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Guy Raz | Wondery

Guy Raz interviews the world’s best-known entrepreneurs to learn how they built their iconic brands. In each episode, founders reveal deep, intimate moments of doubt and failure, and share insights on their eventual success. How I Built This is a master-class on innovation, creativity, leadership and how to navigate challenges of all kinds.

New episodes release on Mondays and Thursdays. Listen to How I Built This on the Wondery App or wherever you listen to your podcasts. You can listen early and ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. Start your free trial by visiting wondery.com/links/how-i-built-this now. 

Get your How I Built This merch at WonderyShop.com/HowIBuiltThis.

How I Built This with Guy Raz

Chet Pipkin, former CEO and founder of the electronic goods company Belkin International, joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Chet and Guy drill into why solving problems for consumers is the key to success.

First, we hear from Daniel in Toronto, who’s wondering how to educate customers about his company’s plastic-free, dissolvable shampoo and conditioner tablets. Then Meredith in Long Island asks how to manage inventory for her booming backpack organizer business that keeps selling out to female athletes. And Ryan in San Diego asks for strategies to grow the B2B side of his therapeutic massage tool company.

Thank you to the founders of EarthSuds, Sideline Bags and Rolflex 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to Belkin International’s founding story as told by Chet on the show in 2019.

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

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 Chet Pipkin of Belkin International

In his 20’s, working an office job he hated, Tom woke up in the middle of the night with a wild idea: why not take people on bike trips? No playbook. No investors. Just a sense that he could make a living doing what he loved. His first trip? Four guests riding through Death Valley, pitching their own tents. From there, Backroads scaled to hotels, while weathering a bike burglary, a van rollover in the desert, 9/11, the Great Recession, and a pandemic that brought tourism to a halt. 

Today, Backroads runs 5,000+ trips a year in 60+ countries.

This is a masterclass in savvy cash flow, scrupulous quality control, and dogged iteration. If you care about travel, brand, or building a services business at scale—listen to this.

What you’ll learn:

 • How a 5,000 mile solo bike trip laid the groundwork for Backroads 
 • The first guided trip in Death Valley: four people, high winds, 50 miles/day 
 • How to get your stolen bikes back: confront the thief yourself 
 • The “collect early, pay late” flywheel that powered growth without investors
 • How Backroads survived 9/11, 2008, and COVID—and what changed after each shock
 • Avoiding the Instagram trap and delivering peak, uncrowded experiences

TImestamps:

 • 7:24 – Tom’s epiphany and the eight pages of notes that started Backroads
 • 10:15 – From cubicle to road bike: the solo trip that shaped the company’s DNA
 • 12:46 – Trip #1: Making mistakes in Death Valley—and learning fast
 • 24:47 – Tom’s DIY recovery operation after a warehouse burglary
 • 29:21 – Cash without capital: spend your deposits, pay hotels later 
 • 30:55 – The Nevada rollover: walking out of the ER…and running the next trips
 • 40:06 – Recovering after 9/11 and the financial crisis—and rebuilding the company’s value prop
 • 45:46 – Post-COVID surge, and avoiding the tyranny of the travel selfie 

This episode was produced by Casey Herman with music by Ramtin Arablouei. It was edited by Neva Grant. Our audio 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.

Backroads: Tom Hale. How a desk worker became a trailblazer in active travel

Tariq Farid the founder of Edible Arrangements joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Tariq updates Guy on how he’s pivoting into a new industry while ushering in the next generation of leadership at the company. 

First, we hear from Jake in Virginia who’s wondering how he can make his Filipino-inspired banana ketchup mainstream in America. Then, Heather in Sweden wants to know if she should change the name of her luxury polar voyage company to distance themselves from cruises. And, Ryan in Texas wants to know how he can bump up his revenue without losing his company’s highly personalized customer service. 

Thank you to the founders of Fila Manila, Minimal Impact Cruises, and Kong Screen Printing 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to Edible Arrangement’s founding story as told by Tariq on the show in 2017.

This episode was produced by Rommel Wood with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Robert Rodriguez. 

