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Examples
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The GrubStreet article was the first time I heard the term “smallwashing,” which it defines as “when a brand positions itself as a small business and shows up on shelves as if it were small, even though it has probably been through at least one comfy fundraise and a hotshot General Catalyst VC sits on the board.”
How Are We Supposed to Recognize “Good” Products? Ashley Rodriguez 2023
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I’ve started calling this crucial step in a product’s development “smallwashing,” i.e., when a brand positions itself as a small business and shows up on shelves as if it were small, even though it has probably been through at least one comfy fundraise and a hotshot General Catalyst VC sits on the board.
Welcome to the Shoppy Shop Emily Sundberg 2023
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