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hustle con this year that guy Eric Ryan talked about the confounder a method soap and Ollie and well lead all these great d2c brands or sort of not DS he actually just new consumer brands that they sell through Target and whatnot you
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know he said a line that stuck with me does the number one most important thing from hazak on this year in my opinion he goes you have to identify the culture shift first and you know the culture shift happens first and then the
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products and services that that meet those cultural values come second so let's say four methods soap he was saying you know consumers now they turn their everything they buy they turn to the back and they read the ingredients
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and so they care about what they're putting in their body they care about what they're putting in their homes they care about what they're putting in their babies but cetera et cetera and so you see honest company take off because
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people care about what they're putting on their baby you see native deodorant take off because people care about putting natural ingredients and not aluminum and parabens you know in their armpits and methods soap took off because they said
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hey you shouldn't have to clean your house to toxic chemicals but he identified the culture shift first now I don't know how much of this is just retro speak because entrepreneurs do do that where they just make up a story
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later about how they did it and the real reason was just some total numerical thing where they were like oh yeah I just so we know firsthand this was true with Moyes with native deodorant that he did this yeah and he actually tweeted
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today some more info which I thought was good he said he identified that natural deuteron was one of the top sell anything he's at number one I don't know if it's actually number one but it was one of the top selling products on Etsy
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period yeah but everybody was buying it out of a jar and you had to like do this weird thing stick her hand on the jar then rub it in your armpit and he's like look people want people want natural deodorant but they want the convenience
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of the stick if I could figure out how to put natural deodorant in a stick I think I can make a business that works and you know 18 months later sells it for a hundred million dollars so I think there's something to identifying the
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culture shift and if the culture shift is hey we gotta like hunker down a little bit or hey we gotta like supporter local businesses like small businesses that's where something like a Groupon or a Groupon 2.0 is very very interesting to me
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very hard to pull off extremely hard to pull off because local is super super hard and slow to scale and you're dealing with long I'm at bomb and pop style businesses but Groupon was not slow to scale Groupon got to a billion
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dollars in sales i I think faster than any other company ever now it's true that she didn't it didn't operate well it was now there didn't say I don't want to talk out my ass no I think it did stick I mean look up until recently
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Groupon hey I look up how much does Groupon do in revenue they still well it didn't stick from a merchant perspective what happened was they on bordered all these merchants the merchants to win on and they would get a bunch of empty
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traffic and then those empty sort of calories eventually they pulled off and they said why am i offering these deals people come did they take the sale they don't come back and that part didn't work so they lost on the merchant side
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for a while and then they got all these clones came out that were doing the exact same thing so customers sort of got inundated with daily deals products so that was a bit of the problem there but you're right actually they did scale very fast [Music]