0:01 In this video, I'm going to be showing
0:03 you how I built a $3 million brand in
0:06 just 30 days
0:08 in a niche I knew absolutely nothing
0:11 about, all through an AI strategy that
0:12 allowed me to not just uncover an
0:14 untapped product, but create a brand
0:16 that resonated with hundreds of
0:18 thousands of girls. You're going to see
0:20 me dig into their lives, find out what
0:22 they're looking to buy, and branding the
0:24 product seamlessly using their
0:26 identities. You'll see how I created my
0:28 website, how I created my viral videos,
0:30 [music] and how I launched a milliondoll
0:32 advertising campaign. I'm literally
0:33 going to be showing you everything. So,
0:35 let's just dive straight into it. So,
0:37 this is my product. They're called
0:39 Pilates Grip Socks. These little grips
0:41 at the bottom of the sock are what
0:42 prevent girls from slipping whilst
0:44 they're doing Pilates. Now, although the
0:47 store generated over 100,000 orders and
0:48 won a Shopify award, I didn't know
0:50 anything about Pilates before I found
0:52 this product. But it's through this AI
0:53 strategy that I'm about to show you
0:55 where I was able to find this untapped
0:57 product, but then more than that, find
1:00 exactly who I was selling to so that I
1:02 could use their identities to create my
1:03 brand. So, the first thing that you want
1:05 to be doing is getting into a growing
1:07 market. You don't want to be getting
1:09 into a stagnating or declining market
1:10 because there's no opportunity there.
1:12 Now, I went into the Pilates market
1:14 because it was growing yearbyear on
1:18 Google Trends, but it also had an 11.5%
1:19 kagger. [music]
1:20 This basically tells us how much this
1:23 market is expected to grow in the next 5
1:25 to 10 years. So after I had my market, I
1:27 jump over to YouTube. This is where the
1:29 opportunity lies. I'm going to write day
1:32 in the life of Pilates. But this depends
1:33 on the niche market that you have
1:35 entered into. Your keyword might be
1:37 routine. It might be podcast. It might
1:39 be vlog. Basically, what are the titles
1:40 of the YouTube videos of the micro
1:43 influencers of your niche? Use that in
1:45 the search term. Next, I open up as many
1:47 of these long- form videos as I can.
1:50 jump into their YouTube transcript, copy
1:53 all of it, paste it into chatbt and say
1:54 list all of the products that are
1:57 mentioned within this video that are
1:59 early adopter products. And so that's
2:02 how I encountered Pilates grip socks,
2:04 which when throwing it into Google
2:06 Trends, we can see has just recently
2:08 emerged and is growing [music]
2:09 exponentially. Okay, so I'm pretty sure
2:11 you realize how effective this market
2:13 research strategy is. It's actually the
2:15 sourcing strategy behind not just one of
2:18 my products, but
2:20 almost six of them. But it isn't just
2:23 that you find emerging products before
2:25 your competition. That's one part of it.
2:26 The best part of this market research
2:28 strategy is now you know exactly who
2:29 you're going to be selling to. Let's
2:31 listen to what these girls were saying
2:33 about Pilates grip socks.
2:35 Like I need some grippy socks or
2:36 something like that. And then I'm going
2:38 to have to buy like some of the grip
2:39 socks that they have.
2:41 I forgot my socks. So, I had to buy
2:43 socks at the steep price of $18.
2:45 I need some grippy socks. I need to buy
2:47 those grip socks. The language they were
2:50 using told us that they knew about the
2:51 product. They wanted the product, but
2:53 they weren't calling it Aloe Grip socks
2:55 or Lululemon grip socks or Nike grip
2:57 socks. They were calling it those grippy
2:59 socks. They're product, but not yet
3:01 brand aware. And that's exactly where
3:03 you want the market of a product to be.
3:05 Product validation without brand
3:07 saturation. But now, how was I going to
3:09 create a brand that was perfectly made
3:11 for these girls so that they wanted to
3:13 buy my version of the Grip Socks? Well,
3:15 it all begins with going into the
3:17 profiles of these girls and identifying
3:19 their identity. Going into the YouTube
3:20 videos that they were creating, I
3:22 noticed that they all had that girl
3:24 written in their titles. That girl
3:27 morning routine, be that girl. So, who
3:28 was that girl? That girl was an
3:31 aesthetic. It was a movement. It was an
3:33 identity. And identities are your ticket
3:35 to branding the product. You can
3:36 attribute this to literally any niche
3:38 market you can think of. There's a
3:40 cross-cultural movement that that occurs
3:43 that creates almost this tribal essence.
