Throughout my career in direct response television, I've watched many brand marketers seek to leverage DRTV's retail power for their brand. Too many of these good starts followed the same failing path: • Marketing is tasked with finding products that will work on DRTV. • Marketing and engineering together seek out inventors to locate that product. • The DRTV team gives up in exhaustion after evaluating one too many Rube Goldberg-esque devices that are useful only to the inventor. These teams are right to think that their company would be invigorated by the retail sales of a great TV product. And they are right that not all products will deliver the strong benefits of DRTV. What these teams were missing is a surprising, simple and powerful truth in DRTV: The next mega-hit is already on the store shelf. This has been true in DRTV for years. The George Foreman Grill, the Popeil Showtime Rotisserie, the Drill Doctor and even the acne treatment ProA