Mark Rampolla

My view then, but even more so now is the best anyone can do is pay attention, see reality. What's really going on in your business? What's going on in consumers? What's going on in trends? Be very clear, as clear as possible about your intention, what you're trying to build and what the hypothesis is. And then you check in constantly.

My view then, but even more so now is the best anyone can do is pay attention, see reality. What's really going on in your business? What's going on in consumers? What's going on in trends? Be very clear, as clear as possible about your intention, what you're trying to build and what the hypothesis is. And then you check in constantly.

My view then, but even more so now is the best anyone can do is pay attention, see reality. What's really going on in your business? What's going on in consumers? What's going on in trends? Be very clear, as clear as possible about your intention, what you're trying to build and what the hypothesis is. And then you check in constantly.

So for us, that was, okay, we're trying to build a multi-billion dollar category and a billion dollar brand. We think the link is that we're gonna start in yoga studios and then build the mainstream. Start in yoga studios, then build with yogis, then endurance athletes, natural food consumers, and then eventually mainstream. So that's the hypothesis. We don't know if it's gonna be true or not.

So for us, that was, okay, we're trying to build a multi-billion dollar category and a billion dollar brand. We think the link is that we're gonna start in yoga studios and then build the mainstream. Start in yoga studios, then build with yogis, then endurance athletes, natural food consumers, and then eventually mainstream. So that's the hypothesis. We don't know if it's gonna be true or not.

So for us, that was, okay, we're trying to build a multi-billion dollar category and a billion dollar brand. We think the link is that we're gonna start in yoga studios and then build the mainstream. Start in yoga studios, then build with yogis, then endurance athletes, natural food consumers, and then eventually mainstream. So that's the hypothesis. We don't know if it's gonna be true or not.

And the ultimate test was an ROI on any one of these businesses. So at the end of the day, we were able to say, are these yoga studios generating enough sales that it makes sense, right? And of course we weren't running the studios. These are relatively small things. We're going to do demos anyway. Why not add this on, right? We're going to sponsor someone. Why not sponsor yogis?

And the ultimate test was an ROI on any one of these businesses. So at the end of the day, we were able to say, are these yoga studios generating enough sales that it makes sense, right? And of course we weren't running the studios. These are relatively small things. We're going to do demos anyway. Why not add this on, right? We're going to sponsor someone. Why not sponsor yogis?

And the ultimate test was an ROI on any one of these businesses. So at the end of the day, we were able to say, are these yoga studios generating enough sales that it makes sense, right? And of course we weren't running the studios. These are relatively small things. We're going to do demos anyway. Why not add this on, right? We're going to sponsor someone. Why not sponsor yogis?

So then they circle back and tell students and they're wearing Zico gear, right? So there's sort of a 360 approach to marketing, really in many ways, pre-digital age, but same thing applies digitally with a sense of ROI, right? And then once that attention is clear, we go all in, right? So for weeks or months, this is all we would do until we step back and look, is it working?

So then they circle back and tell students and they're wearing Zico gear, right? So there's sort of a 360 approach to marketing, really in many ways, pre-digital age, but same thing applies digitally with a sense of ROI, right? And then once that attention is clear, we go all in, right? So for weeks or months, this is all we would do until we step back and look, is it working?

So then they circle back and tell students and they're wearing Zico gear, right? So there's sort of a 360 approach to marketing, really in many ways, pre-digital age, but same thing applies digitally with a sense of ROI, right? And then once that attention is clear, we go all in, right? So for weeks or months, this is all we would do until we step back and look, is it working?

Does that hypothesis still hold? Is the intention still clear? We can't control the outcome. Dive back in, do it again, right? And so we would do that and then do it in other cities and then do it in other channels until we sort of started to build little by little. But it's always a hypothesis until you test it out.

Does that hypothesis still hold? Is the intention still clear? We can't control the outcome. Dive back in, do it again, right? And so we would do that and then do it in other cities and then do it in other channels until we sort of started to build little by little. But it's always a hypothesis until you test it out.

Does that hypothesis still hold? Is the intention still clear? We can't control the outcome. Dive back in, do it again, right? And so we would do that and then do it in other cities and then do it in other channels until we sort of started to build little by little. But it's always a hypothesis until you test it out.

everything's an experiment.

everything's an experiment.

everything's an experiment.

That single point where it's really changed my life in many ways. Like everything I do in my life now is an experiment. This is an experiment. How's it working? Is it working? Are we going to do this again? Should we do this differently sometime? I've come to, it's so liberating to realize nobody has it figured out. You don't have to have it figured out. It's all testing. It's all learning.

That single point where it's really changed my life in many ways. Like everything I do in my life now is an experiment. This is an experiment. How's it working? Is it working? Are we going to do this again? Should we do this differently sometime? I've come to, it's so liberating to realize nobody has it figured out. You don't have to have it figured out. It's all testing. It's all learning.