3:45 And if you can take that essence and put
3:47 it into your brand, that's where you get
3:48 the resonance. That's where you start
3:50 speaking to your audience. That's when
3:52 they look at your website and think this
3:54 is the product for me, not the gimmicky
3:55 drop shipping products. And here's how
3:57 you put that into action. I write what
4:00 are the brands that best fulfill upon
4:02 that girl identity. And so the first
4:05 output was Glossier. Glossier was this
4:07 big skincare brand and all I had to do
4:10 to create my brand was emulate the
4:11 essence of their brand. They're not a
4:13 competitor, but they're targeting the
4:15 exact target avatar that I am targeting.
4:17 What I noticed within the photo shoots
4:19 that Glossier was taking, they always
4:22 incorporated this dreamy like cloudy sky
4:24 background with these blue pastels in
4:26 their images. And so this started to
4:28 become the inspiration for the photo
4:29 shoot that I was about to do. But before
4:30 I could do that, I needed to come up
4:33 with a name for my brand. Glossier isn't
4:34 describing the product, but it's
4:37 describing the aspirational quality of
4:39 the product. Girls will use the product
4:41 and become glossier. And so to come up
4:42 with a name, I thought about the
4:44 aspirational quality of these grip
4:46 socks. They help girls stay grounded,
4:49 but being that girl is also about being
4:51 grounded. So I called my brand grounded.
4:53 And so now I was going to source a
4:55 supplier that could manufacture these
4:56 socks with the highest quality that I
4:58 could possibly find to be able to charge
5:00 premium prices. Resonating with your
5:02 target audience and creating a strong
5:04 brand is one thing, but then your
5:06 product quality has to match as well.
5:07 This way I'm completely separating
5:08 myself from the drop shipping
5:10 competitors who are probably going to
5:11 sell some gimmicky variant of this
5:13 product if they weren't already getting
5:14 destroyed by the tariffs. That is I
5:16 needed to charge premium prices and the
5:18 product quality needs to match. And so
5:20 here's how I do this on Alibaba. What I
5:22 first do is create a manufacturing
5:23 document like this. This is where I give
5:25 them the variants that I'm looking for,
5:27 like these colors and the cherry color.
5:29 I go into detail with the placement of
5:30 my logo at the bottom of the sock. Even
5:32 change the silicon grip pattern at the
5:33 bottom. I give them my order quantity,
5:35 the materials, the lead time. Basically,
5:36 all of the information that you're going
5:38 to give to your supplier goes into this
5:40 document. Next, what I do is I search by
5:42 supplier instead of product. Filter by
5:44 trade assurance, verified pro supplier,
5:47 and now I'm messaging 20 to 50 different
5:49 suppliers. You won't have supplier
5:50 problems if you reach out to a ton of
5:52 suppliers because what you're going to
5:53 do next is you're going to filter
5:55 through all of them until you find the
5:57 perfect supplier because you've messaged
5:58 so many suppliers and you have so much
6:00 data. You can use that data to now
6:02 negotiate with every single one of them
6:04 to bring down your price. Okay, so now
6:05 it's time to do a professional photo
6:07 shoot. One professional photo shoot
6:08 solves almost all of your branding
6:10 problems on your website, your
6:11 advertisements, even your [music]
6:13 organic content. To do this, I found a
6:15 director of photography here in Berlin,
6:16 one that specializes in fashion
6:18 photography. I told him to source me
6:20 that backdrop that the that girl brands
6:22 like Glossier were using in their photo
6:24 shoots. Next, I got sent a list of
6:26 models to choose from. And what I'm
6:27 doing here is I'm basically looking at
6:30 which of these models looks the most
6:32 like that that girl avatar on YouTube.
6:34 So, what I do is I go on to YouTube and
6:36 I just basically look at these authority
6:37 figures within the niche, like [music]
6:39 this girl, and then I match their face
6:41 to, for example, this girl, which looks
6:42 quite similar. And that's when I
6:43 scheduled the photo shoot here in a
6:45 studio in Berlin. Now, I'm looking to
6:47 take four different types of content.
