Coffee is supposed to keep you awake, and that’s why Counting Sheep Coffee is different. The new Canadian decaffeinated brand includes powdered valerian root,  a natural sedative that people have used to nod off since the time of ancient Rome and Greece. We’ve previously talked about ‘energy drinks’ which taste the same as their regular counterparts, but have a relaxing effect. Maybe the Counting Sheep people saw that idea and decided to apply it to a hot drink.

I’m not suggesting you should copy the coffee or the energy drink, but rather take inspiration from the idea. When a product is supposed to do one thing, give some thought to whether there might be a market for a version which does exactly the opposite.