Start with the pain point. What pain point does your product solve? How can you maximize the effectiveness of your product and messaging to emphasize that component of your brand? Your ability to do this well has a huge impact on your connection with your customers.In this episode, Craig Hammond of Peejamas shares how a challenging journey of potty training their kids inspired him to develop a product that solves one of the most excruciating phases of parenting. He talks about providing functional benefits to your target user as a key component in a good business strategy. Enjoy!KEY TAKEAWAYS FROM THIS EPISODEFocus not only on positioning but on functional benefits as well.If you offer something functional and it resonates on an emotional level, people won’t forget you.Successful brands are those that people have an emotional connection.If you’re just starting, stay lean and mean.Podcast: Founder's Therapyhttps://podcasts.apple.com/us/podcast/founders-therapy/id1528566038Book: Shoe Dog by Phil Knighthttps://www.amazon.com/Shoe-Dog-Phil-Knight/dp/1508211809TODAY’S GUESTCraig Hammond is the Founder and CEO of Peejamas. He is also the co-founder of Stair Slide.Peejamas is a company that produces an eco-friendly and kid-friendly alternative to disposable diapers.Connect and learn more about Craig and Peejamas here:Website: https://www.peejamas.com https://stairslide.comLinkedin: https://www.linkedin.com/in/craigmhammond/If 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