Knowing your biggest competition isn’t other brands in the category; it’s indifference. And realizing that criticism is just a form of caring.

By acknowledging this indifference, it gave us a much better opportunity to make a connection by meeting our audience where they’re at. “We know you’re probably not thinking about oat milk right now. If we weren’t getting paid to do so, we wouldn’t be either...

Second, be single–minded. At Oatly, when we got around to talking about ourselves (which happened often but not always), we kept the message stupidly simple. Because if you want people to remember your brand, you can only tell them one thing.

First, care about your audience more than you do about yourself. For us, that meant being entertaining took precedence over being informative.