👉 That $10 hand sanitizer didn't win because it worked better — it won because of how it made people feel. Our free interactive workbook has a whole section on building an offer people actually want, not just one that works: https://affordanything.com/fiire Take the exact same person and drop her in suburban Kansas City versus Manhattan, and she'll buy completely different things. That gap — between what you want and what your neighborhood actually stocks — turned into one of the biggest business opportunities of the last 20 years. David Bell spent 20 years as a Wharton professor studying exactly why this happens, then left his tenured job to invest in the direct-to-consumer brands built on it — Warby Parker, Bonobos, and Diapers.com among them. He's now co-founder of Idea Farm Ventures and the author of "Location Is (Still) Everything." Chapters: (6:47) How four Wharton students pitched Warby Parker (10:54) Why he wrote a book about location and shopping (16:17) Why the same person buys differently in different cities (17:42) Why you can't buy Vegemite in Philadelphia (25:52) Where to find customers nobody else can reach (28:00) The school bus trick that boosted sales for good (33:57) Why 80% of shopping still happens in a store (44:55) Why a $10 hand sanitizer beats a $2 one (48:12) The Steve Jobs-style obsession behind a hit product (57:31) How AI replaces a $100,000 market research study ❓GOT A QUESTION? WE'D LOVE TO HEAR IT https://affordanything.com/voicemail 🎧 NEVER MISS AN EPISODE Apple Podcasts: https://affordanything.com/applepodcasts Spotify: http://affordanything.com/spotify 🤗JOIN OUR PRIVATE COMMUNITY: https://affordanything.com/community 🤗STAY IN THE LOOP: https://affordanything.com/newsletter 🛠 TOOLS AND RESOURCES: 👉 David Bell's book, Location Is (Still) Everything: https://amzn.to/4zZRExG 👉 Touchland, the hand sanitizer brand discussed in this episode: https://touchland.com/ 👀 WATCH THIS VIDEO NEXT: Codie Sanchez: The Millionaire Formula They Don't Teach in Business School — https://www.youtube.com/watch?v=qbNEP41CW5s 👋 SAY HI ON SOCIAL: Facebook: https://facebook.com/affordanything Instagram: https://instagram.com/paulapant X: https://x.com/affordanything #Entrepreneurship #Branding #VentureCapital #AffordAnything https://youtu.be/aDgIKesp6pU