Market size isn't the only driver for product expansion. On Running's entry into the relatively small tennis market was driven by their partnership with Roger Federer. The collaboration was seen as an infusion of an "athlete mindset" and "excellence" into the company's DNA, justifying the move beyond a purely financial calculus.
A "perfect" product can be a sterile one. On Running reflects that a collaboration might have been more successful if it was less complete, suggesting that leaving something for the consumer to finish—like adding a second pair of laces—creates ownership. This small act of co-creation fosters a stronger emotional bond.
Avoid the middle ground. On Running learned that designing for a "hybrid" persona who moves from the gym to a cafe leads to compromises. It's better to create a best-in-class performance product that people choose to wear for style, rather than a watered-down product that serves neither purpose well.
Product inspiration can come from unexpected places. On Running's CPO points to the perfume industry's ability to sell an intangible feeling through packaging and branding as a key lesson in creating an emotional connection with consumers, even for highly functional products like running shoes.
The primary benefit of being first isn't always commercial success. Instead, the ambition to be an innovator is a powerful tool for recruiting top-tier engineers and creatives. This cultural drive for leadership gives clarity to the internal roadmap and attracts talent that wants to build the future, making it a valuable recruiting tool.
Contrary to popular belief, simple isn't always better. On Running's CPO argues that overly simple products give consumers fewer opportunities to explore, learn, and feel like an expert. A degree of complexity allows users to "give it its own life," which can be a more powerful driver of adoption than a streamlined experience.
Control the product, not the message. On Running's CPO suggests brands can learn from high fashion's runway model: release a product and let the "jury" of critics and consumers create the narrative. This unfiltered approach builds more authenticity than a carefully crafted press release, even if the feedback isn't always positive.