How To Make $10 MILLION in 2024 | Dickie Bush & Nicolas Cole

The Pet Supplement That Writes Itself

The single best business idea in the world right now, according to Nicolas Cole, is a pet version of AG1. The logic is brutal and honest: AG1 is an extremely high-margin product with a complex formula that can't be recreated, no proof it works or doesn't, and customers who justify the purchase by claiming they feel better. "No one is taking AG1 and be like, I don't feel any different," Cole says. "It's like, oh, I spent a bunch of money on this. I feel great."

A pet version is even better because "there's even less proof that it works. What are you going to ask your pet if it's feeling better from its green supplement?" The emotional hook is stronger too: giving your dog a supplement is saying "I love you" without saying it. The risk of stopping feels higher than continuing, because you can't tell if the pet feels worse.

Cole had already pitched this idea on another podcast, and a major water manufacturer reached out offering to co-pack a water-based version and get it into every Whole Foods, Publix, and Safeway. The counterpoint: digital products are easier to build than physical ones. But the upside on physical is larger.

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