Evan Spiegel launched Snapchat's new Specs AR glasses, and within 48 hours Snap had lost 2 billion dollars. Yes, with a B.
This week I get into the Snap Specs launch... the keynote, the $2,195 price tag, and why everyone online blaming the "ugly" glasses has it completely wrong.
I break down the actual reason Evan Spiegel's launch tanked (it isn't the design, and it isn't the cost), then I rebuild the entire campaign the way I'd have run it.
(Miranda Kerr, you're so welcome.)
Then in Dirty Business, I get personal about my "bad audio."
A friend literally gasped when I admitted my podcast audio wasn't perfect. So I'm unpacking why I hit publish anyway, and the one thing that's quietly grown this show to number one in multiple countries while I spent 10 months getting around to the curtains, the carpet and the sound.
→ Why Evan Spiegel's Specs keynote led with features instead of feelings... and the buyer psychology mistake that sank the launch
→ How Apple beat Microsoft in the early 2000s with identity-first marketing, and why people buy who they become, not what a product does
→ The celebrity-seeding FOMO tactic that turned an unknown bikini brand into a sell-out, and how to borrow it with zero ad budget
→ Why a $2,195 price tag isn't the problem (people queue for $2,000 sneakers... it's never about cost)
→ How "start before you're ready" took an imperfect podcast to #1 in multiple countries in 10 months
→ The perfectionism trap that quietly handicaps your launch, your email list and your content
Check out my website HERE
Podcast host: Marisa Twentyman, website copywriter for brands that don't do boring, founder of Dirty Chats, and wannabe PR specialist to the stars.
