00:00
Actually got a pretty concerning email the other day,
00:02
especially as a brand owner,
00:04
it was a customer with a big problem.
00:06
They'd actually been washing their car
00:09
40 to 50% less than they normally were,
00:13
and they live in a super, super rainy area.
00:17
And so I wanna talk about that,
00:18
and why it's a problem for me, but not a problem for you.
00:20
And yes, this episode, this video is gonna be talking
00:24
a lot about my own branded products,
00:27
but instead of being an infomercial or a commercial,
00:31
it's actually, I'm gonna use it to reinstill
00:34
and help me with my messaging
00:36
of what I've been trying to talk about
00:38
and where my passion lays behind
00:41
just releasing quality products
00:43
and kind of my whole ethos as to why I even
00:46
created my own product line in the first place,
00:50
and kind of this feedback that I got
00:52
from a little customer, Sam, Sam, if you're out there,
00:55
thank you, and I'll read his email in a second,
00:58
but it kind of helps drill and helps me with my messaging
01:01
of why I even released my own product line
01:03
in the first place.
01:04
So let's get into the email to create some context,
01:07
and then we'll kind of go from there.
01:09
So Sam writes in, he says,
01:11
I've run into a problem with the gloss boss in Tuffa Shell.
01:14
Now, as an aside and as a brand owner,
01:16
I'm worried and my heart rate kind of goes up
01:18
as I read this email.
01:21
When applied correctly and coupled
01:23
with consistent post-wash applications of Tuffa Shell,
01:27
I've seen a significant reduction in frequency
01:30
of how often I would be washing this time of year.
01:34
Now, as an aside, just this is me talking now
01:36
away from the email, I looked up where Sam lives
01:39
and in his region of kind of the western coast of Oregon
01:43
of where he is, the kind of region experience
01:46
is about 200 inches of rain,
01:48
and then more specifically of where Sam lives,
01:51
according to Google data, they get on average
01:54
about 47 inches of rain per year
01:57
and about four inches of snow.
01:59
So a significant amount of moisture,
02:02
a significant amount of rain.
02:04
I don't get that much rain here in Orange County, California.
02:08
And so this is significant because rain, roads,
02:15
it creates a lot of junk on the car, right?
02:18
So if he's washing his car, what he says,
02:21
his estimate is 40 to 50% less.
02:25
He's washing his car 50% less,
02:27
not because he cares less about the appearance of his car,
02:31
but because the appearance of his car is staying so clean.
02:35
His car is staying so clean
02:36
because of the Gloss Boss and Tuffa Shell.
02:39
Now, if you're new here, the Gloss Boss
02:41
is a wipe-on ceramic coating,
02:43
Tuffa Shell is a spray and wipe spray coating,
02:47
and Sam is using them both in tandem,
02:50
which is just a dynamite kind of concoction.
02:54
And so he says, yes, I'm putting Tuffa Shell on pretty much
02:57
after every wash, which is what I do too.
03:00
One to two sprays, you don't need much,
03:01
maybe one to two ounces per application.
03:04
The surface is so frickin' slippery
03:06
that not much is sticking to the paint,
03:08
and that's an amazing situation, well said, Sam.
03:13
So why is that a problem?
03:14
He says, as a result, the usage rate I was expecting
03:18
for the Super Super, which is my car wash soap,
03:21
isn't coming to pass, and my return to purchase rates
03:25
isn't going to be as high as you might like to see.
03:28
He's saying, look, my car is staying so clean
03:30
for so much longer, 40 to 50% more,
03:33
that I'm not using as much car wash soap,
03:36
so the problem may be that I'm not buying
03:38
as much soap as you might think.
03:41
Gloss Boss and Tuffa Shell are amazing products, Jimbo,
03:44
and while I may not be using as much Super Super
03:47
as you'd like, I'd have more time for other things.
03:51
I'm using a lot less water than before.
03:53
Thank you for that.
