This Founder Ignored All Advice and Disrupted an Industry with Signature Branding

TRANSKRIP
From that day on, we’ve never believed in consumer research and polling and we just don’t waste our time with that.
When my wife, Katie, and I were about to launch EPIC,
we thought it’d be a really good idea to conduct some consumer research and so we had tons of people over to our house.
And I had cooked 10 different versions of EPIC bars.
We had about 15 different versions of packaging
and we handed out pieces of paper where people could provide us with feedback
on which flavors were the best to move forward with and which packaging was the most stunning.
This was more people than had ever probably come to any event we’ve ever hosted.
We were really excited, super stoked.
People were eating the product, writing things down.
It was kinda quiet.
It was like a museum-type setting, which was a little strange.
When people left, we went through the feedback.
Katie and I were super eager.
We thought there was gonna be a really concise learning from the event
And all 20 people said 20 different things.
There was no general consensus.
We were super frustrated.
It just didn’t make any sense and we were just scrambling with what to do.
That was a point for us where we said you know what, let’s just listen to ourselves, a gut check, our own instinct.
What is most representative of what we want to do and is aligned with our vision and our values?
And that’s when we moved forward with the packaging that we picked for EPIC
and it was totally counter to what any consumer research would’ve told you to do.
At the time, if you wanted to put an animal on your package,
you were recommended to do a cartoon-y, cutesy animal but that didn’t read well with us.
We put an anatomical picture of the animal on the front of the package.
All the experts were like don’t do that!
Consumers don’t want to see the meat they’re eating!
And we did it and it was the best decision we ever made because we had the most beautiful, amazing packaging
that just totally disrupted the industry.
It jumped off shelf.
That was the first time that Katie and I really listened to our gut and we learned that
consumers are more comfortable voting for things that they recognize
and that are easy to digest and that’s not where we wanted to be.
We always want to be disruptive, on the forefront, category-creating.
Trust your gut.
Follow your instinct.
Pick things that resonate with you and your own beliefs and that’s a representation of you and your lifestyle.
I’d also say that there is no clear one-size-fits-all strategy and path to designing a package or creating a brand.

TERJEMAHAN
From that day on, we’ve never believed in consumer research and polling and we just don’t waste our time with that.
Mulai saat itu, kami tidak pernah percaya dengan riset konsumen dan survei dan kami tidak lagi membuang waktu kami untuk hal itu.

When my wife, Katie, and I were about to launch EPIC,
Ketika istri saya, Katie dan saya hendak meluncurkan EPIC,

we thought it’d be a really good idea to conduct some consumer research and so we had tons of people over to our house.
kami pikir mungkin ide yang bagus untuk melakukan riset konsumen dan kami mengundang banyak orang ke rumah kami.

And I had cooked 10 different versions of EPIC bars.
Dan saya sudah menyiapkan 10 versi berbeda dari bar energi EPIC.

We had about 15 different versions of packaging
Kami punya sekitar 15 versi kemasan berbeda

and we handed out pieces of paper where people could provide us with feedback
dan kami membagikan kertas di mana mereka bisa memberikan masukan pada kami

on which flavors were the best to move forward with and which packaging was the most stunning.
tentang rasa mana yang paling enak dan kemasan mana yang paling indah.

This was more people than had ever probably come to any event we’ve ever hosted.
Jumlah orang yang datang mungkin terbanyak di antara acara yang pernah kami adakan.

We were really excited, super stoked.
Kami benar-benar bersemangat dan “berkobar”.

People were eating the product, writing things down.
Orang-orang memakan produk kami, menulis di kertas yang kami berikan.

It was kinda quiet.
Agak sedikit tenang.

It was like a museum-type setting, which was a little strange.
Seperti setting di museum, yang agak aneh.

When people left, we went through the feedback.
Ketika mereka pulang, kami melihat semua masukan.

Katie and I were super eager.
Katie dan saya sanget antusias.

We thought there was gonna be a really concise learning from the event
Kami kira akan ada pelajaran singkat dari acaranya.

And all 20 people said 20 different things.
Dan semua orang mengatakan 20 hal yang berbeda.

There was no general consensus.
Tidak ada konsensus umum.

We were super frustrated.
Kami benar-benar frustasi.

It just didn’t make any sense and we were just scrambling with what to do.
Itu tidak masuk akal dan kami bingung apa yang harus kami lakukan.

That was a point for us where we said you know what, let’s just listen to ourselves, a gut check, our own instinct.
Itulah titik di mana kami berkata, mari kita hanya dengarkan diri kita sendiri, emosi kita, insting kita sendiri.

What is most representative of what we want to do and is aligned with our vision and our values?
Apa yang paling mewakili apa yang ingin kita lakukan dan apakah ini selaras dengan visi dan nilai kita?

And that’s when we moved forward with the packaging that we picked for EPIC
Dan itulah momen kami menggunakan kemasan yang kami pilih untuk EPIC

and it was totally counter to what any consumer research would’ve told you to do.
dan itu benar-benar kebalikan dari apa yang riset konsumen mana pun akan nasihatkan.

At the time, if you wanted to put an animal on your package,
Waktu itu, kalau kamu ingin meletakkan hewan di kemasan produkmu,

you were recommended to do a cartoon-y, cutesy animal but that didn’t read well with us.
kamu disarankan untuk menggunakan hewan kartun yang lucu tapi kami tidak suka itu.

We put an anatomical picture of the animal on the front of the package.
Kami memasang gambar anatomis hewan di bagian depan kemasan

All the experts were like don’t do that!
Semua ahli mungkin akan berkata jangan lakukan itu.

Consumers don’t want to see the meat they’re eating!
Konsumen tidak ingin melihat daging yang mereka makan!

And we did it and it was the best decision we ever made because we had the most beautiful, amazing packaging
that just totally disrupted the industry.
Dan kami melakukannya dan itu adalah keputusan terbaik yang pernah kami lakukan karena kami memiliki kemasan yang paling indah dan luar biasa yang benar-benar mengacaukan industri makanan.

It jumped off shelf.
Produknya laris terjual.

That was the first time that Katie and I really listened to our gut and we learned that consumers are more comfortable voting for things that they recognize and that are easy to digest and that’s not where we wanted to be.
Itulah pertama kalinya Katie dan saya benar-benar mendengarkan kata hati kami dan kami belajar bahwa konsumen lebih nyaman memilih sesuatu yang mereka kenali dan mudah dicerna dan itu bukanlah tujuan kami.

We always want to be disruptive, on the forefront, category-creating.
Kami selalu ingin mengacaukan industri, selalu di depan, selalu menciptakan kategori.

Trust your gut.
Percaya kata hatimu.

Follow your instinct.
Ikuti instingmu.

Pick things that resonate with you and your own beliefs and that’s a representation of you and your lifestyle.
Pilihlah sesuatu yang beresonansi dengan dirimu dan keyakinanmu sendiri dan itu adalah perwakilan dirimu dan gaya hidupmu.

I’d also say that there is no clear one-size-fits-all strategy and path to designing a package or creating a brand.
Saya juga ingin mengatakan bahwa tidak ada satu strategi dan jalan yang cocok untuk semua dalam mendesain kemasan atau menciptakan sebuah merek.