Hi all,
We’re introducing a new series to the pod! Introducing: HOW GOOD GETS GOOD.
Ever wonder how on earth magic happens? If you work for or on brands, likely 'how the f*ck did they pull that off' has left your lips more than once. How did the sausage get made, if you will. What's the secret sauce?
Not just one campaign, but about how great brands work. What's the org, what's the process, what got added or eliminated to make everything the brand puts out into the world happen?
That's what this podcast series will be about.
We’ve been talking about starting this series for a while. And then a couple of weeks ago, I was scrolling through LinkedIn and came across a brand building an ‘Alpha Zone’. Something I’ve predicted would get bigger in 2025. So, I slid into their DMs to fan girl and invited them to be the first brand on the series.
This brand hits on so many things I write about constantly in the letter, not just Alphas. The main one being our deep craving for connection and desire to socialize IRL.
Meet Moot
A new model for youth hospitality. A membership club created by teenagers, for teenagers.
Founders Cheryl and Paul, both parents of teens, met years ago, building brands for teens, such as Pot Noodle, Axe, and PlayStation. But as their kids become teens, and moved on from ballet classes and playdates, they, like many parents, noticed their teens gravitating toward the park, and worse, to their rooms and a phone. Gone were the places teens had to gather. And in crept loneliness.
But this isn’t a story about ‘teens shouldn’t have phones’. It’s a story of wanting to give them a place in society.
Parents have pubs, pilates, you name it. Teens have parks with no bathrooms, wet seats, and nothing to do.
In the UK, teens are 15% of the population. In the US, it’s 12.5%. That’s a very large group of very underserved people, whose parents’ purse strings are desperate for good use.
In the pod, we talk about why Moot started, the enormous appetite from tweens, teens, and parents for spaces like this, and what other brands should know about building for the oft misunderstood Alpha.
Enjoy!
Hit the links to skip to what strikes your fancy!
03:04 — What is Moot and why teens (and parents) are desperate for it.
06:08 — Meet Cheryl and Paul, the founders of Moot.
07:07 — Why society fears Alphas. But shouldn’t.
10:58 — Are sanctioned spaces inherently uncool?
17:20 — How Moot designed their space with teens.
22:00 — Parents hold the purse strings. Teens hold the influence. You need both.
24:47 — Trust your audience. Give them respect and they’ll give it right back.
28:42 — Advice for brands? No shock. It’s all about vibe.
31:08 — Brand partnership opportunities & not mollycoddling teens.
Thank you again to Cheryl and Paul for allowing us to pepper them with questions. And for dropping some amazingly British words we all need to be using more often.
If you’re a brand that loves what Moot is building, give me a shout and I’ll happily connect you. Or, even better, give them a shout directly.
And if you're building a brand, new or established, pushing things. Reach out! We’re planning our next edition of HOW GOOD GETS GOOD. chris@weareingoodco.com
Missed last week’s letter where I mentioned Moot? This way:
That’s all folx.
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
PS. If you prefer Apple, Spotify, or YouTube you can listen there too.
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