23 Year Old Built a $4M Store

Mindset: "The boring basics can build empires"
Mark's Money Moves: Master the mundane

Quick - what's the most boring product you can think of?

Meet Jake Henderson, who asked himself that question in 2021 and landed on: phone chargers.

Not the fancy MagSafe ones. Not wireless charging pads. Just basic, everyday charging cables.

His logic?

• Everyone needs them

• Everyone loses them

• Everyone hates buying them

• Nobody was making them interesting

While dropshippers chased the next viral product and D2C brands fought over Instagram aesthetics, Jake did something different:

He made boring beautiful.

His approach:

• Created "The Last Cable You'll Ever Need" brand promise

• Offered a genuine lifetime warranty (unheard of in this space)

• Built a TikTok following testing cables to destruction

• Made detailed tracking and delivery updates actually fun

The results shocked everyone:

• $4.2M revenue in 2023

• 92% customer return rate

• 0.4% product failure rate

• 2.1M TikTok followers watching cables break

But here's what really interests me about this story:

While everyone in ecommerce is trying to find the next revolutionary product, Jake proves that revolution can happen in the most ordinary categories.

Look at these "boring" success stories:

• Dollar Shave Club (razors): $1B exit

• Bombas (socks): $250M revenue

• Native (deodorant): $100M acquisition

See the pattern? Basic products, exceptional execution.

Your Boring-to-Billions Playbook:

1. Find a product everyone needs but hates buying

2. Solve the tiny frustrations nobody's addressing

3. Add personality to a personality-free category

4. Make customer service your product differentiator

As Alex Hormozi says: "The riches are in the niches, but the wealth is in the basics."

The real cost of boring success:

• Patience to perfect supply chain

• Commitment to consistency

• Excellence in everyday operations

• Willingness to be unsexy

Here's what nobody in ecommerce wants to admit:

• Most "innovative" products fail

• Most successful stores sell basic items

• Most fortunes are built on fundamentals

• Most customers just want reliability

Breaking down Jake's specific wins:

• Email open rates: 47% (industry average: 15%)

• Customer service response time: 4 minutes

• Product return rate: 0.8%

• Social proof: 122,000+ verified reviews

The secret? He treated a commodity like a luxury product.

Look around your house right now:

• What products do you regularly replace?

• What purchases do you hate making?

• What basic items could be better?

• What mundane product needs a makeover?

Remember: Liquid Death is just water in a can - now worth $700M.

The next big thing might not be big at all. It might just be better.

What boring product could you make extraordinary?

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