Kaitlin Williams

Brand-led companies, on the other hand, show how they think differently by expressing who the customer is.

Glossier succeeded because it recognized that women enjoy sharing their beauty preferences, and gave them the tools to create content that enabled conversations around it. Glossier’s value is not in the sheer scale of its user base, but rather in the interactions within it.

…ubculture entrenchment ensures that a company can maintain and enhance its difference as it scales. Long-term defensibility has more to do with whether a company can believably connect with a community through the shared things they like than if it has a proprietary product or acquisition channels.