OM DETTA AVSNITT
Most founders hold onto the CEO title for as long as they can. Dianna Cohen gave hers up after five years, and she did it after turning a Google Doc she wrote for her girlfriends into Crown Affair and the number one dry shampoo at Sephora.
The Crown Affair founder explains why she refused to over-raise, how she got her first $2 million on a 10 page deck with no financials, and why she has raised in steps ever since. She breaks down how to match a product to the retailer it sells in, why listening beats pushing product, and what she calls pinches of poison, the small off-brand choices that slowly kill a company. She also shares why she is not the best CEO for her own business and what changed when she stopped being in every room.
Watch to learn how to raise money on your own terms, build a brand with real soul, and hand off control without losing the vision.
WHAT YOU’LL LEARN
How to raise only what you need so money never buys you bad habits
Why the product has to speak the language of the store it sells in
When to hand the CEO job to someone who is better at it than you
CHAPTERS
0:00 Crown Affair Built From A Viral Google Doc
3:04 Blinders On While Everyone Chases Trends
9:00 The Dry Shampoo Nobody Expected To Win
12:51 Listening Beats Pushing Product
16:56 Building A Brand World With Soul
19:58 Pinches Of Poison That Kill Brands
23:26 Raising 2 Million Before Launch
29:15 Investors Bet On The Jockey
38:41 Why She Stepped Down As CEO
47:55 Take Your Time And Pay Attention
FOLLOW KEEP IT BRIEF:
📸 https://www.instagram.com/keepitbriefpod
MORE FROM NATALIE DAWSON:
📸 https://www.instagram.com/nataliedawson
MORE FROM our Guest:
🌐 Website: https://www.crownaffair.com/
https://www.instagram.com/diannacohen/
Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business operations and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary.
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