# The Real Goal: Building Something That Works | Emma McIlroy | WILDFANG

Page: https://stenobird.com/podcast/honest-ecommerce-14292/the-real-goal-building-something-that-works-emma-mcilroy-wildfang
Text version: https://stenobird.com/podcast/honest-ecommerce-14292/the-real-goal-building-something-that-works-emma-mcilroy-wildfang.md
Podcast: [Honest Ecommerce](https://stenobird.com/podcast/honest-ecommerce-14292)
Published: 2024-05-13T13:00:00+00:00
Episode link: https://honestecommerce.co/episodes/277-the-real-goal-building-something-that-works-with-emma-mcilroy-33nAXCDv
Audio file: https://api.riverside.com/hosting-analytics/media/192b6d3ecd64cf9b98d49f54a1b7d036eaa848644bcb2bd5edc4a11f32a141ff/eyJlcGlzb2RlSWQiOiI2YzMyMzc4ZC00ODc1LTRmN2UtYTcyMy1mNjA4NjNhNWE2NGIiLCJwb2RjYXN0SWQiOiIzMDI0ZGVhZS04MjFlLTQxOTUtYWQ2YS05MDNiNWYzYjZkZGYiLCJhY2NvdW50SWQiOiI2MDdjNTAxZGU4YjZhMjQ3ZDYzZGVhZjEiLCJwYXRoIjoibWVkaWEvaW1wb3J0cy9wb2RjYXN0cy8zMDI0ZGVhZS04MjFlLTQxOTUtYWQ2YS05MDNiNWYzYjZkZGYvZXBpc29kZXMvNmMzMjM3OGQtNDg3NS00ZjdlLWE3MjMtZjYwODYzYTVhNjRiL2RlZmF1bHRfdGMubXAzIn0=.mp3
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JSON: https://stenobird.com/v1/public/podcasts/honest-ecommerce-14292/episodes/the-real-goal-building-something-that-works-emma-mcilroy-wildfang
Duration seconds: 1724

## Resource

Emma McIlroy is the founder and CEO of Wildfang, a multi million dollar fashion brand on a mission to rewrite the future of gender. Wildfang embraces your masc, your femme and everything-in-between. Wildfang has raised over $1k for charities that focus on racial justice, as well as queer, immigrant, and women’s rights. Pre-Wildfang, Emma spent over a decade honing her marketing skills at brands like Barclays and Nike. More recently, Emma has been named one of Inc.’s Female Founders 100, Oregon Entrepreneur of the Year, a Henry Crown Fellow and her "Yeah Maybe" TED talk has racked up over 100k views. In This Conversation We Discuss: [00:43] Intro [01:23] Challenging norms & gendered clothing options [03:02] Expanding from brick-and-mortar to Ecommerce [04:12] Launching physical & online store side by side [05:05] Strategizing & focusing efforts before going live [06:51] Gaining momentum & navigating press attention [07:39] Doing personalized outreach strategies [08:55] Reaching varied audience segments [10:06] Putting in the effort to sell the vision [11:09] Building a website with no experience [12:37] Dealing with early days mishaps [13:43] Electric Eye: Your true Shopify expert [14:40] Challenges of selling others' products [15:53] Deciding to build own products [16:47] Endorsements and retail limitations [17:29] Moving from third-party to vertical business [18:04] Ensuring ethical production practices [18:39] Rediscovering the power of public relations [19:31] Intimidating expectations in the industry [21:05] Rejecting 'Advice Tornado' [21:58] Reflecting on industry shifts over a decade [23:09] Focusing on longevity & resonance in business [23:47] Staying true to your brand's strengths [25:06] Block out the noise & focus on what matters [26:4…

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