Gabriel Flateman

Thanks to its focus on just a few products, the Casper co-founder has seen his company hit $200 million in revenue and take on the mattress industry’s giants.

- Jon Fine

Why only one mattress? 

There’s all this choice in the mattress industry and much of it is wildly mundane. When the problem is an overabundance of choices, the answer is pretty simple: Focus on one core thing that works for many people. With T-shirts, I wouldn’t advise the same strategy, because there is inherent choice in fashion. It’s got to stem from user need. But there is a lot of opportunity, in efficiency and clarity of purpose, gained by making and marketing one product.

Still, there are long-established companies in your business. How do you chip away at them?