95. The beauty of emphasizing the obvious, w/Birchbox's Katia Beauchamp

31:48
 
Share
 

Manage episode 298405831 series 1425703
By WaitWhat. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Unconventional ideas define entrepreneurship: They fuel dreams but also spur naysayers and obstacles. Katia Beauchamp, co-founder and CEO of Birchbox, has repeatedly found ways to recast the unconventional as something obvious, enabling ongoing growth through repeated challenges. When Katia and her co-founder introduced Birchbox, its novel business model went against many beauty-industry norms. Then, as it caught on, competitors from Amazon to Sephora took direct aim by copying Birchbox's approach – and crushing margins in the process. To navigate the ups and downs, wooing investors, suppliers, and customers, Katia discovered how describing an industry-flipping idea in conventional terms could both accelerate and extend Birchbox's appeal. The road to differentiating the brand, it turned out, required emphasizing the obvious.

Read a transcript of this episode: https://mastersofscale.com

Subscribe to the Masters of Scale weekly newsletter: http://eepurl.com/dlirtX

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

232 episodes