03:55
And he goes on to talk about how he's also a woodworker
03:59
and he was using Tuffa Shell on unprotected metal surfaces,
04:06
just some off-label uses that you guys are starting
04:10
to see a ton as well, that my products work incredibly well
04:14
for a bunch of off-label uses as well.
04:18
And so, but what I wanna talk about is the problem
04:22
that he's having, the problem is really not a problem.
04:26
And yes, of course, I wanna sell more soap,
04:28
I wanna sell more Gloss Boss, I wanna sell more Tuffa Shell,
04:31
I need to sell product to keep my brand going,
04:35
but this is a phenomenal problem to have
04:37
and a problem that I'm absolutely okay with,
04:40
that the products are delivering,
04:43
the products are doing exactly what they're supposed to do.
04:46
And when I read this email over the weekend,
04:48
I was talking to my father-in-law and I said,
04:50
you know, this is actually a problem that,
04:52
it does bring up a problem that I've kind of run into
04:56
that is a problem and I wrestle with it honestly,
05:01
is that I started my own product line
05:05
because I knew that better products could be made
05:09
and that brands were actively not making.
05:12
I know this sounds crazy,
05:14
but brands were actively not making
05:17
the best products possible because either cost to them
05:22
or there is some, you know,
05:24
there is some segments of the market that think
05:27
that if a product is harder to apply,
05:31
if you need to put more elbow grease into it
05:33
that you get a better result.
05:35
If a product is stinkier,
05:37
if a ceramic coating is really, really smelly,
05:41
And so what I found of working on the backend
05:44
is that those things aren't true,
05:46
you could actually have a product that is very easy to apply,
05:50
doesn't have a high smell rate,
05:52
doesn't do crazy things like sweating or rainbowing too much
05:56
and just applies kind of really smoothly
05:59
and actually offers a better result
06:01
because a lot of times, not every time,
06:04
but a lot of times what I realized
06:06
is that if a product is super smelly,
06:08
hard to apply, difficult, kind of aggravating,
06:11
temperamental, it's not because of the main raw ingredients
06:17
in there, it's not because of the main raws.
06:20
It is the solvents, it's the filler raw materials
06:25
that are aggravating you.
06:27
And so what I've done in my product line
06:30
is just not put those in there
06:32
or look for alternatives in those kind of filler raw materials.
06:37
And I always go back to the example
06:39
of like the picture perfect polish.
06:40
The picture perfect polish has like 12 or 13
06:43
different ingredients in it.
06:45
Now, the abrasives are what everyone talks about
06:50
in a polish, right?
06:52
How they're suspended or the abrasives or whatever, right?
06:55
And so, or the shape of the abrasive,
06:57
which is very, very important,
06:59
but the abrasive is one ingredient
07:01
in a whole host of other ingredients, right?
07:05
And so where brands, other brands kind of feel
07:09
like they could take shortcuts
07:10
are in those other ingredients, in the abrasives also,
07:13
but for the reason for this example,
07:16
all those other ingredients as well,
07:18
the solvents, the carriers, the oils, the water,
07:20
the whatever, right?
07:21
And so what I've decided to do with my brand
07:24
to make my brand different is just not do that,
07:27
not do what the norm is.
07:29
And so with, when it comes to a toughest shell
07:33
or a gloss boss, I've done that same thing
07:36
because that is what I feel,
07:38
that is my kind of, you know, thing
07:44
is that I want to create the best products
07:46
that I know possible.
07:48
And so with things like the gloss boss,
07:50
it is jam packed to the brim of high quality raw materials
07:54
that make the formula work even better.
07:57
That's why I have weird things like the gloss boss
08:00
can actually be applied to a whole half of a car
08:03
before you need to level it.
08:05
And it doesn't make it harder to level.
08:06
It's not super temperamental in weather,
08:09
in different weathers.
08:11
It lasts a long time in the bottle.
08:14
You know, there's all these different things,
08:16
these different features that come out
08:17
that I need to get better at explaining,
08:20
but they work like that
08:22
because I use the highest quality ingredients.