6:49 First is the full body lifestyle image
6:52 that will go as the hero image of my
6:53 website. Next, I'm getting product
6:55 images taken for the featured product
6:57 section of my store. Then, I'm getting
6:59 hero images taken for the meta ads and
7:01 Tik Tok ads I was going to run. And
7:02 finally, I'm getting these little video
7:04 clips that I'm going to put into my
7:06 website and incorporate into my organic
7:08 content. So once I got the final images
7:10 taken, I took the full body lifestyle
7:12 image and I threw it as a hero image and
7:14 put a little stay grounded overlay on
7:16 the background. The hero image often
7:18 times is lifestyle depictions of your
7:20 product. And in my case, it has to be a
7:22 girl with the socks. This is the first
7:23 image they see. It's like the hook of
7:25 your website. If it doesn't look good,
7:26 if it doesn't look professional, bounce
7:27 rates are going to be high and you're
7:29 just not going to convert. I then put
7:31 the product images in this minimalistic
7:33 layout all with the same backdrop. This
7:35 simple design was something that I was
7:37 inspired by Brandy Melville. This was
7:39 one of the brands I was also fulfilling
7:40 upon that that girl aesthetic. They're
7:43 pulling in $200 million in revenue a
7:44 month and they have a super simple
7:46 layout. But to elevate the brand a
7:48 little bit more, I put this little hover
7:50 feature of the girl like doing a little
7:52 twirl with the socks on for each of
7:54 these product images. These little
7:55 incorporations into your website can
7:56 dramatically increase your conversion
7:58 rate. And they're also doing the job of
7:59 showing off the product and just making
8:01 it look nice. So, now that I had sourced
8:02 my product and I had set up my website,
8:05 it was time to capture the attention of
8:07 that girl. This video got 2.1 million
8:09 views. I'm going to break down the whole
8:11 strategy and structure behind it and
8:13 then also show you how I've replicated
8:14 this process with a bunch of other videos.
8:14 videos.
8:18 Then my head hit the wall. Boom.
8:19 Girl, you forgot your grip socks. These
8:21 little grips at the bottom. Touchy
8:22 touchy touchy. You put them on and bam.
8:25 So, the video begins with a stitch. This
8:27 was taken from a viral video within the
8:29 Pilates niche. I stitch it together to
8:32 create a transition segment that sets up
8:33 the context behind my product. Now,
8:35 you've probably seen a lot of creators
8:38 use this. For example, Alex Hermoszi
8:41 uses stitches within many of his ads.
8:42 You want to hear something insane,
8:44 but it's very important for it to
8:46 actually make sense because here the
8:48 girl is falling off of a reformer's
8:50 machine, which sets up the context
8:51 behind my product, which is that grip
8:53 socks stop you from falling over. That's
8:54 why I specifically say,
8:56 "Girl, you forgot your grip socks." But
8:58 the single most important aspect of
9:01 guaranteeing virality is the 1 to 3
9:03 second transition. The 1 to 3 second
9:05 transition is the science of going
9:07 viral. I would go as far as to say it's
9:09 the secret of going viral. And what it
9:11 basically means is on the 30 second mark
9:13 of every video, you need to put a
9:15 re-engagement point. This re-engagement
9:18 point is when you reveal the X factor of
9:20 your entire content piece. Let me show
9:22 you how this 1 to 3 second transition
9:24 happens [music] in almost every viral
9:25 video. Let's first start with some
9:27 videos that contain music because these
9:29 videos really highlight that 1 to 3
9:30 second transition. Pay attention to the
9:40 Beat drops. Product function is shown.
9:42 The X factor of the video is revealed at
9:45 the third second mark. 6.4 million
9:52 Same thing. Beat drops. Product function
9:54 is shown. The X factor of the video is
9:55 revealed. But this doesn't just happen
9:57 with e-commerce videos. It happens with
9:59 every video. 22 million views.
10:00 Why do you talk so much?
10:06 The beat drops and the X factor of the
10:07 video is revealed at the 30se secondond mark.
10:09 mark. [music]
10:14 Now that you start to see the pattern,
10:15 let's move on to some videos where it's
10:17 a little bit more difficult to pick up
10:20 on, but it happens in every video. 34.4
10:22 million views. The X factor of the video
10:24 is revealed at the 30 second mark.
10:25 Excuse me, sir.
10:26 Hey, what's up?
10:27 Question for you. Is this your Rolls-Royce?
10:28 Rolls-Royce?
10:30 10.9 million views.
10:31 You're cooking your chicken wrong.
10:32 Here's how to do it right by
10:33 crosscutting it.
10:35 Cross cutting the chicken. X factor of
10:37 the video. Third second. 10 million views.
10:37 views.
10:38 Let me show you. What do Chinese people
10:40 have for breakfast in the morning? Yala.
