Stop Proving the Wrong Things

Showing that your brand's success is the result of more than just luck matters

In the film Awakenings, Dr. Malcolm Sayer interviews for a job after spending five years on an apparently failed research experiment.

When the board dismisses his hypothesis, stating “It can’t be done,” Sayer replies: “I know that now. I proved it.”¹

In the best of circumstances, your brand makes money, lots of money.

Lacking growth or profitability, you must be proving something. And that thing that you are proving should be valuable.

Five things that are not valuable to prove:

1. 👅 Liquid tastes good (subjective noise)

2. 🎆 Influencer hype (vanity metrics)

3. 🚚 A distributor will list you (forced push)

4. 🪩 Flashy event activation (unsustainable)

5. 🗺️ Geographic expansion (any brand can grow their footprint)

Five things that are valuable for a brand to prove:

1. 🏎️ Reliable account velocity (organic pull)

2. 🔁 Repeat purchase behavior (customer retention)

3. 💰 Healthy gross margins at scale (unit economics)

4. 🍹 A clear drinking occasion (consumer intent)

5. ⏱️ A distributor rep can pitch it in 10 seconds (succinct, memorable, and distinctive messaging)

What are you proving?

1. Watch the magic here: