The Cockroach Approach to Finding Products

Where the weak dare not go

Hi Reader,

EVERYONE struggles to find products. Even if you’re a multimillion-dollar seller, keeping new products in the pipeline is a constant struggle.

Over the years, I’ve built a bit of a niche developing my brands around products that nobody else wants to do, focusing on big, heavy, expensive, and otherwise ugly products. I call it the cockroach approach to product development. 

Cockroaches hang out in the dirty spots the ladybugs dare not go to, but they don’t get their wings torn off by children looking for fun like the ladybugs do.

That’s basically the situation most e-commerce sellers find themselves in—they’re trying to be ladybugs launching beautiful products. And while their products might look pretty and have sexy sales metrics on Helium 10, they get killed by relentless competitors—many of them just doin’ Amazon for fun. 

EcomCrew Premium is open this week and has a completely updated course on using the Cockroach approach. I’ve also just released a blog article on what the cockroach approach is to product development which gives a good high-level overview of the strategy. 

Even if you don’t utilize this approach, it’ll open your eyes to a totally different perspective for product development. 

Happy selling,

Dave Bryant