Thanks @SpiritedDebate
1/ To clarify, I think DTC is good for iterating on a product. I think it is *horrible* for scaling efficiently. There are sooooo few counter examples. I've been saying that so much and for so long I tune myself out now.
1/ To clarify, I think DTC is good for iterating on a product. I think it is *horrible* for scaling efficiently. There are sooooo few counter examples. I've been saying that so much and for so long I tune myself out now.
2/ So when a small brand builds via DTC to grow big (and almost inevitably raises $X00m) I think that's bad. Very bad.
3/ When a small brand uses it to test new products - A/B test packaging, description, pricing, flavors, etc. - sometimes before the product is even ready- I love that. You can move bits faster than atoms, and infinitely better data than offline.
4/ I don't think large companies, including @CocaCola have not appreciated this. If you disagree, I would love to hear some examples of products they successfully launched that came from that iteration process via DTC.
5/ Most companies like Coke use it for short term marketing gimmicks (i.e. their reference to "a few surprises and swag.").
