The £300m Brand Exit Expert: Tyrrells, Crosta Mollica, St. Pierre, Lily’s Kitchen

“David Milner has a magic touch” - The GrocerLilly’s, Tyrell’s, St Pierre,  Crosta MollicaEvery brand David touchesMagics a blossoming, beaming Gold.Big wonga exit Gold.David possesses the sacred compassfrom challenger brand - house hold brand -  Exit El DoradoOur chat is laden with gorgeous, glistening Gold.ON THE MENU:Peppermint Tea Rule: Why 95% of NPD Always fails - constantly ask is this a small idea?Picking The Right Category > Picking The Unique Product and BrandStart with End in Mind - know who you’re going to exit to + constantly ask: how do we add value to this business?Why Product-Market Fit and Brand-Exit fit are two COMPLETELY different things (and what to do about it)How to run £100m brand board meetings: every department must possess a strong opinion on every other department“Are you big enough we don’t crush you”… how to position yourself to exit to a big multi-nationalWhy Founders struggle to think like consumer, but all the common sense decision making comes from thinking like a consumerThe “Orange One” St Pierre Rule: build brand at ALL COSTS, “brand” exit multiples > “business” exit multiplesThe Power of Focus: write a list of 10 ways to grow your business, delete the bottom 7. Does it move the needle?“Don’t be a forced seller when exiting”… give yourself a LONG RUNWAY to exit - start the conversations earlyCrosta Mollica Garlic Bread Rule: Always innovate close to the core. BUT. Never cannibalise your core range.