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When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero?

In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game.

He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands.

What you'll learn:

The dangerous assumptions big-brand marketers make in startups
How Blue Lizard flipped the retail model to avoid slotting and returns
Why authenticity and brand integrity matter more than ever
The power of sampling, grassroots strategy, and real customer demand

Listen now to learn how to outthink—not outspend—the competition.