In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ida Tin, founder of Clue, who pioneered the femtech vertical and has raised over $60 million in funding. Ida shares her journey of creating a scientifically-grounded, globally relevant product in a category that was initially dismissed as "niche" despite serving half the world's population. Through building a trusted brand in the sensitive space of menstrual health tracking, Clue has navigated complex cultural taboos, regulatory challenges, and skeptical investors to create a product with extraordinary user loyalty—attracting 10,000 brand ambassadors overnight. Ida offers profound insights on creating purpose-driven companies that challenge traditional metrics of success and finding marketing opportunities in newly visible cultural conversations.