Test #1 – Based on the interviews I have watched this week with Glossier founder Emily Weiss, I’d say she definitely felt expansive at the possibility of building this brand. Even now when she talks about it, her body language indicates an excitement and forward momentum.

Test #2 – I’m sure Emily explored a worst-case scenario, but I’m not sure she ever really entertained the idea of it as a true possibility. In a 2017 interview at the Female Founders Conference in San Francisco, her response to the question of, “Did you ever think you wouldn’t make it?” was “Sure, there are a million things…but you just keep going, there’s no other option.”

Test #3 – She had the foresight to know that great things were possible for this product and her company. She may not have expected the 600% growth two years after launching, but she knew that great things were possible.

Test #4 – Emily definitely Worked It. Into the Gloss launched in 2010 as a beauty blog. She used this space as a community to understand what people truly want from their beauty brands and created a dialogue around something that was, up until that point, kind of a private endeavor. She used all the feedback from Into the Gloss to create Glossier as a direct-to-consumer product. She listens to what people have to say and uses their input to create products to reach the most consumers. Emily and Marie have similar mind sets in this aspect. Marie said "clarity comes from engagement not thought." and in that same 2017 interview, Emily "beauty is a great activator for women to connect with each other and share with each other and to really develop and hone a voice." Emily was already so focused on engaging with her customers through the blog.