Let’s talk about falling in love.
No, not the rom-com kind –this kind may actually last longer for a lot of people.
Just as love involves putting your partner’s needs before your own, successful businesses often find their greatest triumphs when they fall deeply in love with their customers’ outcomes.
This isn’t about fleeting infatuation or surface-level attraction; it’s about a deep commitment to understanding and fulfilling the desires of those you serve.
Warby Parker is a great example of this philosophy. Born from frustration with the eyewear industry’s shortcomings, the company’s founders didn’t just identify a problem – they fell in love with the idea of solving it for millions of people and turned it into a $1.7 billion business.
Warby Parker wasn’t born in a boardroom or crafted by seasoned industry veterans.
Four friends sparked the idea for the company when they realized that buying glasses was a pain in the neck. Glasses were too expensive, and the buying experience was annoying and, for some, embarrassing. But instead of just complaining, these guys decided to do something about it.
In a recent interview, two of the co-founders, Neil Blumenthal and Dave Gilboa, explained how Warby Parker’s journey began during their first week of business school in 2010. Gilboa had just lost his glasses and was shocked to discover that replacing them would cost more than buying a new iPhone. When he talked to his friends about it, surprise, surprise, he found that they had similar problems with the eyeglass buying experience.
Recognizing that they weren’t alone in their dissatisfaction with the eyewear market, the four friends set out to create a solution. Their vision was simple yet revolutionary: design stylish glasses that they themselves would want to wear and sell directly to consumers online. This direct-to-consumer model allowed them to eliminate middlemen and unnecessary markups, passing the savings on to their customers.
This wasn’t just about spotting a market opportunity; it was about empathy.
They had felt the pain of overpriced eyewear firsthand and were determined to create a solution that would genuinely help people.
But here’s where it gets really interesting. When the team asked their friends for feedback, they realized that many of them didn’t like the idea of shopping for something as personal as glasses online. They didn’t understand how they’d make sure the lenses would fit.
That moment could have been a major setback. After all, their initial idea was to sell glasses online at a fraction of the usual price. But instead of pushing forward with their original plan, they listened.
They took the feedback to heart and went back to the drawing board.
The result? Blumenthal explained, “That’s where we came up with this idea for a home try-on, wherein we ship people five pairs of glasses to try on. If there’s a pair you like, then we put in prescription lenses.”
This innovative solution wasn’t part of their original business plan. It emerged because they were truly listening to their potential customers, understanding their concerns, and working to address them. They were falling in love with the outcome of their customers, not just with their initial idea.
A second setback occurred when they presented their initial idea of selling $400-quality glasses for just $45 to a pricing expert professor. They were met with immediate skepticism. The professor warned them that such a low price point wouldn’t be believable to consumers and could potentially undermine their brand. This feedback led them to conduct extensive market research, ultimately landing on the $95 price point that has become a hallmark of their brand.
The decision to underprice Warby Parker’s glasses was a prime example of the importance of seeking expert advice. While it might seem intuitive that consumers would prefer a lower price, the reality is often more complex. Pricing is a delicate balance that can significantly impact a business’s success. Expert guidance can help businesses navigate these complexities and make informed decisions.
In the case of Warby Parker, the pricing expert’s advice was instrumental in preventing a potential misstep. By pointing out the risks associated with underpricing, the expert helped the founders understand the long-term consequences of their initial plan. This guidance allowed them to make a more informed decision and ultimately choose a pricing strategy that better aligned with their brand’s positioning and target market.
Warby Parker has built a thriving business model by mirroring the key elements of a romantic relationship. Just as in a successful partnership, they prioritize communication, understanding, adaptability, and mutual growth.
It’s about listening intently, being willing to pivot when necessary, constantly seeking ways to provide more value, and always keeping the customer’s best interests at heart.
Here’s how they’ve applied these principles:
Mutual Understanding
Just as a person in love wants to know their partner’s favorite color, song, or secret dream, Warby Parker was laser-focused on understanding their customers’ preferences, needs, and concerns. They’re not just selling glasses; they’re building a relationship based on mutual understanding and respect.
Transparent Pricing
Love isn’t built on grand gestures alone, but on a foundation of honesty and transparency. Like a partner who’s always upfront about their feelings and intentions, Warby Parker maintains crystal clear communication about their pricing structure. No hidden fees, no gimmicks – just straightforward honesty that builds trust and deepens the connection with their customers.
Evolving Business Model
As any long-term couple knows, relationships require flexibility and adaptability. Warby Parker embodies this principle by continuously evolving their business model to meet changing customer demands. Opening physical stores in addition to their online platform is like a couple adjusting their living arrangements to accommodate each other’s needs – it’s all about finding what works best for both parties.
Continuous Improvement
In the best relationships, both partners are committed to personal growth and supporting each other’s aspirations. Warby Parker mirrors this by constantly seeking ways to improve their products and services. It’s as if they’re saying to their customers, “We want to be the best version of ourselves for you.”
The Value of Expert Guidance
Just as a couple might seek the advice of a therapist or an older couple to navigate challenges in their relationship, businesses can also benefit from expert guidance. In the case of Warby Parker, their decision to underprice their glasses initially was a misstep that could have had significant consequences. However, by seeking advice from a pricing expert, they were able to identify the potential pitfalls of their plan and make a more informed decision.
Loyalty
The deepest loves stand the test of time. By investing in their customers’ well-being and knowledge, they’re building a connection that goes beyond a simple transaction.
Their journey shows us that when a company truly falls in love with creating positive outcomes for its customers, it can not only disrupt an industry but also create a brand that resonates deeply with people and makes a real difference in the world.
Don’t just fall in love with your product or your initial idea. Fall in love with your customers’ outcomes.
Be willing to listen, adapt, and work tirelessly to win your customers over.
Because when you do, you might just change an entire industry – and improve countless lives in the process.