Conni sells the product most people wish they didn't have to buy. Norm Douglas is CEO of Australia's leading reusable incontinence brand, and his own website leads with "we're passionate about pee and poo."

This is one of the most fascinating businesses in Australian ecommerce, a privately owned, profitable brand thriving in a category most marketers would never touch.

In this episode:

• Sell a taboo category with dignity and plain language, not innuendo
• Own your data, why Norm stays custom-built and fixes messy orders in the back end with AI
• Build for the customer who needed you four weeks ago, and know which products never change

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