20Product: On Running's CPO on How to Create Emotion Through Product | Why 99% of Products Fail and How to Create Cults Around Products | The Biggest Product Mistakes On Have Made & Lessons Learned with Gérald Marolf

In this episode of 20 Product, Harry Stebbings interviews Gerald Merrills, CPO at On Running, about product development and strategy. Gerald shares his early fascination with product through perfume, emphasizing the emotional connection products create. They discuss balancing performance and style in On's products, addressing the challenge of appealing to both serious runners and casual wearers. Gerald reflects on listening to customer feedback, particularly in the context of the athleisure trend and the brand's tennis strategy with Roger Federer. The conversation explores the importance of brand DNA, the longevity of celebrity-endorsed brands, and the balance between innovation and market needs. They also touch on product messaging, the need for a hero product, brand loyalty, and competitive brand personalities, and the episode concludes with a quickfire round covering various product-related topics and reflections on past mistakes.