Jane Wagman, co-founder of Pride and Groom, breaks down how to build a brand in a crowded market without relying on paid hype. From leveraging the Oprah effect to mastering search intent and partnerships, she shares how they acquire customers without overspending. The conversation covers the challenge of breaking through generic positioning, why product performance drives retention, and how to balance DTC with Amazon. Jane also explains their shift towards positioning grooming as part of pet wellness and longevity, highlighting why preventative care is becoming a key driver of growth in the category.