The $4m breakthrough that started in a garage...?

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Picture this:

It’s 2017, and Tom is in his garage, surrounded by cleaning supplies. He’s been trying to scrub grease stains off his favorite stainless-steel tools, but nothing works.

The sprays leave streaks, the wipes dry out too quickly, and he’s left with more frustration than results.

That night, as he looks at the pile of dirty tools, he wonders: Why isn’t there an easy, streak-free cleaner for metal surfaces?

Determined to find a solution, Tom spent months researching eco-friendly cleaning agents and testing dozens of formulas.

After countless trials, he created ShinePro, a fast-acting, non-toxic cleaner that works flawlessly on stainless steel, chrome, and other metal surfaces.

Today, ShinePro is a $4M brand loved by eCommerce and DTC businesses that sell home goods, cookware, and appliances—and by customers who just want their kitchens to sparkle.

Here’s the twist: 

Tom didn’t just sell a cleaner. He built a brand that focused on solving overlooked cleaning frustrations with precision and simplicity.

• Target a specific problem: ShinePro wasn’t designed to clean everything—it was designed to be the best metal cleaner on the market. Tom’s laser focus helped his product stand out.

• Highlight hidden benefits: Tom positioned ShinePro as more than a cleaner. It saved time, preserved expensive appliances, and made homes shine—all while being eco-friendly and safe for families.

What can we learn from Tom?

• Start with one solution: Tom built ShinePro by perfecting one product. Are you focusing on solving a single, impactful problem for your audience?

• Sell outcomes, not products: ShinePro wasn’t marketed as “just a cleaner”—it was about effortless shine and peace of mind. Are you emphasizing the real benefits your customers care about?

• Lean into the niche: Tom’s success came from owning a specific problem. Are you targeting a niche where your product can truly shine?

Tom’s story reminds us that even the smallest frustrations—like streaky steel—can become the foundation for big ideas.

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See you on Friday :)