Afleveringen

  • Advice Line with Curt Richardson of OtterBox

    Advice Line with Curt Richardson of OtterBox

    · How I Built This with Guy Raz

    Today’s callers: Andy from Sarasota weighs whether the path to scalability for his live game show business is through personality or product. Then, Marissa from Tampa wants to recapture sales for her fairy tale-inspired teas after taking a hiatus to focus on her family. And Vince from New Jersey wonders how to allocate marketing dollars for  his sustainable baby gear company..

    Plus, Curt reflects on the importance of focus in sustaining OtterBox as a leading tech accessories brand over 30 years.

    Thank you to the founders of Mr GameShow, Gilded Coach Teas, and Evrloop for being a part of our show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298. 

    And be sure to listen to OtterBox's founding story as told by Curt on the show in 2019.  

    This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • Toast: Aman Narang. How a Long Wait for the Dinner Check Launched a $2 Billion Business.

    Toast: Aman Narang. How a Long Wait for the Dinner Check Launched a $2 Billion Business.

    · How I Built This with Guy Raz

    After waiting too long to pay his restaurant bill, Aman Narang thought there had to be a better way. His first idea—a mobile payment app—flopped.

    But that failure revealed a much bigger opportunity.

    Restaurants were struggling with outdated software that many owners hated. Payment systems were expensive, unreliable, and trapped on servers hidden in back offices. Replacing them cost time and money.

    But that’s exactly what Aman and his co-founders set out to do: create an entirely new POS system for restaurants—from scratch.

    They worked from an unfinished basement, answered customer calls on their own phones, crashed their first restaurant on day one, survived years of rejection from investors—and eventually grew Toast into a business that generates more than $2 billion in annual revenue.

    In this episode, Aman shares how a failed product became a billion-dollar company.

    What you'll learn:

    How to know when it's time to pivotWhy investors rejected Toast again and againHow to convince customers to replace mission-critical softwareWhy Toast intentionally stayed small before scalingThe leadership lesson Aman learned after almost breaking the companyHow Toast survived COVID after restaurants shut downWhat founders should look for when choosing a co-founder

    Timestamps:

    11:25 — The frustrating restaurant experience that inspires Toast15:41 — The first product fails—and reveals a bigger opportunity16:43 — Building Toast: “We grossly underappreciated what it would take.”26:05 — Why nearly every investor said “No.”32:31 — Toast’s disastrous first launch: writing credit card numbers by hand34:18 — Pitching hundreds of restaurant owners before finding believers38:08 — Why customer obsession beats competitor obsession44:17 — Bringing in a new CEO: “We need to rethink how we do things here.” 52:31 — The biggest lessons from building a $2 billion company

    This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Neva Grant with research help from Casey Herman. Our engineer was Kwesi Lee.

    Follow How I Built This:

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  • Advice Line with Kenneth Cole

    Advice Line with Kenneth Cole

    · How I Built This with Guy Raz

    Today’s callers: Matt from New York City unpacks the stigma working against his line of foot wellness products. Then Emefa in Toronto seeks a direct relationship with customers of her fashion brand in the wake of a key retailer going out of business. Finally, Levi in Rhode Island explores new audiences and product lines for his commemorative golf sculpture business.

    Plus, Kenneth and Guy discuss how to make social impact a real part of your business model.

    Thank you to the founders of Pedestrian Project, ISRAELLA KOBLA, and Swing Sculpt for joining us on the show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to Kenneth Cole’s founding story as told on the show in 2020.

    This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Jimmy Keeley.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023)

    Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023)

    · How I Built This with Guy Raz

    Tom Rinks got his start in the commission-only "shark tank" of midwestern furniture sales. That’s where he learned what makes customers buy. Decades later, those instincts helped him grow a joke of a side hustle into a $400 million success.

    In 2009, he created the iconic branding for an obscure sun tan lotion, drawing on a mish-mash of surf culture, Scandinavian furniture, and Japanese streetwear. Sun Bum became a huge success, but even before that, Tom helped boost a wildly diverse range of brands: a line of tequila, a series of Christian videos, and the ubiquitous “Yo quiero Taco Bell” campaign. All were successful, though it took a prolonged legal battle for Tom to get paid for the Taco Bell chihuahua. 

