Shane Parrish
👤 SpeakerAppearances Over Time
Podcast Appearances
He talks to them about pronation and cushioning and weight.
He listens to their complaints about existing shoes and makes notes about everything that's wrong.
And he sells.
Not a lot at first.
His first year, Blue Ribbon grosses $8,000.
The next year, they gross about $16,000.
And then $32,000.
Every year, the number doubles.
He's awkward and introverted.
But remember, belief is irresistible.
He believes in running, and he believes in these shoes.
And runners can feel his conviction, and it's contagious.
When someone believes in something so totally, we respond to it.
We want to buy in.
So he also does something that seems obvious but wasn't common at the time.
He tells the truth about the product.
If the shoe has a flaw, he admits it.
If one model is better for a certain foot type, he says so.
Even if it means selling a cheaper shoe, he doesn't oversell and he doesn't exaggerate.
After a few years, runners start seeking him out.