Same paper.
Same glue.
Everything else is a decision.
It was never about the paper.
Oh, the humble sticky note. Stuck to a monitor, scribbled on, peeled off, gone by lunchtime. There’s one within arm’s reach of you right now and you’ve never once thought about it - a little yellow square that sticks, and that’s the whole reputation. Two pence of paper and glue, about as forgettable as an object gets.
I’ve built a business on it. Not because the paper was special - because of everything decided before it existed: who it was for, what it said, why someone reached for it and smiled. The magic was never in the object. It was in the thinking.
You’re standing
too close.
Press your nose to a painting and all you see is brushstrokes.
You can spend years perfecting a single corner of it.
But you never quite gave yourself the bandwidth to step back far enough to see what you’ve actually made.
Or whether it still looks good on the wall.
Brands I’ve developed products with
This isn’t a nice idea.
It sells.
Some products you put down.
Others go to the till.
This isn’t magic, and it isn’t luck.
It’s the distinction that lets you charge more, win the shelf, and be the one they come back for.
And it’s built on purpose. Nobody stumbles into it.
- nutrition brands.
- clothing brands.
- dog brands.
- drink brands.
- nutrition brands.
You’re stuck.
Maybe it’s the product. Maybe it’s the price, or the way you talk about it. Growth’s gone flat, or not growing the way you want, and you can’t pin down why. Find what’s really holding you back, before you throw more money and time at the wrong fix.
Learn about Get Clarity →Take control
of your sales.
You’ve sent a few emails and heard nothing, or exhibited and waited on luck. Get your product in front of the right buyers on purpose - not by chance.
Learn about Get On The Shelf →Twenty years. Thousands of products. One idea.
I’m Reuben. You can call me Mr Mustard.
I’ve spent two decades making and selling physical things, from my own brands to ranges for names you’d recognise.
I don’t do theory or mindset.
I do the one thing that decides whether a product flies off the shelf or gathers dust: what you build into it before anyone tries to sell it.
Retailers I actually work with
“We fixed our pricing and range, then cut two channels we didn’t need.”
Natasha · Founder, D2C brand · Spain
“We stopped three time-wasters and doubled down on the one channel that actually worked.”
John · Founder, clothing brand · New York
“I came in overwhelmed with options. This helped me see what actually mattered, and where to focus first.”
Stephen · Partner, supplement brand · London
“We raised our price, simplified the range, and improved conversion.”
Tania · Founder, beauty brand · Australia
Nothing here
is an accident.
Not the sticky note. Not this page. Not the product you’re about to make unforgettable.
Book a 15-min fit check →
This is an answer
This is an answer