    In this episode, Tom reveals how he learned to manipulate consumer psychology, survive the brutal warfare of a stolen idea, and engineer a brand explosion on his own terms. 

    WHAT YOU'LL LEARN

    Chihuahuas and Apes: How the Right Mascot can Transform a Brand What it takes to survive a five-year legal battle against a corporate titan.The "Elvis Principle:”  How combining unexpected design elements can create an unforgettable package The "Trojan Horse" Strategy: Why forcing retailers to buy a massive display creates the illusion of a brand overnight.

    TIMESTAMPS

    08:15 - What selling furniture taught Tom about customer psychology 10:00 - How the Slogan “Surf Michigan” got him into the T-shirt Business 25:07 - Psycho Chihuahua, Taco Bell, and the Branding Deal that Wasn’t  33:49 - Inside the grueling battle over a chihuahua mascot. “I was the guy suing Taco Bell.” 39:35 - A dramatic legal verdict, and Tom’s branding business takes off with fancy Tequila 49:47 - The sun screen opportunity: “I saw a gigantic hole that you could drive through.” 55:03 - How Tom and his partner came up with their “badass ape” logo 1:07:36 - Opening (fake) Sun Bum headquarters in Cocoa Beach, Fla 1:10:31- Early store displays and making the brand seem bigger than it was 1:14:56 - A $400M sale to SC Johnson, and Tom starts a new company

    This episode was researched by Katherine Sypher and Susannah Broun and produced by Casey Herman, with music by Ramtin Arablouei, and edited by Neva Grant.  

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  • Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)

    Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)

    · How I Built This with Guy Raz

    Jeni’s Splendid Ice Creams founder Jeni Britton joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, how Jeni’s newest venture Floura is tackling one of America’s largest dietary needs—fiber. 

    First, we meet Jesse in Washington, D.C., who’s wondering how to best focus marketing efforts for his frozen french fry company. Then Casey from Boston, who's questioning the pressure she's feeling to pursue outside capital for her frozen pierogi brand. And finally, Callie from Los Angeles asks about the pros and cons of contracting a PR firm to promote her purple sweet potato pet treats.

    Thank you to the founders of Jesse & Ben’s, Jaju Pierogi and Ubae.co for being a part of our show.

    If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to Jeni’s Splendid Ice Creams’ founding story as told by Jeni on the show in 2018.

    This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • Catalina Crunch: Krishna Kaliannan. From Homemade Keto Cocoa Puffs to Breakfast Aisle Breakthrough

    Catalina Crunch: Krishna Kaliannan. From Homemade Keto Cocoa Puffs to Breakfast Aisle Breakthrough

    · How I Built This with Guy Raz

    Krishna Kaliannan wanted to start a tech company but failed at every attempt. 

    On the side, he was teaching himself how to cook with high-protein, low-sugar ingredients. Not just out of interest, but out of necessity. As a teenager, Krishna had been diagnosed with diabetes and epilepsy, meaning he adopted a keto diet long before it was trendy. 

    Krishna’s home experiments with pea powder and monk fruit eventually became Catalina Crunch, one of the country’s most popular high-protein, low-carb breakfast cereals and snacks. 

    In this episode, Krishna shares how a life-changing health condition sparked an obsession with healthy baking— and a brand that reimagined snacking.

    What You’ll Learn

    How to turn a health challenge into a business opportunity The art and science of baking with esoteric ingredientsWhen to trust partners and when it’s best to take charge yourselfWhy the DTC model is great for some industries and disastrous for others

    Timestamps:

    00:06:16 - Dealing with diabetes and epilepsy as a college student

    00:12:38 - What Krishna learns from his early failures in tech

    00:22:43 - The first, low-sugar cocoa puffs: “Rocks that tasted like soil.”   

    00:27:36 - His homemade cereal gets good enough to sell

    00:32:42 - Naming the brand: classy alliteration and a nod to a Will Ferrell movie 

    00:44:51 - Learning to make cereal like the pros at Texas A&M

    00:54:43 - Krishna moves from NYC to Indiana to make sure the cereal is made right

    01:01:04 - Whole Foods, Costco, and becoming a household brand

    This episode was researched and produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our engineer was Kwesi Lee. 

