YouSaid · the spoken record

Mark Rosenzweig

lines on the record: 82
first: 2025-07-07
most recent: 2025-07-07
sittings or episodes: 1
sources: podcast

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“I mean, you know, I'm really excited about our beauty business. I think the roadmap that we have coming out in hair and skin, I have two 20-something year old daughters. That's just a category that like for me, I have a lot of passion for. My wife is a beauty enthusiast. So I'm really excited about what we're doing in beauty. On the ninja side, look, I'm really excited by what we're doing in the kitchen to bring things to consumers that just makes their homes and their lives better. I mean, I think what we're doing with the Lux Cafe, you know, is incredible. I mean, for the consumer to be able to get drip coffee and ice coffee and espresso and, you know, to be able to froth hot milk and cold milk and dairy milk and non-dairy milk, I think we're doing that in coffee. I think we're doing that in slushies. I think we're doing that in ice cream. I think we're doing that in cooking. So, you know, I'm just so excited.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Social media is one place. I mean, the point is that how are we part of culture? Culture could be experiential events. Culture could be movies. Culture could be TV shows. Culture could be outdoor, out of home. You know, listen, I'm fascinated by what LVMH has done on the corner of Fifth Avenue and 57th Street. I mean, their stores under construction. They cover the entire store in Louis Vuitton suitcase. And you've got people on every corner that are snapping content there in front of it. So again, I think it's about being relevant where the consumer chooses to ingest content.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Me as a consumer, I mean, I'm consuming content in lots of different ways. I mean, I have my, you know, Apple News feed that I open up in the morning. I have my Bloomberg subscription that I open up in the morning. I mean, I think it's about I've got options. I don't have to open up Instagram. I don't have to open up TikTok. You know, I can open it up just for the purposeful things that I want to open it up for, you know, but there are lots of other ways that I can get information. So I think it's really up to the consumer to make that decision. I mean, I'll give you a great example. I mean, you know, just put the Shark Ninja brand on Brad Pitt's race car in the Formula One movie. We never thought about investing in Formula One in the past. We never thought of investing in movies in the past. But, you know, we were just at the premiere on Monday. And, you know, it's an incredible placement that Shark Ninja has. So, you know, so.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“We want to be relevant wherever the consumer is engaging and consuming content. We want to be relevant wherever the consumer is choosing to shop. I think that it is the error of any consumer products company to not go where the consumer is going. I think if you head off to a different place where the consumer is not and you just hope that the consumer will go there. I understand.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Well, you know, what happens if TikTok gets banned? The content creator community is here to stay. Know this is going to become great for the content creator community, but it is going to have a situation where those that are doing great work are going to get paid more and those that aren't we're going to have to work to reinvent themselves.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Know it goes back to your supply demand conversation, and it goes back to the metrics piece. I mean, I think the people that are doing amazing compelling content, I think they're probably going to be more valuable. And I think they're probably going to be worth more. And conversely, I think there's going to be a whole group of people that you were overpaying for. And now you're going to realize that you were overpaying and you're either going to have to renegotiate those prices down or decide, hey, I mean, it's not a fit. I mean, no different than the way you look at TV networks. I mean, there's TV networks that deliver you the viewership that you want, you know, at a certain price. And there's TV networks that don't deliver it. And so again, I think this is great for the industry. I think this is great for content creators. I mean, people have said to me,”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Of how the product is going to delight the consumer in their home. I think there's a role that kind of, I call it kind of like fishing with a big net, you know, and throwing the net out there. But I also think that it's not going to be as overly simple as the way it's described.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I think the professionalizing piece is spot on. I think that the multi-year journey that we go on to develop a product and the insights that we get by having the product in a thousand consumer homes and all of this feedback that we get prior to launching the product that informs our creative and really allows us to be able to kind of hone the messaging and the testing. I think there's a model out there that people say, you know what Forget all that. Just put out 10,000 pieces of content and see what hits and the ones that hit amplify and the ones that don't hit go away. I still believe that with what we do and the knowledge by which we gain and the testing by what which we do, there is a need for great content, a real understanding of the product, a real understanding.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“We're looking at engagement metrics. I mean, you know, we're not just looking at views. I mean, we're looking at engagement metrics. We're looking at, you know, likes and shares and comments. And we're looking at the types of comments. Are they commenting about something that you did that got them excited about the product? Are they commenting about something that maybe you wore? They like what you wore in the spot. I think that there are tools now and there's metrics now that have allowed us to get so much more educated. I mean, if I go back, I remember, you know, even 24 months ago, you know, you'd get excited about, hey, we have a post that had 500,000 views. 