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Bend and Crane is the CEO of an advertising agency. And about five years ago, a potential

client reached out to his firm looking for help

with a specific problem. They had customers who used and loved the product, and it tended to be

55-plus-year-old people who deal with chronic problems. And so they were ultra-sensitive about

not letting their friends know, hide it in the master bathroom,

don't let anyone else in there because I don't want to have to explain what that stool by my toilet is.

The stool is a product called the Squatty Potty.

It's a little footrest that tucks around a toilet.

When you pull it out and put your feet on it, it puts your body into a modified

squat, which is supposed to be a better position for defecating. After a little hesitance, his firm

took the job. My partner, Jeff Harmon, he had this idea where what is the furthest thing in the

world from poop, but could still be used as a poop analogy.

And that's where this idea of ice cream came up.

Ice cream is almost the opposite of poop.

...