    Follow How I Built This:

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  • Advice Line with Ronnen Harary of Spin Master/PAW Patrol

    Advice Line with Ronnen Harary of Spin Master/PAW Patrol

    · How I Built This with Guy Raz

    Today’s callers: Ann from Nashville asks how to adapt her jewelry business in the face of rising gold prices. Then Felix in Martha’s Vineyard considers strategies for growing his family’s legacy honey and skincare company. Finally, Matt in Massachusetts seeks strategies for maintaining a healthy work-life balance at his grief-inspired brewing project. 

    Plus, Ronnen and Guy discuss why your 20s are the best time to start a business. 

    Thank you to the founders of Yearly Company, Island Bee Company and Wandering Soul Beer for joining us on the show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298. 

    And be sure to listen to Spin Master and PAW Patrol’s founding story as told by Ronnen on the show in 2021.  

    This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant

    e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant

    · How I Built This with Guy Raz

    In 2004, Joey Shamah and his partner launched a cosmetics company built on an idea that made almost no sense:

    Sell high-quality makeup for just $1.

    At the time, high quality beauty products were supposed to be expensive. The biggest brands spent fortunes on celebrity endorsements, glossy ads, and premium shelf space.

    And every major retailer told Joey the same thing:

    Your idea will never work.

    But Joey believed he'd found a wormhole in the beauty business: spend money on the product, not fancy packaging, marketing, or celebrity endorsements. Then, pass those savings on to your customers. 

    The brand grew slowly, but Joey knew he was onto something when a bizarre rumor spread that Bloomingdale's was buying e.l.f. and raising prices. Within days, the tiny company went from a few hundred orders a week to 18,000 orders a day.

    What followed was a journey from a scrappy warehouse operation in New Jersey to one of the most disruptive brands in the beauty business.

    You'll learn:

    The surprising economics behind $1 lipstickWhy retailers initially rejected e.l.f.How a single magazine mention launched e.l.f.'s online businessThe retail insight that unlocked national expansionHow a false rumor generated 18,000 orders a dayThe emotional toll of a $225 million acquisition that collapsed at the eleventh hour 

    Timestamps:

    00:10:28 — How to make (decent) makeup for just $100:18:35 — The dollar stores say no00:24:32 — Glamour comes calling, and e.l.f has 30 days to build a website00:38:27 — The question from a Target buyer that leaves Joey speechless 00:39:56 — The H-E-B test that proves everyone wrong00:46:36 — “That’s news to me!” The viral rumor that sends Joey back to China 00:59:42 — Scaling to tens of millions in revenue01:07:15 — “It was crushing.” The L’oreal sale that never happened 01:12:02 — After e.l.f: Joey stops watching House of Cards and gets back to business

    This episode was produced by Carla Esteves with music composed by Ramtin Arablouei.

    It was edited by Neva Grant with research by Olivia Rockman. Our audio engineer was Patrick Murray. 

    Follow How I Built This:

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  • Advice Line with Susan Griffin-Black of EO Products

    Advice Line with Susan Griffin-Black of EO Products

    · How I Built This with Guy Raz

    Today’s callers: Ruchi from Chicago looks for advice on which channels to focus distribution for her probiotic skincare line. Then Peter in San Francisco considers strategies to champion his line of organic South African wines. And Dominic from Barbados asks about expanding his specialty coffee brand into international markets like the United States.

    Plus, Susan discusses how people and relationships can make or break your business.

    Thank you to the founders of Yobee, Culture Wine, and Wyndhams Bajan Coffee Roasters for being a part of our show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to EO Products founding story as told by Susan Griffin-Black and Brad Black in 2019.

    This episode was produced by Casey Herman with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.

    You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com or on Substack.

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  • STARR Restaurants: Stephen Starr. How a Non-Foodie Built Thriving Restaurants on Gut Instinct

    STARR Restaurants: Stephen Starr. How a Non-Foodie Built Thriving Restaurants on Gut Instinct

    · How I Built This with Guy Raz

    Stephen Starr didn’t plan to get into the restaurant business.

