Conquer New Categories by Leveraging Your Brand (Office Hours)
In this episode of Office Hours, Dennis Yu gets together with Elias Ellefsen, a human performance athletic coach and entrepreneur. Eli launched a new product that has yet to hit the mainstream. Heâ€™s facing all the challenges that businesses often face when launching a new product, especially in a different category. Here, they discuss the challenges of launching a new product in a category that youâ€™re not known for. Dennis uses the campaign that he designed for Starbucks to show you how it can be done.