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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

The Exception to the Rule- The Comfort Wipe

Written By: Carol Roth | Comments Off on The Exception to the Rule- The Comfort Wipe
I usually say there are no inherently bad business ideas, but every once in a while there is an exception

You may have heard me say that there are no bad business ideas; that the business idea doesn’t really matter and good ideas can fail while bad ideas can be famously successful. So, I usually don’t opine on the business ideas themselves.

Every once in a while, there is an exception to this rule. Today’s exception is a product called the Comfort Wipe, the “first improvement to toilet paper since the 1880s” as claimed by their fantastic infomercial. Its description is a bit misleading, as it doesn’t really do anything to improve toilet paper. What it does is basically hold the toilet paper while it “extends your reach up to 18 inches”. Use your imagination here.

I can’t personally imagine anyone’s behind being so large that they need to extend their “reach” by a foot and a half when using the bathroom, but if there are people with this issue, I imagine the niche is pretty small. Not to mention the sanitary issues or lack of portability (thank god- can you imagine the pocket-sized Comfort Wipe for when you are on-the-go… pun intended) inherent in this product.

That being said, it may make a ton of money, because it would really make an ideal gag gift. And when they do become the next “Snuggie”, I will promise to use the Comfort Wipe case study as another illustration of how execution (including marketing and press, even bad press) can make a bad idea successful. If they don’t , I will just point out that every rule (even the no bad ideas rule) has a few exceptions.

Visit the Comfort Wipe website at:


Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth