Michael Wieder disrupted a $10B industry not by solving a problem, but by solving a feeling – ”overwhelmed.” Michael is the Co-Founder of Lalo, a thriving D2C brand that makes modern day baby and toddler products. He started the company when he noticed a disconnect between legacy brands and consumers in the baby gear industry. By going to stores where expecting parents shopped, Michael learned his target audience’s exact feelings, allowing him to build a brand identity and product line to meet his ideal client’s desires. In today’s episode, you’ll hear Michael share specifics on the boots-to-ground research he did to shake up a long-standing industry, how being an outsider to your market can be a benefit, and how Lalo has raised tens of millions while primarily avoiding traditional VC funding and staying under 20 full-time employees.   Want the Full Show Notes? To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/6 Rate & Review If you enjoyed today’s episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device. Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/  Get The Podcast on: APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308 SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1