The Vault
Every teardown, grouped by what it teaches.
7 of 7 teardowns shown. 5 clusters. Filter by what you're working on, or browse by what's working.
Lighthouse teardowns
The ones worth studying first
Founder POVLiquid Death·Beverage / DTC
Murder your thirst.
Why it's here — Sells a commodity product (water) by attaching a personality most brands in the category run from.
MetaVideoPattern interrupt
DemonstrationHims & Hers·Health / DTC
Take the assessment.
Why it's here — Replaces 'buy our product' with 'take an assessment' — the diagnostic IS the conversion mechanism, not a step toward it.
MetaVideoDemonstration
Identity confrontationOura·Health & Wellness
Your sleep score isn't lying. You are.
Why it's here — Stops selling features and starts selling the gap between how you feel and how you actually are.
MetaUGCBold claim
Pattern interruptRidge·Accessories / DTC
George Carlin was right about your wallet.
Why it's here — Borrows credibility from a cultural reference, then mocks the current state instead of selling the new state.
MetaVideoPattern interrupt
