The Secret Legacy of Mars Inc.

Targeted advertising can significantly boost startup growth.

"They... sponsor... the Mickey Mouse Club and the Howdy Doody television shows and boy does it work..."

• Mars leveraged popular TV shows to reach their audience. • Sales of M and M's soared after strategic advertising. • Founders can use targeted ads to accelerate growth.

Tailoring products to local preferences can enhance market success.

"He names it the Mars Bar... adapts it to British tastes."

• Forrest Mars adjusted the Milky Way recipe for the UK. • The Mars Bar became a UK bestseller. • Founders should adapt products to meet local market needs.

A compelling slogan can enhance marketing effectiveness.

"One of the most brilliant slogans... 'the milk chocolate that melts in your mouth, not in your hand.'"

• Mars created a memorable slogan to appeal to parents. • The slogan highlighted a key product benefit. • Founders can use strong messaging to attract customers.

Identifying emerging trends can inspire innovative products.

"He had spied... a type of chocolate candy... called Drage."

• Forrest Mars saw an opportunity in candy-coated chocolates. • He innovated M and M's based on this observation. • Founders can leverage trends to develop new products.

Offering superior compensation can help startups hire the best talent.

"So for years... the standard within Mars was that you should make 3 to 4 times the normal salary for your job."

• Mars paid above-market salaries to attract top performers. • Competitive pay led to a dedicated workforce. • Founders can invest in talent by offering attractive compensation.

Emphasizing quality can set startups apart.

"Number one, the first principle is quality, Forrest was completely obsessed with quality on every dimension."

• Forrest Mars prioritized quality in all aspects. • He believed superior quality drives customer loyalty. • Founders can differentiate by delivering exceptional quality.

Market research can help startups refine product-market fit.

"Turns out kids love the little pieces and the bright colors... Kids don't buy the candy, the parents buy the candy. So you got to market to the parents to buy them for the kids."

• Mars used research to identify their true purchasers. • They tailored marketing to parents to boost sales. • Founders should understand their market and adjust strategies accordingly.

Operational efficiency can fuel rapid growth for startups.

"We need to run these lines 24/7 with multiple shifts... We need to crank out as many Milky Ways as possible."

• Forrest Mars maximized factory output by operating continuously. • He optimized asset utilization to drive growth. • Founders can scale faster by enhancing operational efficiency.

Aggressive marketing can help startups overtake established rivals.

"He now decides... he is not only going to increase his advertising and blitz the nation with M and M's and Mars products, he's also going to increase the size of his bars while keeping price the same and he starts a price and size war with Hershey."

• Mars used bold advertising to challenge Hershey. • He offered larger bars at the same price to win customers. • Founders can outmaneuver competitors with strategic marketing and pricing.

Mastering essential product skills can give founders a competitive edge.

"You can hire lawyers, you can hire accountants, you can hire advertising men or financial types. But if you want to get rich, you got to know how to make a product... they'll only make it for themselves."

• Forrest Mars learned chocolate making himself in Europe. • He believed deeply understanding the product was crucial. • Founders can gain advantage by mastering their core product.