An entrepreneur who made Oprah's 'Favorite Things' explains how to create a product that people are obsessed with

In a remarkable journey, Tal Moore, co-founder of Popsmith, has turned a simple stovetop popcorn popper into a sensation, landing a spot on Oprah's prestigious 'Favorite Things' list. This selection is no small feat, as Oprah Daily reportedly evaluates around 15,000 products annually before making her final choices. For 2024, the Popsmith popper stood out, leading to an immediate sell-out of the product following the announcement. Before venturing into the world of gourmet popcorn, Moore and his partner managed a diverse range of e-commerce businesses. However, their passion for popcorn sparked a pivotal decision to focus solely on this beloved snack. They sold off their other ventures, recognizing the demand for high-quality stovetop poppers, particularly one that could offer a refined experience. Moore identified a gap in the market. "Our top-selling popcorn popper was a stovetop model from another supplier," he explained. "We realized there was a market for an elevated popcorn-popping experience." With a vision to create a premium product that appeals to discerning customers who frequent high-end retailers, they aimed to design a popper that exudes sophistication—something notably absent in the mainstream popcorn market. The allure of the Popsmith popper lies in its aesthetics, user experience, and exceptional flavor. In today's image-driven society, people appreciate unique and visually appealing appliances. Moore notes, "It's a flex for people to showcase a cool, innovative appliance that nobody's ever seen." Moreover, the experience of using the stovetop popper creates lasting memories—"Nobody makes memories in a microwave," he said. The sensory experience of hearing the kernels pop, smelling the fresh popcorn, and gathering together in the kitchen fosters a nostalgic atmosphere. Flavor is another crucial aspect. The Popsmith popper produces authentic, movie-theater-quality popcorn, making it a favorite for home gatherings. Developing this standout product was a significant investment of time and resources, amounting to about $3.5 million and two years of hard work. A substantial portion of their budget was dedicated to branding and design, ensuring that Popsmith would launch with a polished and distinctive identity. Moore advises fellow entrepreneurs to focus on creating one exceptional product before expanding. "Money is in the niche," he asserts, advocating for a concentrated approach similar to successful direct-to-consumer brands that have thrived by mastering one category. By establishing themselves as authorities in the popcorn domain, Moore believes Popsmith is well-positioned for future growth. As the brand continues to evolve, their goal remains clear: to earn consumer trust and redefine the popcorn experience in a way that is innovative and memorable.