Changing a product's form factor — like butter in a deodorant stick — is an underrated innovation that sells purely on attention.

20:27did you spend there? >> I gave each of my kids a $10 limit. >> Wow. All right. >> Wow. See, there 12 minutes. Like, how long did that last? >> It was about four and a four and a half minutes. [laughter] >> All right, Sean, what do you got? >> All right, next idea. Okay, Sam, do you cook much? >> Seldomly. Sometimes. >> If you do cook, you ever cook with

20:47butter? >> Love butter. Tons of butter. >> Tell me, let's get a little detail. Tell me how you tell me how you butter up. So, are you uh you take the Are you a stick guy? You're a spray guy. What are you What are you doing? >> Definitely not spray. Um the what's it called? The Irish uh >> Irish gold. >> Irish gold >> or whatever it's called. Cary gold.

21:04>> Cary gold. >> So, you you slice. >> Yeah. >> You drop in the pan. It starts melting. Did you put too much? Did you put too little? Well, you're pot committed to whatever decision you just made. You put too little. Now you got to have ketchup butter where you're trying to catch up by adding more. But now you got two butters melting at different rates. One's going to start, right? That's a

21:24problem. Put too much. Now you're just a butter ball pan. So that's a problem. You got to nurse the thing. You're sitting there swirling. >> Well, I saw something and um I'd like to show this to you and you're you're going to think this is a stupid idea. I can tell you that right now. >> Isn't that the point? >> Well, the secret point is I think I want

21:43you to like these ideas, but I but I want to just explain this thing. So you're going to see this video. You're going to think this is stupid. It's a person who is putting a stick of butter. She's melting it and she's putting it in an empty deodorant canister this way. She's going to roll out the deodorant, aka the butter, and put it on the pan. So, she's she's doing it on the pan.

22:05She's doing it on her toast. She's just rolling the butter like a deodorant stick. Super easy. No mess. Control your volume. Spread evenly. Tons of dispensing problems solved. Now, you might think, again, stupid idea, but I just I would like to draw your attention to the numbers in the corner. 2.8 million people have liked this video. 27,000 people have uh commented on this video. They love it, they hate it,

22:30doesn't matter. It grabbed their attention. It's a very attention-getting product. And I just want to point out that in the comments, if you go study the comments of this post as I did, and I ran a sentiment analysis and uh you know, you crunch the numbers. >> Yeah. Yeah. It was pretty pretty advanced statistical stuff. I don't want to, you know, make you feel dumb by by

22:50telling you everything that I did. But I will tell you one thing that I found. There is a nonzero number of people who are like, "Oh, I do that. I've been doing that for years." [laughter] And I don't know if you've ever seen Have you ever seen a diagram of what's called a happy path? Do you know what a happy path is? >> No. Is that the thing where it's uh