This One Product Strategy Made Athletic Greens a Billion-Dollar Company
The power of a singular focus for outsized success
Is less actually more when it comes to product strategy?
The biggest and most sponsored company on YouTube right now has reached its billion dollar valuation on the backs of a single product.
Athletic Greens provides an intriguing case study.
The supplement brand achieved this by honing in on one core product aimed at one target audience.
No complex product lines or diverse customer segments — just green powder for health seekers.
This laser-like focus played a pivotal role in the company’s meteoric rise.
Should we all build a business around just one product?
Limiting your scope certainly enables greater specialization.
You can become intimately familiar with every aspect of your niche product and market. But specialists thrive when complemented by generalists — companies providing a wider value proposition.
The best solutions often combine simplicity with diversity.
Think of Apple.
