Evian

Take something free, create a new category, charge for it

Greg's idea generator: take something people get for free (water, air) and build a charged-for category around it — the way Evian turned tap water into luxury. He cites the Gumroad founder's ladder: to make $10K/hour, create and lead a new category.

“you know what are cool? Ideas that take something free and then you charge for them. Like, and then I put IG water. Like water bottles. If you think of water bottles, like no one was charging for water until some— someone was like, hey, wouldn't it be cool if like you can transport this water and like we would sell it and then we can have like a luxury brand and like you can have Evian and it's gonna be from France. And then there's this whole new category, like new categories.”

Steal thisList things people take for granted as free, then design a premium category and brand around charging for one of them.