Product decides, tactics adjust
Category and price point determine a launch's success as much as any marketing choice you make.
Across six product launches, the pattern held: intrinsic product attributes — category, price point, replenishment frequency — set the ceiling. Tactical choices decide how close you get to it.
The same logic governs subscription. Viability is a product question, not an offer question. A daily-use consumable behaves nothing like hair conditioner, and no amount of merchandising closes that gap.