industry.”

Chapters

00:00 Sabir Welcomes Dave Moran

06:20 Has Marketing Changed Over the Years?

12:09 How Dave Moran Got Involved with Keurig Green Mountain

16:00 The Value of Honesty

20:02 Why Entrepreneurs Need to be Persistent

21:18 Confidence, Not Arrogance

25:33 How Green Mountain Discovered Keurig

32:35 The Concept of Total Innovation

35:29 How Keurig Began Focusing on the Consumer Market

36:56 Making Walmart Wait

39:03 Coffee on College Campuses

41:23 Are You Ready for Walmart?

44:00 The Razor and Blade Model

47:51 How to Deal with Massive Growth

53:50 Keeping Your Vision Simple

58:02 Sage Advice from the Man Behind Keurig Green Mountain

Need Help Growth Hacking Your Business, Visit Sabir on the Web at GROWTH by Sabir.

Prior to founding DRP, Dave was a leader and growth driver of three highly successful marketing consulting organizations:  Marketing Corp of America, Cambridge Group and Fusion 5.  He is an expert in generating growth through consumer insight, superior communication and innovation.  Dave is a Synectics trained and experienced facilitator of group brainstorming, collaborative team strategy development and senior management problem-solving sessions.

Dave received a B.A. in Management and an MBA from Texas Christian University (TCU).   He was awarded the Tandy Marketing Fellowship and earned Beta Gamma Sigma, National MBA Honor Society, honors. In recognition of his innovation results, Dave was selected by Tom Peters to facilitate his In Search of Excellence Innovation Leaders’ Summit.  He was a long-standing member of the Board of Directors of Keurig Green Mountain (KGM). He was Chair of the CSR Committee and member of the Compensation/Organization and Governance Committees.  Dave is also an Advisor to Prevu (prevuapp.com), a NYC based real estate startup with a disruptive model.  Dave is a Director of Shepherds, Inc, a Connecticut based non-profit organization that sponsors and mentors “at risk” inner city students through private high schools.

Visit Dave on the Web at deeprp.com.

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