BXP - Vol 3 No 7 October 2019 - 16

16

SpoonfulOne
line comprises
advanced childhood
nutritional products
that reduce food
allergy development
risk with 16 key
allergens, which
drive the vast
majority of global
food allergies.

are really adding is more verbal
diarrhea. This guideline is difficult
because we're addicted. Our
phones are blowing up with conversations. Sometimes, though,
it's just best to realize when you
don't need to chime in."
PAYING IT FORWARD
Grateful for his career and the
knowledge earned from his
experiences, Cornyn makes sure
to share his learnings with the
teams he works with and beyond.
Cornyn is founding faculty for

by nodding your head in agreement, but be confident to deliver

The Food Business School at The Culinary Institute of America.

what the business or consumers need.
Teaching is Cornyn's way of paying forward the help he received
"For example, you might be told that we need a package that

as a young branding professional. "Two people along my journey

will lead to $100 million in sales," he adds. "As a brander or an

gave me the confidence to keep on going and saw value in the

innovator, you know that there isn't a $100-million silver bullet.

way that I thought," Cornyn explains. "One was Dale Harris, who

So you agree on the goal but deliver what the business needs,

has passed away, and the other person is Stuart Kelman, right

which might be a packaging or an idea that's going to get you to

here in the Bay."

$1 million in sales, and then another idea or an evolution of that
idea that we'll get to 10, 20, 50 or 100 million.

Harris taught creative writing at Sarah Lawrence College when
Cornyn was less than confident in his writing abilities. "My first

"My third guideline takes a lot of discipline," Cornyn explains,

one-on-one meeting with this teacher, he says, 'You are very tal-

"which is give up the pawns and fight for the kings and the

ented, but you have a ton of work to do,'" Cornyn says. "He made

queens. We are so passionate as branders and innovators that we

it clear that he still thought I was a terrible writer, but he didn't

are tempted to fight for every little thing that relates to our ideas.

give me permission to label writing as something I can't do. He

If you fight for everything, you can look dumb and unrelenting.

gave me the confidence, encouragement and acknowledgment

There's value in making others feel smart and accommodated."

that there was a talent there." Harris' advice and Cornyn's hard
work worked to fully reveal that talent. "My first job out of college

His fourth guideline is to trust your gut. "Yes, this sounds kind

was copywriter at an advertising agency," Cornyn recalls, "So his

of contradictory to everything I've just said," Cornyn admits, but

advice was pivotal."

adds that finding the balance between this guideline and the
earlier guidelines will help the best ideas rise to the top.

Cornyn met Kelman through a peer group for CEOs. "When I
met him, I was in such despair," Cornyn recalls. "I started my own

"My last guideline," Cornyn remarks, "is also very hard: Get out of

agency, and then the dot com bomb happened. It shook the

your own way and just wait. In this hyper-speed, first-to-market,

whole Bay area. I was in debt. I took a second mortgage on my

minimally viable product environment, people are often talking

house to pay payroll, and I was going to shut the doors. But he

a mile a minute. What happens is this addiction to speed that

told me, 'Until somebody comes to your office, drags you out of

makes everyone feel like they have to chime in on every single

that office, locks the door and tells you can't do this anymore,

decision and be part of the dialogue. People can feel like they are

keep on going.'" x

making an impact and having their voices heard, but what they

OCTOBER 2019

|

BRAND EXPERIENCE



BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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