People assume they know what I believe. After all, I manufacture pepper spray and I write about it all the time, so it’s easy to assume every conversation I have ends with recommending someone buy a can. It doesn’t. In fact, I think the personal safety industry has spent decades starting the conversation in the wrong place. We begin with equipment when we should begin with thinking. That may sound unusual coming from someone who has spent most of his career building and selling personal safety products, but it’s an honest conclusion drawn from years of experience.
Pepper spray doesn’t prevent bad decisions. If someone walks across a dark parking lot while staring at their phone, pepper spray doesn’t fix that. If someone ignores every instinct telling them not to get into an elevator with a stranger who makes them uncomfortable, pepper spray doesn’t fix that either. If someone agrees to meet a complete stranger in an isolated location, the outcome isn’t improved simply because they have a product in their pocket. Products rarely solve poor decisions. Good judgment often prevents people from needing products in the first place, and that’s a very different conversation.
Over the years, I’ve worked with some of the biggest names in this industry. I’ve built brands, launched products, presented to retailers, and manufactured equipment. I’ve had a front-row seat to how this business operates, and one thing has always stood out to me: products are easy to market, but behavior is much harder to influence. It’s far easier to advertise a new formula than it is to convince someone to stop walking through parking lots with their eyes glued to a screen. Yet one of those things matters far more than the other.
People often ask me what the best self-defense product is, and they’re usually surprised by my answer. It’s your brain. It’s the only tool that goes with you everywhere. It doesn’t need batteries, it doesn’t expire, it isn’t restricted by airline security, and it doesn’t change based on what state you’re in. Every good decision you’ve ever made started there.
I’ve met plenty of people who carried pepper spray but had never practiced using it. We are going to make some inert (water only) cans and recommend that anyone that buy our pepper spray practice. The first time you use it shouldn't be in an adversarial situation.
Others kept it buried at the bottom of a purse under sunglasses, receipts, and whatever else had accumulated throughout the day. You can't call "time out" while you fumble through your backpack for it. Preparedness isn’t measured by ownership. It’s measured by readiness, and there’s a significant difference between the two.
One of the hardest things to “sell” is awareness. I can sell a can of pepper spray, but I can’t sell awareness. That’s something people have to choose for themselves. It’s one of the reasons I started writing Fight Back. Education reaches further than any product ever could. One article can influence thousands of people, and one conversation can change how someone thinks for the rest of their life. That kind of impact is far more valuable than convincing one more person to make a purchase.
If I had to choose between selling to your kids and teaching your family members, I would choose teaching your family members every time. Don't buy them pepper spray if you don't talk about how to use it.
None of this means products don’t matter. I manufacture pepper spray because I believe less-lethal self-defense tools can save lives. I’ve seen enough over the years to know that’s true. I carry them, my family carries them, and I recommend them when they’re legal and appropriate. By the way, my family carries the same product we sell to you. I wouldn't sell it to you if it wasn't good enough for me, my wife, and my daughter(s) to carry.
But that last part matters—"when they’re appropriate." Not everyone has the same needs, lives in the same environment, or faces the same risks. That’s why education has to come first. The product should fit the person, not the other way around.
If one of my daughters called and asked how to stay safer, I wouldn’t begin by talking about pepper spray. I’d talk about awareness, trusting instincts, staying with friends, parking in well-lit areas, keeping your head up, and avoiding distractions. Only after that conversation would we talk about equipment, because equipment supports awareness—it doesn’t replace it.
Instead of asking, “What should I carry?” I wish more people would ask, “What habits should I develop?” That’s a much better question. Habits stay with you. They don’t get left in the car, they don’t expire, and they become part of who you are.
I could fill this website with product descriptions, but thousands of websites already do that. I’d rather fill it with ideas. If something you read here helps you make one better decision, leave one uncomfortable situation, trust one instinct, or simply pay attention instead of looking at your phone, then I’ve probably done more good than another advertisement ever could. That’s the mission, and it always has been. I don't want to sell you. I want to equip you to take your safety into your own hands.
David's Take
People sometimes ask whether I worry that articles like this will reduce product sales. I don’t. I believe educated customers become better customers. They understand what they’re buying, and more importantly, they understand what they’re not buying. No self-defense product replaces awareness, judgment, or common sense, and no responsible company should ever suggest otherwise.
Key Takeaways
Personal safety begins with awareness, not equipment. Pepper spray is a tool, not a substitute for good judgment. Habits are more valuable than gadgets, and education creates confidence that lasts. The most effective self-defense strategy is often avoiding dangerous situations altogether.
Frequently Asked Questions
Should I carry pepper spray?
If it’s legal where you live and you’re willing to learn how to carry and use it responsibly, it can be an effective part of a broader personal safety plan.
Is awareness really that important?
In my opinion, it’s the foundation of everything else. Awareness often gives you the opportunity to avoid situations before they become confrontations.
What's the biggest mistake first-time buyers make?
Believing the purchase itself makes them prepared. Ownership is only the beginning.
Related Articles
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The Biggest Lie About Self-Defense
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Why Situational Awareness Is Your Best Self-Defense Tool
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What Selling Personal Safety Products Taught Me About Human Nature
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Why Criminals Choose Some Victims and Ignore Others
About the Author
David Happe has spent more than three decades in the personal safety industry. He has served as Executive Vice President of Mace Security International, President of Fox Labs Pepper Spray, founded Vigilant Personal Protection Systems, and now manufactures pepper spray in the United States through PepperSprayWarehouse.com. Throughout his career, he has consistently believed the best self-defense tool has always been the one between your ears.
Thank you for reading Fight Back.
I started Fight Back because I believe good information can make people safer. If something you read today helps you avoid becoming a victim, better protect your family, or simply think differently about personal safety, then I’ve accomplished exactly what I set out to do.
Have a question or an idea for a future article? Email me anytime.
Contact me:
support@PepperSprayWarehouse.com
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Until next time...
Take Your Safety Into Your Own Hands™
David Happe
Founder, PepperSprayWarehouse.com
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