The most durable brands don’t just compete; they transform their categories. This episode explores how to identify the unexamined assumption inside an ordinary product, make it visible to consumers, and build an aspirational brand around the new standard. It features Holly Thaggard, who transformed sunscreen from a beach-day afterthought into a daily wellness ritual at Supergoop and is now applying that same playbook to disrupt the bottled water category with WaterOuai.