“I’ve built something good.
Why isn’t it everywhere?”
That’s the question I answer. Twenty years getting physical products selling — and onto shelves. Thousands of them. One idea behind all of it.
Retailers I've actually been listed in
You’ve got 99 problems… and the shelf ain’t one.
Or maybe it is. That’s rather the point - when everything feels urgent, you can’t tell which problem is the one actually holding you back.
A YouTube guru says one thing. A podcast says the opposite. ChatGPT gives you ten answers and now you’ve got eleven questions. Your notes app is a graveyard of half-started fixes.
Meanwhile the list doesn’t stop. Pricing. Packaging. The website. That retailer who went quiet. The ad that stopped working. The launch you keep pushing back. Everything feels urgent, so nothing gets finished - and quietly, every month, a little more time and money goes with it.
The problem was never a shortage of advice. It’s that none of it was about your product, from someone who’s actually done it.
Don’t stand
so close to it.
(Yes, still doing the music thing. Blame the Police.)
Here’s the trouble with your product: it’s yours. You’ve stared at it for so long you can’t see it any more. You’re nose-to-the-canvas, fussing over one brushstroke, while the customer walking past the gallery has already decided in three seconds flat.
They’re not looking as hard as you are. Nobody is. That’s the whole problem - and it’s impossible to spot from where you’re standing.
You don’t need to work harder on the brushstroke. You need someone who’s stepped back from a thousand of these to tell you where to look.
Brands I’ve developed products with
Getting this right is the difference
between success and failure.
(And the difference can often be very subtle.)
Some products people put down.
Others go to the till.
The difference isn’t magic and it isn’t luck. It’s the thing that lets you charge more, win the shelf, and be the one they come back for.
And it’s so easy to miss on your own - which is rather the point.
- nutrition brands.
- clothing brands.
- dog brands.
- drink brands.
- nutrition brands.
Find what’s
holding you back.
It sells, but not the way it should - and you can’t pin down why. Maybe the product, the price, the packaging, the pitch. Let’s find the one thing that’s actually costing you, before you throw more time and money at the wrong fix.
Get Clarity →Get it in front
of the buyers.
The product’s good and you know it. You’ve sent the emails and heard nothing, or exhibited and waited on luck. Get in front of the right buyers on purpose - and learn how to close them.
Get On The Shelf →“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
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.
20 years in the business taught me a few truths.
I learnt every one of these the hard and expensive way. So you don’t have to.
Fix the product? Or sell more of it?
Two ways in. Pick the one that sounds like you right now – you can always come back for the other.
This is an answer
This is an answer