In natural products, right-place-right-time has several other requirements: right product, right message and right business model. “Right” need not mean “new” to bring explosive success. Take doTERRA, which distributes age-old products through a Tupperware model—not exactly the makings of category disruption. But time it with a macro trend of exponential natural product awareness and booming internet social networks and you’ve got it just right.

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