In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ida Tin, founder of Clue, who pioneered the femtech vertical and has raised over $60 million in funding. Ida shares her journey of creating a scientifically-grounded, globally relevant product in a category that was initially dismissed as “niche” despite serving half the world’s population. Through building a trusted brand in the sensitive space of menstrual health tracking, Clue has navigated complex cultural taboos, regulatory challenges, and skeptical investors to create a product with extraordinary user loyalty—attracting 10,000 brand ambassadors overnight. Ida offers profound insights on creating purpose-driven companies that challenge traditional metrics of success and finding marketing opportunities in newly visible cultural conversations.

Topics Discussed:

• Pioneering the femtech vertical and creating a new product category
• Building a scientifically sound, globally trusted brand in a sensitive health space
• Navigating investor skepticism when creating products for underserved markets
• Developing user-centered products through deep listening and research
• Creating and maintaining company culture centered on genuine purpose
• Leveraging cultural shifts to drive marketing effectiveness
• Balancing global reach with limited localization resources
• Moving beyond traditional growth metrics to create resilient companies

Lessons For Consumer Marketers:

Build Trust Through Scientific Accuracy and Transparency

In health-adjacent products, Ida emphasized scientific accuracy as non-negotiable. Clue prioritized education and myth-busting in a space filled with misconceptions, creating content that established them as a trustworthy authority. Their transparent approach to data handling—clearly explaining what happens with user information—built a foundation of trust essential for handling sensitive personal data.

Target the Cultural “Visibility Rim” for Maximum Marketing Impact

Tin identified a powerful marketing insight: the most effective campaigns happen at the edge where previously invisible cultural experiences become newly visible. Clue capitalized on this by addressing topics just entering public conversation, like collecting 500+ global slang terms for periods when menstruation was first becoming less taboo. This approach generates natural media interest and connects deeply with audiences experiencing validation.

Create Inclusive Products Through Deep User Research

Clue’s approach to user research went beyond surface-level feedback, employing ethnographic techniques to uncover unstated needs. Their “ninja” researcher could interpret what users wanted even when they couldn’t articulate it themselves. This enabled them to build a product that felt inclusive across diverse backgrounds, sexual orientations, and reproductive goals—a particularly crucial consideration in emotionally complex health categories.

Foster Organizational Resilience Through Shared Purpose

When facing the grueling two-year FDA clearance process for their birth control feature, Clue succeeded not through job descriptions but through the resilience of purpose-driven team members willing to go “the extra thousand miles.” Tin cultivated this through intentional culture-building activities, maintaining an empty chair for the user in meetings, and creating an environment where employees could bring their whole selves to work.

Reimagine Success Metrics Beyond Traditional Growth

Tin challenges marketers to expand definitions of success beyond growth and monetary metrics. She argues that values like ethical integrity, transparency, and organizational resilience translate into superior products and experiences that conventional metrics miss. This approach enabled Clue to build exceptional user loyalty in a political landscape where trust became a differentiating asset.

Balance Global Scale With Strategic Localization

With limited resources, Clue couldn’t fully localize for every market but reached global scale by focusing on language translation while maintaining a core brand that resonated cross-culturally. Tin notes that truly penetrating markets like India or Japan would require dedicated localization efforts, but their scientifically-grounded, emotionally sensitive approach transcended many cultural barriers.