How to Make $300 Million with Pillows

Mike Lindell, 56 years old, spent most of his life in a small provincial town in Chaska, Minnesota. At first glance, you wouldn't guess that his company brings in annual profits of around $300 million. Consider his turbulent past as a former drug addict, and the surprise deepens.

Despite his rough past, Lindell had a dream – a dream of the perfect pillow! Over the course of 10 years in business, he managed to sell nearly 30 million pillows, each priced at an average of $50. How did he achieve this feat?

A Dream Turned Reality

Before the "pillow" business, Lindell co-owned several bars in his home state. He appeared to be a typical Midwestern American: four kids, a small business, a family man. But appearances can be deceiving. Struggling with chronic insomnia, Lindell turned to smoking crack cocaine to cope.

Suffering from constant sleep deprivation, Lindell sought to find his perfect pillow. He noticed that he slept most soundly on memory foam pillows made of polyurethane. This material retained its shape well and didn't flatten out with prolonged use.

However, Lindell couldn't find a pillow that met all his needs. Existing pillows still flattened out, forcing him to repeatedly adjust his head position. Even the best options lost their form over time. But finally, relief from his troubles arrived!

According to Lindell, the perfect pillow came to him in a dream 15 years ago. He immediately enlisted his sons' help and bought almost all the polyurethane foam in stores for experimentation. This led to the creation of the world's best pillows – MyPillow. They were filled with crushed foam. Initially, Lindell used an old grain mill to crush the foam for the first batch of pillows.

Initial Success

After hardware stores turned down Lindell's first 300 "world's best" pillows, he decided to open his own store. Renting a space near his home for a month and working behind the counter himself, he launched the venture in late 2004. He sold his first pillow on opening day, but soon hit roadblocks.

The reasons for the initial failure remain unknown, but Lindell spiraled into debt and even turned to gambling. Casinos eventually banned him. This led to a bold move – Lindell sold his bar shares and even mortgaged his home to save his dream of perfect pillows. Finally, luck smiled upon him!

Participating in a local trade show was a turning point, where Lindell sold out his entire stock in a couple of days. The show director even bought a pillow from him and called to express gratitude the next day. Lindell continued selling his pillows at fairs, paving the way for success.

Early Taste of Fame

In 2008, Lindell learned of his growing fame in a peculiar way. Still struggling with addiction, he approached his drug dealer and was refused. The dealer cited Lindell's ownership of MyPillow as inconsistent with drug use. This wake-up call prompted Lindell to confront his addiction and focus on his growing company.

His business expanded, securing deals with retail stores to carry MyPillow products. Sales surged, and by 2011, Lindell's reputation was well-known in local business circles. He gave a pivotal interview to a popular newspaper, catapulting him to fame overnight and crashing the MyPillow website with a deluge of customers.

Initially advertising in print media, Lindell understood the importance of TV commercials. In 2011, he released his first TV ad, highlighting the benefits of his pillows as orthopedic aids for joint pain, fatigue, and swelling, positioning them as more than just sleep accessories.

Watch the video:

Lindell embraced the motto "Never skimp on advertising!" His company now allocates $1.5 million per week to advertising. MyPillow products are not just for comfort but are touted as therapeutic solutions for various ailments, aiming to improve the lives of all Americans.

Present and Future Endeavors

Mike Lindell is not resting on his laurels. With an annual income nearing $300 million, he believes there's more to achieve. Recently, he dreamt of his company's revenue exceeding $1 billion, a dream he's learned to trust.

There are no hurdles in selling MyPillow products as demand remains high. A new factory has been opened, producing 24 pillows per minute! The company's production scale and brand popularity are impressive, yet Lindell remains steadfast – the greatest success lies ahead. As his company's motto declares, "Today we earn more than yesterday, but less than tomorrow!"