As a veteran of the marketing business, Mike O'Neill figured that some people would question the slogan he chose to promote the first product he created himself. The product is called the Jimi, and the slogan is "The Wallet for People Who Hate Wallets." And in fact a lot of people — even a guy at the factory where Jimis are made — suggested to him that it was a bad idea to associate a consumer good with, you know, hatred.