How a Failed Home Project Sparked a $7M Brand

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Picture this:

It’s 2017, and Dave is trying to hang a picture frame in his living room. He measures twice, drills a hole, and steps back to admire his work—only to find the frame is crooked.

Frustrated, he tries again, but it’s either too high, too low, or just not right.

After two more failed attempts, Dave mutters to himself: Why hasn’t anyone made this easier?

That night, Dave started sketching ideas for what would eventually become HangEasy, a foolproof picture-hanging tool that lets users get the perfect alignment every time.

By 2020, HangEasy was a full-fledged business with sales skyrocketing during the pandemic as more people focused on home improvement projects.

Today, it’s a $7M brand that’s helped over 1 million people decorate their homes with confidence.

Here’s the twist: 

Dave didn’t rely on a complicated product or aggressive sales tactics to succeed. His approach was all about simplicity and clarity:

• Built for the customer, not engineers: Dave designed HangEasy with everyday people in mind. It didn’t require power tools, technical skills, or frustration—just a straightforward solution anyone could use.
  

• Show it, don’t just sell it: Dave created simple video demos to highlight how HangEasy worked, showing exactly how it solved the problem. The videos were shared across social media, turning viewers into buyers.

What can we learn from Dave?

• Keep it simple: Customers value solutions that make life easier. Is your product intuitive and user-friendly, or is complexity getting in the way?
  

• Show the magic: Demonstrations build trust and excitement. Are you using content to let your audience see your product in action?
  

• Solve everyday frustrations: Big problems don’t always need big ideas. Are you paying attention to the small frustrations your customers face?

Dave’s story is a reminder that sometimes the best business ideas are right in front of you—hidden in the annoyances of daily life.

Now, here’s the question: What’s one everyday frustration you could turn into a business opportunity?

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