Liam Norris

How to define a new market category – with Liam Norris of Anti Ordinary

One of the surest ways to launch a successful startup is to define an entirely new market category, one that is easily understood and valued.

By doing this, you instantly become the market leader and the first mover.
This is precisely what Liam Norris and the lads at Ant-Ordinary are doing by re-framing skiing safety helmets as fashion items.

Anti Ordinary is founded on the principle that helmets shouldn’t be a chore to wear anymore.  We looked out on the slopes and realised people didn’t like wearing helmets, from pros to punters alike.

Who could really blame them? Hard, unconforming chunks of foam that can bounce around, fit poorly and ultimately ruin the experience on the slopes.

We saw that most people who weren’t wearing a helmet (and even many who did) wore beanies. Instead of making a helmet slightly more comfortable, we decided to make a safe beanie.

And that’s exactly what we’ve done. After over 2 years of R&D, we’ve created the design that allows us to make a device that is not only safe but truly conforming and comfortable.

After our successful Kickstarter (raising over $200K AUD), we’re excited to be launching into the market in the 2019/2020 Northern Hemisphere snow season.

Follow their journey on Facebook, Twitter, & Instagram.

Also, check out their unconventional pitch here: https://www.youtube.com/watch?v=65vGDvlsgaM

And their promotional video here: https://www.youtube.com/watch?time_continue=5&v=QFEIyETHYJE

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