Jimmy Kim says retention marketers need to know why a brand exists. He spent two years obsessing over cotton and visiting mills to create hypoallergenic sheets, and argues that every successful brand has a story that makes offers feel earned rather than pushy.
a story builds trust and makes that offer feel earned, right? Something when you couldn't find that sheets were soft and hypoallergenic, we spent 2 years obsessing over cotton, right? And fair mills and like going and visiting places. You deserve this comfort and conscious, like trying to figure out a good story to tell people because we all have a story. I think this is the most important thing people need to understand. And if you're a retention marketer and you don't know the story, go sit with your founder, go sit with whoever owns the company and be like, hey, what's the story of this brand? Because most brands don't start because they just felt like they found something and they decided to sell it. A lot of brands sell because they had a story, an idea, and they decided to go execute on it. Subscribe to the pod.
