Aishwarya Goel

Here are a few ideas that many of our favorite emails have used:

• Ask someone a specific question. The more specific, the better.


• Ask for criticism . Tends to be more effective than asking for advice.


• Share something interesting. An essay. Video. Company. Anything they’d like.


• Say something funny.


• Say something useful. Maybe you noticed a typo on

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1) Build incredibly simple brand association with your category—early.

Nintil

Obstacles to fluent writing

• Any variation on: “I can't say that!”


• “What if people think I'm stupid?”


• “What if people think this is boring?”


• “What if people think I'm ignorant?”


• “What if people think I'm trying to be superior?”


• “What if this isn't good enough?”


• “What if sharing my ideas results in my being scooped?”


• “Is this part of my job?”


• The vague

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You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.

ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more