Huckberry

Sell the story behind the product, take a cut

Shaan describes Huckberry and Goldbelly as businesses built on storytelling: find cool products, tell the origin story to a big email list (Huckberry has 1-2M men), and take a cut of revenue. The narrative, not the product spec, drives the sale.

“So what the, the business of Huckberry, it's basically a huge email list of 1 to 2 million guys. And what they do is they find really cool clothes and they, um, tell the story behind it. So for example, they had a duffel bag that was made from a, uh, the founder was an army guy who used to skydive., and the duffel bags were made out of old parachutes because apparently that's like an interesting material. And they told a story about this and they just blasted out in the email and they just take a cut of the revenue.”

Steal thisBuild an email list around the best-of-X products and sell the origin story, not the spec sheet.