Analyzing Billy Mays' Direct-Response Success

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Quick update before you dive in. We’re shifting our upload schedule from three times a week to two. Instead of Mo-Wed-Fri, we’ll now be posting every Tuesday and Friday. With all the new formats we’re producing, three a week became tough to keep at the level we want. This new cadence will help us keep the quality high.

I sat down with Connor Gross ( https://x.com/c_gro ) in New York and we went deep on one simple idea taking proven products and changing the form factor to unlock ridiculous upside. We talk about how Billy Mays, OxiClean, and late night infomercials turned into today’s DTC and TikTok style direct response, then riff on everything from “AG1 in a gummy” and brands like Grüns, Starface pimple stickers, and stain remover stickers for kids clothes, all the way to race day temporary tattoos that show your elevation profile and aid stations. From there we get into filtration for cyclists and runners, mouth tape for performance and pollution, third party testing apps like SuppCo and Seed Oil Scout, and the crazy opportunity in being the trusted auditor for supplements, snacks, and food labels. We wrap by talking about city based silent retreat concepts inspired by OtherShip, how to productize attention and stillness in a noisy world, and why there is so much money sitting in boring categories if you are willing to innovate on packaging, distribution, and trust.

Enjoy!

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