The Disruption of Glasses

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I was producing glasses where people were living less than $4 a day, but on the same production lines were some of the biggest names in fashion. Every brand is a promise that something you're paying for will be reflected in a positive customer experience. Once customers feel like they're not getting that payoff, they become dissatisfied. Any category that starts insulating itself from the user's experience becomes a category ripe for disruption.

Some aspects of your brand will be defined by what customers tell you; others, by what you tell them. In their stories of how they scaled Warby Parker from scrappy e-commerce site to comprehensive eyewear and eye care juggernaut, co-founder and co-CEOs Neil Blumenthal and Dave Gilboa give a master class in how to articulate crystal-clear brand values while also building and iterating based on fast customer feedback. Their lesson? Branding isn’t static. It’s a conversation.

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