HBR On Strategy
Bringing Innovation to an Underserved Market
Apr 9, 2025
In this engaging discussion, Harvard Business School professor Rembrand Koning dives into Thinx's trailblazing journey in the feminine care market. He sheds light on the challenges posed by longstanding taboos surrounding menstruation that stifle innovation. Thinx's bold marketing flips stigma into an asset and promotes empowering women through groundbreaking products. Koning emphasizes the necessity of diversity in decision-making and highlights how changing cultural perceptions can open doors for new business strategies in neglected markets.
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Quick takeaways
- Thinx's innovative approach in marketing challenges societal taboos surrounding menstruation, transforming a stigma into a strategic advantage.
- The company's leadership shift emphasized the importance of structured processes and workforce diversity to effectively address evolving market demands.
Deep dives
Leveraging Taboos for Innovation
The feminine hygiene market has historically suffered from a lack of innovation due to social taboos surrounding menstruation. Many individuals feel uncomfortable discussing the subject, which has hindered market competition and innovation. Thinks, a company that offers period underwear, has turned this taboo into a strategic advantage by using provocative marketing to break the silence around menstruation. Their unique approach not only sparked consumer interest but also brought attention to the significant market potential, as a quarter of the world's population menstruates.
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