How do you enter a crowded market, grow enormously fast, kill it with revenues, and manage to stand out with exposure and customer fandom? That’s what I asked Tom Bilyeu, cofounder of Quest Nutrition, the maker of the #1 protein bar, Quest Protein Chips, and Quest Protein Powder.
They started the company in 2010, at a time when protein bars were already everywhere. But they found close to 1,000 influencers who each had at least 100 followers and up to 1 million followers, and wrote individual emails to them.
Action Step: Think for a minute about how you can apply this to your own company. Who are the influencers in your market? How many followers do they have? How would you reach out to them?