About How We're Different Services Success Stories Reviews Books
APPLY NOW

Home/Business Books/The 27 Unbreakable Rules

The 27 Unbreakable Rules

By Mark Young

What would you do if you knew you would not fail? If you are in the consumer-packaged goods industry, The 27 Unbreakable Rules is the closest thing to a success guarantee. Dr. Mark Young has a 30+ year track record of CPG success and is unmatched when it comes to building successful consumer brands.

In The 27 Unbreakable Rules: Build a $100M+ Brick + Mortar CPG Brand, Young draws on decades of brand advertising and product-launch experience to lay out a proven path to building a $100M+ CPG brand.

Order Book

Additional Information 

Distilling the retail principles of success into a clear roadmap, Young covers everything from creating products customers truly want to smart business planning and strategy, investment decisions, retail partnerships and brand-building that keeps consumers returning.

A must-have for founders, entrepreneurs and marketing executives committed to succeeding, The 27 Unbreakable Rules provides an essential guide that should be on the desk of anyone starting up or scaling a business in the consumer-packaged goods space.

About the Author

Dr. Mark Young is the CEO and founder of Jekyll+Hyde Labs, one of the nation’s leading
advertising agencies for consumer-packaged goods. He is in his fourth decade of being
a brand accelerator for over 200 consumer-packaged goods. He has been responsible
for billions in consumer sales and helping to engineer company exits now measured in
the billions.

Young had his first job in the advertising industry by the age of 12 and launched his first successful product into mass retail by the age of 13. He has previously authored HYPNO-TI$ING: The Secrets & Science of Ads That Sell More and is the host of the podcast CPG Insiders (cpginsiders.com).

Young lives in Michigan and Florida with his wife Summer.

Back to ALL Books
 

ISBNs:

  • 978-1-968339-93-7 (Hardcover)
  • 978-1-968339-92-0 (Paperback) 
  • 978-1-968339-91-3 (eBook)

Genre:

  • Business
  • Entrepreneurship
  • Marketing
  • Consumer-Packaged Goods (CPG)
  • Retail Strategy

Themes:

  • Product conviction and authentic belief
  • Solving real consumer needs over chasing clever ideas
  • Differentiation vs. “me too” commodity traps
  • Strategic retail pathways (Category Expansion, Trade Up, New Money)
  • Long-term entrepreneurial mindset and calculated risk-taking
  • Building brands that create emotional identity and loyalty
  • Scaling with systems, discipline and exponential thinking

FAQs: 

 

Q: What is The 27 Unbreakable Rules about?
A: The 27 Unbreakable Rules is a practical, experience-driven guide to building a $100M+ brick-and-mortar consumer brand. Drawing on three decades of launching hundreds of products that generated billions in sales, Dr. Mark Young lays out 27 non-negotiable principles that dramatically increase the odds of retail success in an industry where 95% of new products fail.

Q: Who is Dr. Mark Young?
A: Dr. Mark Young is a PhD, entrepreneur and CPG strategist who has helped launch hundreds of products into major retailers across the United States. His work has led to category leaders, multimillion-dollar exits and brands sold for hundreds of millions in cash. In addition to advising others, he has personally risked and built his own successful consumer brands.

Q: What makes this book different from other business or startup books?
A: Unlike abstract startup theory or digital-first advice, this book focuses specifically on winning in brick-and-mortar retail—where shelf space is limited, planograms are fixed and buyers demand immediate results. The rules are direct, tactical and rooted in real-world case studies, covering product positioning, pricing strategy, advertising leverage, retail psychology and entrepreneurial mindset.

Q: Who should read The 27 Unbreakable Rules?
A: Entrepreneurs, inventors, brand builders, CPG founders, private equity investors and anyone launching or scaling a physical product in retail. It is especially valuable for founders seeking to break into food, drug and mass retail channels and avoid the costly mistakes that sink most new products.