    He set out to be a radio DJ. Then a nightclub owner. Then a music promoter.

    Along the way, he booked a young Jerry Seinfeld for $75, promoted shows for U2 and Madonna, and spent years pretending to be more successful than he really was.

    Then, in his late 30s, Stephen walked into a glitzy martini bar in New York.

    He was so taken with it, he decided to start his own version in Philadelphia.

    Today, Starr Restaurant Group generates nearly half a billion dollars in annual revenue and includes some of the most successful independent restaurants in America: Pastis, Buddakan, Le Diplomate, Parc, Makoto, and dozens more.

    The surprising part?

    Stephen did not start out as a foodie.

    Instead, he became obsessed with the theatre of dining: design, upholstery, lighting, music. A “wow!” feeling when you walk in the door.

    In this conversation with Guy, Stephen talks about the hard lessons he learned in the comedy and music business, and the unexpected path he took to redefining dining.

    What You'll Learn:

    The unglamorous economics of rock concerts and restaurantsHow rejection, romantic heartbreak, and failure can become powerful motivatorsWhy he believes he's spent his career "throwing the party" without attending itHow building the right team of designers can make a restaurant feel magicalWhy Stephen says today's entrepreneurs have a much harder path than his generation didThe model Stephen says new restaurateurs should follow today

    Timestamps:

    00:06:03 — A lonely childhood: Making up skits in his room00:09:49 — Losing his mother at age 1900:11:17 — Starting a comedy club: Deli by day. Stand up at night00:20:49 — Going broke and reneging on a bank loan00:28:26 — Music promotion: Feeling like a fraud while promoting U2, Madonna00:36:52 — A New York martini bar inspires Stephen to start his own00:42:20 — The bold design behind a line-out-the-door restaurant01:03:31 — Opening Buddakan in New York: “I can’t do anything better. This is Sgt. Pepper”01:09:08 — Starting a restaurant today: “I would say don’t do it 
 but if you do, keep it smaller”

    This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Neva Grant with research by Sam Paulson. Our audio engineers were Patrick Murray and Robert Rodriguez.

    Follow How I Built This:

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  • Advice Line with Shazi Visram of Happy Family Organics

    Advice Line with Shazi Visram of Happy Family Organics

    · How I Built This with Guy Raz

    Today’s callers: Daisy in the United Kingdom looks to grow her barefoot shoe brand across the pond in the United States. Then Rachel in Pennsylvania considers private labeling for her protein-packed sprinkles. And Andrew in California wonders whether he should seek investment for his pleasantly-scented soil additive.

    Plus, Shazi discusses why entrepreneurship is one of the most creative outlets a person can have.

    Thank you to the founders of Freet Barefoot, SprinkleBites, and PlantAmika for being a part of our show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to Happy Family Organics’ founding story as told by Shazi in 2020.

    This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.

    You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com or on Substack.

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  • Build-A-Bear: Maxine Clark. A Former Shoe Executive Launches a Stuffed Animal Empire

    Build-A-Bear: Maxine Clark. A Former Shoe Executive Launches a Stuffed Animal Empire

    · How I Built This with Guy Raz

    When Maxine Clark left a top job in retail to start a make-your-own stuffed animal store, people thought she’d lost her mind. 

    Investors doubted it. Friends questioned it. Retail experts couldn't understand how it would scale.

    But drawing on more than 20 years as a retail executive, Maxine built a massively  successful shopping “experience,”  where kids could stuff, dress and personalize their own stuffed animals. 

    Today, Build-A-Bear has generated billions in sales, survived the decline of malls, weathered the financial crisis, and become a global brand.

