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Breaking into a new industry - Kara Goldin
Kara Goldin founded unsweetened flavoured-water company Hint in 2005. At the time, unsweetened flavoured water was not even a category.
As an outsider entering a well-established industry, she discovered that consumers and buyers are more interested in a story. It's one thing to have a brand name, but consumers buy your "why".
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152 reads
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Becoming successful as an outsider
Companies that survive are the ones that are able to get sticky with the customer and offer more.
Third-party testimonials of people who have used the product are powerful especially if you have tried to connect with someone and they're just not responding....
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138 reads
The outsider's advantage
The little guy coming into an industry can disrupt and innovate. They solve problems differently from the norm because they don't do things in the way "it's always been done".
When you get into an industry, you need to get close to your customers and
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112 reads
Breaking into a new industry
Samantha Ettus founded Park Place Payments in 2018. She was not a typical startup founder. Her goal was to transform how financial services are sold to small businesses.
As a best-selling author and host of the women-in-business podcast, she built a career around supporting women pursuing t...
24
256 reads
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