"You Ask Your Customer What They Want, and They Don't Even Know"

Jessica isn't your ordinary CEO. Originally an interim consultant she took over the leadership role while the company was busy expanding category and overextending itself. Under her leadership, Jessica turned around State Bags by making strategic bets on the customer journey, learning who the customer is, adjusting their internal understanding of their customer (who she is rather than who they want her to be) and guiding the customer to products they _need_ rather than asking them specifically what they want. In this interview Jessica goes deep on how to form strategic partnerships and expand category with wisdom while avoiding micro-trends which can put into difficult inventory positions.