I've thought about this question often. My light bulb clicked on at the 1998 state tournament after one of my seniors suffered a dream-shattering overtime loss. His parents were distraught. Our entire team was shocked. No one knew what to say or do.
Greeting cards are a classic mainstream product.
So, with my light bulb flickering feverishly, I set out to combine a well-proven mainstream product with an underserved, powerful niche market. Greeting cards and wrestling.