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.

Advice Line with Tariq Farid of Edible Arrangements

In 2010, software engineer Natalie Gordon was pregnant– and fed up with the overwhelming baby aisles in big box stores. So she quit her computer job to code the registry she wished existed. No pink-and-blue giraffes. No allegiance to a single store. Just a universal list that let friends give the real help that new parents need—from strollers to diaper services to dog-walking.

Natalie coded the first lines of Babylist during her son’s nap time. She managed customer support, pitched bloggers from coffee shops, and learned growth the hard way—first through affiliates, then with a pivotal Pinterest bet, and finally by taking on her own inventory (and all the headaches that come with it). Along the way she wrestled with hiring, firing, fundraising, and the identity shift from founder to CEO. Today, Babylist is one of the most trusted parenting platforms in the U.S., with a retail arm, editorial content, and a program for providing breast pumps. 

This is a masterclass in living a problem–and building a solution. 

You’ll learn:

 • How to spot a customer pain point and design an MVP around it
 • The power of 
slow virality • How to use a small seed round without losing control
 • The painful path from affiliate revenue to first-party e-commerce
 • Stumbles with hiring – and firing– as a first-time CEO
 • How paid growth works on visual platforms like Pinterest
 • How “controlling your destiny” justifies a hard shift in business model
 • How coaching and feedback helps you evolve from founder to leader

Timestamps:

 • 05:32 - Learning to solve hard problems at Amazon -
 • 08:28 - Sabbatical in Latin America: Natalie’s first (failed) business and what it taught her
 • 17:50 - A meltdown in a superstore → the Babylist “aha” moment
 • 19:40 - Designing a universal registry, dog-walking included
 • 24:42 - Blitzing the mommy blogs, a “pregnant hacker” post on Hacker News
 • 30:01 - Why $140/month revenue felt like a victory
 • 39:18 - Going solo at an Accelerator, and the agony of early hiring and firing
 • 49:29 - From “slowly viral” to real scale, and how Pinterest helped
 • 58:09 - Affiliate links to in-house inventory → piles of bassinets in the office 
 • 1:01:57 - COVID’s unexpected windfall, the health wedge (breast pumps & beyond)

This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by Neva Grant. Our audio 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.

Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business.

Wayfair co-founder Niraj Shah joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs about how to bet on themselves – and define themselves to consumers. Plus, Niraj explains why Wayfair is expanding into large-format brick-and-mortar stores.

First up, Valerie in Washington, D.C., is looking for a better way to educate consumers about her dehydrated chicken stock. Then, Bree in Utah wants to know when to seek investment in her improved mineral sunscreen brand. And finally, Tess in San Antonio is wondering if she should quit her day job and go all-in on her networking and accommodation app for solo women travelers.

Thank you to the founders of Cookstix, Daily Shade, and HerHouse 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to go back and listen to Niraj’s original episode from 2018, where he shares how he and his college roommate Steve Conine turned 250 single-product websites into one giant billion-dollar brand.

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

You can follow HIBT on Twitter & 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.

Advice Line with Niraj Shah of Wayfair

A century ago, Jeff Braverman’s grandfather opened a peanut shop in Newark, New Jersey. By the early 2000s, the family business was doing $1M in sales and struggling to stay afloat. Jeff had a high-paying job in finance, but walked away from it to reinvent the business. His strategy? The internet. Something his dad and uncle knew nothing about.

What happened next is wild: an AdWords experiment that blew the doors off the budding online business; a slip on national TV where Rachael Ray accidentally renamed the company; 40,000 pounds of protest peanuts that crashed servers and landed them in the New York Times; a hilariously polarizing rap jingle; and a COVID surge that tested leadership—and humanity—every single day.

This is the blueprint for transforming a dusty, low-margin business into a profitable, $100M+ direct-to-consumer brand—while keeping it family-owned. It’s also a masterclass in earning trust, making risky bets, and scaling without losing your soul.

