Interview with Zel Crampton – Diggs Founder and CEO
“I was dismayed at the low-quality, unsafe, ugly products in the pet industry, particularly compared to [other consumer categories]. So, I set out on a mission to create a premium lifestyle brand for pets.” I am excited to be talking to Zel Crampton, Founder and CEO of Diggs on this episode of The Irresistible Factor. Zel is an industry leader in the pet space and is best known for his award-winning Revol Dog Crate. Inspired by his love for dogs and dismayed by the poor quality, unsafe, and unappealing products available, Zel set out to create a premium lifestyle brand for pets focused on thoughtful design and innovation – think Yeti for pets! Diggs started with their famous dog crate, and have since built a lifestyle brand around it, now offering products like leashes, dog carriers, and crate training aids. In this episode, Zel shares his experience with Kickstarter and why he believes it’s more of a market-testing tool than a fundraising tool. We also discuss the importance of focusing on the quality of your product, and the benefits of qualitative versus quantitative research. Tune in to receive some key insights and advice from the founder of one of the fastest-growing brands in the pet product industry. Listen to The Irresistible Factor’s Interview with Zel Crampton, Founder and CEO of Diggs. Here’s what you won’t want to miss from our conversation:
- Various challenges that Kickstarter can solve when launching a new product or brand
- How early adopters can help scale your brand before you achieve brand recognition.
- Insight into Diggs’ data-driven innovation timeline
- The role of ethnography in Diggs’ product testing process
Links mentioned in this episode: Zel Crampton on LinkedIn Diggs The Irresistible Factor Podcast Sawtooth Group