SHE HAS LISTENED intently, nodded appropriately, even occasionally furrowed her brow to telegraph that she's deeply invested in what is being said. But seven minutes into the Zoom cherry juice meeting, Bethenny Frankel knows it's time to get down to business. She's in the studio, cheekily nicknamed the B Work, at her home in a wealthy Connecticut enclave, sipping from a metal water bottle. As executives outline marketing ideas for Skinnygirl Cherry Juice, she begins to fidget, waiting for the right moment to jump in. It comes when one of the speakers, a man in his mid-50s, calmly declares that he doesn't understand TikTok and then proceeds to attempt to mansplain social media to her.
“I don't care that you're a 50-year-old man," Frankel says flatly. She herself is 51. “You need to get with the program.” She explains TikTok the way you might to your mom, why it matters in marketing cherry juice to consumers. “It's happening," she says, reinforcing the need to get videos rolling and posted. “So the train has left, and we need to get on it, like, yesterday.”
The executive, who handles the marketing of the juice for the beverage maker she contracted, rambles a bit, talks about pro athletes who drink cherry juice, how they might be good partners.
She barrels through the word salad. “So come up with 20 ideas and bring them over to my house, and we'll dance and we'll drink cherry juice and make a smoothie and keep it moving," she says. She wants a budget, and in return she'll give him 10 influencers who will cook with the juice and another 50 they can send it to. "Let's figure it out."
Denne historien er fra March - April 2022-utgaven av Inc..
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March - April 2022-utgaven av Inc..
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Karen Dillon Congratulations on Your Company's Big Success. So Now, Let Me Ask- Are You Happy? - Happiness is actually contagious. The Framingham Heart Study-the longest ongoing study of heart health in the world, which has tracked aspects of participants' lives for more than 75 years-found that being in the presence of someone who is happy is likely to spur happiness in yourself.
For Jeremy Kasler, founder and CEO of CaskX, the pandemic offered an unexpected opportunity to reset his life. Having sold his previous company, Hong Kong-based Art Futures Group, which paired midcareer artists with investors, the native Brit planned to spend some time reconnecting with family in Australia as he got his new startup off the ground. The new business, which helps individual investors purchase barrels (or casks) of bourbon and Scotch from distilleries in the U.S. and Scotland, was still in its early days when Kasler arrived in Sydney just a day before the country went into lockdown. I kind of got stuck there, he recalls. But in hindsight, it was one of the best things that could have happened to him-and his new company.
AI Is in Its Awkward Era - Companies on this year's Inc. 5000 detail their growing pains, as investors expand their understanding of AI beyond chatbots and generative art.
For AI entrepreneurs, the enthusiasm is doubleedged. Interest in their tools has never been greater, as nearly half of the Inc. 5000 honorees who took our CEO Survey (see page 49) cite the use of at least one AI service. OpenAI was the top provider. But genAI hype has also led to misconceptions about what these tools actually do. As AI zips to the top of investors' portfolios, founders say the biggest factor limiting their growth isn't fundraising; it's overcoming a towering knowledge gap.
Meet the Inc. 5000- Moving the Goalposts - Religion of Sports believes it has the strategy for docuseries success in a suddenly cost-conscious Hollywood.
Religion of Sports believes it has the strategy for docuseries success in a suddenly cost-conscious Hollywood. When it comes to understanding athletes, Gotham Chopra has learned some lessons: Losses are more interesting than victories, the old guard has more enlightening things to say than up-and-coming phenoms, and success doesn't typically happen overnight. It was Serena Williams who served that last point to him after he rallied for seven years to try to get her to do a documentary with his production company, Religion of Sports. "Boy, you're persistent," he remembers she said to him.
Chip Conley Human wisdom is more valuable than ever. But true wisdom requires these six skills- When management theorist Peter Drucker coined the term knowledge workers in 1959, most people had no idea what he was talking about.
When management theorist Peter Drucker coined the term knowledge workers in 1959, most people had no idea what he was talking about. Since then, knowledge workers have come to rule the world. Today, seven of the world's 10 most valuable companies are tech companies, the ultimate workplace for knowledge workers.
Managing the Future of Work Isn't an Easy Job
Hirings and firings, layoffs and resignations. The workforce is experiencing never-ending upheaval, and HR professionals are pivoting fast.
Power Players
The future of energy is greenand smells like oil. Whatever the political fights, our demand for juice is rising fast, and Inc. 5000 companies are ready to meet it.
"WE HAD 10 EMPLOYEES, AND 25 LAWSUITS"
Hoan Ton-That, the controversial co-founder and CEO of Clearview Al, is confident that past scrutiny won't stop his company from netting $2 billion a year in revenue.
Marketers Hope the Odds Are Ever in Their Favor
Against industry headwinds, the country's fastest-growing advertising and marketing companies are nimble, specific, and good at what they do.
How I Used AI to Solve a Pharmaceutical Puzzle
Yoona Kim, 44, wanted to help people access health care.
My Brand's Facials Are Great. Our Real Estate Strategy Is Even Better
There is no shortage of competition in the $144 billion skin care industry.
