Cases
SmileDirectClub: When “Disruption” Outran Discipline
In the late 2010s, SmileDirectClub looked unstoppable. A direct-to-consumer revolution in orthodontics—cutting out the middleman, slashing prices, and promising a perfect smile from the comfort of your sofa. It was Silicon Valley swagger meets medical device economics, wrapped in pastel branding and influencer smiles. Founded in 2014,