I agree %100

But I do want to share something.

One of the SKUs we have is our Collagen Flavorless Peptides. It's nothing fancy, just high quality and a great bang for your buck.

I tried running ads for it at some point and was met with ridiculously high CPAs. Not surprising. Anyone in the health and nutrition space knows how competitive collagen is. That’s why brands constantly innovate (form, stacked benefits, etc.)

Then something happened last July that turned collagen into our strongest leader in acquisition (units sold + profits).

A creator made a video about how our collagen helped her manage chronic kidney issues.

The 3-minute video was so moving that it gained a ton of engagement. It shifted the perception of collagen from a "beauty" product to a "body repair" essential.

Once I got access to run the clip as an ad, it took off—ridiculously cheap CPAs. Suddenly, we went from moving 100 units a week to 1,000, 2,000...

What’s crazier! Every ad I launched for collagen targeting other issues started doing well.

At first, I thought it was a fluke. 

But it’s now January, and collagen is still our best-performing offer. We have ideas to improve the formulation, but the current one is still crushing it.

So yes, product development might be the biggest growth lever in 2025.

But improved storytelling/positioning might also be your next untapped growth lever.