GLOSSIER AND DISHOOM'S ROYA SHARIAT ON BUILDING BRANDS, FOLLOWING YOUR CURIOSITY, AND DESIGNING AN UNCONVENTIONAL CAREER

Summary from the TLDR Marketing newsletter

Glossier used direct customer feedback to shape products, then expanded that customer-first approach into its brand positioning. Dishoom takes a similar approach to scaling, focusing on preserving the core experience rather than optimizing for growth alone. For new brand ideas, Roya recommends testing scrappy versions instead of waiting for a perfect strategy. She also uses data to pitch new ideas, pairing consumer insights with a clear business case.