03/10/2026
TOOTHPASTE.
I asked you lot to jump into my DMs with your craziest, most bats**t bonkers fu***ng business ideas.
And one of them was about TOOTHPASTE.
And I s**t you not the fu***ng thing had LEGS.
Now, I’m obviously not going to tell you exactly what my clients are building because that’s their business, their IP and very much not my story to tell.
But what I can tell you is this...
The toothpaste thing wasn’t random.
It came from someone who has spent YEARS working in her industry, working with clients and seeing the same seemingly small problem crop up again and again.
And somewhere along the way she thought:
“Why the f**k is there not something that solves this?”
THAT is the s**t I want you bringing me.
Because that weird idea rattling around your head probably isn’t weird at all. It’s probably there because you know your industry inside out and that you’ve worked with enough people to know where they get stuck.
You’ve watched them struggle with the same thing over and over again. And you’ve quietly thought, “There has to be a better fu***ng way of doing this.”
There probably is and we might be able to build it.
I’ve spent this week having some absolutely fascinating conversations about these beta app builds and, so far, NO TWO IDEAS HAVE BEEN REMOTELY THE SAME.
Two of the five spaces are now gone.
One more is currently parked because I sent her away to do some market validation before I’ll let her give me any money.
I am not interested in taking your money, your time, your energy and your confidence to build something just because technically we CAN build it.
I want to know there’s a reason for it to exist.
I want to know people actually want it.
I want to know we can market the f**ker.
And in this particular case, there was another reason I wanted to be careful. This gorgeous woman has been a client of mine numerous times over the last ten years.
She came onto our call and showed me an “app” she’d previously paid someone to build for her.
Except he hadn’t.
He’d taken some of her money, disappeared and completely ghosted her. So I asked to see what had actually been built.
I went and had a look at the backend coding to lookat what was there.
And my heart fu***ng sank because what she had been sold as an app wasn’t an app at all.
It was essentially a website with a Divi template thrown over it. That was it.
And unfortunately, she isn’t the first person who has told me a story like this recently.
People paying developers to build software.
People paying for apps that never materialise.
People handing over thousands and then watching the person they trusted disappear.
And apart from the money, do you know what really pi**es me off about that? It f**ks with people’s confidence in their OWN idea.
She actually asked me:
“Sam, do you think we could pick this back up and actually turn it into what I wanted it to be in the first place?”
YES. Potentially we bloody can. But first I want her to go back to her audience and validate one particular part of it.
Because I don’t just want to build her the thing. I want to build her the RIGHT thing.
And that’s also why these beta builds aren’t just “here’s your app, off you f**k.”
I’m bringing 20+ years of marketing experience into this alongside everything I’ve learned from building and launching multiple pieces of software myself. And I want the people working with me to walk away with TWO things:
Something brilliant that works and solves the problem they wanted it to solve.
AND a marketing plan they can actually execute to get the bastard into people’s hands and make their investment back.
Because building the thing is only half the fu***ng job.
We need people to use it and want it. And obviously, we need the bloody thing to MAKE YOU MONEY.
So right now, there are potentially only TWO of these five beta spaces left.
I’ve still got a tonne of calls happening next week, so I genuinely don’t know whether there’ll be any left this time next week.
But if there’s something rattling around in your head...
Even if it sounds ridiculous.
Even if you don’t know whether it’s technically possible.
Even if you’re worried I’m going to look at you and think you’ve completely lost the fu***ng plot.
Put yourself in my diary.
There’s absolutely zero pressure.
You bring me the bats**t idea.
I’ll tell you whether I think there’s something in it regardless of whether I build it for you or not.
Because if someone can bring me fu***ng TOOTHPASTE and make me go...
“WAIT. You might actually be onto something here.”
Your idea is probably nowhere near as bonkers as you think it is. 😂
