Very excited for this episode. If you’ve been reading here, you know we’re both obsessed with the healthcare overhaul happening right now, the opportunities in the peri/menopause space, and brand leaders who refuse to behave like the rest.

So we were thrilled when Joanna Strober, CEO and co-founder of Midi Health, agreed to come on and chat.

In this episode, we get into the myths that still dominate the female health space, why longevity is really just prevention rebranded (meant as a compliment), and how menopause can be a leadership superpower.

Health, futurism, and leadership all in one. Enjoy!

Hit the links to skip to the bits you fancy

04:44 — MENOPAUSE IS HOT // Joanna’s shirt says it all. We talk about her perimenopause story, the $1,000 consult that got her going, and why she built Midi.

09:05 — MYTHS NO MORE // The two big misconceptions—“too young” and “all done”—and why they’re holding millions back from care. Plus, why this market is bigger than anyone thinks.

14:01 — SHOW & DOUGH // Midi is both B2C and B2B. And each benefits from the other.

16:34 —WORDS MATTER // Prevention has gone through a rebrand, and it’s now called longevity.

26:16 — MENOPAUSE MINDSET // How the mindset shifts in menopause become a leadership superpower.

30:10 — THE FRUSTRATION EMAIL // The bold customer move every brand should steal—and why it works.

34:55 — JOANNA’S STACK // Fiber gummies, cortisol managers, and why design matters as much as efficacy. The packaging is cute:

THE DEBRIEF39:26 — PATIENT TO PILOT // Patient-led care is becoming the new norm.

40:16 — LEADERSHIP EDGE // Menopause as a “no-ego, more-clarity” superpower.

41:26 — MAKE IT YOUR PROBLEM // We unpack the “frustration email.”

43:40 — PREVENTION’S KALE MOMENT // Rebranding prevention. The takeways.

44:27 — INSULIN ERA // We go on a tangent. Insulin-friendly enters the chat.

Meet Midi

This episode isn’t sponsored, We just like what Midi and the are doing and how Joanna speaks on LinkedIn and asked her to come on.

You might know them for working with influencers like Caitlin Murray.

But in case you aren’t familar: Midi is modern healthcare for ‘your second ac’t. They offer virtual care for women in peri and menopause. Think HRT, supplements, care, you name it, all covered by insurance.

Big picture Midi is working on reframing midlife from taboo to category.

Huge thanks to Joanna for chatting.

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +15K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands |Follow her on Substack

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com