In this conversation, Bora chats with Sarah O'Leary, CEO of Willow. We dive deep into how a revolutionary product transformed an entire industry by putting mothers' needs first. Sarah shares the fascinating journey of how Willow created the world's first all-in-one in-bra wearable breast pump, shifting from clunky wall-tethered devices to a sleek, mobile solution that's changed how women experience postpartum life.For brand builders, this episode offers invaluable insights into:How starting with user needs rather than technology led to groundbreaking innovation in a stagnant categoryThe power of authentic community building with the "Willow Moms" community who became passionate brand advocatesNavigating the pricing challenge: How women willingly went from $0 insurance-covered pumps to paying $499 out-of-pocket for superior technologyThe evolution of digital marketing strategy as platforms shift (from Facebook to TikTok) and the return to traditional brand advertisingFinding the right balance between AI efficiency and human connection in customer serviceBuilding strategic partnerships to expand your brand's ecosystem without diluting focusThe importance of advocacy work alongside product development to drive meaningful industry changeSarah also discusses how Willow's customer-centric philosophy has shaped their product development, their approach to working with influencers like Ashley Tisdale, and why they've chosen to focus deeply on the postpartum journey rather than expanding beyond it. For entrepreneurs and marketers looking to disrupt categories through meaningful innovation, this conversation provides a masterclass in building a brand with purpose.

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