Low-Risk Trial or Premium Aspiration

IN THE CLIP

Transcript

And so if it's of a inexpensive enough price point or low risk enough, then I'm willing to take that bet. I'm willing to like plunk down my credit card. I'm willing to take a trip to the store, to check it out if it's low friction, like the lower the friction, the better. Unless you're going for like this ultra luxury, ultra premium sort of thing, in which case, um, the uniqueness and the low inventory, low quantity of that, actually is part of the aesthetic. And in that case, it's more aspirational, and so then you really need to build the brand structure around it. And the storytelling around it.