Kenneth Cole: Kenneth Cole – How I Built This with Guy Raz – Podcast

Episodes

Advice Line with Tim Ferriss (August 2025)
4 Jun· 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.
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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UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.
1 Jun· 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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X → @HowIBuiltThis
Facebook → How I Built This
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Advice Line with Jeffrey Hollender of Seventh Generation
28 May· 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.
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Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.
25 May· 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 naïve 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
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line with Sarah LaFleur of M.M. LaFleur
21 May· 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.
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NVIDIA: Jensen Huang. From near collapse to becoming the world’s biggest company
18 May· 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:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line: New Offerings, Bigger Markets
14 May· How I Built This with Guy Raz
Today’s callers: Kristina in Florida wants to take her local pottery workshops nationwide. Then Jim from Colorado wonders if retail is right for his quick release camera straps. And Will in Ohio hopes his business will change what consumers expect from tool rental services.
Thank you to the founders of Seagrass Pottery, Lemur Strap and Tool Club 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 our episodes with Chieh Huang of Boxed, Hernan Lopez of Wondery and David Neeleman of Jet Blue.
This episode was produced by Kerry Thompson 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 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.
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Room & Board: John Gabbert. A Broken Deal, a Family Rift, and the Birth of a Furniture Giant
11 May· How I Built This with Guy Raz
John Gabbert built a massive furniture brand. But in order to do it, he had to defy his family.
John grew up working at his dad’s furniture store in the suburbs of Minneapolis. It sold classic, American-made furniture, with flowery prints and curved legs. But in 1972, John took a life-changing trip to Sweden, where he discovered an obscure store called IKEA. It was selling an entirely different type of furniture: simple, modern, and inexpensive, with a manufacturing process they controlled. To John, it looked like the future of furniture. The only problem, his dad didn’t agree.
That disagreement led to a 10-year family rift—but also a new business.
In 1980—zafter a deal to buy out his dad broke down—John spun out his own furniture brand, Room & Board. Today, it sells hundreds of millions of dollars of furniture in its own classic designs, mostly made by small American manufacturers.
This is the story of how John did it, without outside investors, and without chasing growth for growth’s sake.
What You’ll Learn
Why the right thing for your business might be the hardest thing for your family
How John connected with young boomers—not their parents
The key to long-term success: growing slow and saying “no”
Why John refused private equity money
Why Room & Board transitioned to employee ownership
Timestamps:
00:06:10 - Gabberts: flowery furniture in a fake living room
00:09:41 - Becoming president of the family business at age 23
00:13:33 - A fateful trip to IKEA in Sweden: “That's what the future needed to be”
00:18:36 - John tries to buy out the family business… until his dad backs out
00:35:47 - Design inspiration from modern art—and steel frames
00:46:38 - Why making furniture in America makes sense
00:55:27 - Investors come to call… and John says no
01:01:48 - The decision that transferred ownership to employees
This episode was produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Rommel Wood. Our engineers were Patrick Murray and Kwesi Lee.
Follow How I Built This:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
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Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line with Jonah Peretti of Buzzfeed
7 May· How I Built This with Guy Raz
Today’s callers: Anthony from Miami considers the best method to grow his pop-up outdoor movie theater business. Then Andrew in San Francisco asks how to set his cat wrestling toy apart from competitors. Finally, Melissa in Massachusetts seeks strategies for getting busy parents excited about her healthy frozen muffins.
Plus, Jonah shares what’s next for Buzzfeed as the company marks 20 years of business.
Thank you to the founders of Motion Flix, CATSUMO, and Unrefined Foods 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 Buzzfeed’s founding story as told by Jonah on the show in 2017.
This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by Casey Herman. Our audio engineer was Kwesi Lee.
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.
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Beautycounter: Gregg Renfrew. She Built Beautycounter to $1B… Then Got Fired From Her Own Company
4 May· How I Built This with Guy Raz
Gregg Renfrew started a movement by making better-for-you cosmetics, then enlisted an army of women to build the business through direct sales. But after selling Beautycounter, she was pushed out of the company she created.
