In this episode, packaging expert Connie Lefferts shares how decades in the industry have shown her that great packaging can make or break a brand. From discovering the power of packaging through a cookie-company rethink in the ’90s to guiding today’s emerging brands through materials, engineering, design, and market positioning, she offers a masterclass in how the right container elevates a product’s value, presence, and consumer appeal.

Connie breaks down the psychology behind what catches a buyer’s eye, the impact of digital printing and small-run capabilities, and why early market research is essential for founders. Her insights reveal why thoughtful packaging isn’t just a finishing touch, it’s a strategic driver of growth and often the catalyst for acquisition-worthy success.