Welcome to Morro. Your partner in crafting new-to-the-world experiences that stand the test of time.

A visionary product can change the world, but it doesn’t happen all at once. The iPod succeeded because iTunes launched first. Finding the right starting point — without compromising on the vision — is key for both sustainable growth and for gradually shifting cultural expectations toward that future state.

Truly novel products often require behavior change, or at the very least, openness to trying something unfamiliar. It’s crucial to carefully guide people through their early interactions with the product — first, to make sure they experience its full potential, and then, to work it into their routines for repeat engagement.

Tapping into clusters of unmet needs to not just gain market share in existing spaces, but to redefine a category or create an entirely new category

Organizations at different stages need to prioritize different things. The practices set early on can shape the future of this new product for decades to come.