Then she got to do something almost no founder gets to do:
She bought her company back. Then lost it again. Then took the risky step of rebuilding it into a new brand, now called Counter.
This is a story about ambition, humility, and second chances.
Gregg learned her first lessons by launching an early online wedding registry and selling it to Martha Stewart. She briefly led a clothing company and was summarily fired—by messenger.
In this candid conversation, Gregg talks about the bold innovation she brought to the beauty industry, and the lessons she learned from working with difficult people—including, at times, herself.
What You’ll Learn:
How to build a movement—not just a product
The hidden risks of “growth at all costs”
Why direct sales (done right) can outperform traditional DTC
The emotional toll of being fired from your own company
How to rebuild your identity after losing your business
What it takes to come back—and do it differently the second time
Timestamps:
(00:06:15) – Selling Xerox machines and getting doors slammed in her face
(00:08:09) – The early inspiration for an online wedding registry.
(00:16:44) – The brutal lesson of the dot-com crash: “growth at all costs”
(00:21:58) – Standing up to Martha Stewart: “I was cocky.”
(00:23:51) – Getting fired as CEO… by messenger… in front of her team
(00:32:47) – The moment she realized the beauty industry had a massive gap
(00:35:25) – “Clean beauty didn’t exist”—and why that made it so hard
(00:47:04) – Building a 60,000-person sales force, scaling to hundreds of millions in sales
(00:46:40) – Selling Beautycounter for $1B… and losing control months later
(01:00:13) – The emotional aftermath of being pushed out—and what came next
This episode was produced by John Isabella with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Patrick Murray and Jimmy Keeley.
Follow How I Built This:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line with David Neeleman of JetBlue
30 Apr· How I Built This with Guy Raz
Today’s callers: Barbara in Massachusetts wonders how her nutrition education theater company might live on past her own involvement. Then Jeff in Illinois looks to carry the momentum from his Ninja Warrior-inspired gyms to form a professional league around the sport. And Vince in Virginia weighs the risks from introducing new SKUs for his men’s organic underwear brand.
Plus, David breaks down the resource management necessary to keep an airline aloft as rising fuel prices grip the industry.
Thank you to the founders of FoodPlay Productions, Ultimate Ninjas, and Gotchies 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 JetBlue’s founding story as told by David in 2019.
This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Casey Herman. Our audio engineer was Kwesi Lee.
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.
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Shep and Ian Murray: Vineyard Vines. A Stale Product Transforms into a Lifestyle Brand.
27 Apr· How I Built This with Guy Raz
In the late 1990s, Shep and Ian Murray looked at a shrinking category–men’s ties–and saw an opportunity: a necktie isn’t just functional. It’s expressive. It can signal identity, taste, aspiration.
With no fashion experience and no outside investors, the Murray brothers started making colorful ties inspired by their childhoods in Martha’s Vineyard — tiny whales, sailboats, island street signs. What began as a small, improbable tie business grew into Vineyard Vines: a half-billion-dollar lifestyle brand with more than 100 stores and major department store distribution.
In this episode, Shep and Ian talk about why they quit their stable jobs to turn a sleepy product into a national brand, which began as a family business and remains so to this day.
What you’ll learn:
Why a great business can start in a category that everyone thinks is dyingHow to build distribution when you have no roadmap and few connections What bootstrapping teaches founders that outside capital often doesn’tHow improvised marketing can create outsized attentionKnowing the difference between a fashion brand and a “brand” brand
Timestamps:
00:10:22 - The brothers both hate their desk jobs: “How was your day?” “It sucked.” 00:11:20 - Vineyard Vines starts on a family trip, with a nudge from a hotel manager00:13:46 - Early designs: whales, fish, jeeps, street signs 00:25:39 - Finally quitting their jobs– they’re thrilled, their parents–not so much00:30:42 - Landing their first order for $1800. “We’re never gonna have to work anymore!”00:34:40 - The brand gets a boost from a PR stunt during the Clinton-Lewinsky scandal00:47:00 - The “Get to $5 million” mentor advice that kept them focused 00:49:23 - The brothers open their first store - and realize they have a lot to learn 01:01:18 - The 2008 financial crisis, and the brutal inventory decisions that help save the business01:09:06 - Why stepping back from the CEO role didn’t work — and what it taught them about brand culture
This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Casey Herman.