500,000 views is not the answer anymore. It's drilling down now and really understanding, you know, did a cohort of people engage with that content? Did they get excited about that product? You know, what did they do once they saw it? Did they just scroll to the next one?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Big swoop up. I think you will see that over the next 18 months change considerably. And I think you will find that the best creators really rise to the top and there's a real bifurcation of the market.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Products a year and they called me up every year to do five of their products and to work with them on five of their products. I wouldn't be thinking anymore about the short-term impact of how do I just get through that one post and move on to something else. And I think that is what is going to evolve and change over the course of the next year, over the course of the next two years, that I think as the metrics and the data become much more, much more, much faster, you know, much more transparent, I think we already have dashboards in the company that we're immediately able to look at a person and just scorecard them and immediately be able to say, hey, these are creators that we don't want to work with anymore. These are creators that we want to work with tremendously, you know, moving forward. I don't think that that was something that was looked at as closely or managed as effectively as there was this kind of”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Look at it, I think, a little bit differently, and I think what the crash that's going to happen is that those that are not creating compelling content, there's going to be a big shakeout. And I think that if you're able to build super compelling content, you become very valuable to brands, you know, very valuable to be able to market with. I think there are a lot of people out there that are mailing it in on their content and they're not investing in themselves and they're not evolving and they're not continuously getting better. I mean, you as a creator might be able to do something for a brand. I mean, you say, hey, I did this post. But like, I think you really need to be looking at, you know, what's the lifetime value that I could be doing with this brand? Not that one post. But what about if I was working with a company that was coming out with 25 new products?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“There's only so many people with only so many minutes, and you can see the supply is just going to outstrip demand over time. Are you seeing your rates that you're paying influencers go up or down in response to this?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“One of the things I think about a lot in the creator economy is there's the organic demand which you're describing, right? People see things that content can travel anywhere with regard to borders. And then there's your spend, right? You are spending with creators and influencers. That is a huge part of the market. It is a growing part of the market. There's a ton of excitement there. There's a ton of money there. I see a supply and demand problem in the influencer economy. I think the creator branded content economy is headed towards a crash just because of supply and demand, right? There's an infinite supply of creators every day.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“The temperature outside was 5 degrees Fahrenheit. There were 400 people lined up outside of the store to buy the ninja slushy, and that all came from just this social media awareness that kind of has no borders and just permeates all around the world.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“When's the product coming to Norway? We went and did a really interesting exercise. We went and mapped how does the consumer consume social media all around the world? And you'd be interested to know that they're not just consuming it in English in the United States and Canada and the UK and Australia. They're predominantly consuming it in English in the Netherlands, in Poland, in the Nordics, in the Middle East. And so one of the things that's really driven kind of the global expansion of our business is that there's already pent-up demand for our products even before we even bring the product into a market. So I'll give you an interesting example. I mean, we were launching our ninja slushie in Norway. It got wind on social media that one of the major retailers was going to have ninja slushie product. And there was a lot of...”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Today, it's so much more than that. I mean, we're going to spend the platform that we're going to have the highest increase on this year will likely be Reddit. We're spending more on Pinterest. We're spending more on YouTube. So it's these ways for consumers and creators to express themselves and for others, for consumers to be able to get information about the product. And so if you go back a number of years ago and you were advertising, you created one message, you created one ad, you ran that one ad at 9 o'clock at night on NBC, and the only people that saw it were the people that were watching NBC at 9 o'clock at night. Go into the comments section on some of our new products that we launch and go look at them. When is this product coming to Portugal?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Talked about the online reviews back in 2008. When I was a kid growing up in New York in the 80s, there was a store called Sims, and they would say the educated consumer is our best customer. Well, in 1985, there were not many educated consumers. If you had a problem with a product, you returned it to the store and you told your mom or your dad or your friend, you know, hey, I wouldn't buy this product. There was no forum to be able to get the information out. So when the online review started, that became a great selling vehicle for us, a great referral vehicle for us. It evolved as you got into 2014-2015 into Facebook. You'd have these big Facebook group chats. You'd have 30,000 people, 40,000 people exchanging recipes and ideas. And then right before COVID, during COVID, it really started evolving into social media, Instagram and TikTok.