How to Build a DTC Brand People Actually Trust (Not Just Buy From) with Eunice Byun @ Material Kitchen

She left Goldman Sachs and Revlon to sell kitchen tools. Eight years later, she voluntarily killed her best-selling cutting board because new research showed she could do better for customers.That's Eunice Byun, founder of Material, and this conversation is one of my favorites.While everyone's chasing growth hacks and viral moments, Eunice is building an "old soul" brand. Human customer service. Thoughtful design. Products you actually reach for every day. And a lifetime warranty that's just "reach out and we'll help.”We talk about why she only designs the must-haves (not the nice-to-haves), how she's built 8 years of loyalty through word-of-mouth instead of ads, what happened when she hid her pregnancy for 6 months at a startup, and why being a mom made her a BETTER founder.In this episode:• The moment Eunice knew she had to leave corporate and bet on herself• Why Material only makes products that pass the "reach for it daily" test• How she partnered with materials scientists to redesign a hero product from scratch• Why word-of-mouth creates stickiness that ads can't buy• What her daughters taught her about grace, empathy, and leadership• The "dance of the kitchen" philosophy behind every design decision• How to build customer loyalty that actually lasts (hint: it's not about transactions)This is for anyone building something different and wondering if "different" is good enough. Spoiler: it is.