# 072: Why New Consumer Products Need to be Premium

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-04-21
- Length: 26m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium
- Listen: https://productstartup.com/

## Summary

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.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=0) Introduction: Chrystal Clifton and the Premium Mindset
- [3:22](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=202) Defining Premium: Value Over Luxury
- [6:20](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=380) The Ascent Model: Why Starting Premium Matters
- [9:52](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=592) Wine Industry Case Study: Building Memories and Experiences
- [14:33](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=873) Best Practices: Connection is Currency
- [18:55](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=1135) Selling Vision and Value to Build Raving Fans
- [23:14](https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium#t=1394) Conclusion: Overcoming Glass Ceilings and Resources

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Chrystalize (company)
- Mako Design + Invent (company)
- Elite Connection Marketing (company)
- Wolfgang Puck (other)
- Thomas Keller (other)
- The French Laundry (other)
- Blue Apron (company)
- Walmart (company)
- Nordstrom (company)
- BMW (company)
- Mercedes (company)

## Related episodes from other shows

- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)
- [Ep. 7: "You had me at wine" - Gregorio Santiago, on shifting your mindset from product to brand](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product) (The Startup CPG Podcast)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-25-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey) (How I Built This)
- [Advice Line with Michael Preysman of Everlane](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-24-advice-line-with-michael-preysman-of-everlane) (How I Built This)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey (April 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-06-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey-april-2024) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-04-21-072-why-new-consumer-products-need-to-be-premium. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.