---
title: "Robert Nikic: Why Beat Them? Sell Them Their Toothpaste"
description: "Robert Nikic on the toothpaste vendetta: why he chose to sell people their everyday products instead of trying to beat them."
canonical: "https://robertnikic.com/media/why-beat-them-sell-them-their-toothpaste"
author: "Robert Nikic"
type: "VideoObject"
published: "2026-10-16T22:25:53.625Z"
---

# Robert Nikic: Why Beat Them? Sell Them Their Toothpaste

Robert Nikic on the toothpaste vendetta: why he chose to sell people their everyday products instead of trying to beat them.

- Published: 2026-10-16
- Watch: https://robertnikic.com/media/why-beat-them-sell-them-their-toothpaste

## Transcript

I used to see all these guys, like I said, checking in. And I always wanted a system to beat them, you know, but it's like, why beat them? Here's the thing, why, when there's an opportunity sitting there? You got the average everyday Americans working nine to five, right? Not even nine to five anymore. It's nine to nine these days. And if there's a legitimate way to beat these guys, why not? Beat them by selling them their toothpaste. Yeah, you know, I got mocked for that. I got mocked for selling, when I wanted to start selling toothpaste. I came out and said, you know what, we're selling toothpaste. I wouldn't care what it was, as long as those cash registers were ringing. That's where my scar is. If you want to know where my little vendetta is, when people laughed at me for selling toothpaste.