Where are people shopping and how is that affecting how people are launching brands today? The guys sit down with Calvin Lammers to hear what he is seeing as an emerging CPG leader to get his take on the opportunity available to brands today.Rare Eye for the CPG GuyHow brands launch has now significantly changed. Before, brands could decide to avoid Amazon but now, it’s an imperative part of their early business strategy.Amazon is a true platform now and has become more competitive, so differentiation at the start is very important for a brand to be set up well for success and scaleWhen it comes to emerging brands, Instacart is better at helping those brands be discovered and scale than Walmart+, especially if it’s in the grocery categoryThe path forward for a lot of brands could be taking advantage of the opportunity to grow quickly and then moving to an aggregator or portfolioWe may still see a lot of brands, but we likely won’t see them scale like Venture wanted them to scale“If it's hard that means not everybody's doing it and there's a reason why. But that also means there's an opportunity to succeed.” - CalvinGood partnerships are key, and they have to cut through the clutter and build your audience authentically to make senseYou have to learn to anticipate what the next thing is going to be so you’re not late for this momentAssociated Links:Learn more about Calvin Lammers and Rare Eye.Get ready for Archetypes, our newly published 240-page journal! Check it out at ArchetypesJournal.comSubscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! Download VISIONS 2022 NOW! Listen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!