Blogs

The moment a claim stops being a copy and starts being a cost Most founders recall the moment when a claim transitions from marketing copy to a tangible business challenge. This shift rarely occurs in

In the early 2000s, an entrepreneur in Palo Alto could raise a million dollars based on a whiteboard sketch, a Stanford degree, and a compelling vision of scale. Around the same time, in a crowded

In the high-stakes theatre of early-stage consumer investing, a pitch deck is more than a presentation; it is a window into a brand’s future. Every founder walks into a room hoping to showcase a “unicorn”

If you’ve ever managed a Beauty & Personal Care profit and loss statement, you probably recognize this situation. Sales are rising and reviews are positive. Your product is reaching customers outside your personal network. You’d

Most founders start by asking a simple question: Who is my customer?  In Beauty & Personal Care, this question often misses the mark, not because the customer is hard to find, but because the ‘customer’