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How do you sell buyers on an invention that creates a new product category?

By Don Debelak

Opinions expressed by Entrepreneur contributors are their own.

The Entrepreneurs: Dr. Robert Pincus, 50; and Dr. Scott Gold, 49; ear, nose and throat (ENT) specialists, and founders of SaltAire in New York City

Product Description: SaltAire is a drug-free, pH-balanced saline nasal rinse. Sold in a special application bottle with a built-in pump, it gently moisturizes nasal passages and flushes out irritants known to cause sinus infections. Typical sprays mist the nose, but SaltAire provides a full rinse of 1 to 2 ounces per use. Sinus sufferers use it every day; allergy sufferers and others use it as needed.

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