Stop Chasing Viral. Start Building Real.

from Better Advertising with BTR Media Hosted by Destaney Wishon and Justin Nuckols

Cullen Gilchrist has spent 15 years watching food and beverage brands succeed and fail. As CEO of First Run, he has seen enough companies light money on fire chasing growth, distribution, and viral moments to know exactly where the pattern breaks down every single time. In this episode Cullen and Destaney get into why scaling never fixes a margin problem, why repeat purchases are the only metric that actually tells you if your product is working, and why the fundamentals of building a great brand really have not changed in a hundred years. AI, TikTok shop, and D2C have just added more ways to ignore them. If you are building a CPG brand or advising one, this one is worth your time.

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Stop Chasing Viral. Start Building Real.

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This episode is 27 minutes long.

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This episode was published on September 1, 2026.

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