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Brand Experience: Harnessing Emotion to Drive Success with Purple’s CMO Alex McArthur (#004)

I want the right people on the bus and I want them to be empowered to fail quickly. And if they make mistakes, we course correct. The key is having the right people and giving them the freedom to test and fail.

Welcome to the the 97th Floor Mastermind Interview Series where each week we sit down with one of the makers, thought leaders and visionaries behind the biggest and/or up-and-coming brands around. We talk about everything from business and marketplace insights to personal journeys, successes, failures and legacy.

In this episode we’re speaking with Chief Marketing Officer at Purple, Alex McArthur. If you’re familiar with Purple then you’re likely familiar with, and a fan of, their Goldilocks How to Use a Raw Egg to Determine if Your Mattress is Awful video. This video, and many more like it, is among the tactics Alex has used to help Purple grow from a $6 million dollar startup in 2015 to a more than $200 million dollar industry disruptor. Alex has a long history in all things online and search engine optimization. It was his desire to hone his craft for overall marketing strategy while utilizing his gift for data and analytics that led him to jump into a new company, in an old industry, and attempt a revolutionary approach to sleep and other comfort products. In this Mastermind interview, we talk about nurturing a tribe, continual testing and never being too satisfied with past achievements. Let’s jump in!

Show Notes

1:02 About Alex

2:29 Purple and its unprecedented growth

3:39 Differentiated in a crowded marketplace

4:20 The development of the The Raw Egg Test video

7:30 Growing at an unprecedented (and unanticipated) pace

8:16 The pressure for wins

8:40 Breaking down the myth of viral and the formula for scaling

10:20 Alex’s guiding principles for hiring and retaining exceptional people and talent

16:09 Leadership style

18:22 Metrics for autonomy

23:10 Being an industry disruptor

24:30 Continuously honing one’s craft

28:00 Having a tribe and building a network

31:45 What keeps Alex up at night?

33:01 Silicon Slopes and what’s happening in the new tech hub

Links and Resources Mentioned

Learn more about Purple

Purple How to Use a Raw Egg to Determine if Your Mattress is Awful video

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Thank You For Listening!

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Shante Schroeder

Shante is the Director of Marketing & Communications at 97th Floor.

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