Talks at Google welcomes Larry Ingrassia, the author of BILLION DOLLAR BRAND CLUB. He explains the many ways that technology has leveled the playing field, and how these entrepreneurs seized the opportunity to do what would have been unthinkable a decade ago.

You probably know their names: Dollar Shave Club, Warby Parker, Allbirds, Glossier — to name a few. But just how did these and many other direct-to-consumer startups, mostly started by entrepreneurs in their 20s and early 30s, manage to build new consumer product brands against the odds by taking on much bigger, long established rivals? What did they see that others missed? What were the ingredients of success, and what does it say about the changing consumer product landscape?

Moderated by: Michelle Behr

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