Our Brain Trust
Welcome to our extended family (one hell of a group of people to have on speed dial). Although not part of The Craftory day to day, these highly prized experts guide and encourage us in our mission to create a new house of CPG challenger brands. And yes, the brilliant people we invest in get access too.
Adam coined the concept of Challenger Brands in his seminal book ‘Eating The Big Fish: How Challenger Brands can compete against Brand Leaders’; both have gone on to become cornerstones in the modern marketing lexicon, and influenced the creation of a new generation of packaged goods challengers, from Innocent in the UK to Method in the United States.
In 1999 Adam founded eatbigfish and established The Challenger Project, a continually evolving research study into how challenger brands succeed, across a variety of different categories. This has evolved to embrace a community of emerging food and drink challengers, including live events for challenger founders to share questions and experiences.
Further books on Challenger culture (The Pirate Inside), and creativity (A Beautiful Constraint) followed the creation of his international consultancy, eatbigfish, whose clients have included Clif Bar, Charlie Bigham’s, Moet Hennessy, Uber, Unilever and Pepsi.
Craig is the friendly founder of hello products, the world’s first naturally friendly™ oral care brand. hello is one of the fastest-growing oral care brands, and the #1 charcoal toothpaste brand in the US. hello is bringing performance and personality as well as ethics and aesthetics to the $40B global, daily-use category, and in the process, creating a brand that people don’t just use, they join.
hello was named to Inc. Magazine’s Most Audacious list as “One of the 25 Companies That Are Changing the World”, and has won the prestigious red dot award and the Good Design Award. Dubitsky himself was named to the Advertising Age Creativity 50, the publication’s annual list of the most influential and innovative creative thinkers and doers.
Prior to hello, Craig was co-founder and creative lead at eos products, founding board member at Method Products, Chairman of the Advisory Board of Lexicon Branding, a strategic advisor to Seventh Generation, Boots, and to various Private Equity funds. Craig is an inductee in the Collegiate Entrepreneurs Organization (CEO) Hall of Fame, an Entrepreneur in Residence at Babson, and serves as Advisory Council Member at the Ain Center for Entrepreneurship at The Simon School of Business at The University of Rochester.
Craig loves people, design, brand, packaging and people. Yes, he said people twice.