Peter van Stolk Articles

From the Ski Slopes to the Soda Stands: The Early Years of Peter van Stolk - Click To Read Article
“The customer's not always right. F--- that. If you're always trying to cater to everyone, you have no soul.”

Jonesing for a Jones: Van Stolk’s Company Goes Global - Click To Read Article
Sitting on a shelf just outside van Stolk’s office were two two-litre jugs of Sam’s Choice soda from Wal-Mart. “They’re there so that every day, as I walk past, I’m reminded of what I don’t want to be,” he said.

Lesson #1: Pump Up Your Marketing with Promotions - Click To Read Article
“Our competition spends over a billion dollars a year. We can’t play by their rules,” van Stolk once said. “When you’re marketing without money, you have to stay true to the fact that you need to make an emotional connection.”

Lesson #2: Use Your Consumers As Your Secret Ingredient - Click To Read Article
“The reality is that consumers don’t need our s---,” says van Stolk. “People get fired up about Jones because it’s theirs.”

Lesson #3: Give Your Company a Shock Treatment - Click To Read Article
“The three rules we have right now are to be really consistent in the quality of our product, to be unpredictable, and to create emotion. That’s it,” says van Stolk.

Lesson #4: Giving Back Can Bring Your Game Forward - Click To Read Article
“Recently, I’ve been looking at all these athlete endorsements. It’s really cool that these guys are making all this money, but is that really going to make a difference?” asked van Stolk.

Lesson #5: Change the Rules of the Game - Click To Read Article
“If I had the chance to do it again, I probably would have liked to go to school,” says van Stolk as he reflects on his career. “However, the benefit from not going to school is that I look at things differently and I listen differently.”

Tuning into Tastes: The Secret of Jones Soda’s Success - Click To Read Article
“If you’re able to listen to customers from their perspective, not everything they say will make sense,” says van Stolk. “Not everything they do will be right. But you’ll know more about what you have to do because of it.”

Peter van Stolk Quotes - Click To Read Article
Peter van Stolk Quotes


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