08:25
And I don't just talk about that.
08:26
I know a lot of brands will say that.
08:28
And I know even me saying it sounds like,
08:30
okay, sure, bro, whatever.
08:31
But when you get an email like Sam is saying,
08:33
where he's actually washing his car 40 to 50% less
08:38
than he normally would,
08:39
that is, I'm using that as to say,
08:42
look how it practically comes out, right?
08:45
Yes, I want to sell more soap.
08:50
I actually don't wish that it wasn't like that.
08:53
I am, Sam is seeing it as a problem.
08:55
I'm seeing it as validation to what I stand for
08:58
with my brand, because ultimately,
09:01
let's kind of, you know, take this thought out a little bit.
09:05
If you're washing your car 50% less
09:07
because it's not dirty and you don't need to,
09:10
you don't need to wash it,
09:12
then you are lowering the risk of scratching the paint.
09:16
You are spending less money maintaining it.
09:19
You're spending less time maintaining it
09:22
while still achieving the same result.
09:24
That is a huge, huge win in my book,
09:27
because like Sam said in his email,
09:29
not only is he using less water,
09:31
but he's able to spend more time
09:32
doing other things that he enjoys.
09:34
And so he still enjoys washing his car.
09:37
He just doesn't need to do it as much, right?
09:39
And to me, that is a ginormous win,
09:45
just a huge, huge win, okay?
09:49
If I am able to make products that make your life better,
09:53
that make you spend more time doing the things you enjoy,
09:57
sorry if the things you enjoy is detailing your car,
10:00
I'm sure you could still do it.
10:01
You don't have to reduce that.
10:05
But, you know, that is a huge, huge win in my book.
10:09
And so I think when I think about, you know,
10:12
all the times that I spent consulting
10:14
or working at chemical manufacturers
10:16
or blending houses or whatever,
10:17
and seeing these brands come and go,
10:20
seeing new brands start, old brands go away, whatever.
10:23
You know, brands releasing things like paste wax
10:27
or liquid waxes or even a spray wax.
10:31
And I've talked about that.
10:32
I just had a video of like why I'd never wax my car again.
10:34
And, you know, the feedback was a little mixed
10:37
on that video, but the thing I keep thinking about
10:41
is like there's the old school model
10:43
and then there's this new model
10:45
that I'm trying to help usher in
10:47
and I'm doing it with my own brand.
10:49
And the old model is just, you know,
10:51
consistently washing your car,
10:53
using products that are a little difficult,
10:55
but, you know, putting in the oval grease really,
10:57
you know, makes the product better,
10:59
smelly products, stuff that looks good
11:02
for maybe a couple weeks and then your car looks terrible.
11:06
And that's kind of what I, you know, mentally think about
11:09
is like the old school way of doing things.
11:11
And then kind of the new school things
11:13
that I'm really trying to usher in is like, you know,
11:15
have modern chemistry of products that are really good
11:19
and not skimping on the raw materials.
11:24
And so it's so frustrating from the back end
11:28
to see that when brands skimp on stuff.
11:30
And it's like, hey, let's not skimp
11:32
and what does that look like?
11:33
Because for me, and this goes back to the conversation
11:36
that I was having with my father-in-law,
11:38
I was like, hey, did I mess up by making products too good?
11:41
Like they're too easy and too good.
11:44
Now I know that sounds weird,
11:45
sounds weird even saying it, honestly.
11:47
But, and when him and I had that conversation,
11:50
it was like, you know what, no,
11:51
because the long term, I'm in this for the long haul.
11:54
And so the long haul is that people like Sam
11:58
won't go to other brands, because why would you
12:00
when you could see how good things could be?
12:03
And I think that is something
12:05
that I've thought about for a long time is that
12:09
people just don't know how good of products
12:12
or how good products can actually be, right?
