How Eight Sleep Co-Founder Alex Zatarain Built a Company That Pioneered the ‘Sleep Fitness’ Category

Individual personalities are often key to building community-first brands. Think fitness brand Peloton, which cited superstar instructors such as Robin Arzon in its IPO filing as key to its success. Other brands might fulfill this objective by behaving in ways that are simply more human, like Steak-Umm with its distinctive personality-driven Twitte... See more

We’ve strived really hard to make sure that there’s a real humanity and a bit of a soul in the brands we create — knowing full well they’re still a company, they’re still for-profit — but in terms of the persona, in terms of how they’re brought to life, having that empathy and having that humanity is something that we work really hard for.

Lifestyle brands focus on who they’re serving, and that informs everything they do. They often don’t rely on a single product to define the business.

Last year an Ecom agency I knew grew 525% in 9 months by solving one specific problem (clue: it wasn’t sending more cold emails).If you don’t book calls with big brands listen up:It’s harder and harder to stand out in 2025.‘FB ads for health and wellness’ won’t cut it when the barrier to entry = Wifi connection and a laptop.But you keep sending mor... See more

Rishi Mandal: “Efficiency, and the discipline to keep our team and footprint small, has allowed us to do something that I think category-creating consumer businesses have to be able to do, which is to be misunderstood for a number of years. When we started Future, we felt that the broader world (consumers, investors, our friends, the press) may not... See more