20Product: On Running's CPO on How to Create Emotion Through Product | Why 99% of Products Fail and How to Create Cults Around Products | The Biggest Product Mistakes On Have Made & Lessons Learned with Gérald Marolf

What It Covers

On Running CPO Gérald Marolf explains how physical products create emotional connections, why 99% of products fail, and lessons from building cult brands.

Key Questions Answered

• •Product Emotion Engineering: Create slight discomfort that challenges consumers - like perfume's mysterious appeal or gaming console button sounds that trigger emotional responses beyond rational function.
• •Physical vs Digital Risk: Physical products require different strategy than digital - once shipped, you cannot iterate or change them, forcing earlier commitment to design decisions.
• •Customer Listening Balance: Listen extensively but don't always implement feedback - On regretted following customer demand for hybrid sports-lifestyle products that compromised both performance and style.
• •Brand Personality Clarity: Avoid athleisure middle ground that creates product compromises - focus on clear intent like pure performance or pure fashion rather than hybrid approaches.