Founders shouldn't be deterred by their lack of knowledge. Seeing the full scope of future challenges can be overwhelming. A degree of ignorance allows entrepreneurs to focus on immediate problems and maintain the momentum crucial for survival in the early stages.
Numi launched a line of silk blouses that developed its own cult following. However, it created a second, competing brand identity and diverted focus. They phased it out to double down on their core competency—women's undershirts—where they were the undisputed market leader.
For Numi's novel undershirts, a major challenge was educating the market on the problem and solution. When competitors emerged, they didn't just steal market share; they helped validate the category and shoulder the burden of customer education, ultimately expanding the total addressable market.
Numi's undershirts are used by nurses, flight attendants, and menopausal women, but their marketing focuses narrowly on the "professional woman." This avoids diluting the message. Trying to speak to everyone results in speaking to no one; a narrow focus creates a stronger brand identity and more effective campaigns.
To overcome the social stigma around sweating, Numi's founder stopped talking about the customer's problem and started with her own. By saying "I had this problem," she disarmed potential customers, created an immediate sense of community, and made it safe for them to admit they had the same issue.
Numi initially used a wholesale model but found it ineffective. They were relying on third-party retail staff to explain a new product category and address the social stigma around sweating. Shifting to direct-to-consumer (DTC) allowed them to control the narrative, educate customers directly, and grow 300%.
Numi's first crowdfunded product didn't have the technical sweat-proof fabric they later developed. By the time they shipped, they knew it wasn't the best possible version. However, launching it allowed them to enter the market, gather feedback, and generate revenue to fund the next iteration.