I Can’t Take This, This Is Way Too Tiring!

I Can’t Take This, This Is Way Too Tiring!

When I was in Australia for my holiday…

This is one of the things I did the most.

change diaper

Changing my daughter’s diaper.

My maid’s visa wasn’t approved in time for the trip.

So we have to go without her.

If you are a parent with a baby and did not hire a maid.


This is our first trip without our maid.

It’s just me, my wife, Jonas and my 1 year old baby girl.

I would say that this was the most exhausting trip I ever have!!!

so so tired

After I’m back from the trip I literally slept 22 hrs over the next 2 nights.

That’s how tired I am.

Anyway, talking about diapers.

In 2018, I raised a lot of eyebrows by launching a new baby diaper brand.

With big global brands like Pampers and drypers dominating the market…

My family were worried whether we could make it through.

Their fears were unfounded.

Within a year of our launch…

18,000 customers bought my diapers in our online store.

And within a year my brand dominates 40% of the baby diaper market in Qoo10. 

(During those few years, Qoo10 was the main marketplace in Singapore. Now it is Shopee and Amazon)


Why did we succeed?

Because we focus on selling Pee-Ka-Boo’s “Core Message”… not products.

Most people always focus on selling their products.

Here’s an example :

  • Thin And Light diaper
  • Ultra Breathable
  • High Absorption
  • Cheap and Affordable
  • Silky soft texture
  • Blah blah blah

Every diaper brand is selling the same features

If you do this, get ready to be in the Red Ocean.

Red ocean and blue ocean

This is the worst place to be in where everyone is cutting prices and losing money.

If you want to move from the Red Ocean to the Blue Ocean.

Sell the Core Message of your brand instead of your product.

Rather than marketing the diaper’s features.

We show the transformation instead. 

How happy your baby will be when they use our products.

If you do this, you connect with your customers on an emotional level.

And this is a powerful motivator for purchasing decisions.

This sets your brand apart and makes it memorable in the minds of consumers.

And they will trust you enough to become your paying customer.

So stop selling features and start selling solutions.

This is the secret sauce to jump over your competitors!

Jaz Lai

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1 comment
  • I enjoy what you guys are up too. Such clever work and coverage!
    Keep up the awesome works guys I’ve added you guys to our blogroll.