How The Woobles Built a Cult Brand: Product, Not Marketing
OPERATORS
· with Justine and Adrian
· March 26, 2026
· 87 min
Summary
The Woobles' journey proves that passion and product innovation trump traditional market analysis. By focusing on the 'Fiero' – the joy of triumph in learning a new skill – they defied expectations, scaling a niche hobby into a multi-million dollar business. This episode is a masterclass in building a cult brand by understanding and serving an unmet emotional need, rather than chasing perceived market gaps.
Key takeaways
Identify and serve an unmet emotional need, rather than solely focusing on problem/solution frameworks. The Woobles succeeded by selling the 'joy of triumph' (Fiero) in mastering a new skill.
Prioritize product and customer experience over immediate monetization or traditional marketing. The Woobles initially focused on strong product design and user experience, leading to organic growth and brand loyalty.
Don't be afraid to challenge conventional career paths. The founders left high-paying, 'dream' jobs at Google to pursue a passion, highlighting the importance of personal fulfillment in entrepreneurship.
Embrace iteration and failure. The Woobles' journey from passive income ideas to a successful business involved many failed attempts, emphasizing perseverance and adaptability.
Focus on delivering genuine value and a compelling narrative, rather than relying on aggressive marketing from the outset. Their Super Bowl and Shark Tank appearances were a result of a strong brand, not the cause of it.
Themes
brand buildingcustomer experienceentrepreneurshipproduct market fit
Operators Titans is brought to you by AppLovin. Get access to the Operators channel expansion playbook, online masterclass, and up to $5k in ad credits here: https://www.9operators.com/paid-growth Or, skip the waitlist and launch your AppLovin ads today with our Operators-exclusive link: https://axon.ai/en/9operators Can you build a beloved consumer brand around the joy of making something with your hands? Matt Bertulli and Mike Beckham sit down with Justine Tiu and Adrian Zhang, Co-Founders of The Woobles — a crochet kit brand born from a personal journey through burnout, self-discovery, and a Brooklyn apartment full of hand-stamped packaging. What started as a side hobby became a business with Super Bowl airtime, a McDonald’s Monopoly partnership, and a spot on Shark Tank … where they walked away from every deal. The conversation covers the concept of “fiero” — the feeling of doing something you once thought was impossible — and why that idea sits at the core of everything The Woobles makes. Justine and Adrian discuss the brutal lessons of being listed as Joann Fabrics’ largest unsecured creditor, how iOS 14 forced them to rethink channel strategy, why product obsession beats marketing strategy, and what it’s like to build a company, a marriage, and a family all at the same time.
Identify and serve an unmet emotional need, rather than solely focusing on problem/solution frameworks. The Woobles succeeded by selling the 'joy of triumph' (Fiero) in mastering a new skill.
What does this episode say about customer experience?
Prioritize product and customer experience over immediate monetization or traditional marketing. The Woobles initially focused on strong product design and user experience, leading to organic growth and brand loyalty.
What does this episode say about entrepreneurship?
Don't be afraid to challenge conventional career paths. The founders left high-paying, 'dream' jobs at Google to pursue a passion, highlighting the importance of personal fulfillment in entrepreneurship.
What does this episode say about product market fit?
Embrace iteration and failure. The Woobles' journey from passive income ideas to a successful business involved many failed attempts, emphasizing perseverance and adaptability.
What does this episode say about brand building?
Focus on delivering genuine value and a compelling narrative, rather than relying on aggressive marketing from the outset. Their Super Bowl and Shark Tank appearances were a result of a strong brand, not the cause of it.
