20Product: On Running's CPO on How to Create Emotion Through Product | Why 99% of Products Fail and How to Create Cults Around Products | The Biggest Product Mistakes On Have Made & Lessons Learned with Gérald Marolf - The Twenty Minute VC Recap

Podcast: The Twenty Minute VC

Published: 2025-12-19

Duration: 56 minutes

Guests: Gérald Marolf

Summary

Gérald Marolf, CPO of On Running, discusses the emotional connection products must have to succeed and why most fail. He explains the balance between listening to customers and maintaining brand integrity, and shares insights on product development mistakes.

What Happened

Gérald Marolf, Chief Product Officer at On Running, emphasizes the importance of creating emotional connections through products. He learned this lesson early in his career from the perfume industry, where the challenge is to make consumers desire something as intangible as a scent. Marolf believes that successful products should challenge consumers and evoke a sense of discomfort, leading them to question if it is the right choice for them, ultimately driving emotional engagement.

Marolf discusses the difficulties in balancing design for both casual and power users, highlighting how listening to customer feedback is crucial but warns against relying too heavily on it. He believes that product strategy should be guided by brand DNA and storytelling, which are key to maintaining consumer loyalty and avoiding a confused brand personality, as seen with Allbirds.

On Running's strategy involves exploring new sports categories, such as tennis, influenced by their collaboration with Roger Federer. This approach, Marolf notes, is part of a broader strategy to expand the brand's reach while staying true to its core values. He also reflects on the importance of leaving some elements of a product undefined, allowing consumers to form their own interpretations and connections, similar to the ambiguous ending of 'The Sopranos.'

In terms of product design, Marolf challenges the notion that 'simple design' is always better, arguing that it can lead to more storytelling needs and less word-of-mouth. He shares that the biggest mistake a company can make is over-involving themselves in the decision-making process, hindering the expertise of their teams.

Marolf discusses the controversial decision to enter the marathon running space later than competitors, admitting it was a painful but necessary choice. He also reflects on On's collaboration efforts, such as with Loewe, which resulted in an early misstep with expensive running sneakers that did not perform well in the market.

The episode touches on the resurgence of brands like New Balance through unique market strategies and contrasts them with the struggles of brands like Adidas, which Marolf views as overrated due to their focus on constant newness over heritage. The discussion also covers the impact of imitation on innovation, suggesting that it often lacks the genuine technological promise of original products.

Key Insights