    WHAT YOU'LL LEARN 

    How a failed errand—and an offhand comment by a kid–inspired a business plan 

    How Maxine leveraged two decades of retail experience to launch Build-a-Bear 

    How Willy Wonka and Walt Disney were early inspirations 

    How she built a wedge against competitors 

    How she got through the financial crisis

    How she knew when to step down as CEO– and how to collaborate with her successor  

    TIMESTAMPS:

    05:52 - A mom Who Worked for Eleanor Roosevelt 09:18 - The Impromptu Interview That Changed Maxine’s Career16:00 - Becoming One of the Few Female Fortune 500 Executives18:43 - Why She Walked Away From Payless21:27 - The Beanie Baby Disappointment That Sparked Build-A-Bear26:14 - Designing the First Store: “Make it Like Willy Wonka.”37:53 - Opening Day — and a Line Out the Door39:53 - Defending the Brand Against Copycats and Lawsuits45:53 - Scaling to Hundreds of Stores and Going Public58:25 - Letting Go: Stepping Down as CEO and Building a Legacy

    This episode was researched by Rommel Wood and produced by Kerry Thompson, with music by Ramtin Arablouei, and edited by Neva Grant. 

    Follow How I Built This:

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  • Advice Line with Christina Tosi of Milk Bar

    Advice Line with Christina Tosi of Milk Bar

    · How I Built This with Guy Raz

    Today’s callers: Whitney in Utah  wonders how to bridge the gap between pre-seed and institutional investment for her fitness/retail combo space. Then Chloe in the U.K. considers which markets to target for her at-home crafting kits. And Christy in Washington wants to convert gifters into repeat customers for her coffee flavoring brand.

    Plus, Christina’s take on why Milk Bar is better served with her as Chief Experimenter rather than Chief Executive.  

    Thank you to the founders of The Beau Collective, Cotton Clara, and Vashon Island Coffee Dust. 

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298. 

    And be sure to listen to the story of how Christina founded Milk Bar from our episode back in 2019.

    This episode was produced by J.C. Howard with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Jimmy Keeley.

    You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • Shopify: Tobias LĂŒtke. How a snowboarder built a $150 billion business (2019)

    Shopify: Tobias Lütke. How a snowboarder built a $150 billion business (2019)

    · How I Built This with Guy Raz

    In 2004, German programmer Tobias LĂŒtke was living in Ottawa with his girlfriend.

    An avid snowboarder, he wanted to launch an online snowboard shop, but found the e-commerce software available at the time to be clunky and expensive.

    So he decided to write his own e-commerce software.

    After he launched his online snowboard business, called Snowdevil, other online merchants were so impressed with what he built that they started asking to license Tobi's software to run their own stores.

    Tobi and his co-founder realized that software had more potential than snowboards, so they launched the e-commerce platform Shopify in 2006.

    Since then, it has grown into a publicly-traded company with over 7,000 employees and $11 billion in revenue.

    Timestamps: 

    07:20 - Tobi discovers snowboarding–and meets his future wife–on vacation in Canada11:25 - Building a new kind of snowboarding company29:35 - Pivot point: skateboards or software?34:25 - The night before Tobi’s wedding, Shopify switches business models45:25 - The 2008 financial crisis hits
 revealing a huge opportunity 58:55 - After a decade, Shopify goes public

    This episode was produced by Casey Herman with music composed by Ramtin Arablouei. It was edited by Neva Grant. This archive episode was produced by Katherine Sypher.

    Follow How I Built This:

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  • Advice Line with Tim Ferriss (August 2025)

    Advice Line with Tim Ferriss (August 2025)

    · How I Built This with Guy Raz

    Entrepreneur, author, and podcaster Tim Ferriss joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Tim shares the inspiration behind his latest venture, Coyote—a 10-minute card game that encourages time spent with friends and family.

    First, Lauryn from San Francisco asks about the best way to scale her biodegradable ear plugs in two very different directions. Then Emily from Kansas City weighs whether DTC or wholesale is where to focus her accessory brand after Taylor Swift wore one of her rings and sales exploded. And finally, Kimberly in Woolwich, Maine wonders how to incentivize her customers to pre-order her high-quality, sustainable, clothing. 

    Thank you to the founders of GOB, EB & Co, and K. Becker Designs for being a part of our show.

    If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to Tim Ferriss’s founding story as told by Tim on the show in 2020. 

    This episode was produced by Noor Gill with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Cena Loffredo.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

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  • UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.

    UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.

