How to build a cult-like brand

Laura Modi, former Airbnb director of hospitality who went on to found Bobbie, an organic infant formula company, discusses building a culture and brand, navigating a 2022 formula shortage by pausing growth, and balancing a fast-moving business with family life. The conversation also covers D2C growth through content and community, hiring for curiosity and doing, and building momentum.

01Key learnings

• Build culture first: if the team internalizes that the supply side or users come first, growth and better tools tend to follow.
• Connect your brand to the top worries your customer already has, rather than trying to convince them they have a new problem.
• When a crisis threatens customers, be willing to pause growth, like Bobbie did by turning off its site to protect current subscribers.
• Rename workflows and programs with memorable brand names, such as the internal growth team nicknamed 'slowth', to keep people motivated and aligned.
• Don't rely on paid acquisition alone; invest in content, SEO, and community as the primary engine, with the product and brand doing most of the work.
• Hire for curiosity and optimistic doing rather than narrow specialist credentials; watch for candidates who refuse to do parts of the job.
• Manufacture momentum with arbitrary but firm deadlines, since waiting for perfection often means missing the window.
• Build infrastructure like shared calendars, support staff, and weekly planning meetings to sustain both a demanding company and a busy family life.

02Frameworks mentioned

Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.