#63: How to Create Transformational Brands, Featuring the ’Friendly Founder’ of Hello, Craig Dubitsky

Craig Dubitsky is one of the most creative minds in consumer goods, with a proven track record for identifying and exploiting gaps in competitive markets. He is the "Friendly Founder" of Hello — the “naturally friendly” oral care company whose products are vegan, never tested on animals, and made in the USA. Prior to Hello, Craig cofounded Eos, a women’s personal care brand known for its ubiquitous lip balm. He also served as SVP of Venture Development at Simon Property Group, leading the initial investment in Method Products — a manufacturer of biodegradable natural cleaning supplies, which was named the 16th “most innovative company in the world” by Fast Company in 2008. Craig himself was named to Advertising Age's Creativity 50 as one of the “Most Influential and Innovative Creative Thinkers and Doers” in 2014. In this conversation, Craig shares the story of how he founded Hello, and offers advice from his transformative career. Please enjoy our conversation with Craig Dubitsky.