663: (Solo) More SKUs, More Problems — The Case for Going Deeper, Not Wider

The Foundr Podcast with Nathan Chan · May 18, 2026 · 14m

When I started getting serious about e-commerce, I genuinely believed the more products you had, the more successful you'd be. More SKUs meant scaling. I was completely wrong.

Here's the problem: most founders launch a hero product, get early traction, and then the anxiety kicks in. What if it runs out of steam? What if a competitor copies me? So they launch a second product, then a third — and suddenly they're mediocre at five things instead of exceptional at one.

In this episode, I share how I built and sold a seven-figure brand off a single water bottle, and break down how IM8 — co-founded…