The Vault
Every teardown, grouped by what it teaches.
2 of 7 teardowns shown. Filtered view — clear filters to browse by cluster.
Identity confrontationLululemon·Apparel / DTC
We made it for you.
Why it's here — Sells identity-first, product-last. The product is 2 seconds at the end; the other 28 are about who the buyer aspires to be.
MetaVideoFounder POV
Social proofAthletic Greens·Supplements / DTC
What I take every morning.
Why it's here — Spends UGC money to look unproduced — turning low-production into the differentiator.
MetaUGCFounder POV