Hardware Podcasts

072: Why New Consumer Products Need to be Premium

Product Startup · 21 Apr 2021 · 26m

What this episode covers

Chrystal Clifton, founder of Chrystalize and former leader of a wine brand that reached number eight globally, explains why new consumer product startups must position their offerings as premium from day one. She argues that focusing on the emotional value and transformation a product provides, rather than just its features, allows inventors to command higher prices and build brand credibility that is difficult to achieve if starting at the low end. Clifton shares best practices for authentic premium positioning, including narrowing feature sets to focus on key experiences and building deep human connections with customers.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Chrystalize, Mako Design + Invent, Elite Connection Marketing, Blue Apron, Walmart, Nordstrom, BMW, Mercedes
Also
Wolfgang Puck, Thomas Keller, The French Laundry

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