ExpoWest, survival, and the hard truth about start up brands
Informa
In a couple of weeks, thousands of brands will gather #expowest.
Booths will be beautiful.
Samples will be flowing.
Pitches will be polished.
And underneath all of it?
Massive Massive Pressure.
I’ve been going to Expo for years. I’ve watched brands launch with momentum, raise capital quickly, expand distribution aggressively, and then disappear just as fast.
I’ve also watched founders quietly build through chaos and come out stronger on the other side.
Right now, it’s harder than it’s been in a long time.
Capital is much tighter than pre-COVID.
Investors want discipline, not just vision.
Retail buyers are cautious.
And Categories are crowded with near-identical positioning.
I’ve followed brands for years that won’t be there this year.
Not because they weren’t smart.
Not because they didn’t work hard.
Because the math got tighter.
And when the math tightens, fundamentals matter.
Most brands don’t fail from lack of hustle.
They fail because the foundation wasn’t solid.
In the rush to:
– Raise capital
– Secure distribution
– Launch SKUs
– Generate buzz
The foundational work gets compressed.
And that work isn’t sexy.
But it’s critical to know the answers to these questions
• Who is this truly for?
• What need are we solving for?
• How are we meaningfully different?
• Can our story stand up to real scrutiny?
The truth is, scaling amplifies weakness.
And while Expo can feel like momentum, it’s also a mirror
You walk the floor and realize:
There are 12 brands doing something that closely resembles what you’re doing.
So if your differentiation is surface-level, it shows.
If your positioning isn’t disciplined, it shows.
If you’re still figuring out who you are while trying to scale, it shows.
And buyers and investors feel that immediately.
In every challenging cycle, the brands that thrive have a few things in common.
They are crystal clear about who they are not.
Their messaging is rooted in real consumer insight, not trend-chasing.
Their positioning holds up under scrutiny.
They understand that a brand foundation isn’t a nice-to-have; it is direction,
and it is critical.
If you’re heading to Expo feeling pressure, you’re not alone.
Sometimes the most strategic move isn’t adding more activity.
It’s to strengthen the foundation underneath.
The brands that make it through this cycle won’t be the loudest.
They’ll be the clearest.