Follow How I Built This:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line with Eric Ryan of Method returns
23 Apr· How I Built This with Guy Raz
Today’s callers: Christina from California wonders how to build trust with her fragrance brand formulated without allergens. Then, James, also from California, assesses how he can create more brand awareness for his kids' flip flop company. And Ben from Florida evaluates whether he should raise outside capital for his light-up jewelry products.
Plus, Eric’s philosophy on identifying strong founders and the brands now that he’s moved from being an entrepreneur to being an investor.
Thank you to the founders of Havyn, Pidgin Toes, and Reserved for Humans 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 Method’s founding story as told by Eric Ryan and Adam Lowry on the show in 2018.
This episode was produced by Noor Gill with music by Ramtin Arablouei. It was edited by Casey Herman. 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.
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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KIND bars: Daniel Lubetzky. From peace in the Middle East to a $5 billion snack bar
20 Apr· How I Built This with Guy Raz
What if the thing you care about most ... might be what’s holding your business back?
Daniel Lubetzky didn’t leave his law job to build a straightforward business. He left it to build a company he believed would support peace in the Middle East. Daniel named it, aptly, PeaceWorks. It partnered with Israeli and Arab businesses across the region to make and sell gourmet foods—together.
But Daniel ran into a big problem: he discovered that lots of people don’t shop for a “cause”. Most people buy things they like—especially when it comes to food.
Soon, Daniel was scrambling to find new revenue streams to support PeaceWorks. When he got the chance to sell an Australian snack bar in the U.S., he jumped on it—and did really well! But when Daniel's ONE big retailer dropped it, profits tanked.
Daniel faced a brutal choice: Walk away… or start over.
What came next was a leap of faith. He decided to create his OWN bar. It was almost completely unlike the competition at the time: It was made of whole nuts, fruits, sea salt, and a little chocolate—all easy to see in a novel, transparent wrapping.
Daniel named his company KIND, and when he sold it to Mars in 2020, it was valued at $5 billion!
This is a story about why mission alone doesn't sell, how failure forces clarity, and the moment every founder faces when they must decide: Do I keep going ... or do I quit?
What you’ll learn:
Why customers don’t buy your mission—they buy your product
The hidden danger of being “too purpose-driven”
How to pivot without abandoning what matters to you
Why control over manufacturing can make or break your business
The surprising power of retail placement (and why checkout counters changed everything)
How scarcity thinking can limit growth—even when you’re winning
Why saying “yes” to the wrong opportunity (like Walmart too early) can hurt you
Timestamps:
00:06:18 – “It really did shape almost all of my decisions”: How Daniel's father survived the Holocaust and built a new life in Mexico
00:17:40 – A landmark meeting of world leaders—and a dramatic career change
00:19:30 – From a bankrupt sun-dried tomato spread to PeaceWorks
00:24:29 – “They think you're adorable”: Why a mission isn’t enough to grow a business
00:30:59 – Overnight collapse: Finding a big, new revenue stream—then losing it
00:36:47 – The creation of the KIND bar
00:47:36 – “You couldn't say no to Walmart”: Entering big box too early
00:49:28 – The investment that pulled Daniel away from PeaceWorks
00:55:43 – Starbucks and sampling: How KIND became a household name
01:03:05 – An acquisition worth billions
01:06:25 – Daniel's new mission: Builders vs. destroyers
This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Andrea Bruce with research help from Noor Gill. Our engineers were Maggie Luthar and Robert Rodriguez.
