My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Consumer backlash against toxic products in everyday life
Timeframe: Already accelerating, 5-10 years to mainstream
What's Changing
Growing awareness that modern products (water, air, food, clothing) contain harmful chemicals, driving demand for safer alternatives
Driving Forces
Increased research on microplastics and hormone disruptors
Social media spreading health information
Visible health impacts in population
Influencer advocacy for clean living
Winners
- Clean product manufacturers
- Health testing companies
- Curation services for safe products
- Premium natural brands
Losers
- Conventional packaged food companies
- Fast fashion
- Conventional cleaning products
- Plastic packaging companies
How to Position Yourself
Highlight harmful ingredients in conventional products
Provide easy swaps for concerned consumers
Build trust through transparency and testing
Start with most concerned segments
Early Signals to Watch
Example Implementation
“Launch air filter company targeting urban professionals concerned about pollution and cognitive performance”
Related Knowledge
Wire Cutter for Non-Toxic Products
Everything in modern world contains toxins - water, air, food, clothing, cleaning products - but researching safe altern
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Audience Co-Founder Framework
Partner with content creators who have audiences by building or buying the perfect business for their audience, giving t
Regulatory Compliance Arbitrage
Build businesses around government-mandated compliance requirements where non-compliance leads to jail time or massive f
The Boy vs The Guy Framework
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Launch a business using content creator's audience as unfair distribution advantage
Nine-figure exit where creator makes more from equity than they ever made from sponsorships