The creative genius behind Squatty Potty & Poo-Pourri reveals his marketing playbook

Everybody who starts a business, you have to find your glitch. Look for things, for areas where you have attention from people that nobody else is paying attention to.

I feel like I could rule the world. I know I could be what I want to. Uh. I put my all in it like no days off. On the road less traveled, never looking back.

Here's why I'm excited about this. I've never met you, but I've been a fan of your work 'cause you're kind of the creative genius behind the scenes of some of the coolest marketing campaigns that I remember, I kind of grew up on on the internet. I read your book back in the day.

Oh, you read Poop to Gold.

Yeah, Poop to Gold. On top of that, you know, now- what you're doing now is fascinating. I had never... I'd honestly never heard of Angel Studios, and here you are, you've built maybe one of the top 10 TV movie studios in the, in the world. Um, you're doing almost 500 million in revenue, and I would guess that I'm not alone. I would guess that 98% of our audience has also never heard about this. And the cool thing is you did it with, I mean, pretty much no experience or background in the industry, which I always like. I like somebody who, you know, doesn't kind of self-limit around what they can and can't do based on their own track record, and you went in and you did something really remarkable. And so I want to talk about all that, but I think we should start with the marketing because that was my intro to you. Can you take us back to Dr. Bob and how you helped a dentist create one of, one of the great marketing campaigns? Where were you? What, what happened? Can you tell that story?

Yeah. I was, um, in my last day of my last class at university, and, uh, a guy named Dr. Bob came in and was asking the class, he wanted them to tell him how to make his Orabrush, which was a tongue cleaner that scrapes your tongue and cleans off bad breath, how to make that thing actually sell. 'Cause he'd invented it. He had got... He had, I don't know, thousands of units of it, just boxes and boxes of them at his house.

Sitting in his garage. [laughs]

Yeah, just sitting... It was... His garage was full of them. And the group got up and just said, "You can't really sell these, and nobody wants to buy these online. Like 8% of people want to buy them on the internet, and you need to go do a partnership with Procter & Gamble or Johnson & Johnson or somebody." And, uh, and I interrupted them and said, "Oh, 8% of people is like 30 million people just in the United States. Why wouldn't you focus on them?"

Oh, so the, the, the smart kid answer was 90... "Over 90% of people don't wanna buy this online." And you said, [laughs] "Wait a minute, i- if 8% said yes, that's still millions. That's, that's enough to clear out the garage."

That's right. What happened is, is d- I didn't think much of it until Dr. Bob came up to me after class and said, "I liked your comments. Can I work with you?" The first thing I did is I bought... I convinced Dr. Bob to spend $5,000 buying a web- a Facebook page called Kisses. There was just this... some guy somewhere in the country who had built this page called Kisses. I think it had 1.3 million followers. And so we took it,