We knew L.A.B. Golf putters had a real chance to change the way golfers thought about putting. The technology worked. The challenge was the technology required odd looking putters, and that was scaring golfers away.
Previous marketing had revolved around technological superiority. While true, it was ineffective. We worked with L.A.B. Golf leadership to understand the slew of benefits from the company’s patented technology, Lie Angle Balance, and then translate those benefits into marketing that was fun, simple, and customer focused. This was the genesis of tag lines that included “You’re A Better Putter Than You Think,” “Putting Doesn’t Have To Suck,” and “Untorque Yourself.”
We need to give credit where credit is due. Most leaders wouldn’t lean into calling its products “weird.” When we pitched these concepts in The Rooted Growth Map, we expected some pushback. Instead, L.A.B. Golf leadership leaned in, and this early alignment allowed us to move fast and create immediate results.
L.A.B. Golf’s willingness to not take itself too seriously gave golfers an opportunity to be vulnerable about their putting woes. After all, how many golfers do you know who call themselves great putters?
Since Day 1 of our partnership, we’ve helped L.A.B. Golf spread the message that golfers are in fact better putters than they think. And when they putt well, it’s because of them… not some shiny new putter. Of course L.A.B. Golf putters help, but the company’s leaders don’t want the credit. They just want golfers to putt better.
“These guys are absolutely killing it. Not a single day goes by that I don’t recognize that we would not be where we are without them.”
Sam Hahn
Chief Executive Officer
