Eric Ryan, co-founder of Method and now a $150M venture investor, takes three business calls: Christina from Haven Beauty launches allergen-free fragrances for sensitive skin; James from Pigeon Toes sells customizable kids flip-flops; Ben from Reserved for Humans tests light-up crystal jewelry—all seeking advice on brand trust, awareness, and capital strategy. Building a new category requires educating consumers across two audiences simultaneously: those with immediate needs and broader early adopters who value better-for-you positioning.