Sam Parr explains why winning products aren't better versions of existing ones but entirely new formats. Nicotine pouches like Zyn created a moat by inventing a category rather than improving competitors. Energy pouches are the next format following this pattern.
If you want to have the greatest odds of success, it's by creating a new form. A good product doesn't mean like make a better version of croons. Like, that's not going to work for people. What's going to work is finding that product category, that white space. Good product equals new white space. I'm sure you guys have seen these like nicotine pouches, the Wip and like Ultras of the world.
It basically looks like a Zyn, but it's not tobacco or nicotine, it's energy.
Yeah, it's like caffeine and other things like the nicotine pouches. Amazing. Not because I'm a believer in the product, but amazing because now you're taking a new format, a form factor that doesn't have competitors. And so I think anybody looking at it and be like, oh, I'm going to do it too. Like, you might find a little bit of success, but you're not going to sell your business. You're not going to be the winner here. Go find a new product format.
