Have you ever heard of a new startup idea and thought to yourself, "why didn't I think of that?" Most of these "simple ideas" seem obvious when you first come across them, but what you don't see are all insights that lead to uncovering the perfect positioning. Today, I'm talking with Robbie Salter. Robbie is the Founder and Co-CEO of Jupiter—a dandruff-fighting scalp care brand that doesn't look or act like one. As it turns out, 75% of the world gets dandruff at some point in their lives. It's more common than acne! But dandruff is a stigmatized, ugly category, and what Robbie realized was that traditional brands were only focused on selling beauty. There really weren't any brands that focused on both beauty AND scalp care, which left a major gap in the market to create something that would appeal to women. So, Robbie and his partner formulated a holistic scalp care brand for people who want gorgeous hair without compromise. In today's episode, you'll hear all about how they elevated a product that hadn't been innovated in 70 years! Key Takeaways from Robbie Salter Building a business by solving your own problem The key traits of a successful entrepreneur A major benefit to selling your product on Amazon How to prioritize work when everything is urgent Getting people to believe in your "crazy" ideas Robbie's approach to work-life balance Raising money for a capital-intensive personal care business Creating a fake brand to uncover product-market fit How to secure the right kind of investors and strategic advisors Building forever vs. building to sell Why patience is so critical as an entrepreneur   Want the Full Show Notes? To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/003 Rate & Review If you enjoyed today’s episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device. Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/  Get The Podcast on: APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308 SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1