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The cofounder of Warby Parker and Harry's reveals how he decides which industry to disrupt next

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In the case of the shaving products, Jeff Raider said, Harry’s Labs found that existing products weren’t connecting with women. “They were portraying women like goddesses.'

Jeff Raider helped found Warby Parker and Harry's and is now CEO of Harry's Labs, an accelerator that helps identify other product categories to disrupt.

Raider also said he believes that as more and more people buy direct-to-consumer products online, brands will continue to have relevance, but that there will be fewer giant ones. Raider said in identifying the next areas to expand into, he looks at product categories where customer dissatisfaction is high. Harry's Labs brings people in for focus groups and talks to them about what needs they have that aren't being met by existing products.

In the case of Hims, a hair loss prevention brand that Harry's invested in, he said the issue was that people had to go to the doctor to get those kinds of products, and as a result, the adoption rate was low.Once the product is launched, Raider said, the DTC website plays a big role in communicating with consumers about how to use the product.Raider said most people come to DTC websites but"The interesting about DTC is, the best websites convert at 5% on first-time traffic.

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