When you're deciding which products to add to your line, you probably think about sales data first. But that's only part of the story.
Amita Nair has built Amicreative into a cohesive, intentional brand by making product decisions from four angles: financial performance, design aesthetic, what customers actually want, and whether the product fits her brand voice.
In this episode, she walks through how she's learned to say no to products that make business sense but don't fit her story—and why that clarity matters.
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