This article is presented by Grommet, the leading product discovery platform for new and emerging makers, inventors and entrepreneurs. Check out 1,000’s of products you never knew existed, but soon won’t be able to live without here.
Nick Barrett, aka “CordBrick Nick,” took a simple annoyance—constantly picking up his fallen phone cord—and turned it into an ingenious solution: CordBrick. With a weighted steel core wrapped in durable silicone, CordBrick keeps cords organized, secure, and always within reach. But Nick’s story goes deeper. Seven years sober, he transformed his personal challenges into a thriving business that not only solves everyday cord chaos but also supports causes close to his heart.
From selling his first CordBrick at a Florida flea market to winning “Coolest Product” at a major retail show, Nick’s journey is about resilience, innovation, and creating a product people can’t live without. With multiple functions and a sleek design, CordBrick has become a go-to for keeping cables tidy, whether at home or on the go.
In this interview, Nick shares how he turned an idea into an award-winning product, overcame setbacks, and built a brand with purpose.
What was your life like before you embarked on this entrepreneurial journey? Were you always drawn to entrepreneurship, or was this product the catalyst for your venture?
Before I launched CordBrick, I was seven years sober from alcohol, having struggled with addiction for over a decade. That milestone gave me a new perspective on life and inspired me to explore new challenges, one of which became starting my own business. My first taste of entrepreneurship came during a business plan competition at Florida Atlantic University (FAU) while working on my MBA. I helped a classmate win third place and $5,000 for her business idea—Lolina, a baby crib bedding company. That experience made me realize that if I could help someone else succeed, I could certainly start my own venture.
Can you walk us through the moment you knew you had to create this product? Was there a particular experience or problem that made you realize this was something you had to bring into the world?
The idea for CordBrick came to me in 2015. I vividly remember one night in December when my phone cord repeatedly fell off my nightstand, forcing me to get out of bed, turn on the lights, and retrieve it. After struggling with this annoying issue, I thought, “Why not create a weighted brick to hold the cord in place?” But I didn’t stop there—I envisioned a product that not only held cords but could also wrap them neatly for easy storage when traveling. I realized I could solve two problems in one product, and that’s when I knew I had something worth pursuing.
How did you go from idea to action? What were the first steps you took in turning your idea into a tangible product?
In 2020, during the COVID-19 pandemic, I began creating prototypes using modeling clay from Michael’s. At first, I thought silicone would be enough to give the product its needed weight, but I soon realized I had to add steel for extra stability. I knew nothing about creating a product or manufacturing it, so there were plenty of learning curves. Initially, I tried to manufacture the product in the U.S., but we encountered failures that forced us to redesign. However, that setback turned into a breakthrough, as the redesign allowed us to add extra functions like a phone stand and a holder for AirPods.
Tell us about the challenges you faced during the creation of your first prototype. Were there any significant obstacles or unexpected surprises that shaped the final product?
One of the biggest challenges I faced was the realization that the product needed more weight than just silicone, which led me to incorporate steel. Another challenge was finding a reliable manufacturer. My first attempt at U.S. manufacturing failed, and we had to start from scratch. That failure led to a better design in the long run, adding functionality I hadn’t initially considered, like the ability to stand your phone and hold other accessories. It was a lucky break in disguise.
Share the story of your first sale. How did it feel to see your product finally in the hands of a customer?
My first sale was unforgettable. I set up a small table at a flea market in Bonita Springs, Florida, and pitched the product to people walking by. I sold ten CordBricks that day, and I was ecstatic. I called my mentor, Coach Ron, screaming with joy. I couldn’t believe people were actually pulling out their wallets and buying my product. That flea market experience marked the beginning of something bigger, and soon I was selling 20, 30, and eventually 50 units a day.
You have such a cool and unique product – I’d love for you to share 1-2 of your favorite stories from customers who have used CordBrick and their experience with it.
Two memorable stories come to mind, though they aren’t exactly the happiest ones. A couple of my older customers actually got injured because of falling cords, which is why CordBrick has become a necessity for them. One customer broke an arm, and another got a black eye from trying to retrieve a cord. While these stories aren’t my favorites due to the injuries, they highlight how important CordBrick can be, especially for people who struggle with mobility.
What is something you did from a marketing or sales perspective that gave your business a jolt of success?
One of our most successful strategies was selling CordBrick as a stocking stuffer on Amazon. We targeted the keyword “stocking stuffer,” which isn’t typically recommended because it’s such a general term. However, we found that CordBrick converted really well under that keyword, and it led to a significant boost in sales. Another major milestone was winning “Coolest Product” at the National Retail Federation’s Big Show in 2023, which brought a lot of attention to our brand.
Can you share a time when you faced a significant setback or failure? What did you learn from that experience, and how did it shape your approach to your business?
One of the most frustrating setbacks was my attempt to file for a trademark on my own. I thought I could do it without legal help, but after going through three different lawyers and multiple failures, I had to abandon the application. Eventually, I found the right legal partner and successfully reapplied. The experience taught me the importance of vetting contractors and partners carefully. Make sure they have a proven track record before entrusting them with critical aspects of your business.
Right now, readers of ValiantCEO can get 20% off this top selling product through our partnership with Grommet. Click here to learn more about CordBrick and get your discount now.
