How I Built This with Guy Raz

Tom Rinks shares his journey from furniture salesman to brand-building entrepreneur, highlighting his creation of iconic brands like Psycho Chihuahua (which led to a five-year lawsuit against Taco Bell), De Leon Tequila, and ultimately Sunbum sunscreen, which sold to SC Johnson for $400 million in 2019. Throughout his career, Rinks emphasizes the importance of design, authenticity, branding principles, and knowing when to step back and hire better operators.

Jenny Britton of Jeni's Splendid Ice Creams returns to the Advice Line to help three food entrepreneurs navigate growth challenges: Jesse and Ben's navigating marketing strategy for frozen French fries entering national retail, Casey White of Jaju Pierogi deciding between bootstrapping and raising capital for CPG expansion, and Callie of Ube.co determining whether to hire a PR firm or develop in-house marketing capabilities. Jenny and Guy emphasize focusing on product quality, authentic messaging, and strategic use of advisors over external capital when possible.

Krishna Kalyanin created Catalina Crunch, a high-protein, low-carb keto cereal, after developing type 1 diabetes and epilepsy in college forced him to adopt a ketogenic diet. Starting from his apartment kitchen in 2017, he scaled the business to over $100 million in annual sales by leveraging new alternative ingredients like pea protein and monk fruit, eventually expanding from direct-to-consumer sales to major retailers like Whole Foods and Costco.

In this episode of How I Built This Lab's Advice Line, Ronan Harari from Spin Master offers guidance to three entrepreneurs: Ann Williams of Yearly Co. (luxury gold jewelry), Felix Cullen of Island Bee Company (honey and skincare products), and Matt Smith of Wandering Soul Beer (craft beer). Harari emphasizes the importance of innovation, brand storytelling, and maintaining work-life balance while building sustainable businesses.

Susan Griffin-Black, founder of EO Products, advises three entrepreneurs on scaling their businesses: Dr. Ruchi Gupta (Yobi skincare) on choosing between DTC and professional channels, Peter Andrews (Culture Wine Company) on focusing on specific regional markets for South African wine distribution, and Dominic Giddens (Cane Dog Coffee) on building an international brand from a Caribbean base.

Guy Raz hosts the How I Built This Advice Line with guest Shazi Visram, founder of Happy Family Organics and Healthy Baby. Together they advise three early-stage founders on growth strategies, covering topics like brand differentiation, private labeling risks, investor timing, and leveraging PR. The episode blends practical startup advice with reflections on Visram's entrepreneurial journey.

Maxine Clark, former president of Payless ShoeSource, shares how a child's offhand comment about Beanie Babies inspired her to create Build-A-Bear Workshop in 1997. Despite widespread skepticism, she leveraged her 25-year retail career to build a global stuffed animal empire that grew to over 500 million dollars in annual sales. The episode traces her journey from a serendipitous entry into retail to founding and eventually stepping away from one of America's most recognizable experiential retail brands.

Guy Raz hosts an advice line episode featuring Milk Bar founder Christina Tosi, who provides business guidance to three entrepreneurs: Whitney of The Bow Collective (fitness/retail hybrid), Chloe of Cotton Clara (craft kits), and Christy of Vashon Island Coffee Dust. Each caller receives targeted advice on fundraising, market positioning, and customer retention strategies.

This episode of 'How I Built This' features Guy Raz's 2019 conversation with Tobias Lütke, co-founder and CEO of Shopify. Lütke recounts how a German programmer with ADHD and dyslexia moved to Canada, tried to build an online snowboard store, couldn't find adequate e-commerce software, and ended up building what became a $150 billion platform powering billions in monthly commerce.

Guy Raz hosts an Advice Line episode with Tim Ferriss, where they advise three entrepreneurs on scaling their businesses. The callers include Lauren Menard of Gob (mycelium earplugs), Emily Bordner of EB&Co (accessories), and Kimberly Becker of Kay Becker Designs (women's fashion). Tim Ferriss also shares reflections on entrepreneurship, identity diversification, and his new card game Coyote.

Brian Smith, a 32-year-old Australian accountant, imported sheepskin boots to the US in 1979 and spent 16 years building UGG into a recognizable brand through persistent selling, creative marketing, and navigating constant financial crises. Despite losing ownership multiple times due to poor financial deals and partner complications, he ultimately sold UGG to Deckers in 1995 for just under $15 million. Deckers then transformed the brand into a multi-billion dollar global phenomenon.

Guy Raz hosts an Advice Line episode with Seventh Generation co-founder Jeffrey Hollender, discussing his new book and providing business advice to three early-stage entrepreneurs. The callers represent a toddler-friendly furniture company, a cherry vinegar brand, and a plant-based dog food company, each seeking guidance on marketing, messaging, and growth strategies.

Justin Gold, founder of Justin's Nut Butter, shares his journey from waiting tables in Boulder, Colorado to building a nationally recognized natural nut butter brand worth $280 million. Starting with a food processor and $35,000 from family, he navigated product development, distribution challenges, and key innovations like the squeeze pack format. The episode covers his company's acquisition by Hormel, his difficult departure, and his recent return to the brand.

Guy Raz hosts The Advice Line with MM LaFleur founder Sarah LaFleur, who helps three early-stage founders navigate challenges including managing self-doubt, justifying premium pricing, and shifting consumer behavior toward sustainable products. The episode features callers from a muscle recovery soap company, an eco-friendly tick-protection sock brand, and a refillable candle business.

Jensen Huang, co-founder and CEO of NVIDIA, discusses the company's evolution from gaming graphics processors to a leader in artificial intelligence technology, emphasizing the importance of perseverance and innovation. He shares insights on the impact of AI, the necessity of maintaining a resilient supply chain, and his views on the discourse surrounding AI's implications for the future.

This special mashup episode of 'How I Built This Lab: The Advice Line' features Guy Raz and three former guests helping three different callers tackle the challenge of scaling novel products or services into bigger markets. The callers include a pottery studio founder, a camera strap inventor, and a tool rental startup co-founder, each receiving tailored advice on growth strategies, branding, and customer acquisition.

John Gabbert, founder of Room & Board, shares how a 1972 trip to IKEA in Sweden inspired him to reimagine furniture retail by designing products and controlling manufacturing. After a painful family rift when his father reneged on a buyout agreement, Gabbert walked away from the family business Gabbert's with a small experimental division he had created, eventually building Room & Board into a nationally recognized, American-made furniture brand generating hundreds of millions in annual revenue without ever taking outside investment.

Guy Raz hosts BuzzFeed founder Jonah Peretti on the How I Built This Advice Line, where they discuss BuzzFeed's current financial challenges and reinvention efforts. Together, they advise three entrepreneurs: an outdoor cinema company, a cat toy startup, and a frozen muffin brand, offering strategic guidance on scaling, brand building, and differentiation.

Greg Renfrew, founder of Beauty Counter, shares her entrepreneurial journey from an early online wedding registry sold to Martha Stewart, to building Beauty Counter into a billion-dollar clean beauty brand using a direct sales model, being ousted by private equity firm Carlyle Group, and ultimately buying back the company's assets out of foreclosure to relaunch it as 'Counter.'

David Neeleman, founder of JetBlue and Breeze Airways, joins Guy Raz on the Advice Line to help three entrepreneurs with their business challenges. The callers include a nutrition education theater company founder seeking succession planning advice, a ninja gym franchise owner debating a professional league launch, and a young organic underwear brand founder navigating SKU expansion versus marketing investment.