Getting into retail is one problem. Staying there is a different one. Brian Evangelista walks through what actually changes when a DTC brand moves onto a national shelf. Brian is Chief Commercial Officer at Neuro, the smart gum and mints brand, and on The PIMS Influence he and Mike work through the operational reality behind that move. Why Neuro chose to build a category rather than fight for share. What route to market does to cash flow and to the marketing you can still measure. What brands keep getting wrong about creators and affiliates. And where he uses AI at Neuro, and where he stops. The clearest moment is a question Brian puts to Mike: how many times have you bought twenty five dollars of gum at one time? Mike had not. Which is why a three dollar pack on a retail shelf reached buyers the online business was never going to get, and why Brian says the retail move brought in new consumers rather than moving existing ones around. Brian came up through seven-plus years at ConAgra...