Remember the classic Miller Lite commercials that had everyone debating “Tastes Great” or “Less Filling”? Those ads were brilliant for several reasons: they were memorable, they engaged the audience, and they communicated a clear benefit—Miller Lite was a lighter beer
In today’s fast-paced, cluttered world, the one sure way to fail is to blend in and be boring. If you want to succeed, you need to be remarkable. Seth Godin, the author of Purple Cow, puts it simply: “In a
October 9, 2018. Five of us gathered in a conference room in Lodi, California, at the heart of the Central Valley’s agricultural hub. I had the privilege of sitting alongside two of my greatest mentors: Art Ciocca and Dino Cortopassi.
Peter Drucker famously said, “Culture eats strategy for breakfast,” emphasizing that while organizational culture is paramount, strategy is still crucial. My friend Dino Cortopassi, a master strategist, believed that a strong strategy could take you to the moon—even if your
During a dinner in Orange County, California, my wife insisted I visit the restroom. Reluctantly, I went—and discovered something remarkable: a framed poster of old Italian proverbs signed by Dino Cortopassi of Stanislaus Food Products. Later, I shared this story
Dino Cortopassi’s presence at the annual Pizza Expo became legendary—not because of a flashy sales pitch but due to his authentic, relationship-driven approach to marketing. With his clever use of the “Four Horsemen of Marketing”—positioning, differentiation, benefit, and brand—Dino transformed
Yes, authenticity matters, and it’s one of the most critical aspects of connecting with your audience. When you communicate with genuine authenticity, you build trust, and trust strengthens your brand’s impact. Once you earn that trust, customers can become loyal
Dino Cortopassi, the visionary behind Stanislaus Food Products, demonstrated how authenticity and trust can transform a business into a powerful brand. His approach went beyond offering a superior product. It created an emotional connection with customers, turning them into raving
During a recent trip to Charleston, South Carolina, our family had the pleasure of taking a Gullah Tour led by Alphonso Brown. It was an eye-opening experience as we explored the history and culture of the Low Country, including a
My Uncle Harry started his produce business during one of the toughest times imaginable, the Great Depression. Despite the challenging circumstances, the business grew and thrived for over 70 years. One key to his success? His purple trucks—literally. Yes, purple
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