Consumer Platforms are the biggest categories.
They're rare, and the industry has forgotten how to even do them.
But when they work, they are unlike anything else.
Consumer products can grow at compounding rates with no ceiling.
The addressable market is approximately everyone.
If you have a hit with juice, it can spread to insane heights.
This is a kind of vertical potential.
Platforms grow at compounding rates based on the power of a broad ecosystem.
Together, the power is unstoppable.
A consumer product requires finding a hit.
A consumer platform creates the environment for hits to emerge.
Then, the platform gets catapulted every time a hit emerges.
For a new consumer platform to take off, the stars have to align just so--a generational event.
An entity has to be positioned at precisely the right place and poised to capitalize on it.