Follow How I Built This:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
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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Advice Line with Chieh Huang of Boxed
16 Apr· How I Built This with Guy Raz
Today’s callers: Alec from California wonders if it’s time to bring production for his beef tallow skincare brand out of his kitchen to a co-manufacturer. Then, Jessica from California has a hit horse care product on her hands: is a major pet distributor a dream partnership or a brand-killer? And Eli in Minnesota is curious if he should tweak his signature anti-inflammatory coffee blend for bulk brewing or protect the original taste?
Plus, Chieh reflects on his exit from Boxed and how his latest venture, Pelgo, helps people through similarly significant career transitions.
Thank you to the founders of Surfing Cow, Tail Cinch, and Makor Coffee 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 the founding story of Boxed as told by Chieh on the show in 2021.
This episode was produced by Rommel Wood 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.
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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iRobot: Colin Angle. How The Roomba Became a Household Icon
13 Apr· How I Built This with Guy Raz
Colin Angle didn’t start out trying to clean people’s floors.
He started out trying to shape the future–with robots.
In the early days of iRobot, there was no business model. No steady funding. No clear customer.
Just a belief that robotic technology would one day make the world a better place.
In the early days, the company built babbling toy dolls for Hasbro, and roving bomb-detectors for the military.
But for more than a decade… nothing truly took off.
Until one idea—a robot vacuum—finally did.
With the Roomba, iRobot created a category from scratch, and a product that felt almost like a member of the family. Tens of millions of units sold, and the Roomba became part of popular culture.
But to avoid stagnation, iRobot had to sell to a bigger company. When a lucrative deal with Amazon fell through, the company hit a wall–and never recovered.
This is a story about building a business in survival mode, creating a household icon, and eventually getting bested by forces beyond your control.
What You’ll Learn
How to launch a company when you’re not sure who your customers areWhy iRobot engineers underestimated marketing (and paid for it later)How piles of Cheerios helped sell the RoombaHow iRobot shored up customer loyalty when the Roomba faltered Why even a hero product is not enough to sustain a companyHow competition–and regulation–can unravel a business
Timestamps
7:25 - “What have you built?”: The robotics lab job application.
12:25 - iRobot’s early business model: contracts, not consumers.
25:05 - Breaking into the toy market: The doll with a mind of its own.
36:10 - A key cleaning insight: people will pay hundreds—but only if it vacuums.
39:10 - The office Cheerios demo that won a retailer.
44:20 - A soaring launch, then stagnation: 250,000 vacuums stuck in inventory.
46:10 - The ad (for Pepsi!) that turbocharged Roomba.
55:55 - The need to diversify: robotic scrubbers, mops, pool cleaners?
58:00 - The $1.7 billion offer from Amazon–and how it unraveled.
1:03:40 - Life after Roomba.
This episode was produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Patrick Murray and Kwesi Lee.
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Advice Line with Steve Ells of Chipotle
9 Apr· How I Built This with Guy Raz
Today’s callers: Rebecca from Australia wants to make her small-batch spirits stand out in a crowded market. Then, Sri from England wonders how to balance commercial and humanitarian interests for her heated mats. And John from Pennsylvania hopes to reach younger customers with his Italian wines despite declining alcohol consumption.
Plus, Steve talks about the evolving role of robots in food service—and how he hopes to find his next rocketship in a fresh take on the sandwich shop.
Thank you to the founders of Streaky Bay Distillers, Mat Zero, and Cantina Di Rosina 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 Chipotle’s founding story as told by Steve on the show in 2017.
This episode was produced by Chris Maccini 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.
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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Wingstop: Antonio Swad. A Brilliant Idea — And a Nail-Biting Exit
6 Apr· How I Built This with Guy Raz
A lot of founders spend their lives chasing one big idea.
Antonio Swad had two.
The first? Migrating chicken wings from the Happy Hour buffet to the center of the plate.
The second? Building a pizza business that catered to a very specific demographic: Latinos.
That first idea became Wingstop, a deep-fried wing concept that grew to 3,000 stores.
The second became Pizza Patron, a franchise that rewarded customers for ordering in Spanish, and let them pay in pesos.
