Office Hours Podcast: How Ecommerce Sneaker Startup GOAT Achieved GOAT Status

On today's episode of Office Hours, hear from GOAT co-founder and CEO Eddy Lu about big, public — and most importantly, resolved — founder fights, insight on when to know it's time to pivot or quit, how GOAT differentiates itself from other sneaker ecommerce sites — and one of GOAT's early and clever growth hacks that convinced consumers the company had more merch than they actually did.


In fact, the stunt was so good, the company could not meet customer demand, which led to a fair amount of outrage. While the situation was quickly rectified, an advisor shared some sanguine advice: "at this stage in your company's life, it's better to be hated than unknown."

Eddy Lu is a serial entrepreneur and started out at Lehman Brothers. He met his GOAT co-founder, Daishin Sugano, on a basketball court, and together they launched a couple of businesses before landing on GOAT.

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