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Let's go back 16 years ago. At that time, 100% of our ad spending was on what were called long form infomercials, thirty minute infomercials. My partner would go on TV, we would run demonstrations. He and I would develop demo ideas that we would do. Now why? Because we didn't have any money at the time, you know? And so we went on TV and a certain amount of the sales came to us directly that paid for the advertising expense. But a large portion of the sales went and got sold at retail outlets. And so every brand, every company has to kind of find their white space. So let's start with that. Like when people would say to me, like, you know, well, I mean, you're on infomercials. Well, okay, but that was our way of expressing to the consumer, you know, what was unique or different about our products and the problems that we were solving and it helped build our brands. I want to go back to the point we talked about.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“It is an indoor fan that has 350 million impressions on social media right now. It is going viral on social media. And when you look at that, you say to yourself, well, Mark, it's a fan. No, it solves an incredible consumer problem that the consumer didn't even know that they had, but it also creates a category of one. We're not in the fan business. We're in the turbo blade business. We're in the comfort business. You know, I mean, so again, it's just growth is the pathway, but it's the mindset and it's the culture that allows you to be able to say, I'm willing to rip it all up and start over again because we've got to create a definable competitive advantage.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“But look, I mean, I've been told that now for 15 years, Mark, you've a $500 million business could it get any bigger? And, you know, you have a $700 million that can get any bigger. And so, look, what I would say is, I mean, if you've worked at a company that's growing 1% or declining 2%. It's tough. Inflation's going up three or four percent. There's not much money at that point to invest and to innovate and to reinvent yourself and all of those things. And we're trying to disrupt ourselves. I mean,”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I've been doing this for 17 years. I mean, I want to do this for another 20 years. And so over the course of that period of time, there's a finite number of consumers. And every day as a business, you're either gaining loyal consumers or you're losing frustrated consumers. And so it's our job. I mean, when you think about, when you say, well, what's the ROI on that? What's the ROI on happiness? The ROI on happiness for Shark Ninja is infinite. I mean, that's how we've built our business. So it's not even a question as to whether we'll go and do it. You know, the answer is we have to do it. I mean, we have to make sure that our consumers are happy.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“No. Look at it as it's all about positively impacting the consumer. I mean, I need the consumer to have a great experience so that they come back. And when we go into the next category, they say, wow, you know, I had a great experience with this sharker ninja product. You know, I'm willing to try them in the next category. You know, you brought up other outdoor cooking companies, you brought up other companies. You have to understand most companies have a business model where they want to sell you a product and then they want to sell you another product four years later when it comes to the replacement cycle. I want to sell you two products a year. I want to sell you two products a year. I want to sell you a cordless blender. I want to sell you a espresso machine. I want to sell you a LED infrared face mask. I want to sell you if you have a bad experience with one of our products. I'm going to lose that whole recurring revenue stream from you as the consumer.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Be interesting for you to know. I mean, we update our robot app nearly every single month. And that is going out to all of the devices that are out there. It could be a product that somebody bought five years ago. There's constant, constant updates. I mean, as we're looking at data from the apps, as we're getting testing feedback, as we're getting returns information, as we're getting customer service questions that are coming in, I mean, these could be bug fixes. These could be new feature functionality that we're adding into it.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“That's the case with robots. I think there's a case to be able to make in that with outdoor cooking. But as you said, it is very complex putting together an app together with some sort of hardware and making sure that all of those pieces connect for every house that's out there, every router that's out there, you know, every consumer that's using it. And so we've got to work with both in-house and out-of-house people to help us do that.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I remember going to trade shows where every single booth in the trade show just commented. And I remember going down once into one of our engineering labs, and there was a blender there. A person handed me their iPhone and they said, here, use the blender. And I went on the iPhone and I pressed Go for the blender to start. And I said, well, our blender is actually just have one button. Like unless the app can put my bananas and my strawberry and my protein powder into it while I'm in bed, why do I need an app on this particular product? I mean, I can just fill everything up. I can push a button and there are sensors that know when the blending is stopping. We have a technology called BlendSense that's able to do that. So I think with apps, the really important thing to understand is when is the app a vanity exercise versus when is the app really bringing true value to the consumer and unlocking something in the product that they wouldn't be able to do if the app didn't exist?