I’m sure you have seen the infomercials and videos on YouTube. The entrepreneur is lying on the beach enjoying some down time when a monkey hits him in the head with a coconut. In that moment of clarity, and a wee bit a pain, an idea for a new mattress is born. The inventor imagines making a foam mattress from coconut oil. How cool is that?
Soon, he is all over the media, singing the praises of the brand new Purple Hippo 2000, the newest innovation guaranteed to make you sleep better. And even though not a single brick and mortar store carries his product, this is spun as an advantage to you – cutting out the middleman.