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How a $48M brand scaled by asking their customers what they wanted
Why the human touch is the most important variable in your business strategy.
Xavier Prospero
January 27, 2026
How a $48M brand scaled by asking their customers what they wanted
2 Min Read
You likely spend your days memorising the conceptual framework and dreaming of a world where every trial balance actually balances on the first try. We are taught that business success is a series of well-calculated ratios and risk assessments.
Building a $48 million brand often requires something that your textbooks might describe as inefficient. It requires doing things that simply do not scale.
The Cold Truth About Weighted Blankets
Aaron Spivak and his partner lior started Hush with $4,000 and a dream of selling weighted blankets. They saw massive success early on. They were making $90,000 a month and already picking out the colors for their imaginary Ferraris. Then, summer arrived.
Their sales dropped to zero because it turns out that nobody wants a heavy, warm blanket when the temperature hits 30 degrees. Worst part is they forecasted their inventory for these months based on past sales.
Most people would look at the inventory and the empty bank account and decide to move on to the next venture.
Luckily, Aaron and lior decided to pick up the phone.
The Power of the Personal Call
They sent an email to every single customer they had and included a link to book a call. They then spent their days talking to thousands of people to understand exactly why the product stayed in the closet during the summer months. Truth was people loved the feeling of the blanket but they hated the sweat and didn’t find much use in the summer months.
This feedback led directly to their first major product iteration. They developed the "Ice" fabric. This cooling technology solved the seasonal problem and turned their struggling startup into a year-round powerhouse.
This is the essence of product-market fit. You find it by listening to the people who already gave you their money.
Building a Community of Superfans
In the world of the SAICA syllabus, we talk a lot about Competitive Advantage and Strategy. But we often forget the "personal touch" variable in the value creation equation.
Aaron and lior did not just sell blankets. They told their story. They were vulnerable about their failures. They shared the ups and the downs of the journey.
This transparency built a community so loyal that customers eventually asked the founders to sign their blankets. Most auditors would find it strange to see a blanket as a collectible item. It is the ultimate sign of brand equity. People do not just buy what you do. They buy why you do it and who you are.
The CA(SA) Perspective: Strategic Iteration
As an aspiring CA(SA), you are trained to be the guardian of value. This story reminds us that value is not just found in the audit trails and good working capital management.
Sometimes it’s found in the iteration loop.
Customer Relationship Management: Moving beyond data points to actual human conversations creates insights that no algorithm can find.
Agility in Strategy: Being willing to pivot your entire product line based on feedback is the difference between a seasonal failure and a market leader.
The Unscalable Advantage: In a world of AI and automation, the personal touch is your most unique asset.
Next time you are buried in your studies, remember that the most successful founders started by doing the "boring" work of talking to people. Your technical skills are the foundation. Your ability to connect with the human side of the business will be your superpower.
The Bottom Line
Iteration is just a fancy word for listening. If you want to build something that lasts, start by picking up the phone.
Until next week,
The Journal Entry Team
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