Devora Rogers

People become obsessed early on and they're the explorers. They're the ones finding new things. They're evangelizing. And they are the ones that you can lose very easily. So you kind of have to know at every stage of building your business. Because the idea that you could just have loyal people that'll stay with you and that's everyone is just no longer true.

People become obsessed early on and they're the explorers. They're the ones finding new things. They're evangelizing. And they are the ones that you can lose very easily. So you kind of have to know at every stage of building your business. Because the idea that you could just have loyal people that'll stay with you and that's everyone is just no longer true.

People become obsessed early on and they're the explorers. They're the ones finding new things. They're evangelizing. And they are the ones that you can lose very easily. So you kind of have to know at every stage of building your business. Because the idea that you could just have loyal people that'll stay with you and that's everyone is just no longer true.

So you have to sort of plan for, okay, I'm going to have these people that are going to come in. They might help me build my brand early on, but then they're going to defect because that's what they do. And then I've got to get the other people... You know, to to to fill up the back. Right. So that we don't, you know, completely lose when the explorers and promiscuous folks go away.

So you have to sort of plan for, okay, I'm going to have these people that are going to come in. They might help me build my brand early on, but then they're going to defect because that's what they do. And then I've got to get the other people... You know, to to to fill up the back. Right. So that we don't, you know, completely lose when the explorers and promiscuous folks go away.

So you have to sort of plan for, okay, I'm going to have these people that are going to come in. They might help me build my brand early on, but then they're going to defect because that's what they do. And then I've got to get the other people... You know, to to to fill up the back. Right. So that we don't, you know, completely lose when the explorers and promiscuous folks go away.

Listen, years ago, I did a call with someone who was very senior at the milk board. The call went very poorly. She had seen the work that we did with Google, the zero moment of truth work. And she's like, I want that, but I don't believe that people are doing a lot of different searching and researching and sources using a lot of different sources for milk. Milk is an everyday household item.

Listen, years ago, I did a call with someone who was very senior at the milk board. The call went very poorly. She had seen the work that we did with Google, the zero moment of truth work. And she's like, I want that, but I don't believe that people are doing a lot of different searching and researching and sources using a lot of different sources for milk. Milk is an everyday household item.

Listen, years ago, I did a call with someone who was very senior at the milk board. The call went very poorly. She had seen the work that we did with Google, the zero moment of truth work. And she's like, I want that, but I don't believe that people are doing a lot of different searching and researching and sources using a lot of different sources for milk. Milk is an everyday household item.

Nobody. And I, and I tried to convince her on the call. I was like, listen, I know you think that. And for a lot of people it is, but even if for 15, 20% of people, it starts to shift. What's that going to look like? She didn't believe me. The call went for, I didn't win the, didn't win. Never heard from her again. It was like really a bad call. Look at where we are now.

Nobody. And I, and I tried to convince her on the call. I was like, listen, I know you think that. And for a lot of people it is, but even if for 15, 20% of people, it starts to shift. What's that going to look like? She didn't believe me. The call went for, I didn't win the, didn't win. Never heard from her again. It was like really a bad call. Look at where we are now.

Nobody. And I, and I tried to convince her on the call. I was like, listen, I know you think that. And for a lot of people it is, but even if for 15, 20% of people, it starts to shift. What's that going to look like? She didn't believe me. The call went for, I didn't win the, didn't win. Never heard from her again. It was like really a bad call. Look at where we are now.

Go into the milk aisle and tell me that that wasn't completely disrupted. There is pea milk.

Go into the milk aisle and tell me that that wasn't completely disrupted. There is pea milk.

Go into the milk aisle and tell me that that wasn't completely disrupted. There is pea milk.

There is goat milk. My doctor, my child's doctor told me to get camel milk at one point.

There is goat milk. My doctor, my child's doctor told me to get camel milk at one point.

There is goat milk. My doctor, my child's doctor told me to get camel milk at one point.

We're in a different world. And anyone who thinks that a category is never going to shift or be disrupted is in for some surprises. And once it does, you either are ready or you lose your share.

We're in a different world. And anyone who thinks that a category is never going to shift or be disrupted is in for some surprises. And once it does, you either are ready or you lose your share.