This is brilliant. They read product reviews and build products based off “I wish it did X” requests in the reviews.
Each buyer has a specialty—beach products, cellular accessories, and so on. Their job is to scour the web to learn all the features people wish a product had, and hire a manufacturer, often in China, to make the desired version. Pikarski lets each buyer create their own brand name, and order anywhere from a dozen to a truckload of units. If they sell well, the product is renewed. Otherwise, it’s junked.