Joe Parenteau, co-founder of Fable, breaks down how they are building a home decor brand designed to remove decision friction and keep customers coming back. We explore why most premium retailers make shopping harder, how Fable balances design with functionality, and why retention sits at the center of their growth strategy. Joe also shares how their membership model is driving repeat purchases, plus how AI tools like Claude are reshaping operations and creating new challenges around prioritization. If you are thinking about product positioning, retention, or scaling a DTC brand, this episode is packed with practical insight.