12:15
We didn't know back in 2020
12:17
that you could have a water-based ceramics spray
12:20
that outperformed a solvent-based product, right?
12:23
A solvent-based ceramic spray is a lot easier to formulate
12:27
because the way that you can suspend the formula
12:30
to the solvents, it's a lot more difficult to suspend
12:35
to suspend the good stuff in a water-based formula.
12:39
And so what you normally get is a lot of separation.
12:41
And we see that Maguire's ultimate ceramic spray coating,
12:45
we see separation at the top of the bottle,
12:48
which is crazy to think like a brand like Maguire's
12:53
can't get the formula right,
12:54
but it is their ultimate ceramic spray
12:57
has a lot of separation in the formula.
12:59
It's also milky white and not transparent,
13:02
like Tuffa Shell is, which means that their formula
13:05
isn't as stable as we've been able to get Tuffa Shell.
13:09
Tuffa Shell is transparent, it is water-based,
13:13
and that is a very, very difficult thing to get,
13:15
not only the particle size of the ceramic elements
13:19
of Tuffa Shell small enough,
13:21
but also to be able to suspend them
13:23
in a water-based formula is incredibly difficult.
13:26
We went through tons and tons and tons of iterations of it.
13:30
That's why you see a lot of ceramic sprays be milky white
13:34
or colored or in bottles that aren't clear
13:39
because it is incredibly difficult to get that water-based
13:42
formula to kind of blend together and stay suspended
13:46
in the formula and not separate.
13:48
When you see brands like McGuire's
13:52
and they release something, they put it in a clear bottle
13:54
and it's milky white and then it forms a ring around the top
13:57
or you flip it upside down
13:58
and you get some settling at the bottom,
14:01
that formula is not super stable, right?
14:04
And so those are little things,
14:06
Tuffa Shell super clear in a clear bottle,
14:10
suspended, doesn't separate, doesn't settle,
14:12
doesn't create a ring around the top of the bottle,
14:14
very transparent, right?
14:16
And so same thing with the Picture Perfect Polish,
14:20
doesn't smell, don't have a smelly solvent,
14:23
cuts and finishes in one product,
14:25
there's no need for multiple products, right?
14:27
And so when you develop a product line
14:29
and you show people what is possible,
14:33
it makes them not wanna go back to those other brands, right?
14:38
And so I'm in this for the long haul
14:40
and that's why I am doing it the way I am doing it,
14:43
the way I see fit and then to get feedback
14:46
from people like Sam like this
14:48
where he's actually washing his car 40 to 50% less,
14:51
it just makes me very excited because sure,
14:54
that is less profit for me,
14:56
maybe in the short term, like he says,
14:58
I'm not using as much soap as I thought I would be,
15:01
that's a problem, but for me, I'm in this for the long haul
15:05
and so for me, I know when I get emails like this,
15:09
Sam is not only using less product
15:11
but then his second thing talks about
15:13
some off-label uses for the products,
15:15
like he's not gonna go elsewhere, right?
15:18
And so that for me, it's like Sam, don't worry about it,
15:20
it's not a problem, I'm not in this for the short term,
15:24
profitability, though it is important to me,
15:27
I'm in this for the long haul, for the long game,
15:29
I wanna see Sam in 10 years of Jimbo,
15:32
can't believe your product brand has grown like this,
15:35
this is insane, I love your products,
15:36
thanks for keeping them consistent
15:39
because that's the next wave of things
15:41
that I need to talk about is consistency over time,
15:44
when someone buys Tuffa Shell in 2024,
15:48
is it the same as Tuffa Shell in 2030?
15:51
Very important, that's a whole nother thing
15:53
that brands do, a whole nother game
15:55
that I haven't even talked about,
15:57
is once brands have an established SKU,
16:01
they will then tweak the formula to increase profitability
16:04
because they think people won't notice.
16:07
Just saying, I don't put things past brands, I'm doing.
