Changing the form factor of a product is a massively underrated innovation lever — as demonstrated by sunscreen-in-a-whipped-cream-can, liquid vitamins, gummies, and a viral butter-in-a-deodorant-stick video (2.8M likes) — and roll-on butter is a killer innovation in a stale butter aisle.

19:52outside." He goes, "We just faked the line for the first two months." He goes, "And now we've had a line for two years." >> And I was like, "Wow." >> Funny. >> So, I think you could do that with pretty much any of the ideas we've said so far. >> Why would he tell you that? >> What? >> Why would he tell you that? Did you ask?

20:07>> He knows I'm a guy who would respect the hustle, right? Some people hear that and they judge you. I hear that and I uh I dab you up. >> Well, you judge them as being awesome. I hate when people say, "Don't judge me." You know, do you not want me to judge you as being amazing? Um, that's pretty cool. Ari, great idea. Did uh how much

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,