Chapter 4. Driving Curiosity and Awareness


Curiosity is the most powerful thing you own.

 --james cameron

"Why do socks always come in pairs of two?" asked Arielle Eckstut. "And why do they have to match? And be boring and plain? What if we did something completely different?"

This curious entrepreneur from New York launched and built Little MissMatched, an incredibly successful business that she originally conceived to sell socks to preteen girls. Most people crazy enough to enter this market would first think about sourcing socks from the lowest-cost factory in China and then figure out how to sell them to Walmart, twelve pair for a dollar. Arielle took a very different approach.

She began by thinking about socks from a user's perspective. ...

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