Partying with Mephistopheles

Why no D2C challenger brand can ignore Amazon

In Goethe’s 1808 magnum opus, “Faust – A Tragedy”, the eponymous hero strikes a pact with the devil to show him the wonders of the world, in return for selling his soul. Fast-forward 211 years and countless tortured German schoolchildren later, and the same Faustian bargain is one faced by every righteous modern challenger brand: to strike a pact with Amazon, or not?

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