Note: This is an updated version of a talk I gave at Design Driven NYC, which you can watch here. Intro When we set out to build Trade in 2017, we didn’t want to just sell coffee online. Personalization and segmentation were critical, because we believed that deep personalization, data science…

Why They Matter When building and launching a DTC brand, it’s easy to fall into the reactionary routine of just building product, shipping features, and iterating. While there isn’t anything wrong with building, the product and brand have to play together with a real sense of purpose. …