It is now 6 years ago that we experienced our first eurphoric high with biestmilch. It was a high like people with full-fledged tuberculosis feel it before they die. We, of course, did not die.
But we experienced for the first time how short-lived marketing activities in an empty market – as it is the case for biestmilch – can be.
In those days we launched a report in one of Germany’s most read mainstream medical journals. We had just entered the market one month before with the labels we still have today. Since that point we had not sold one piece and disappointment came close to depression.
Suddenly, with the publication of the article there was a hype which kicked us into a heaven. I t did not take long. After six weeks sales collapsed to almost zero.
This taught us an important lesson for the years to come. To build up credibility needs endurance, continuity, and, things which seem to be so lucid to one self are in the beginning completely ununderstandable to others. You have to tell your story again and again, and so we did. Till today we are biting our fingers to the bone to reach our goal, to succeed to create a market for a marvellous mainly unknown substance.
