What customers value in a product or service can be hard to pin down. The authors provide real-world examples to demonstrate how companies have used the elements to grow revenue, refine product design to better meet customers’ needs, identify where customers perceive strengths and weaknesses, and cross-sell services. They arrange the elements in a pyramid according to four kinds of needs, with “functional” at the bottom, followed by “emotional,” “life changing,” and then “social impact” at the peak. Three decades of experience doing consumer research and observation for corporate clients led the authors-all with Bain & Company-to identify 30 “elements of value.” Their model traces its conceptual roots to Abraham Maslow’s “hierarchy of needs” and extends his insights by focusing on people as consumers: describing their behavior around products and services. In the right combinations, the authors’ analysis shows, those elements will pay off in stronger customer loyalty, greater consumer willingness to try a particular brand, and sustained revenue growth. But universal building blocks of value do exist, creating opportunities for companies to improve their performance in existing markets or break into new markets. Over a couple of months and washes, the Wool Runners in Natural White, which are some of our best white sneakers, started to stretch (especially around the toe) and the color gradually became more dull and less white.Īnd one more thing: Never put your Allbirds in the dryer! One of our editors accidentally threw his Tree Runners in the dryer, and they came out looking just fine, but there are horror stories of Wool Runners post-dryer being completely ruined.What consumers truly value can be difficult to pin down and psychologically complicated. This is especially true for the lighter shades. The more you wash your shoes, the faster the material starts looking worn-out. However, there is a caveat when it comes to the Wool Runners. Allbirds recommends removing the laces and insoles from your shoes, then washing them in cold water with a gentle detergent. Washing your Allbirds is a great way to prevent odor or stains, especially if you wear them a lot and in environments where your feet are exposed to puddles, dirt or other undesirable elements. The big question: Can you just toss these in the wash? Surprisingly, yes. If you’re going to be trekking in any slush or snow, just be sure to opt for the Wool Mizzles over the Wool Runners, since they feature a weather-repellent Puddle Guard to keep your feet dry. While the Wool Runners are lightweight as well, and fine for warmer climates, they impressed when it came to keeping our feet warm and cozy during the cold Northeastern winter. They’re super lightweight, breezy and all-around great for hot temperatures.

Temperature control: If you suffer from sweaty feet or plan to wear your Allbirds throughout the summer, definitely opt for one of the Tree models. It also holds up well against sweat and bacteria, which helps to minimize any long-term odor. That may be due to Allbirds’ merino wool material, with wool being a naturally odor-resistant material. Even without socks, we barely experienced any odor. This is in part due to the temperature control abilities of the material.

Minimizes odor: When worn with socks, it was almost impossible to detect any odor despite long days and even moderate exercise. That’s why we’ve broken down everything you’ll want to know before you invest in your own pair of Allbirds. And the brand makes a lot of different claims about the quality, comfort and maintenance level of its shoes. Today, you’ll see Allbirds on everyone from college students to busy parents, dancers, nurses and others who are constantly on their feet.īut the internet-famous shoes don’t come cheap: The majority of styles start at $95. But the sneakers have quickly racked up popularity with celebrities like Jessica Alba, fashion icons like Sarah Jessica Parker and even environmentalists like Leonardo DiCaprio. The brand first saw success as a Silicon Valley staple (which makes sense for the San Francisco-based startup). Your CNN account Log in to your CNN accountĪllbirds has been around for quite a few years now, but the brand that’s known for making “the world’s most comfortable shoes” is showing no signs of slowing down.įounded in 2014 by New Zealand native Tim Brown, Allbirds has been defined by simple design and comfortable construction since the beginning.

Pictures of money stacked up