Caitlin Green

It was like an ad and it said, you know, if you like hard mattresses, this isn't for you.

And he was like, oh, we don't like hard mattresses.

We should look, we should check out this mattress.

And that's where it all got a thinking.

It had nothing to do with I'm going to miss out on a mattress, right?

It was, hey, they're ruling out this idea that I'm a better match or I'm not a better match.

So it really isn't necessarily about fear of missing out.

It's not really that exciting to miss out on a hard mattress or a soft toothbrush.

It's really kind of this idea that the perception that it's a fit for you, it gets you.

It's a great mattress, by the way.

So it works.

I mean, the thinking was just kind of we're all living in this world where marketers for a long time have thought we need to kind of sell all these consumers on our product.

We actually started this project by interviewing about 100 marketers and just saying, which do you think would be better?

Which do you think is a better idea?

And overwhelmingly, these marketers told us, well, oh, you know, it's classic marketing.

You have to tell people this product is for them.

You want to kind of explain to people why this product is for them.

And so it is kind of an interesting thing to say, like, no, actually, you want to tell them if it's a fit for them and if it's not for a fit for them.

Yeah, I mean, we really do try to limit this to the product and know this.

The idea about this was to help consumers find a fit and be honest.