10:43 Hello. My third second mark. Somalian
10:45 man speaks Chinese. X factor of the
10:47 video. 3 second. And so, the reason that
10:49 I'm able to go viral consistently isn't
10:50 just luck. It's because I'm following
10:52 the science of going viral. I do this
10:54 with personal brand videos, masculine
10:56 products, feminine products. Even at the
10:58 beginning of this YouTube video, you
10:59 would have seen a 1 to 3 second
11:00 transition. Incorporate this into your
11:02 next video, and I can almost guarantee
11:04 you'll 10x or 100x your ability to
11:05 capture attention. So, after I generated
11:07 a few million views off of those viral
11:09 videos, I then ran a retargeting
11:11 advertising campaign. And these were the
11:14 final static meta ads. I also ran a few
11:16 video ads as well. Basically, what I'm
11:18 doing is I'm showing these ads to the
11:20 exact girls who viewed those viral
11:23 videos. And so, imagining the girls who
11:25 are one, Pilates girls because they're
11:27 watching a Pilates video, two either
11:29 knew about Grip Socks or just learned
11:30 about Grip Socks through the video, and
11:33 three have seen my version of the Grip
11:35 Socks. Having these images then pop up
11:37 on their Instagram and their Tik Tok
11:39 feeds is what results in very high
11:41 conversions. And so, that's exactly what
11:42 we got. I'm going to hit the refresh
11:45 here just so you can see.
11:48 7.19% conversion rate comes from the
11:50 fact that we're running a retargeting ad
11:51 to a very warm audience cuz they had
11:53 watched at least 50% of the video. And
11:56 this spike over here from 7th of April
11:58 and beyond was when we ran the
12:00 retargeting advertising campaign. These
12:01 sales beforehand were a little bit of
12:03 ads but primarily organic traffic. Now
12:05 you see the girls who mentioned this
12:07 product to me weren't just ordinary
12:09 girls. They were Pilates instructors.
12:11 girls who call themselves pink Pilates
12:13 princesses. These girls are called the
12:15 early adopters. Now, what I'm about to
12:18 explain is exactly the understanding
12:20 that some of the greatest billionaires
12:21 of our generation have had. From the
12:24 PayPal mafia that bred Elon Musk to
12:26 Steve Jobs to basically all of the
12:28 greatest minds of our generation
12:30 understand this concept incredibly well.
12:32 This graph explains to us how
12:34 innovations spread. [music]
12:36 It is basically the science of how an
12:38 idea gets adopted by the market.
12:41 Understanding this allows you to spot
12:43 supply demand discrepancies. Something
12:45 that has very little supply, it's very
12:47 new, but there's a lot of demand. You
12:49 take advantage of that discrepancy, that
12:51 is opportunity. The diffusions of
12:53 innovation shows you how to find
12:55 opportunity. It gives you the blueprint
12:57 of finding it. And we've used this
12:58 blueprint within this video. These five
13:00 adopter categories all have different
13:02 characteristics. Innovators are these
13:04 incredibly passionate people within a
13:06 niche. The type of person to buy a Steam
13:08 game with five reviews. The guy who goes
13:10 and reads scientific publications of the
13:12 latest testosterone supplement. The
13:14 sustainable health freak who's bringing
13:16 back ancient remedies and trying them
13:19 out and doing DIYs. These are the
13:21 innovators. They're so risk tolerant.
13:23 They don't care if what they try fails
13:25 because they just want to try it. But in
13:27 entrepreneurship, we care about finding
13:29 the early adopters. You've all been an
13:32 early adopter of something. You've all
13:34 identified an idea and validated and
13:35 thought it was great, a product, an
13:37 idea, anything. and then a year or two
13:39 went by and you realize the entire mass
13:40 market adopted it. This could have been
13:42 a podcast that you used to watch. This
13:43 could have been a perspective on life
13:45 and of course extends to products. The
13:47 early adopters are the conduit between
13:50 an innovation being super super niche
13:52 and then becoming mainstream. They are
13:54 the ones who validate a product before
13:56 it becomes mainstream. Whereas the
13:58 innovators are on the fringe and are
14:00 very detached from the rest of the
14:01 market. They're like the nerds. The
14:04 early adopters are the influencers.
14:05 They're usually the ones who share the
14:07 product, leave reviews and tell everyone
14:08 about it. And that is why for the past
14:10 two decades, the richest people in the
14:12 world, Elon Musk, Mark Zuckerberg,
14:15 Jensen, Steve Jobs, Bill Gates, every
14:17 one of them had their roots in software
14:19 development. And billionaire software
14:20 developers are the ones who coined the
14:22 term product market fit. Product market
14:24 fit is all about exactly what we just
14:26 talked about. It is the first step to
14:28 building a successful venture in which a
14:30 company meets early adopters, gathers
14:32 [music] feedback, and gauges interest in
14:34 its product. If you want to build a
14:36 business, you must find the early
14:38 adopters. When you want to find a
14:39 product, you don't look at trending
14:41 product websites. You find the early
14:42 adopters. [music] When you're creating
14:45 content, it's not guesswork. You find
14:46 early adopters, content that has been
14:48 validated by them, and then you take
14:50 inspiration from it, and you copy it.
14:52 Opportunity in business is when there is
14:54 a supply and demand discrepancy. And the
14:56 early adopters are the ones who reveal
