Your Million-Dollar Idea Might Be in the Fridge: A Lesson in Branding from Pickles
Most entrepreneurs believe there are only two ways to win:
Invent something new.
Improve something that already exists.
But what if there's a third—and potentially more powerful—path?
Jesse Itzler, serial entrepreneur and creative force behind numerous successful ventures, discovered this hidden path while eating… pickles.
Yes, pickles.
He realized that although nearly everyone he knew loved pickles, no one could name more than one or two pickle brands. Pickles were beloved—but underbranded.
Meanwhile, people can name five brands of gum in five seconds. That’s the moment the lightbulb went off for Jesse:
👉 The opportunity isn’t always in the product. It’s in the story around the product.
So, what did he do?
He created a pickle brand—Hoyayaya Pickles—before he had the product.He secured the name, the handles, and started spreading the idea.
And what happened?
Jingles. Social buzz. Community involvement.
All before the first jar hit the shelf.
He reverse-engineered the business: Build the brand first. Then find the product to match.
💡 What Does This Mean for You?
At AYM High, we coach print, pack, and ship business owners who are often sitting on a goldmine—and don’t even know it. The services are there. The quality is there. But the story? Often overlooked.
Branding isn’t just about logos.
It’s about making your business unforgettable in a sea of sameness.
You don’t have to invent a new shipping method.
You don’t need to revolutionize printing.
You just have to tell a better story about the everyday magic you already offer.
🧠 So, What’s in Your Fridge?
Metaphorically speaking, your next million-dollar idea might already be on your shelf—or in your showroom. Look for what people already love but can't name. Then name it. Brand it. Celebrate it.
That’s how you go from invisible to iconic.
...
Fahim Mojawalla is a Business & Leadership Coach and the AYM High Lead at AYM High Consultants. He loves what he does and would love to show you how to make 21st century sales and marketing easy, simply by being authentic, appreciative, respectful, responsive, empathetic, collaborative, and all-around awesome. Along with his wife Seema, he is an effervescent co-
