Leslie Na – Founder
WE ARE a customer research boutique.
WE HELP Series B+ startups to scale, scale faster, and scale smarter.
BY ANSWERING 2 KEY QUESTIONS:
WHO are your future customers?
WHAT do they want?
SO THAT you have a solid playbook to build your brand, marketing strategy, and innovation pipeline.
What makes you especially qualified to run this business?
I spent 11 years leading customer research and strategy on billion-dollar brands – first for Procter & Gamble, then White Wave Foods (now Danone North America). I’ve done it all – domestic and global, internal and customer-facing, base portfolio work all the way to future innovation that won’t exist for 10 years, and many categories including oral care, household care, beauty, and food. But that’s just my resume. I founded Truth Bomb because (1) I excel at both research and strategy and (2) I’m on a crusade to help brands – particularly startups – stop leaving money on the table, stop being a statistic and start making a beeline for success with the power of deep customer understanding.
Who is your ideal customer? How will you find them?
My ideal customer is anyone whose marketing strategy, innovation pipeline, or investor pitch is wobbly, recognizes the power of customer insights, and is willing to invest at least $10k into it. (Because either you’re going to pay now or you’re going to pay later, know what I mean?) That said, if you meet the first 2 but not the latter, reach out – I have a great starter package for you.
I find my customers through networking and word of mouth. I’ll also be launching Instagram Stories @TruthBombLife soon where you can get tons of great advice for free.
What KPIs are important to your businesses health right now?
# of clients, Revenue per Client, Net Profit
Book recommendation: Let My People Go Surfing by Yvon Chouinard
Favorite philosopher: Don’t have one. I like talking to everyday people who use common sense.
Favorite quote: “What you focus on expands.” “If it’s not a hell yes, it’s a no.”
A CEO you follow: I jumped headlong into the crazy world of startup because of my mission. Money is important, but it’s the means, not the end. Yvon Chouinard is one of the rare CEO’s who exemplifies this kind of thinking. He genuinely cares about people and the planet more than he cares about money. And, ironically, he makes money because of that. He’s my hero.
Favorite documentary: I don’t have a favorite, but the last documentary I watched was 13th. WOW, what an eye opener. If you care about racial equality, this is something you should watch.
Favorite artwork: I don’t follow art, but my dream office is covered wall-to-wall with inspirational and hilarious quotes.
Favorite music: My music is old-school, weird, and nerdy. I love the 80’s, 90’s (especially the R&B), Broadway, classical movie themes, and blue grass.
What would your last meal be? Probably a big bowl of noodles, like Pho. It soothes the soul.
What is the meaning of life? To serve others. We all die – that is our only guarantee. But if we can serve others and the planet, then we leave a legacy that lasts forever.
What is your situation? (married, single, kids…) I’ve been married to Tom for over 5 years. We have a 4.5-year-old boy named Levi who drives us crazy and brings us great joy.
What advice would you give your 20 y/o self? Stop following everyone else and start figuring out who YOU are. Also, there’s this thing called entrepreneurship – try it. It’s pretty cool.
What do you have left to do? I’m a startup founder serving startups – I have EVERYTHING left to do! I’m building my website, writing blogs, preparing for Instagram stories, networking at events and over coffee, and of course, leading research for clients.