Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The $99 Product Mistake Almost Everyone Makes #digitalprodcuts #sidehustle #mistake

26 May 2026 · 1 min

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In this concise video, Nicolas Cole identifies the most common error creators make when designing low‑ticket digital products: they aim for the biggest, most all‑encompassing idea that tries to help everyone. He argues that this approach is counter‑productive, especially for $99‑priced offerings. Instead, Cole advocates for the "smallest viable idea" strategy—selecting the tiniest possible concept that enables a single person to accomplish one specific, actionable task. By narrowing focus, creators can deliver more effective, market‑ready products that meet a clear need without over‑engineering.

Chapters

Whenever I'm working with people on building digital products, this is the number one mistake that gets made out the gate, which is people's inclination when coming up with digital products is to try and pick the biggest idea that they possibly can. What is like the most all-in— how do I help everyone? And in reality, the most effective digital products are the complete opposite of that. And especially when you're dealing with something like a $99, like low, low ticket digital product, the name of the game is not how do I build one product that serves everyone? The name of the game is actually how do I pick the smallest idea I can? How do I help one person do one very small actionable thing?