16:11
So consistency over time is another thing
16:14
that I will stand for, I will talk about more,
16:17
but I thought this was an important lesson to talk about
16:21
and how you can achieve this is you have Gloss Boss,
16:25
which is a wipe on ceramic coating,
16:27
as your foundational layer,
16:29
and then you maintain that layer
16:31
with something that's super easy, Tuffa Shell,
16:33
doesn't streak on black, can use it in direct sunlight,
16:37
you can use it as a drying aid,
16:38
you can use it on a dry surface,
16:40
one to two sprays per panel is all you're going to need,
16:44
which equals about one to two ounces per application
16:48
on a car, you could also use it on glass,
16:51
you could also use it on the trim,
16:53
you could also use it on your rims,
16:55
obviously that will make you use more,
16:58
but it does work on every single surface on the car.
17:01
In fact, I use Tuffa Shell on my leather seats inside the car,
17:06
so I will use Tuffa Shell as an interior detailer
17:09
because it just works so well,
17:11
so what I will do because I also try to be efficient
17:14
with my towels as well,
17:17
after I apply Tuffa Shell on the exterior of the car,
17:20
sorry, I will use that same towel and go to the interior
17:23
and wipe every surface on the interior of my car,
17:27
with the exception of the interior windows,
17:29
I don't use Tuffa Shell on that,
17:30
but seats, center console, dash, door panels, all that,
17:34
I will use that saturated towel of Tuffa Shell
17:38
on the inside as well,
17:39
so when you use quality products,
17:43
not to mention washing the car with the Super Soapr,
17:46
which helps, but having that foundational layer
17:48
of something super good like the Gloss Boss,
17:51
you too can wash your car 40 to 50% less,
17:56
while still maintaining, I think this is important to mention,
17:58
still maintaining a level of shine, gloss,
18:03
and aesthetics on the outside of the car
18:05
that are acceptable to a discerning eye,
18:08
which I think is important, Sam's not saying,
18:10
I'm washing my car 50% less
18:12
because I don't care about my car anymore,
18:14
he's saying my car is staying so clean
18:16
that I don't need to wash it as much,
18:19
even in a region that sees a ton of rain,
18:22
a ton of dirt, a ton of grime,
18:24
like the western central coast of Oregon
18:26
where Sam is located, like I said,
18:29
where he's at specifically about 40 to 50 inches
18:32
of rain a year, that region receives
18:34
about 200 inches of rain per year, that's significant.
18:38
So I will link everything below, obviously Sam,
18:41
thank you for writing in, thank you for letting me use this
18:43
as a use case, I really appreciate it.
18:46
If you wanna get the Gloss Boss and Tuffa Shell
18:48
and you wanna support my brand, my ethos,
18:50
what I'm for, what I'm trying to accomplish,
18:52
obviously I will link everything below,
18:55
I'm super, super grateful for all the support,
18:58
I'm super grateful for you guys writing in, Sam,
19:04
I appreciate you writing in, emails like this kind of fuel me,
19:07
I'm excited by them, obviously it helps me refine my messaging
19:11
which is one of my big goals this year,
19:16
and I just wanna make products that are easy to use,
19:19
deliver a great result and I wanna connect
19:21
with awesome people like Sam and like Chris
19:24
and like so many jimbos have reached out
19:27
which is amazing or sometimes they go by James,
19:30
but jimbos when we interact, so many jimbos reaching out
19:34
which is awesome too, and so I'm super, super grateful,
19:38
I really am, this has been a big passion project of mine,
19:43
it is all I focus on, I don't detail at all anymore
19:47
because my whole focus is on growing the jimbos
19:50
detailing product brand and then developing new products
19:53
around that that support the brand as well,
19:56
so this is 100% what I do and so I'm super grateful,
20:01
super fortunate for the opportunity and in return
20:04
I just wanna deliver the best products possible
20:06
and let's all have fun, right?
20:08
And so with that I will link everything below,
20:10
thank you guys for the support, let's keep on keeping on
20:13
and I'll catch you on the next one, see ya.
