Good Time won beauty awards at Allure and Vogue, had loyal customers and was growing. Who Gives A Crap shut it down anyway, because every brief for it sat next to a brief worth a hundred times more. “You would never work on this.”
Danny Alexander co-founded the toilet paper company that gives away half its profits, and tells Elizabeth Gore why a brand that was working still had to go, what happened the week the sales line went vertical in 2020, and why ten thousand mislabelled boxes shipped with a whoopee cushion inside.
Featuring
Danny Alexander, Co-Founder and Chief of Product and Purpose, Who Gives A Crap
Presented by Block Advisors, built by H&R Block.
Timestamps
0:00 The day the sales line went vertical
0:37 Tax break: The Fed moved a quarter point
2:43 Chief of PP, and the title he picked for the acronym
3:03 A co-founder sat on a toilet for 50 hours
3:38 Nobody would fund a low-margin brand giving away half its profits
5:28 Why the wrapper is designed to be left out on display
5:50 Stealing hotel toilet paper in the Peace Corps
6:32 Two billion people have no toilet
7:30 The sanitation graveyard in Ghana
9:06 Bootstrapped to 2021, then they picked their investors
10:05 Moving every global role into one time zone
12:22 The toilet paper panic, and selling out
12:47 The apology ad you could tear off and use
13:17 They could not get into retail, so they built a website
14:32 The dirty unicorn: Ten thousand boxes labelled wrong
15:07 The Whoops Edition, and blaming Phil
16:23 The artifact: A bar of shampoo from a brand they killed
17:17 Why a brand that was working still had to go
19:18 His small business shout-out
21:56 Tax break: What happens if you file late
#WhoGivesACrap #DTC #consumerbrands #founderstory #TheBigIdea #YahooFinance
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