A lot has changed since I first entered the product-launch world in 2006—as a Maker myself.
And honestly? A lot hasn’t.

These days, I work at Grommet (I joined back in 2009), and I touch, test, and evaluate every product we launch. It’s a rare vantage point—and one that shows you pretty quickly what actually works, and which products truly resonate with Shoppers.

And right now? Launching a product has never been louder… or harder.

If you’re building something in 2026—especially as a side-project entrepreneur or a first-time Maker—you’ve probably heard the same advice on repeat:

“Just go viral on social.”
“Just run ads.”
“Just list it everywhere.”

I’m going to be direct: that’s bad advice.

Ads are expensive. Algorithms change constantly. AI is flooding marketplaces with lookalike products faster than most founders can even ship a second batch. And most platforms are optimized for their growth—not yours.

What gets lost in all of that noise is the only question that really matters:

What still works when things go wrong?

This is the mental checklist I’d run if I were launching a new product today:

What happens when ad costs spike?
What happens when the algorithm stops favoring you?
What happens when a knockoff shows up?
What happens when you need real feedback—not vanity metrics?
What happens when you want actual customers, not just clicks?

Because this—right here—is where most launch paths quietly fall apart.

Where most platforms break

Let’s not be vague. No one has time for that.

• Amazon rewards price, speed, and scale—not differentiation.
• Etsy is increasingly crowded and noisy.
• Social platforms reward content creation, not sustainable businesses.
• Pure DTC often means “figure it out alone” mode.

None of these systems are really designed to help you learn whether your product belongs in someone’s life, what Shoppers actually think, or how to build a real relationship with them over time.

Why Grommet actually holds up under stress

Here’s what makes Grommet different—and why it’s still working after 17 years.

We’ve been proving this model year after year since 2009. We’ve launched thousands of products, including early versions of brands that are now household names like SodaStream, Fitbit, Squatty Potty, and Mrs. Meyer’s.

That didn’t happen by chasing hype. It happened by building a system that still works when conditions aren’t perfect.

Here’s what that looks like in real life:

Demand is earned, not bought
Upvotes aren’t about popularity. They’re signal. Real people raising their hands and saying, “This matters to me.”

Feedback is built in
Makers don’t launch into a void. They launch into an ongoing conversation we have every day with our community of 3 million+ Shoppers.

Discovery favors new ideas
Not the biggest brands.
Not the deepest pockets.

You own your Shopper relationship
This part matters more than anything.

At Grommet, Makers connect directly with Shoppers to complete their purchases. You own that relationship—the most meaningful asset you’ll ever have in your business.

In a world full of algorithms, fake reviews, copycats, and AI noise, Shoppers are craving real human connection more than ever. They want to know and trust the brand they are purchasing from. That’s the thing we protect above all else.

It’s a win for Makers.
It’s a win for Shoppers.
And it’s why this model lasts.

When Shoppers decide—and surprise even us

One of the most humbling parts of my job is watching Shoppers lead.

We launch products we genuinely believe solve real problems. We think they deserve attention. And still—sometimes—the products that truly take off surprise even us.

A great example is a heated eyelash curler from Maker Tanya Oziel.

On paper, it wasn’t the loudest launch.
In reality? Shoppers loved it.

Because Grommet creates a real feedback loop, we didn’t just see sales—we saw why it resonated. That insight helped the Maker refine her story, build confidence, and scale in a way that felt grounded and sustainable.

That’s what happens when real humans—not algorithms—get to decide.

If I were launching a product today…

I wouldn’t ask, Where can I get the most eyeballs?

I’d ask:

Where can I get the clearest truth?

Truth about demand.
Truth about positioning.
Truth about whether the thing I’m building actually earns a place in someone’s life.

For first-time Makers that clarity is everything. It saves time. It saves money. And it builds confidence that compounds.

That’s what Grommet offers—and why, in 2026, it’s still standing when so many launch paths are cracking.

If you’re building something thoughtful, useful, and real, don’t optimize for hype.

Optimize for signal.
Optimize for relationships.
Optimize for a system that’s already survived the stress test.

That’s where your real businesses begins.

If you have a product you think would be a fit for Grommet Shoppers, here’s our application.

Tori Tait is sharing her experience as a Content Director and Pinterest expert. Since 2006 she's been helping entrepreneurs build their businesses online through simple & smart marketing strategies.