These 5 brands make 💰💰💰 By doing stuff competitors could copy… but WON’T. ✅ Dr. Squatch = soap that’s funny ✅ Graza = olive oil that’s casual ✅ Truff = hot sauce turned luxury ✅ Scrub Daddy = a hit of fun while cleaning ✅ Liquid Death = water gone punk rock 🤘 That’s the secret. Not features. Not ingredients. Not claims. 🔥 It’s DESIGN. Design so bold it makes competitors say: “we could never do that.” #productdesign #design #marketing #strategy #product

These five brands right here have raked in hundreds of millions of dollars, all by pulling the same fundamental move. Nope, not rocket science, it's actually waste. I'm Brian. I design products for a living and this is how you do things. Your competitors won't. Hold up. Everyone always says do things your competitors can't. Here's the thing. In most consumer categories today, there's nothing your competitors can't do. There may be things that they won't do. They can copy your ingredients, copy your attributes, copy your features, copy your design. They can copy whatever they want. The real question is what wouldn't they copy? Great product design today is about finding some secret sauce, something they wouldn't dare copy. And these five brands prove it. Each of them broke through by innovating via a unique and strong perspective on design. In ways their competition just wouldn't. Let's take a look. Take Dr. Sasquatch, soap with natural ingredients, format, anyone to do that. Their move competitors won't do. Make soap for men that's funny and irreverable. While everyone else is stuck in the same old four men, clichés, or gradsa, high quality olive oil in a squirt bottle. Anyone can do that. Their move competitors won't do. Stop taking olive oil so seriously and make cooking feel fun and easy. While everyone else hides behind artisanal fluff. How about trough? Hot sauce infused with truffle oil. Anyone can do that. Their move competitors won't do. Apply luxury characteristics to a kitchen staple. While everyone else continues to focus on skulls and the skull scale. Or scrub daddy. Happy face shaped dishpads. Anyone can do that. Their move competitors won't do. Bring some levity and playfulness into a chore no one likes to. While everyone else continues to focus on tiny improvements in cleaning performance. And the grand finale liquid death. At the end of the day, it's just water and a can. Their move competitors won't do. Turn migration into punk rock. Unapologetic, aggressive, fun. While everyone else continues to sell delightful flavors and safe fives. So what's the lesson here? Design matters. Not just product features, not just functional movements. In reality, the biggest wins today start with a key insight on marketability with designs that make it better to say, wow, what could you never do that? But the truth is, they totally could. They just won't. So if you're building something new, flip the process. Don't tack on design at the end. Lead with design from the start. Be bold. Be opinionated. Create something special that others would never. And keep an eye out. My next video is on Fishworth, one of my new favorite plays from this exact playbook.