    · How I Built This with Guy Raz

    In 1978, Brian Smith quit his accounting job in Australia and headed to California with a surfboard, some savings, and ambition. He figured California was where he’d find an idea or a product to bring back home to Australia to build a business. A year in, he was still looking.

    But then he saw an advertisement in a surfing magazine for Australian sheepskin boots. Uggs were so widespread in Australia at the time, the name was a generic term - like flip flops - not a brand. Brian was immediately stoked: these boots were virtually unknown in America. If he could get ugg boots for sale in the U.S., they would be a huge success! Almost nobody else agreed.

    For years, Brian lived on the edge of collapse. He sold boots from the back of his van and worked construction and golf course maintenance jobs to survive. Retailers laughed him out of stores. He lost control of his company twice. At one point, he literally crawled across the floor from stress, ready to walk away forever.

    And yet
he kept going.

    What followed was one of the most unlikely brand-building stories in modern retail history — involving surf culture, trademark wars, miraculous timing, brutal financing mistakes, and a product the fashion world initially dismissed.

    Today, UGG generates more than $2.5 billion a year in sales.

    You’ll hear how Brian:

    Turned rejection into problems to solveDiscovered marketing insights that changed UGG foreverSurvived years of cash-flow disastersLost control of the company and regained it a couple of times.Used surf culture to build an emotional connection with customersNearly quit
 over and over again
And how he eventually sold UGG to footwear giant, Decker

    Timestamps:

    09:51 Brian's eureka moment that led to the birth of UGG12:41 The first sales trip results in ZERO sales21:10 The mantra that kept Brian going while doing odd summer jobs to survive28:32 Brian gets a critical lesson in marketing
from some 12-year-old kids51:59 Brian’s most effective strategy for retail: the “Six-Pair Stocking Plan”56:42 On track to regain his ownership - Brian hits a huge snag01:01:57 A midnight phone call from Australia saves the business01:11:28 Brian gets the last laugh in the trademark dispute - and acquires a boot factory01:14:54 Pamela Anderson wears UGGs on the set of Baywatch01:23:39 A chance meeting in the Atlanta airport leads to a deal to sell UGG

    This episode was researched and produced by Casey Herman, with music by Ramtin Arablouei, and edited by Andrea Bruce.

    Follow How I Built This:

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  • Advice Line with Jeffrey Hollender of Seventh Generation

    Advice Line with Jeffrey Hollender of Seventh Generation

    · How I Built This with Guy Raz

    Today’s callers: Kristina in Ohio looks for avenues beyond organic social media to market her furniture designed for toddlers and parents alike. Then Phil in Michigan considers the best messaging to brew interest in his farm-made cherry vinegar. And Caroline in California scouts new ways to cultivate curiosity around her plant-based dog food.

    Plus, Jeffrey discusses the quiet momentum of social businesses as they navigate ‘greenhushing’ and a polarized political climate.

    Thank you to the founders of Twenty Five and Pine, Red Truck Orchards, and Petaluma for being a part of our show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

    And be sure to listen to Seventh Generation’s founding story as told by Jeffrey and his co-founder Alan in 2021.

    This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Jimmy Keeley.

    You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com or on Substack.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  • Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.

    Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.

    · How I Built This with Guy Raz

    At 25, Justin Gold was making experimental peanut butter in his home kitchen with a food processor and a stack of recipe journals. His singular obsession: bring new life to a tired lunchtime staple.

    What started as late-night experiments with honey, cinnamon and banana eventually became Justin's — one of the most influential natural food brands of the last two decades.

    At first, Justin got rejected by most grocery stores he approached. He worked overnight in a shared industrial kitchen, hand-filling jars one at a time. He couldn’t get a distributor, so he stocked the shelves at the Boulder Whole Foods himself.

    And when growth stalled
 he had an idea during a mountain bike ride that would transform the company: What if peanut butter came in a squeeze pack?

    In this episode, Justin explains how relentless experimentation and stubbornness helped him build a category-defining brand — and how, with each entrepreneurial milestone, an even more challenging one emerged.

