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This Company Found a Way to Sell Something No One Wants to Discuss

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This story appears in the May 2016 issue of Entrepreneur. Subscribe »

Crap! We sit when we do it, and we don’t want to talk about it. Neither habit is easy to change. But a brave Utah-based company called Squatty Potty is trying. Sitting puts a kink in the colon, but squatting -- knees higher than the waist -- is better for our bowels. The company’s footstools ($29 to $80) enable poopers to do just that, and sales last year eclipsed $15 million -- but it took five years to get there.

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