Why some CPG long shots win big

Successful leaders and companies bring more than unique products or services to market — they consistently tap into 10 key growth enablers outlined in a new book by veteran CPG executive and growth strategist Dan Mack.



Mack spent 25 years in various strategy, sales and business development roles with leading CPG companies and went on to found the Elevation Forum, which serves as an incubator for emerging growth brands. The insights gathered during his career combined with a five-year research project have been distilled into an insightful new book titled, Dark Horse: How Challenger Companies Rise to Prominence. In Dark Horse, Mack explores why companies perceived as long shots are able to persevere in the business world and go on to success.



“This book is a documentation of all I have learned more than 25 years as a leader of two dark horse organizations, and the insights gathered during numerous strategy and consulting engagements with a wide variety of smaller, winning organizations,” according to Mack. “I have personally researched, interviewed, or consulted with well over a hundred emerging companies that, by all accounts, were outmatched by competition — yet they were winning. If you are looking for an edge, spend a little time with a group of dark horses.”



Don’t take his word for it though. Mack has received some powerful testimonials from retail leaders. Ken Martindale, president and COO of Rite Aid, called the book, "a must-read for anyone who is inventing or re-inventing their business." Radio Shack president and CEO Joe Magnacca added, “Dan truly understands the power of the dark horse in a business setting.” And Walgreens VP/GMM of beauty and personal care Shannon Curtin added, “Dan has uncovered the hidden assets and blueprint that challenger companies utilize to unlock the secrets to game changing results."



To learn more about Dark Horse visit DarkHorseBook.com or watch the video.