Ashvin Melwani is Co-Founder & CMO of Obvi, one of the world’s fastest growing health & nutrition brands. Since launching in 2019, Obvi has become a pioneering brand in the collagen space, shattering 8 figures in sales with distribution all over the globe. Before Obvi, Ash co-founded Ghost3Media, a digital advertising & growth agency managing over $15M of adspend.09:55 - Form a supportive communityAfter they had a solid customer base, Obvi invited customers to be a part of a Facebook group. With some strategic conversation starters, the group snowballed into a tight community.“Right at that small stage of where that community is just beginning, it's like people are shy. They don't know what to expect from this group. How do you start the conversation? So she would invite people to talk. So it's like you post in the group, ask a couple of questions like, Hey, what recipes are you guys trying today? And people would start to get a little bit more friendly. They start to explain their lifestyle and what's going on with them. And then you start to see this snowball effect of not just employees from our end or admins or mods on our end talking to the customers. Customers are talking with each other. It's like, oh, Hey guys, what do you think about this recipe? And then you'll have 10 other people like, oh, I loved it. But also you should try this or do this. And it just snowballs into this supportive community where it's not even about the product anymore. It's just about how to live a better lifestyle. How do you improve your health? How do you lose weight? How do you find the energy to do things in the morning? What do you do with the kids during the pandemic? Those conversations are happening within our community. And the one thing that just, I guess, connects everyone is the fact that they're an Obvi customer, but when you're in there, it's like you're one big family because everybody's super supportive.”11:33 - Make community the nucleus of your brandBuilding a community gives you a direct line to what your customer wants. Listen and then give it to them. It’s a huge organic channel that many brands aren’t using.“I think that's something that's very undervalued with brands right now because it's all sell, sell, sell, sell, but after a certain point, it's like, you need to build a relationship with your consumers. These are the people that are like going to be the ones that are going to give you the feedback of what new products should you come out with. What flavors are they looking for? If you ignore the obvious conversations that are happening in front of you, then I don't think brands will make it. You as a founder have to put aside your, maybe not ego, but there are certain things that maybe you want to do. Maybe certain products that you want to launch or flavors that you might want to launch. Is that going to resonate with your customer? If yes, great. Then you're both aligned. If not, why do it? You have a direct path to communication with your consumers, utilize it, ask them what they want. Hey, you want chocolate-covered strawberry flavor? We'll do it. And I think that's one of the biggest things that we've leveraged over the last few years. And I think we'll continue to keep that growing because I think it's the nucleus of our brand right now.”16:36 - Get immediate feedbackThe negative feedback you get from a community is what guides you to grow. When Obvi launched a 35 superfoods blend, they learned quickly that the taste wasn’t right and were able to fix it.“What happened was that we launched it. Everybody was excited for it. Everybody got it. And we got the feedback in the group saying, when I drink it, my throat burns. And we're like, what is happening? Why? We didn't get that feeling. What's going on? Did the manufacturer mess up, what's going on? Basically, in the formula there's cayenne pepper. Now certain people may not be used to that spice level. As a South Asian individual, I like spicy food. So I was mayb