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How Can CP/CMs Differentiate Themselves? Look at the End of the Process!

Co-mans and co-packers who go beyond the minimum leave a deeper mark.

Robby Martin, senior packaging engineer, Bush Brothers & Co.
Robby Martin, senior packaging engineer, Bush Brothers & Co.

 “Everything looks like failure in the middle.” This quote is known as “Kanter’s Law” and attributed to Harvard Professor Rosabeth Moss Kanter. In the middle of any endeavor, including brand and CP/CM engagements, things can seem the most confusing, most complicated, most… “muddy.” However, it’s also true that getting to the finish line can often feel just as hard! So many systems, materials, and machines must come together at the right time, in the right way to initiate production and shipping of new product launches. Even when it’s an existing product coming from new manufacturing assets, perhaps after an expansion or addition to a co-man’s operation, the startup can still feel like the first time the product has ever been made. Being good at initiating production, startups, initial inventory builds, and initial shipments – commercialization we call it – can be a true differentiator for CP/CM providers alike. While co-mans may have more pieces in motion during the commercialization phase of an activity, this phase also presents an opportunity for a CP/CM to truly shine!

   What Co-packers Gain by Giving Back

Here are a few thoughts to consider, and develop clarity on, when assessing how you, as a CP/CM, support your clients in their initial execution activities:

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