Inc. is hosting a virtual event titled “Your Next Move: Transforming the Market,” scheduled for September 22 at 2:00 PM ET. The session will feature Holly Thaggard, the co-founder of WaterOuai and the founder of Supergoop. The primary focus of the discussion is the strategic approach required to build durable brands that do not merely compete within existing market structures but actively transform their respective categories.
Core Strategy: Identifying Unexamined Assumptions
According to the event description, the central thesis of the episode is that the most resilient brands succeed by identifying and challenging the unexamined assumptions embedded in ordinary products. The strategy involves making these hidden assumptions visible to consumers and constructing an aspirational brand identity around a newly established standard.
This approach moves beyond traditional competitive positioning. Instead of fighting for market share based on price or minor feature differences, the methodology described focuses on redefining the category itself. By shifting the consumer’s perception of what a product is or how it should be used, a company can create a new market standard that competitors must then address.
Case Study: The Supergoop Model
Holly Thaggard’s experience with Supergoop serves as the primary case study for this transformational approach. The evidence indicates that Thaggard transformed the perception of sunscreen. Historically, sunscreen was often viewed as a specific item reserved for beach days or outdoor recreational activities. Under Thaggard’s leadership, Supergoop repositioned the product as a daily wellness ritual.
This shift in framing changed the context of consumption. By integrating sunscreen into daily skincare routines rather than limiting it to occasional outdoor use, the brand was able to build a stronger, more aspirational connection with its audience. This repositioning allowed Supergoop to stand out in a crowded market by offering a different value proposition centered on daily health and beauty maintenance.
Application to WaterOuai
The current focus of Thaggard’s entrepreneurial efforts is WaterOuai, a venture aimed at disrupting the bottled water category. The event description suggests that Thaggard is applying the same playbook used at Supergoop to this new market. The goal is to identify the unexamined assumptions within the bottled water industry and make them visible to consumers.
While the specific details of the WaterOuai product differentiation are not fully detailed in the provided evidence, the strategic intent is clear: to move beyond competing on the standard metrics of the bottled water market and instead to transform the category by establishing a new aspirational standard. This mirrors the trajectory of Supergoop, where the product was elevated from a functional necessity to a lifestyle choice.
Event Details and Audience
The virtual event is designed for entrepreneurs and business leaders interested in brand strategy and market transformation. The session will explore the practical steps involved in identifying these hidden assumptions and the subsequent process of building a brand around the new standard. By featuring a founder who has successfully executed this strategy in one category and is now applying it to another, the event offers a practical look at the mechanics of category creation.
Key Takeaways for Brand Builders
- Category Transformation: Durable brands often succeed by changing the rules of the game rather than playing by existing ones.
- Assumption Identification: Successful strategies begin with finding the unexamined assumptions in ordinary products.
- Consumer Visibility: Making these assumptions visible to consumers is a critical step in repositioning a product.
- Aspirational Branding: Building a brand around a new standard helps create an aspirational identity that resonates with consumers.
Strategic Implications
The approach described by Thaggard highlights a shift in modern brand building. It suggests that innovation is not always about creating a new product technology, but rather about reframing the value and usage of existing products. By changing the narrative around a product, companies can unlock new market segments and build deeper customer loyalty.
For the bottled water industry, which is often characterized by high competition and low differentiation, this strategy could be particularly impactful. By applying the Supergoop model, WaterOuai aims to elevate the category, potentially moving it from a commodity status to a branded experience. This aligns with broader trends in consumer goods where brands are increasingly seeking to create emotional and aspirational connections with their audiences.
The Inc. livestream provides a platform for Thaggard to share these insights, offering a detailed look at the thought process behind transforming ordinary products into category leaders. Attendees can expect a discussion on the practical application of these strategies, drawing on real-world examples from the beauty and beverage sectors.
