How Berlin Packaging Obliterates The Self Inflicted World Of Sameness Most Distributors Are Trapped In


We really have been able to catapult the company forward by distinguishing ourselves from our competitors by focusing on our customers’ bottom line.

— Andrew Berlin

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Listen, download, and learn more at:

Most distributors, most businesses are viewed as commodities being stuck in a world of sameness. They have a “me too” strategy rather than a value proposition that says “follow me.”

Berlin Packaging is different.

Berlin’s employees have grown their business from $69 million to $1.43 billion by designing an innovative value proposition that stands alone in the industry and acts as a magnet for customers, suppliers, and partners.

In this discussion, Berlin Packaging’s Andrew Berlin, Chairman and CEO and Jeremy Lagomarsino, Executive VP of Business Development and Strategy, literally open their value proposition playbook for you.

As Andrew points out at the very end of the episode – what’s discussed in these 31 minutes is not theory. It’s very real. During the last 10 years, during the worst recession of our lifetime, Berlin Packaging – implementing what they openly share here, has been able to achieve a 22.6% compounded annual growth rate in an industry that’s grown only about 2% a year.

Tired of being commoditized? Then take the insights Andrew, Jeremy, and Dirk share in this episode to unlock your unfair competitive advantage.

In this 31 minute episode Andrew, Jeremy, and Dirk discuss:

  • Why most distributors are caught in a self inflicted world of sameness

  • Why emotion (rather than what you do) is the ultimate way of differentiating your company

  • What combination of deliverables create the ultimate value proposition

  • How to grow the fastest while creating terrific sustained earnings

  • What P.O.K.E.R. has to do with creating a compelling value proposition

  • Why this packaging distributor is not in the business of selling packaging

  • The mindset required to change an industry

  • How owning a position of thought leadership in your industry creates closer relationships with your customers

  • Why you must go beyond customer satisfaction to create customer thrill

  • How to create customer thrill

  • How to design the customer experience