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Masters of Scale

Rapid Response: Waging a $1.4 trillion food fight, w/Impossible Foods CEO Peter McGuinness

Masters of Scale

WaitWhat

Business, Jeff Berman, Startups, Reid Hoffman, Management, Diversity & Inclusion, Mindset, Bob Safian, Entrepreneurship

4.64.4K Ratings

🗓️ 14 July 2022

⏱️ 32 minutes

🧾️ Download transcript

Summary

What’s the difference between an activist brand and an active brand? Impossible Foods CEO Peter McGuinness says that acting on your values defines a business — from climate change to Roe v. Wade. To unleash the next wave of growth for plant-based meat purveyor Impossible, McGuiness is rethinking how the whole category presents itself, taking aim at what he calls “safe and lame” approaches, partnering with the likes of Billie Eilish, and targeting the $1.4 trillion global meat industry.

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Transcript

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0:00.0

Hey listeners, this is Chris Gotier, I'm one of the producers of Masters of Scale.

0:04.8

I want to tell you about a show from our friends at Harvard Business Review that might help

0:08.5

you better understand the world of business.

0:11.2

It's called HBR IdeaCast.

0:14.2

Each week, Harvard Business Review editors bring you the world's leading business and management

0:18.5

experts.

0:19.5

But it isn't just another business podcast.

0:21.9

We think you will find so many connections from IdeaCast to how we hear at Masters of

0:26.6

Scale think about scaling our business.

0:29.8

For instance, they often approach business challenges from contrarian points of view,

0:33.8

telling surprising stories like, what can we learn from NASA about managing high risk projects?

0:40.4

And what can a comedian teach us about using humor to lead a team?

0:45.0

Subscribe to HBR IdeaCast on Apple Podcasts or wherever you get your podcasts.

0:50.2

Now onto the show.

0:53.3

The biggest, most impactful thing to reverse climate change and help protect the planet is

1:00.2

food.

1:02.6

I want to be the number one plant-based meat, but that's small ball.

1:07.2

We want to actually take some of that $1.4 trillion opportunity away from the animal products.

1:16.3

If you take a position on something that's important and you piss a few people off along

1:20.3

the way, they probably weren't the people that were going to buy your product anyway.

1:24.3

You know, a lot of these risk adverse companies that try to please everybody, they're nothing

1:30.0

to anybody.

...

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