Gimlet Media: Alex Blumberg and Matt Lieber

Naming Challenges

Naming a company is a pivotal step in establishing its brand identity, and for Alex Blumberg and Matt Lieber, it was fraught with challenges. Initially, they considered the name "American Podcasting Corporation," a nod to traditional media giants, but it was met with resistance from investors and Matt himself 1. They eventually settled on "Gimlet," a name proposed by a branding consultancy, though Alex initially felt it was inauthentic.

It felt inauthentic. Yeah. I don't know. This is interesting. I think Matt and I, the other big fight we always had was just around your gut and how you make decisions.

--- Alex Blumberg

Despite initial reservations, the name Gimlet became synonymous with their innovative approach to podcasting.

   

Innovative Design

Casey Kerrigan embarked on a journey to revolutionize women's footwear by designing shoes that prioritize comfort and joint health. Her initial designs were heavy and orthopedic-looking, but advancements in 3D printing allowed her to create thinner, more flexible soles 2. This innovation led to a diverse range of products, including tennis shoes and ballet flats, all under the brand "Oesh," which she runs with her husband from Charlottesville, Virginia 3.

So now Casey could make thinner and more flexible soles for all kinds of new designs, like a tennis shoe and a ballet flat, and even a platform sandal with a fluorescent blue bottom.

--- Unknown

Her commitment to functional design has resulted in a successful business, generating significant revenue through online sales.