Two new moms created a new mobile shopping experience that changes the way consumers build community around products. Elizabeth Shaffer and Lizzy Brockhoff, co-founders of MASSE (a product recommendation app), joins Karen Moon and Abby Wallach. When this dynamic duo walked in, we knew this would be a great episode. Masse is helping de-clutter a confusing consumer market, where consumers can’t always know where to go and who to trust. They’re doing this by making a platform with absolutely no paid ads, sponsored content or fake reviews. The catalyst for Masse was Elizabeth and Lizzy becoming pregnant one day apart, and both started getting all kinds of ‘registries’ from their friends - recommended essentials products for being a new mother. This was great, but overwhelming with the sheer number of products from different sources. They thought Masse would be a great way to aggregate that type of information in a trusted way. They build a team using their guidelines of the Three A’s - attitude, aptitude, appetite. They look for each team member they bring on to have all three! Snack - the impossible cookie, a vegan and gluten-free cookie brought from The Wing, a work and community space for women. Masse is cutting through the clutter of paid endorsements and #ads to connect real people with totally genuine recommendations.  The key action on the platform is to thank rather than to like. With a platform so based on authenticity, it’s hugely important to have a high quality moderation team constantly making sure all content is legit. Users are the merchandisers. It’s a community of people all looking to help each other out, and in fact they’ve found that when users know there’s another person they’re actually helping out, they’re more inclined to use the platform. Pinterest and other social platforms tend to be aspirational, whereas on Masse it’s more of the real things that help you get through everyday life. Someone’s not going to necessarily be posting about their favorite trashcan on Pinterest, but they will on Masse. There’s no pressure to have a certain aesthetic. Elizabeth wishing for more time to read fiction, the necessity of taking the time to play with your kids, Lizzy’s sacred commute time, and Karen multitasking while meditating. See omnystudio.com/listener for privacy information.