Davie Fogarty’s Top 5 (un)popular opinions - #4 Product development

As someone who’s built and scaled brands like The Oodie, I’ve seen firsthand that the path to creating a successful, sustainable product is full of potholes.

So here are seven common myths about product development that might be tripping you up, and how to overcome them.

Some businesses think that if they launch a successful product, they can sit back and coast. But without constant improvement, your product will quickly become outdated. This is where the concept of the product flywheel comes in.

Successful brands like The Oodie and GymShark constantly iterate on their products, making small improvements to keep customers engaged over time.

Think of it as building momentum. By consistently upgrading your product, you’re creating a flywheel effect that drives long-term growth.

If your product isn’t unique, you’ll quickly find yourself in a race to the bottom as competitors undercut you on price.

Standing out in the market requires more than just offering a quality product—it’s about creating something that your competitors can’t easily copy. Whether you achieve this through design, functionality, or branding, product differentiation allows you to protect your margins and build a loyal customer base.

Without differentiation, you’re just one of many, battling it out for the same customers. That’s why at The Oodie, we made sure our designs and patterns were unique and recognisable, which helped us maintain our market share even as competitors emerged.

In fact, innovation often comes from solving existing problems in better ways. Take Dyson, for example. They didn’t invent the vacuum cleaner, but they did improve it to make it more efficient and user-friendly.

So, try looking for ways to solve customer pain points or improve an existing product. By innovating on something that’s already proven to work, you can create a product that stands out without reinventing the wheel.

This problem-solving mindset was key to developing The Oodie, which combines the best parts of blankets and hoodies to create something more functional, comfortable, and convenient.

While many ecommerce businesses rely on overseas manufacturers, the local supplier method is a powerful—and often overlooked—alternative.

Partnering with local producers allows you to offer unique products that competitors can’t easily replicate. Whether it’s sourcing gourmet foods, custom furniture, or artisanal goods, working with local suppliers helps reduce lead times, improve quality control, and build a stronger brand story.

It’s also a great way to support the local economy while offering something special to your customers. For example, if you find a local honey producer or a boutique furniture maker, you can use your ecommerce skills to build a brand around their product and help them bring it to a broader audience.

Marketing is essential, no doubt. But product timing is even more important.

You could have the best marketing campaign in the world, but if the market isn’t ready for your product, it won’t matter.

I learned this lesson early on with Calming Blankets, where we saw huge success simply because the timing was right. The marketing wasn’t fancy—I was just boosting posts on Facebook—but the product’s timing was spot on.

Launching a product when demand is high or when there’s an unmet need in the market can lead to selling out in weeks.

A lot of businesses view customer feedback as something they deal with only after the sale is made, but feedback should play a crucial role in guiding your product development.

Post-purchase surveys and reviews are vital for identifying areas where your product can improve. By listening to your customers and making improvements based on their experiences, you can create a product that keeps getting better, which ultimately drives customer loyalty and word-of-mouth referrals.

Making this mistake can cost you big time. If you’re working with suppliers—especially overseas manufacturers—you absolutely need proper legal agreements in place.

Without strong contracts, you risk having your designs copied or your products sold to other businesses. It’s not just about protecting your current business—it’s about securing your future growth.

If you’re just starting out, even cheap legal advice can help protect your business and your brand.

And there you go—seven product development myths busted. Whether you’re starting a new business or looking to take yours to the next level, keep these insights in mind to avoid common pitfalls and you’ll be more likely to create a product that stands the test of time.

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See Davie Fogarty’s other (un)popular opinions on:

• Starting a small business
  
• Social media
• Ecommerce
• Marketing

This is general information only and does not constitute financial or legal advice. Seek professional financial and/or legal advice to determine the right outcomes for your business.