Take
Winners are first or second to market; a third entrant must be different
Allison Ellsworth won't chase hot categories like protein because someone is already first. Late entrants can still win if they differ, as Grüns did with greens gummies while AG1 hasn't exited, but it's much harder.
“But for me, I'm like, okay, cool, I think it's hot. I'm not gonna now go create it. Someone is already first to market on that. And usually winners are the first to second to market. It's really hard for like even a third to market to be successful. successful unless you do it different.”
Framework
Same product, new form factor: liquid vitamins built an empire
Shaan argues form-factor changes are underrated. MaryRuth's built a big business selling liquid vitamins you keep in the fridge instead of pills or gummies, just as Vacation's whipped-cream-can sunscreen goes viral and Grüns put greens in a gummy. A new format earns attention and gives buyers a reason to buy.
“So like Mary Ruth's, she's built like a, an empire on liquid vitamins right now. Ro Nutrition. They're, uh, like they're selling, uh, they're doing like, you know, millions and millions of dollars in revenue by just changing the form factor from vitamins are gummies and pills. Nope. Now they're liquid that you store in the fridge and you drink cold because different people prefer things to different things. And it also gets attention. It gives you a reason to buy it.”
Steal thisTake a stale category and change only the delivery format (stick, whipped can, powder, gummy, liquid) to earn attention and a reason to buy.