In today’s episode, we hear how Zell Crampton saw a growing pet ownership trend in the USA and turned his insight into a smash hit ecomm brand called Diggs. The consumer pet market is valued at 90 billion dollars annually and there was an opportunity to bring a premium product to market for discerning pet owners. Zell shares the two year process of product development, marketing and getting a capital intensive brand off the ground.KEY TAKEAWAYS FROM THIS EPISODETo sell a luxury product, leverage irrational purchase behavior.Start with a great product, then use great marketing and creative to share the story of your brand.If you want to scale, target a big market!Resilience is critical for success.TODAY’S GUESTZell Crampton is CEO and co-founder of Diggs. As an engineer and supply chain expert, he had the right set of skills to tackle the ambitious goal of bringing a beautifully designed, premium quality dog crate to market.Visit Diggs at https://www.diggs.petConnect with Zell Crampton on LinkedInIf you want to learn more about the eCommerce Growth Plan for your brand click here:https://mindfulmarketing.co/products/full-growth-planIf you've been paying attention and your brand is ready to GROW, apply now to be the one new brand we take on this month!https://mindfulmarketing.co/applyWant to join a network of founders and executives who know your unique challenges in scaling your E-com brand from 7 to 8 figures? Apply to join our Ecom Executives Mastermind here: https://Mindfulmarketing.co/mastermind