Candid—Founder & CEO, Nick Greenfield

10/01/20 • 35 min

Nick created Candid for a personal reason. He needed to straighten his teeth but was presented with a market full of limited, outdated options. He wanted something more affordable that fit into his busy lifestyle.

Through his work with his Cheif Dental Officer, who has nearly thirty-five years of experience in the industry, Candid could provide something unique in the oral health space, a high-quality aligner with remote monitoring at a fraction of the cost. They set out to shake up an outdated industry and bring it into the present.

Nick talks about his experiences with Lyft and how that experience helped guide his first few years with Candid. From how to staff the initial team - what experts to bring in and why they wanted to start with the 10,15, 20-year experience executives - to when he knew it was time to expand the team.

One of the most exciting parts of this interview is how they signed Simone Biles as their spokesperson. Nick covers why she was the absolute perfect person for not only the brand but the audience serve, and his team.

Previous Episode

Fix My Churn—Founder & CEO, Val Geisler

Val runs Fix My Churn, and they work with brands to... fix churn. And the main channel she uses for onboarding and customer communication is email. Lots of other great channels, but that's the main one.

Don't pit acquisition and retention. They're friends. Marketers need to learn to split their focus, and adjust it at different times throughout the year. And if you don't know how to approach your retention, ask yourself what you'd do if you could never acquire another customer again. I love that question.

I also appreciate the dinner party approach to building welcome and onboarding email sequences. Val calls it the dinner party strategy, and you can get her full guide for free.

If you don't follow Val on Twitter, you're missing out. Connect with her.

Next Episode

The Passion Economy ft. Web Smith and David Perell

Two giant ecommerce thinkers had a conversation—and it was epic! Join Web Smith and David Perell as they discuss everything from creator marketing to building a brand community.