Founders don't need new products, just the right niche. Dude Wipes rebranded baby wipes for men and charged 2-3× more. Element revived electrolyte drinks by targeting keto dieters and built a nine-figure business. Start narrow, solve one group's specific problem, scale fast.
People think that success as an entrepreneur is all about the product that you sell. And I am telling you that the most important thing is the person that you sell to. You can sell the exact same thing as your competitors, but target a new group of people that have never heard about that solution, and they will become raving fans and buyers who will pay 2 to 3 times as much as everybody else. Dude Wipes did this beautifully. Dude Wipes sells baby wipes. It's not like baby wipes did not exist, but they marketed it for one specific person and one specific problem at twice the price. Price of everybody else. And as a result, guess what? They've blown up. Element is another good example. It's not like electrolytes were not known, but it was a dying industry. Gatorade sales, Powerade sales going down. But they came out and they made it cool for one group of people. It was actually the keto crowd, which now is a declining trend, but they made it cool for that group of people and they became a 9-figure business. It is not about the product that you sell. It is about how your product fits into the life of a group of people that has challenges and You can find a product that's been around forever and give it a new spin for a new group of people and still hit it really big. It is not about the product you sell. You start with one group of people that you wanna serve and you develop solutions for them. It may not even be a new solution. It may be a solution that's already been around for decades, but if you bring that to a group of people that is looking for a solution, building a 7-figure business can be 12 months away.