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I would say that about 75% of it is in-house and about 25% of it is out of house. This is an industry in a market that is changing so quickly. I mean, having an app that is a standalone app on your phone, like Waze, that is a Uber. That's very different than having an app that is connected to some sort of hardware device. It's a whole different situation. And so we're the first to admit that like we need to bring lots of great minds around this. And so a portion of that is absolutely outsourced. I mean, as we look at testing and validation, as we look at, you know, development ideas. But we do have a great core team internally that is working on that, that works on that with our robot products, that works on that with our outdoor cooking products. The concept of an app on a product is very interesting. If I go back six years ago,”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“We're going to come out with some innovation that's going to be even better, even more exciting, and will allow the consumer to make a decision. Maybe they've got to take that product and give it to a neighbor or give it to their child or, you know, whatever it might be because ninja or shark has come out with the next great innovation.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“What if we could develop an air fryer that fits in the palm of your hand? And it's a product called the Ninja Crispy, and there are consumers now that are taking these glass vessels that you cook in, this healthy cooking glass vessels. They bring them to work, they bring their air fryer pod, and instead of putting their food into a microwave that's going to make it all soggy and mushy, and they got to eat it for lunch, they're actually air frying at their desks, their food. and eating it for lunch. They're meal prepping in the beginning of the week, and then they're just putting their ninja crispy on top of it. That's how we think about the business. I mean, whatever we have developed today in the”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“To six quarter to seven quarter air fryer. We then found out from consumers that they were batch cooking. They were making the chicken tenders and french fries for their kids, and then they were putting in the salmon and the asparagus for them. And we said, wow, well, what if we could develop an air fryer that was a dual basket that was actually able to cook two things at the same time in two independent baskets? And that became the number one selling air fryer in the market. We then shortly after that found out that, wow, consumers love that concept, but for some consumers it took up too much counterspace. So we took that side-by-side air fryer and we stacked it on top of each other and we made the world's first stackable air fryer. Now we found out, wow, consumers go home, they prep their lunch, and they take it to the office, or they prep their food in the beginning of the week and they kind of meal prep for the week.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“There's obviously a replacement cycle for the product, but our business is about innovating and putting our products into retirement before they're usable life. It's no different than what Apple does. I mean, when the iPhone 16 comes out and you have an iPhone 14, you don't really need the iPhone 16. I mean, your iPhone 14 is just fine. But there's some technology. It's got three cameras. It's got some other thing in it. There's no difference. I mean, that's what Shark Ninja's model is. I mean, if I relied on replacement cycle, you know, someone would buy a product for me and they'd come back four years later to buy the next product. I mean, I want the consumer, you know, to get excited about what we do and say, wow, air fryers is a great example. We came out with our first air fryer. It was a four-cord air fryer. Did an amazing job air frying your food? We immediately got feedback from consumers that they wanted larger capacity. So we developed a five-core.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“So we came out with this product. We launched it at $999. And I think what this product offers is breakthrough innovation, market leading performance, great quality at an extraordinary value for what it is that it delivers.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Well, sure, I mean, you know, we understand airflow and we understand motors and we understand putting electronics. I mean, think about your grill 10 years ago, right? You put a bunch of charcoal into a pot and you lit it up and it had some flame and it grilled for you. I mean, this product's got a cyclonic fan. It's got an amazing amount of electronics in it to have precision temperature control. It has wood fire pellets that allows you to be able to smoke. It has electrical power. You know, it has propane power. So again, I mean, it's what would a team of 1,300 engineers be thinking about if they wanted to build the absolute most amazing product outdoors? And if you were not willing to have four different products in your outdoor patio, which, you know, I believe kind of most consumers aren't in a position to be able to do that.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Grills, you know, like an incredibly professional thousand dollar plus griller, smokes, you know, as well as a thousand dollar smoker. You know, does Neapolitan pizza in a few minutes griddles and has incredible even cooking performance roast? And so we came out with that product a couple of months ago and you can go online and look at it. I mean, it's a 4.6 star rated product. It's doing great. We launched it with an ad campaign with David Beckham. And we think this kind of opens up kind of a whole new global opportunity for us.