Would your father buy your product if not for a paternal reflex to support his child?
Without intending to conduct such a personal proof-of-concept experiment, Matt Meeker, president and CEO of Bark & Co., found out that for his dog-themed subscription service BarkBox, the answer is yes.
"The first four or five months into this thing, we had just a couple hundred customers," he recalls. "I come in one Sunday and see my dad has signed up and paid for a subscription—and he had no idea it was my company. He found it through Facebook and signed up because he thought it was great. That was the moment when I said, 'This is something we've got to do. This is big.'”