20Product: On Running's CPO on How to Create Emotion Through Product | Why 99% of Products Fail and How to Create Cults Around Products | The Biggest Product Mistakes On Have Made & Lessons Learned with Gérald Marolf - The Twenty Minute VC (20VC) | Ryan Randels | Mobile & SaaS Strategy | Agentic AI

Full Title

20Product: On Running's CPO on How to Create Emotion Through Product | Why 99% of Products Fail and How to Create Cults Around Products | The Biggest Product Mistakes On Have Made & Lessons Learned with Gérald Marolf

Summary

This episode features Gérald Marolf, CPO of On Running, discussing the importance of creating emotional connections through product design and the challenges of building cult followings.

Marolf shares insights into On Running's product philosophy, lessons learned from mistakes, and strategies for balancing innovation with consumer needs in the competitive sportswear market.

Key Points

Creating emotional connection through product is paramount, starting with elements that trigger curiosity and personal relevance, akin to the allure of fine fragrances.
Simply making a product "simple" isn't always enough; complexity can foster deeper consumer engagement, allowing for exploration, learning, and a unique product identity.
On Running navigates the challenge of serving both dedicated athletes and lifestyle consumers by focusing on performance-driven products that also offer aesthetic appeal and durability, acknowledging that not all consumers will utilize products to their full extent.
The brand prioritizes understanding consumer needs but avoids simply fulfilling direct requests, instead aiming to guide and innovate, especially since they lack a historical product archive to draw from for inspiration.
Overly focusing on the "hybrid" product space, which aims to serve both sport and lifestyle equally, proved to be a strategic misstep as customers tend to gravitate towards specialized performance or pure style.
On Running's expansion into new sports like tennis, particularly through its association with Roger Federer, is seen as crucial for evolving the brand beyond its running roots and establishing itself as a premium sportswear entity.
The brand acknowledges the potential risk of over-reliance on an individual athlete's popularity (like Federer) and is working towards diversifying its brand identity to ensure longevity beyond an athlete's career.
Entering niche markets like tennis, even if not a massive "needle mover" in terms of market size, is viewed as essential for building brand DNA, attracting talent, and expanding the company's global perception.
The release of a "slow marathon" running shoe was a product miscalculation because it failed to resonate with the core ambition of marathon runners, highlighting the importance of understanding consumer mindset for specific performance categories.
On Running believes in letting products "out in the wild" for unfiltered feedback, drawing inspiration from the fashion industry's approach to runway shows rather than relying solely on traditional marketing.
The company acknowledges a challenge in effectively communicating the story of its apparel and accessories, sometimes being perceived primarily as a footwear brand.
The concept of a single "hero product" is becoming less relevant in today's market, with a broader range of diversified products catering to various consumer needs and preferences.
Consumer loyalty is a complex issue, with brands vying for attention amidst increased options, and building a strong, clear brand personality through product is key to fostering a connection.
The brand respects competitors with clear consumer-facing missions (like Halo Yoga) and those with excellent products despite potentially confusing branding (like Asics).
Entering new product categories like socks was a missed opportunity for earlier focus, but the brand is now approaching it with the same innovative drive as its core footwear and apparel.
The Loewe collaboration was a beautiful product but a case of "confused brand" in terms of strategic intent, demonstrating that even successful collaborations can be misaligned with the core brand's primary mission.
New Balance's resurgence is attributed to their ability to anticipate trends, leverage hyper-local strategies within subcultures, and adopt an outsider mentality, which On Running is learning from.
A desired future collaboration would be with Simone Biles, recognizing her as a fascinating athlete with much to unpack beyond her sport.
The biggest product mistake was personal over-involvement, which can hinder team autonomy and learning.
The future of athletic sportswear lies in capturing consumers' everyday habits and expanding beyond single-purpose brand associations, with sportswear having significant untapped potential as a lifestyle uniform.

Conclusion

Creating products that evoke emotion and personal connection is crucial for building brand loyalty and cult followings.

Balancing innovation with consumer needs and avoiding strategic missteps in product category expansion are key challenges for brands like On Running.

The future of sportswear lies in integrating into consumers' everyday lives beyond just sport-specific use, offering more holistic lifestyle solutions.