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Patents and incredible technology in this product. Now, if you have those three things, what can you do? You can have incredible temperature control. Now, once I have incredible temperature control and I can move the air and circulate it inside, I can grill, I can smoke, I can be a fully functional pizza oven, I can griddle, and I can roast. The world's first product that's able to do all of those under one hood, and we called it the ninja flex flame. And so we envisioned a world where consumer now goes into the Home Depot parking lot and asks that same question to the orange apron person. And the orange apron person responded, well, sir, or ma'am, you know, you could either have a grill or a smoker, or ninjas got something that does it all. Now, not just something that does it all and does everything so.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“The consumer goes into the Home Depot parking lot. It's Memorial Day weekend, and they go to one of the Range aprons and they say, I want to buy a grill. And the person says to them, well, do you want a grill or do you want a smoker? Or do you want a pizza oven? Or do you want a roaster? Or do you want a griddle? Now that becomes the first problem for the consumer. I got to make a choice. I mean, maybe in your neighborhood, you know, there's multiple grills outside, but this person is saying, I got one to choose from here. What do I do? Do I want a griddle? Do I want a grill? Do I want a pizza oven? Do I want a smoker? Well, so we started with that and said that to us feels like a really credible problem for somebody to solve. It took us two years, but we developed the world's first grill that's powered by propane, electric, and a cyclonic fan. Three things. I mean, there's incredible.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“It is. It is. But that's our, I mean, you have to understand, like, you have to enter in a place that the consumer accepts you. And then you have to figure out then what's next. Sure. So we go into tabletop grills. We then expand from that into tabletop ovens. Okay. And so now we've got this outdoor oven that allows you to cook to 700 degrees and you can roast and you can make pizza.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“And so we found that people would be interested in buying something that was kind of small that could fit on a tabletop next to their outdoor grill, or vice versa if they owned a smoker, now they could own a grill. And so we felt like we saw this in the vacuum cleaner business. You have an upright vacuum, you have a cordless vacuum, you have a robot vacuum, you have a hand vacuum. And so we went into the market and in a very short period of time, we took big market share. I mean, we're the number one selling outdoor grill, you know, electric outdoor grill right now. We sell a number of different versions of it. We then went into outdoor ovens. And so we've got a really great...”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Think you have to go back to ninja as the market leader in the kitchen. And we built up a lot of brand equity in air fryers and ovens and cookware and blenders and coffee makers and all kinds of things in the kitchen. And so three years ago, we decided that it was time for us to go outdoors. We did it through developing a product called the Ninja Wood Fire Grill. The Ninja Woodfire Grill was a grill, a smoker, and an air fryer. It was all electric. It sat on your tabletop. And we felt like there was a really unserved need. And I'll give you examples of it. People that live in apartments, they can't have propane. Okay, but they can't have electric outside. You know, campers and RVs and boats and things like that and tailgates, you know, that you can just plug in. We found that people owned a grill, but they weren't going to invest in another smoker.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I think we went after a lot of technology projects we were implementing Oracle in our company. We were replatforming our e-commerce site. I mean, we've got this great partnership with Salesforce and we're launching a new e-commerce site in September of this year. And so there were certain things that were just really mission critical. There were other things that were really just nice to have. I mean, they were not going to make or break our business. They were not going to create a competitive advantage. And so we had to make the decision of, you know, what are the things that are most important and what are some things that now is just not the right time for?”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“We went after too many shiny objects. Okay, I think there's lots of great initiatives for a company to go work on, but you also need focus and you need to make sure that there are certain things that are sacred in a company. And that's what requires the investment and everything else might have to kind of wait in line to get done. You just can't do everything at once. And so we had to pull back on some of those things and we had to make some tough decisions as to where we were going to invest and where we were going to hold for a little while and then re-look at it as we go into the next year.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“I made a change because previously I was being stupid. And I've decided now to be unstupid. And the concept of unstupid became something that, you know, went viral around the company, where people felt empowered to say, I want to be unstupid today. We're going down this path. It doesn't seem like we're going to be successful. Let's pivot and let's change. There's no harm. Shark and ninja's not curing cancer. We're trying to delight consumers. We're trying to positively impact people's lives. And so the change that you mentioned is that the way that we were investing dollars in the company. I mean, we have to stay focused in investing dollars in areas of growth. When it comes to product development, growth when it comes to geographic expansion, growth when it comes to marketing and building awareness for our brands. I think we got too scattered.