Pivot market categories like an Ember PMM

Episode notes

Here's the truth about meaningful growth: you either sell more of your current product to more people, or you build something entirely new to attract fresh customers. The second path is where innovation meets strategy, where positioning becomes an art form, and where go-to-market plans can make or break your future. Today's story centers on Ember - yes, those temperature-controlled smart mugs you've seen at Starbucks - but here's the twist: they didn't stay content as a coffee mug company. This episode unpacks exactly how Ember executed their bold leap into an entirely different category, chasing new audiences with completely different products. I'm joined by Daniel Alvarez, who's led product strategy at Ember, Dole, and Jacuzzi, bringing that rare mix of engineering depth and business acumen. Also with us is Connor O'Neill, who's spent over a decade crafting brand stories that genuinely resonate with luxury customers, from Ember to Babylist and Jaguar Land Rover. Daniel and Connor reveal the four critical moves that transformed Ember's market expansion from risky gamble to roaring success.

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