If you simply take a look around in your dishwasher or in your kitchen cabinets, most likely you will see a product that has the label YETI on the bottom. Roy and Ryan Seiders, brothers, originally tried forming a fishing rod company but instead they hooked something way bigger, a foot in the cooler market as the highest grade and highest price of products such as mugs, coolers, and buckets.
The company started when the two men were fishing, trying to stand on some sort of bucket or cooler that could provide them with 3 more feet of height to simply create more visibility. In addition to that situation, with the rod company that they already had started, the brothers would constantly be on boats and lakes fishing but struggle with a durable and long lasting cooler. With that, the Yeti was born.
Without even initially trying, the brothers ran into their problem of lack of durability and poor insulation. They noticed that there was not anything currently out on the market right now with those attributes so they took a shot. What makes them extremely innovative is that they keep taking steps forward. For example, in their early years, they moved from coolers to tumblers, and then later on down the road the brothers moved on to insulated buckets and grizzly proof coolers for the most extreme consumers. The brothers continue to keep dishing out products and I cannot wait for their next addition.
This is awesome because it’s something everyone probably has used but not given much thought to. It’s also super cool that you were able to find how they had an original idea but changed it to fit a need and a market.