#88 Eight Sleep: On Sleep Fitness, Sleep Technology, and Category Creation | Alexandra Zatarain, Co-Founder & VP of Brand and Marketing

In Episode #88, we explore sleep fitness, sleep technology, and category creation. We’re joined by Alexandra Zatarain, co-founder and VP of brand and marketing of Eight Sleep. We cover the importance of consistent data for innovation, brand vs. category, and Eight Sleep's vision of the future of sleep fitness. “Sleep unlocks life, it unlocks health, it unlocks it longevity. It is the most important pillar of health.” – Alexandra Zatarain EPISODE GUIDE (LINKS, QUOTES, NOTES, AND BOOKS MENTIONED) https://www.danielscrivner.com/notes/eight-sleep-sleep-fitness-category-creation-alexandra-zatarain-spotlight-show-notes  FULL TEXT TRANSCRIPT https://www.danielscrivner.com/notes/eight-sleep-sleep-fitness-category-creation-alexandra-zatarain-spotlight-transcript  CHAPTERS This episode is our definitive guide to building a sleep fitness brand. In it we cover: (00:00:00) – Introduction (00:02:06) - The Eight Sleep origin story (00:09:32) - The Eight Sleep product (00:14:02) - Sleep research and development (00:18:29) - The importance of consistent data for innovation (00:22:45) - Competition and category creation (00:28:51) - Brand vs. category (00:32:45) - Sleep fitness as a brand and movement (00:43:05) - Benefits and pitfalls of working on a physical product (00:49:55) - Eight Sleep's vision of the future ABOUT EIGHT SLEEP Eight Sleep is famous for their Pod Pro mattress and Pod Pro mattress cover, which are used by everyone from three times NBA champion, Danny Green, to CrossFit games champion Justin Medeiros. Eight Sleep's Pod Pro mattress can heat and cool both sides of the bed separately while capturing incredibly high fidelity sleep data, and even waking you up with a subtle vibrational alarm each morning.  💌 FREE NEWSLETTER https://www.outlieracademy.com/newsletter 🎙 LISTEN ON iTunes: https://podcasts.apple.com/us/podcast/outlier-academy/id1523851182 Spotify: https://open.spotify.com/show/58edVNgqaPNaCSGSxM6pef?si=88f37a5d20434775 Overcast: https://overcast.fm/itunes1523851182 ABOUT OUTLIER ACADEMY Learn timeless lessons on work and life from iconic founders, world-renown investors, and bestselling authors. Outlier Academy is the forever school for those chasing greatness. Past guests include Gokul Rajaram of DoorDash, Scott Belsky of Benchmark and Adobe, Joey Krug of Pantera Capital, Mark Sisson of Primal Kitchen, Luke Gromen of The Forest for the Trees, and Brian Scudamore of 1-800-GOT-JUNK. Website: https://www.outlieracademy.com Twitter: https://www.twitter.com/outlieracademy ABOUT DANIEL SCRIVNER Outlier Academy is hosted by Daniel Scrivner. Over the last 15 years, Daniel has led design teams at Square and Apple, turned around a $3M+ ARR SaaS business, and invested in more than 100 companies. He launched Outlier Academy in 2020 to learn from the world’s best founders, investors, authors, and peak performance experts. Website: https://www.danielscrivner.com Twitter: https://www.twitter.com/danielscrivner Learn more about your ad choices. Visit megaphone.fm/adchoices