Opportunity vs. Strategy: Greg Shapleigh(Giro, Bell, Specialized, Mips) on Values-Driven Brand Building

In this episode, I sit down with Greg Shapleigh, who came highly recommended by multiple previous guests as someone I absolutely had to interview. Greg's journey in the cycling industry is remarkable - he started as a shipping clerk at Giro after moving to Santa Cruz to pursue bike racing, but quickly found himself pulled into marketing and product development discussions. Over three decades, he's shaped some of cycling's most iconic brands and products, from Giro's revolutionary helmets to the creation of Fizik saddles.

What makes Greg unique is his disciplined, values-driven approach to brand building, heavily influenced by mentorship from "Good to Great" author Jim Collins. We dive deep into his philosophy of focusing on core values rather than chasing opportunities, his experiences at companies like Specialized and Santa Cruz, and how he identifies stagnant product categories ripe for innovation. Greg shares invaluable insights on building teams, making strategic decisions, and the delicate balance between staying true to your brand and achieving growth.

00:00 Introduction to Greg Shapley
01:40 Greg's Early Life and Career Beginnings
08:26 Discovering Cycling and Moving to Santa Cruz
10:36 Starting at Giro and Early Marketing Involvement
15:59 Transition to Marketing Manager at Giro
18:24 Collaboration with Jim Collins and Business Philosophy
25:10 Giro's Acquisition by Bell Sports
32:23 Innovations and Expanding Product Lines
38:48 Market Cycles and Product Innovation
39:34 Understanding Product as a Concept
40:41 Brand Values and Business Success
41:48 Giro's Approach to Product Development
43:52 Expanding into New Categories
46:27 Career Transitions and Business Philosophy
50:00 The Importance of Values in Business
52:36 Challenges in Brand Positioning
54:00 Consulting and Brand Strategy
01:12:20 Specialized: A Case Study
01:17:58 Final Thoughts and Contact Information

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