In this episode, Avy and Michael explore the rise and fall of 23andMe, the DNA testing giant that soared to a $6B valuation before veering toward bankruptcy.

They break down what went wrong, including:

- A gimmicky value proposition with limited long-term appeal

- The shaky logic of subscriptions for a non-recurring service

- The ethical grey zone of monetizing personal health data

It’s a cautionary tale about the importance of aligning go-to-market and customer value strategies and what happens when you don’t.