![]() ![]() At some point, I started to show up less to meetings, and I think they were relieved because they didn't want to see me there. I mean, they cannot work together.įor a very long time, bitterness and frustration were building up. It’s not good or bad, but they are thinking and analyzing and slowly, “Let's bring in a consultant.” An entrepreneur and a consultant, they are like oil and water. And the corporate is mostly people who are running an already existing business. ![]() Doesn't matter.” This is almost his nature to push forward and make things happen. But he just says, “Okay, so this was a mistake. Why do you think this is the way?” The entrepreneur usually doesn't think, he knows. When you say, “Let's try to sell in Japan,” it’s, “Why Japan? Who told you it's a market?” But the Japanese love dark chocolate! “How do you know, show us research. It's, “Let’s think about it, analytics, who told you this is true? Why this packaging? Why these colors? Why are you changing the brand language?” It's endless. The corporate process is extremely different. He wants to do things, he wants to see them happen right now. I don't want to generalize, but usually, an entrepreneur is a very impulsive, gut-instinct person. Many people told me that an entrepreneur cannot work in a corporate environment. I really turned it into a chocolate amusement park.” You say, ‘I'm addicted to chocolate, I want a chocolate fix.’ So I created a big syringe full of chocolate so you can shoot it into your mouth. Let's create a ‘hug mug,’ so you can hug your mug close and feel like you are in a chalet on a ski vacation. I said: Charlie and the Chocolate Factory? Let's create chocolate pipes that go all around the restaurant. So this was the beginning of Max Brenner. Traditional chocolate stores treat chocolate almost like jewelry, in these beautiful boxes - don't touch it! But when I talked to my customers, they were talking about Charlie and the Chocolate Factory, sexy gifts, romantic childhood memories, the emotional connotations of chocolate. “I felt there was a big gap between the way people talk and think about chocolate and the way they experience it in the retail world. “The things I was doing in my shop were very out of the box, different from classic European chocolate stores,” he says. ![]()
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