Creative Destruction - Honest Conversations About Farming, Business, And Life

As you will hear from my guest today Paul Greive of Primal Pastures "One of the most important things about marketing is not convincing people your product is X, it's about finding people who actually want X."   That’s the route that Primal Pastures has gone.  They don’t sell a cheap product.  They have positioned themselves as the premium product.   And that means they don’t try to compete in on price.  And they don’t worry about the non-believers or the price discriminant buyers. Because no amount of convincing is going to make that buyer pay up.  They already have a price point set in their mind, and the mind is a very hard thing to change as a marketing.   Therefore Primal Pasture’s sole job as marketers is to try to find and sell to the believers.  The customers who value their product for what it is and are willing to pay for it.     Over time they have learned that "It's a really sustainable model when you can start focusing on the customer and then you can figure out what products meet their needs and