Rita McGrath

And, you know, they're not really speaking directly to you, the customer, whereas Mike was a master of that and did so for a long time. So this was really his first introduction to the main stage of speaking directly to his target audience, which were younger men, Right. And Mike also realized that a lot of these young guys were very frustrated at the experience Gillette was offering.

And, you know, they're not really speaking directly to you, the customer, whereas Mike was a master of that and did so for a long time. So this was really his first introduction to the main stage of speaking directly to his target audience, which were younger men, Right. And Mike also realized that a lot of these young guys were very frustrated at the experience Gillette was offering.

You had to go to a store. Razors are expensive and they're small. So they're catnip for shoplifters. And so what do the stores do? They lock them up in razor fortresses. So you're standing around on a Saturday morning waiting for the friendly, helpful retail employee who's got the keys to come help you unleash this thing.

You had to go to a store. Razors are expensive and they're small. So they're catnip for shoplifters. And so what do the stores do? They lock them up in razor fortresses. So you're standing around on a Saturday morning waiting for the friendly, helpful retail employee who's got the keys to come help you unleash this thing.

You had to go to a store. Razors are expensive and they're small. So they're catnip for shoplifters. And so what do the stores do? They lock them up in razor fortresses. So you're standing around on a Saturday morning waiting for the friendly, helpful retail employee who's got the keys to come help you unleash this thing.

I mean, it's just a really horrible experience as opposed to the convenience of having them just show up on your doorstep.

I mean, it's just a really horrible experience as opposed to the convenience of having them just show up on your doorstep.

I mean, it's just a really horrible experience as opposed to the convenience of having them just show up on your doorstep.

I get the sense from that ad that Gillette took itself more seriously than Dollar Shave Club, Rita.

I get the sense from that ad that Gillette took itself more seriously than Dollar Shave Club, Rita.

I get the sense from that ad that Gillette took itself more seriously than Dollar Shave Club, Rita.

Oh, absolutely. And so did many other incumbent firms at the time. As I said, you got legal, you got compliance. Everybody's saying if the ad is OK, people are worried about brand image. You know, the fact that Mike's video was literally filmed in his warehouse with him wandering around like. And it throws in lots of humorous elements, like a big stuffed teddy bear.

Oh, absolutely. And so did many other incumbent firms at the time. As I said, you got legal, you got compliance. Everybody's saying if the ad is OK, people are worried about brand image. You know, the fact that Mike's video was literally filmed in his warehouse with him wandering around like. And it throws in lots of humorous elements, like a big stuffed teddy bear.

Oh, absolutely. And so did many other incumbent firms at the time. As I said, you got legal, you got compliance. Everybody's saying if the ad is OK, people are worried about brand image. You know, the fact that Mike's video was literally filmed in his warehouse with him wandering around like. And it throws in lots of humorous elements, like a big stuffed teddy bear.

And he says, hey, you don't need to pay Roger Federer's salary if you buy from us. I mean, he was really poking Gillette in the nose on that. And yes, I think a lot of the big consumer product brands at the time, you know, celebrity endorsements, a big deal. I don't know how much they paid Federer, but I'm sure it was a lot of...

And he says, hey, you don't need to pay Roger Federer's salary if you buy from us. I mean, he was really poking Gillette in the nose on that. And yes, I think a lot of the big consumer product brands at the time, you know, celebrity endorsements, a big deal. I don't know how much they paid Federer, but I'm sure it was a lot of...

And he says, hey, you don't need to pay Roger Federer's salary if you buy from us. I mean, he was really poking Gillette in the nose on that. And yes, I think a lot of the big consumer product brands at the time, you know, celebrity endorsements, a big deal. I don't know how much they paid Federer, but I'm sure it was a lot of...

Oh, the response was really negative. People felt it was finger pointing. People felt it was kind of accusatory. Instead of their historical positioning, which was the best a man can get, this is like the worst a man can be, right?

Oh, the response was really negative. People felt it was finger pointing. People felt it was kind of accusatory. Instead of their historical positioning, which was the best a man can get, this is like the worst a man can be, right?

Oh, the response was really negative. People felt it was finger pointing. People felt it was kind of accusatory. Instead of their historical positioning, which was the best a man can get, this is like the worst a man can be, right?