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Have you ever had a brilliant product idea but wondered, “Is this really worth pursuing?” 

So many entrepreneurs dive into product creation without first validating if the problem they’re solving is one people actually care about. Before you invest in sourcing, manufacturing, and branding, you need to ask: Does this idea truly fill a gap in the market?

My guest today, Katie Hunt, is an expert in turning ideas into viable, market-ready products. As the Co-Founder and CEO of Oh Norman!, she’s leveraged her experience at Warby Parker, Hinge, and Showfields to build a brand that stands out in the competitive pet industry.

Oh Norman! is a pet care brand inspired by actress Kaley Cuoco’s late dog, Norman. The company is dedicated to creating eco-friendly, durable, and safe products for pets, from liquid supplements to stylish matching apparel for dogs and their humans. 

Plus, a portion of every purchase supports rescue organizations, making it a mission-driven brand that pet lovers can feel good about!

In today’s episode, we’re breaking down how to evaluate whether your product idea is solving the right problem, why trying to market to “everyone” is a mistake, and the steps to crafting a brand that speaks directly to the right audience.

And—just a heads-up—about halfway through, I take a turn and ask Katie a personal question, and let me tell you, it might be one of my favorite stories ever told on Goal Digger. It’s such a powerful moment and a testament to the importance of authenticity and connection in building a brand.

If you’re ready to take your product from idea to impact—and avoid the costly mistake of building something no one really wants—this episode is for you.

Stop Striving for the “Perfect” Launch

Katie emphasizes that entrepreneurs waste too much time and money striving for perfection before launching. The key is to move quickly, create a small batch, and get real customer feedback before scaling. 

The biggest mistake? Investing heavily without testing whether there’s an actual demand.

Takeaway: Don’t wait until everything is “perfect.” Launch small, iterate fast, and listen to feedback.

Validate Your Idea Before You Invest

The best ideas are often born from personal frustrations. Katie and her co-founder, Kaley Cuoco, started Oh Norman! because they couldn’t find high-quality, natural pet products they trusted. 

Instead of assuming they weren’t alone, they validated their idea by surveying their audience before making a single product.

Takeaway: Use surveys, social media polls, and conversations with potential customers to validate your product idea before you invest in development.

Positioning Over Product: What Makes You Different?

It’s not enough to have a great product—you need a compelling brand and positioning strategy. For Oh Norman!, this meant using humor and authenticity in their branding (think: “Stop F-ing Itching” and “Your Breath F-ing Stinks” for pet wellness products). 

Instead of trying to be a generic pet brand, they leaned into a bold, real, and relatable identity.

Takeaway: Be willing to repel some people in order to deeply connect with your ideal audience. Not everyone is your customer, and that’s okay.

Customer Service is Your Secret Weapon

Katie’s experience at Warby Parker taught her the value of direct customer interaction. 

And at Oh Norman!, she still personally reads every customer service email to stay connected with what customers are experiencing!

Takeaway: The closer you stay to your customers, the better you can serve them—and build loyalty that lasts.

Partnerships Can Accelerate Growth

Katie’s biggest advice for growing a business in 2025? Partnerships. 

Collaborating with other brands, artists, and influencers has helped Oh Norman! expand its audience and reach new customers in a meaningful way.

Takeaway: Don’t build your brand in a vacuum. Look for creative partnership opportunities that align with your mission and audience.

Final Thoughts

Katie’s journey is a powerful reminder that entrepreneurship isn’t about having all the answers before you start—it’s about listening, adapting, and taking action. 

Whether you’re launching a physical product, a digital service, or a new idea, the best way to grow is by staying close to your audience and iterating based on real feedback.

So, if you’ve been sitting on an idea, waiting for the perfect moment—this is your sign to start testing it now. Your customers will tell you everything you need to know if you’re willing to listen.

If you loved this conversation, connect with Katie on Instagram and learn more about Oh Norman! on their website!

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