Get All Access for $5/mo

Three Tips for Reinventing a Product How an artisan salt shop sprinkles ingenuity into its business -- and you can, too.

By Teri Evans

Opinions expressed by Entrepreneur contributors are their own.

Three Tips for Reinventing a ProductMany aspiring entrepreneurs have attempted to reinvent products, from cupcakes to pizza to coffee, which are considered commodities. Some have met with astonishing success -- Starbucks being a notable example -- while others have fallen flat. So what are the important ingredients in a successful reinvention?

I was asked that question as one of the recent guests on MSNBC Your Business, a news show that focuses on helping small-business owners. We offered analysis of a story about the success of The Meadow, an artisan salt shop with locations in Portland, Ore., and New York. While salt is perceived as just another everyday condiment, The Meadow co-owners Jennifer and Mark Bitterman sprinkled some ingenuity into their gourmet salt shop that is drawing in the customers.

While their reinvention is specific to salt, the strategies they implemented to transform the perception of a commodity can work in just about any business. Here are three of the ways the Bittermans found success in reinvention. Consider how you can apply them to your small business.

1. Tell the story behind your product. Mark Bitterman was enjoying a trip to France when he discovered artisan salts during a savory French meal -- and it's a delightful story he shares with customers time and time again. Creating an emotional one-on-one connection through a story, while weaving in the history of artisan salts, has kept foodies coming back. The Meadow also dishes salt stories and recipes on its website and blog, Salt News. Entire books on the history of salt are also available for sale.

2. Create a shared experience around the product. Aside from recounting salt tales to customers, the Bittermans bring foodies together in a shared experience by hosting salt tastings at its shops. Previous events have ranged from unique sweet-and-savory pairings to events designed with the culinary professional in mind. The Bittermans have learned that if you bring customers together for a shared experience, you're more likely to create an emotional attachment to your product, which can breed loyalty and boost sales.

3. Introduce the product to industry influencers. The Meadow doesn't advertise and instead relies on word-of-mouth marketing to build credibility among its foodie customers. One way it has done that is through winning over some top chefs of upscale restaurants, which have not only raved about The Meadow's artisan salts, but also become product evangelists.

Editor's note: The MSNBC Your Business episode that includes the segment on The Meadow, along with more analysis, will re-air on Sat. July 18th at 5:30 a.m. EST.

Related:

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Growing a Business

He Immigrated to the U.S. and Got a Job at McDonald's — Then His Aversion to Being 'Too Comfortable' Led to a Fast-Growing Company That's Hard to Miss

Voyo Popovic launched his moving and storage company in 2018 — and he's been innovating in the industry ever since.

Branding

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Is the AI Industry Consolidating? Hugging Face CEO Says More AI Entrepreneurs Are Looking to Be Acquired

Clément Delangue, the CEO of Hugging Face, a $4.5 billion startup, says he gets at least 10 acquisition requests a week and it's "increased quite a lot."

Business News

You Can Now Apply to Renew Your U.S. Passport Online — But There's a Catch

The U.S. State Department officially launched the beta program this week.

Business News

Sony Pictures Entertainment Purchases Struggling, Cult-Favorite Movie Theater Chain

Alamo Drafthouse originally emerged from bankruptcy in June 2021.