Fulton recently launched a new line of sustainable footwear insoles that offer customized arch support and comfort to help prevent injury and pain. Here, cofounder Libie Motchan describes how she has overcome stigma, educated consumers, and designed a more appealing product to attract consumers.
Here are six ways in which the Fulton cofounders made their “unsexy” brand more appealing to consumers:who had created brand identities for other companies in similarly stigmatized categories, for example using bright colors.We are actively working to destigmatize the categoryWe are striving to become a resource for problems
like plantar fasciitis, lower back pain and heel spurs. These are common problems that consumers experience, but don't discuss openly, so they often feel alone and confused and don't seek out help.. The insole industry has been degraded by products made from gels and foams, which are neither supportive nor sustainable. We innovated around the design, materials and function.– cork, vegan cactus leather and natural rubber foam. These are not traditionally used in insoles.
Motchan says she always knew that she wanted to start a business. “Since I received my first allowance, I was a thoughtful hustler. I opened up lemonade stands in the summers and hosted bake sales after school. Eventually, I started a business on eBay when I was in sixth grade. I enjoyed working for myself and the creativity involved in building a business. Furthermore, as the child of immigrant parents who were both business owners, I never felt tied down to traditional career paths.
These days, Motchan feels blessed to be running a company that solves a problem for consumers that she personally has dealt with. Poor insoles caused her pain throughout her body. “I have the opportunity to educate others and help them prevent pain in the future. Nothing feels better,” she says. To other people looking to tap into their life purpose, Motchan offers this advice. “Follow your heart and don’t be afraid of failure. Your career can be an incredible source of value and meaning if you do something that moves you – so you should! You work for so many hours of the day. You might as well enjoy what you do.”
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