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How This Company Thrived by Ditching Most of Its Customers

By trying to create a luxe water bottle for the masses, Grayl built a product no audience wanted.

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This story appears in the September 2017 issue of Entrepreneur. Subscribe »

Travis Merrigan and Nancie Weston had a simple, elegant idea. They wanted to make a bottle that cleans water. Fill it from a dubious source -- a stagnant creek or a rusty spigot in a foreign country -- and then use it like a French press, pushing down on a plunger-like filter to screen out harmful compounds. In 2013, after two years of development and a successful $15,000 Indiegogo campaign, they made it. It was called the Water Filtration Cup, sold under the brand name Grayl.

Arielle Shipe

Related: The 10 Must-Have Ingredients for a Successful Invention

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