341. I Didn't Make the Decision. I Still Paid for It.

341. I didn't make the decision.

I fought against it.

And I still paid for it dearly.

Years ago, I helped build a mission-driven CPG company that I believed could make a meaningful difference. I put my consulting practice on hold. I invested my savings, retirement money and eventually credit cards. I built the website, sales materials, pitch decks and helped fund the work required to get the business moving.

Then a financing decision I had fought against moved forward without me.

My ownership went from 47% to less than 8%. Another planned round could have taken it below 2%. I went from believing I would help lead the company to being locked out of the business I had helped build.

I knew CPG. I knew retailers, category management, shoppers, data, sales and execution.

What I didn't know yet was this part of being a founder.

I learned it in one of the most expensive ways imaginable.

This is the first time I have shared the full story publicly. It explains why extending runway, asking better questions and helping challenger brands avoid expensive mistakes became so personal to me.

It also explains something I call Retail Judgment.

Use the data. Use the software. Use AI. Use experts.