Success Is Timing Plus Execution

Moiz Ali shares insights about the critical importance of timing in business success, particularly in the direct-to-consumer (DTC) space. Drawing from his experience with Native and observations of other DTC brands, he emphasizes how timing decisions can make or break even well-executed businesses.

• Business Success Formula:

  • 60% is about building and operating the business
  • 40% is about getting the timing right for strategic moves

• Case Studies of Timing Impact:

  • Outdoor Voices:
    • Strong brand with high-profile leadership from J.Crew and Nike
    • Failed due to poor timing in finding a strategic exit
  • Casper:
    • Excellent brand execution and operations
    • Generated $1M in first month
    • Pioneered subway advertising for DTC brands
    • Missed optimal timing for finding a corporate home

• Industry Evolution Examples:

  • Early DTC pioneers like Andy Dunn (Bonobos) and Harry's:
    • Created the DTC playbook others could follow
    • Established successful retail partnerships (like Target)
    • Made market entry easier for subsequent brands

• Strategic Timing Lessons:

  • Finding the right exit timing is crucial for DTC brands
  • Strong execution alone doesn't guarantee success
  • Market conditions and timing can override operational excellence
  • Early success doesn't guarantee long-term outcomes without proper timing of strategic moves

• Modern Context:

  • Even successful brands need to time their strategic moves carefully
  • Industry consolidation (like telecom mergers) suggests DTC brands should have similar opportunities
  • Timing affects everything from marketing campaigns to exit strategies