Executive Briefing

The audacity of launching now

Tradeoffs abound.

One of the themes I’ve kept coming back to is the incredible improvisation that many businesses — especially small businesses — have been doing in the face of an invisible health threat, constant changes in supply and demand, shifting regulations, etc.

Two months ago, I briefly mentioned All Time, a neighborhood restaurant I love in Los Angeles that quickly repurposed to offer takeout, delivery service, and groceries.

While many restaurants have closed, All Time has remained open, adapting and tweaking the formula. GQ’s Zach Baron has published a piece detailing the restaurant’s past couple of months, including plenty of insecurity and questions about what the new normal looks like.

It’s a good example of resilience and a reminder that all businesses are people first.

***

But what about launching new businesses or products? Is that a good idea?

While the situation is unusual, everyone still needs stuff — food, supplies, entertainment — and in some cases, it’s different stuff than they needed before. Therefore, there’s a big opportunity to provide — or invent, or pivot toward — new products and services, especially if they’re even more fine-tuned to today’s needs and realities.

One example is Keeper, a new hand soap brand that debuted its direct-to-consumer e-commerce store last month, accelerating from a launch planned for sometime later this summer.

The New Consumer Executive Briefing is exclusive to members — join now to unlock this 1,300-word post and the entire archive. Subscribers should sign in here to continue reading.

Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

Join: $200 / Year Join: $60 / Quarter More Options