Laura Modi

Laura Modi is the founder and CEO of Bobbie, the first USDA organic infant formula company to successfully challenge the US incumbent formula market (Abbott, Mead Johnson, Nestlé). She previously worked at Airbnb in early operations roles. Bobbie was notable during the 2022 US infant formula shortage for the strategic decision to stop accepting new customers in order to protect its existing subscriber base.

In the wiki

• Laura Modi on Bobbie, Brand Building in CPG, and the Slowth Strategy — Airbnb lessons applied to Bobbie, the slowth strategy, manufactured deadlines, brand building, D2C and content + community + commerce

Key concepts

• Slowth: slowing acquisition growth deliberately to preserve quality of service and trust with existing customers
• Manufactured deadlines: creating external commitments before the product is ready to force a ship-or-refine decision
• Storytelling as product strategy: borrowed from Airbnb; stories build supply-side behaviour, not just brand awareness