When most people think about starting an ecommerce business, they have a vision of selling some amazing product that will enable them the freedom to work on something they truly enjoy. But despite early enthusiasm, sometimes they end up not taking action.
My product is about posture and chiropractor suggested a foam roll laid along my spine. I did some measurements on how much my shoulders relaxed when using a foam roll, picked up a hacksaw, and started experimenting. In short, I failed a bunch with the first prototype. In fact, it gave one of my early customers a migraine. It would have been easy to give up right there, but I knew that success was through a forest of failures, and got to iterating.