This is the story of how Antonio got there.
He was a kid from Columbus, Ohio, working at a steakhouse straight out of high school…who eventually saw two big opportunities where no one else did.
Wingstop was the breakout idea, but just as it was exploding, Antonio made a surprising decision. He sold the company.
A $22 million deal.
Only…the money did not materialize.
What follows is one of the most surprising—and cautionary—tales we’ve told on this show: a single word buried in a contract that cost millions…and the moment Antonio realized he might never see the money he’d been promised.
This episode is about instinct, risk, conviction—and why sometimes…your biggest success can lead to your biggest mistake.
What you’ll learn:
Why simplicity can beat variety in building scalable restaurantsThe power—and peril—of franchising as a growth engineHow identifying an underserved customer segment can unlock explosive growthWhy your hero product isn’t always what you think it is (hint: it’s not the chicken)How one word in a contract can cost millions
Timestamps:
00:09:11 – Fired from bartending for being “too intense”00:14:26 – Starting a pizza shop in Dallas with $11,00000:18:41 – Discovering an underserved customer base, and the power of word-of-mouth00:23:07 – Why franchising can be the ultimate scaling strategy00:24:09 – How Antonio realized wings could be a massive business00:36:37 – A bend in the road: Why the first Wingstop struggled00:50:29 – A bizarre vision at a football game: What if this stadium were full of chickens?01:07:09 – The $22M purchase… the missing $12M, and suing to get his money01:20:09 – Living in the moment post Pizza Patron and Wingstop
This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Neva Grant with research help from Olivia Rockman. Our engineers were Patrick Murray and Jimmy Keeley.
Follow How I Built This:
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Advice Line with Angie & Dan Bastian of Angie's BOOMCHICKAPOP
2 Apr· How I Built This with Guy Raz
Today’s callers: Michelle from California assesses the trade offs of accepting outside investment to scale her organic granola brand. Then, Gloria from Connecticut wonders how to overcome stigma and get more people talking about her pelvic floor therapy device. And Eric from Australia evaluates new markets for his maple-based sports nutrition products.
Plus, Dan and Angie’s take on why even the busiest entrepreneur should find time to turn off their phone at the dinner table...
Thank you to the founders of Nana Joes Granola, Elidah, and mapleROO 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 BOOMCHICKAPOP’S founding story as told by Angie and Dan on the show in 2019.
This episode was produced by Noor Gill 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.
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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diapers.com: Marc Lore. The ecommerce visionary who lost to Amazon but still made billions (2021)
30 Mar· How I Built This with Guy Raz
Back in the early days of ecommerce, Marc Lore took a classic retail loss leader–diapers– and turned it into a DTC giant– Diapers.com. It did so well that it attracted the attention of Amazon, which slashed prices on its own diapers until Marc was forced to sell them his business.
It was not a happy moment, but it was a galvanizing one: Marc went on to launch another ecommerce company, jet.com. Within a year, it was bought by Walmart in a deal valued at $3.3 billion.
This is a story about a devastating corporate surrender, a multi-million dollar comeback, and a founder with a relentless ability to re-invent himself.
Timestamps:
10:04 – Marc’s “boost-your-grades” bet with his college coach
14:21 – A job on Wall Street and a Master Plan: 8 figures by age 48
16:28 – How a lunchtime lark turned into a spot on the U.S. Bobsled Team
27:44 – How random Google searches led Marc to diapers
35:29 – Guerilla tactic: Buying all of P&G’s diapers to get their attention
40:07 – The simple packaging hack that boosted sales
45:53 – Building a retail empire (and getting on Amazon’s radar)
47:52 – Amazon’s scorched earth strategy forces Marc to sell
1:00:11 – Raising $750M to take on Jeff Bezos
1:03:02 – A brand new business and a $3.3 billion exit: Walmart’s record-breaking deal
This episode was produced by Casey Herman with music composed by Ramtin Arablouei. It was edited by Neva Grant.
Follow How I Built This:
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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.
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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