Love the piece, Rashi. One question though, is it okay for brands starting today (without any big company behind them) to position themselves in higher order needs
Yes absolutely. Method, The Laundress, both were startups with a big POV on the category. The only condition is that the POV needs to be insightful, differentiated and relevant to unmet consumer desires
Well put. You've shared good examples to make it easier to relate to. Thanks.
Love the piece, Rashi. One question though, is it okay for brands starting today (without any big company behind them) to position themselves in higher order needs
Yes absolutely. Method, The Laundress, both were startups with a big POV on the category. The only condition is that the POV needs to be insightful, differentiated and relevant to unmet consumer desires
Got it. Thank you.