    YOU’LL LEARN:  

    How Justin reverse-engineered flavored peanut butter in his apartmentHow launching in Boulder gave him a big advantageHow he learned when to listen to feedback, and when to ignore it The deal he made with Whole Foods: “I’ll stock the shelves myself.”How the squeeze pack transformed the business, and why it almost didn’t work The power of naĂŻve persistence in entrepreneurship

    Timestamps:

    00:09:35 — The obsessive recipe experiments that became Justin’s edge00:16:25 — Getting support from Boulder’s startup food community 00:21:28 — Raising $35,000– and shocking his family: “I wanna make peanut butter!” 00:42:51 — The farmers market feedback that changed the product line00:46:56 — Justin talks his way into the first Whole Foods 00:51:47 — Justin’s gets into more stores, but sales start to stagnate 00:53:35 — The mountain bike ride that sparked the squeeze-pack idea 01:19:43 — The brand gets sold, Justin gets fired
and invited back

    This episode was produced by J.C. Howard, with music by Ramtin Arablouei.

    Edited by Neva Grant, with research help from Alex Cheng.

    Follow How I Built This:

    Instagram → @howibuiltthis

    X → @HowIBuiltThis

    Facebook → How I Built This

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    Instagram → @guy.raz

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    Website → guyraz.com

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  • Advice Line with Sarah LaFleur of M.M. LaFleur

    Advice Line with Sarah LaFleur of M.M. LaFleur

    · How I Built This with Guy Raz

    Today’s callers: David from New Jersey struggles with self-doubt as he works to grow his muscle-scraping soap brand. Then, Marnie from Australia wants to convince customers that her colorful tick-repellent socks are worth the premium price. And David from New York wants his company to end the practice of throwing away burned out candles. 

    Plus, Sarah recounts rebuilding her brand in the wake of the pandemic and the changing fashion preferences of professional women. 

    Thank you to the founders of Sorsoap, Tick Socks, and Siblings for being a part of our show.

    If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298. 

    And be sure to listen to M.M. LaFleur’s founding story as told by Sarah on the show in 2020.  

    This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Jimmy Keeley.

    You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  • NVIDIA: Jensen Huang. From near collapse to becoming the world’s biggest company

    NVIDIA: Jensen Huang. From near collapse to becoming the world’s biggest company

    · How I Built This with Guy Raz

    NVIDIA is one of the most valuable companies in human history. Its chips run the AI systems transforming everything from entertainment to warfare. But for years, almost nobody believed in co-founder Jensen Huang’s vision. Jensen spent nearly a decade pouring billions into a technology called CUDA, long before AI made it profitable.

    In this deeply personal conversation, Jensen tells Guy why NVIDIA’s very first chip was a catastrophic failure 
 and how at one point, the company was 30 days away from going out of business. 

    Jensen also explains why he thinks fears about AI are overblown, and why he believes the next generation will have more opportunity — not less — because of AI.

    What You’ll Learn:

    Why NVIDIA nearly collapsed before becoming an AI giantHow researchers sparked the AI boom using NVIDIA gaming chipsHow to lead through uncertainty when a huge bet hasn’t yet paid offHow Jensen approaches hard decisions like an engineerWe’re “doing ourselves a disservice” by being afraid: Jensen on AI and job lossHow Jensen defends his demanding management styleWhy past failures still haunt him

    Key Moments From the Interview:

    00:07:51 — Jensen Huang’s childhood at an unusual Kentucky boarding school00:14:50 — Why Jensen left a stable career to help start NVIDIA00:17:14 — NVIDIA’s first failure: the NV1 disaster00:19:51 — The desperate trip to Japan that gave the company a lifeline00:23:11 — “The only idea we had” for prototyping: the emulator Hail Mary00:30:53 — The book that shaped Jensen’s thinking about innovation00:35:04 — Why NVIDIA kept investing in CUDA while Wall Street lost faith00:41:38 — The moment AI researchers discovered the power of NVIDIA’s chips 00:53:17 — Jensen on fear of job loss from AI, and why America risks falling behind01:01:56 — Knowing what he knows now, would he do it again? Yes — and no

    This episode was researched and produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Neva Grant. Our engineers were Patrick Murray and Robert Rodriguez.

    Follow How I Built This:

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    Substack → guyraz.substack.com

    Website → guyraz.com

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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