Six Smart Startup Recovery Strategies

Nick Greer was so excited by the consumer reception for Built Bars after he launched the line of nutrition bars in 2018 that he made a big blunder in 2019: Built introduced a bar variety called Built Burner that quickly turned into a big flop in the marketplace.

Greer, cofounder and CEO of Built Brands, says his mistake in introducing Burner was to assume his brand—which he had just begun building on the notion of whole food ingredients and interesting flavors—could appeal to its fledgling consum…