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Every day. I mean, we use this term in the company. We reserve the right to get smarter, make a decision, new information comes in, decide tomorrow we're going to change the decision. I think one of the things that many companies or many leaders get stuck in is they say, I made a decision, so I just have to go in that direction. We want to constantly be on the lookout for is the decision that we made stupid? I mean, I stood up in front of our town hall, in front of a corporate meeting a number of months ago. There were some questions about some changes that we had made last year. And I said to the organization,”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“People want to have an easy answer to a tough question. The answers lie deep, deep, deep in the business, trying to understand what really is the root cause to the problem, what is the mouse trap that you're going to be able to create that is going to be sustainable, that's not going to be able to be disintermediated by a Chinese factory that might come in and sell a low-cost product on a platform or something like that. So how do we have this desire to know more or know more than anyone else that is competing against us? We want to be an explorer, not a tour guide. Most of what we're doing, we're an unchartered territories. I mean, my expertise ran out eight years ago. Okay. I'm running on fumes when it comes to expertise at this point. I mean, every day we're exploring new territory. I mean, we are, you know, we're pivoting quickly. I mean, we're getting smarter.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“And shark ninja that you'll be sitting in a meeting and saying, let's go after this, where everyone in the room walks out and says, oh, I think we can do that. Most people are going to walk out of the room saying, how the hell are we going to do that? Okay. We've just set a bar that seems absolutely impossible. And so we think that courageous leaders really said an unimaginably high bar in a game worth playing. And even if you fall short to that, you know, you will still do something extraordinary. I mean, if I set out, you know, to say that we want to be number one market share going from zero, and that's our goal. And we wind up being number two, hey, I mean, we started from zero. So we've got a set of very high bars where it starts with. The second is this idea of leading with the relentless desire to know more. Answers in business.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Have something, and you can go to our website and you can see it. We're very focused on culture, okay? Like culture is our competitive advantage. Okay, it really is. I mean, look, we have 5,000 patents. We have great brand names. We have incredible innovation. What has enabled us to grow at a compounded annual growth rate of 21% a year for the last 17 years? It's the way we think. And I'd invite you to go onto our website and look at a document called Outrageously Extraordinary. And this idea is that we have this inextricable desire to want to be the absolute best we can be. And what comes with that is this inherent fear of failure. And how do we get rid of the fear of failure? Because you tend to play it safe and you're worried about failing. And so for us, we set what we call these unimaginably high bars in a game worth playing. Seldom will you see”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Ninja brands into so many different places. And then third is international expansion. I mean, this year, you know, over 40% of our business is going to come from outside of the US. So, you know, when you think about brands that are really able to scale globally, I mean, we launched 25 new products a year. 20 out of those 25 products we sell in every market. The same product, you know, we look at the consumer from a product innovation standpoint across this matrix, you know, of how does the American consumer think about a product? How does a European consumer think about the product? How does an Asian consumer think about product? But I think that's an important point to note is that we're not just innovating for one type of consumer. We're innovating for a global consumer.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Think the more macro question is how do we grow and how do we think about growth? Okay. And we think about growth in this three-pillar growth strategy. One is gaining share in the existing categories that we're in. You know, we enter categories and within three to four years, Shark becomes or ninja becomes the number one or number two market leader in that category. There's still lots of white space within our existing categories. I mean, we're in an industry with an available TAM of $120 billion. You know, last year we were $5.5 billion business. So, you know, we're less than 5% of the overall market. Number two is expansion into new product categories. I mean, many companies can say they can expand into new categories, but either the retailer or the consumer doesn't let them go into those new categories. I mean, they don't see them in those categories. And I think we've been really effective at kind of taking the shark.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“And I think there isn't a brand out there selling corded vacuums, cordless vacuums, robot vacuums, hand vacuums, shop vacuums that is doing such an effective and compelling job of innovating, but also doing it with extraordinary value and great quality.”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT
“Is they look at performance, they look at value, they look at quality, and they look at innovation. It's all four of those things together that you've got to be able to bring to the consumer. I think you might have innovation, but the consumer needs all of this, and value is a huge component of it. The opening price consumer can step up to $129 shark vacuum. The high price Sephora Alta consumer can buy a $499 vacuum, but there is no brand that cuts across such a broad price point range and such a broad feature range. And the other thing that I think we do a really effective job of is we want to be the vacuum for you when you move into your dorm room in college. We want to be the first vacuum for you when you get your first apartment, when you get your first house, when you have your family and you've got your first pets, when you wind up being an”
2025-07-07 · Decoder with Nilay Patel · How SharkNinja took over the home · IDENTIFIED FROM THE TRANSCRIPT