In my experience, businesses succeed by making a clear strategic choice: positioning themselves as either the best low-price option or the best higher-priced, high-quality alternative in their market. Companies that fall between these positions often lose relevance and market share. One mistake leaders make is chasing short-term trends at the expense of their core brand identity. When I took over ConAgra’s Banquet brand, previous attempts to elevate the brand’s quality and pricing had failed because they ignored the needs of its core consumers—families with limited income who relied on Banquet for affordable meals. Instead of transforming Banquet into something it wasn’t, I embraced its identity as a provider of “Good Food at a Great Value.” We refocused on delivering dependable, low-cost meals, which resonated with both consumers and retailers. Initiatives like multiple-unit promotions and the successful launch of Banquet Crock Pot Classics, which addressed specific consumer needs, drove significant growth. By leaning into Banquet’s core strengths and staying laser-focused on cost containment, we revitalized the brand, outperformed competitors, and turned Banquet into one of ConAgra’s most successful divisions. The key lesson is simple: understand what your brand stands for, embrace it, and don’t lose sight of your core value proposition in pursuit of fleeting market trends.

In today's competitive marketplace, exceptional customer service goes beyond basic interactions—it's a key differentiator that can transform your company into a trusted partner. Customer service isn't just the responsibility of the support team; it involves sales and customer support, with a focus on being key communicators, product experts, and intuitive problem solvers. Companies must continually invest in elevating their customer service and sales teams, ensuring they stay ahead of customer expectations and competition. By deeply understanding how your product fits into your customer's business and providing personalized advice, you can foster long-term relationships built on trust. Offering services like sales training, quarterly check-ins, and proactive engagement solidifies your role as a valued partner invested in your customer's success, making your business indispensable.