You’ll learn:

 • The mechanics of a paid-search playbook that 10x’d orders overnight
 • How to win over skeptical family members (and when to demand the keys to the store)
 • The exploding-deal etiquette of buying a premium domain
 • How an improvised rap-jingle can be stickier than a professional ad 
 • How Nuts.com built a robust B2B business alongside DTC
 • Crisis leadership lessons from the COVID floor 
 • When and how a leader should hire their replacement

Timestamps:

 • 00:07:08 — Cash registers, code words, and a Newark childhood inside the peanut shop
 • 00:13:42 — The “build a website” pitch at a Jersey diner 
 • 00:29:40 — 
December 4, 2003: • from 3 orders/day to 30 
 • 00:31:19 — Dad panics –”shut it off!”– Jeff doubles down on demand and ops
 • 00:35:26 — Losing the storefront to a hockey arena—and going all-in online
 • 00:42:29 — 
Jericho • fans send 
40,000 lbs • of peanuts to CBS: press, links, and leverage
 • 00:48:38 — Rachael Ray calls them “Nuts.com” by accident… and the $700k domain deal that followed
 • 01:00:51 — The notorious Nuts.com rap jingle: how an earworm took hold
 • 01:03:11 — Offices, microbreweries, and building a sticky B2B engine
 • 01:05:08 — COVID hits: 70% call-outs, factory safety, and leading from the floor
 • 01:10:18 — Handing the reins to a new CEO: leaning into strengths, not ego

This episode was produced by Sam Paulson with music composed 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:

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.

Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

Lyft co-founder John Zimmer joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, John talks about his recent decision to step away from the company he founded in 2012.

First, Alan from England asks about the best strategy for expanding his patented shower innovation to the U.S. Then, Teri from California looks for advice on raising money because her weighted “rucking” vest for women keeps selling out. And finally, Kobi from New York wants to know how to prioritize work-life balance while growing his craft chocolate company. 

Thank you to the founders of ShowerSpaah, RUKSTR, and slowcocoa 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to Lyft’s founding story as told by John on the show in 2017. 

This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was James Willetts.

You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at 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 John Zimmer of Lyft

What happens when a charismatic home renovator marries a budding design whiz? You get the billion-dollar powerhouse that is Chip and Joanna Gaines.

The Gaines’ TV show Fixer Upper became a cultural obsession, turning shiplap and farmhouse sinks into a lifestyle movement that swept America.

When they walked away from that show at peak popularity, everyone thought they were crazy. Instead, they turned their business Magnolia into a thriving lifestyle brand, which includes a network, retail, restaurants, books, and a magazine. The Silos, their Waco headquarters, became an unlikely tourist destination, drawing millions.

Chip and Joanna proved that faith, small-town values and authentic storytelling could compete with coastal glitz. And they did it all while raising five kids. 

You’ll learn:

 • What Chip and Joanna saw in each other—as business and life partners.
 • How a miserable semester in New York sparked the idea for Joanna’s first store.
 • How the Gaines’ almost went bankrupt after the 2008 housing crash—and refused to quit. 
 • Why walking away from their TV show turned out to be a brilliant move.
 • Why faith is as important as luck.
 • Why betting on your hometown can be a superpower.

Time Stamps:

5:55 Chip’s failed dream of becoming a pro baseball player—and the unexpected path that followed.

10:45 How running a laundry in college taught Chip the economics of entrepreneurship.

17:00 Joanna’s Korean-American childhood, identity struggles, and how a toxic newsroom internship changed the course of her life.

26:35 The day Chip walked into her dad’s tire shop—and never left.

37:35 How Joanna’s first $25 “sale” encouraged her to open the first Magnolia store.

49:55 The housing crash that nearly ended their renovation business—and how they scraped their way back.

59:55 The moment HGTV called—and why Chip thought it was a scam.

1:15:20 How saying “no” to Fixer Upper opened the door to owning their own network—and their future.

1:19:19 The cultural backlash and the lessons that came with becoming America’s most famous fixer-uppers.

This episode was produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Chris Maccini. Our engineers were Patrick Murray and Kwesi Lee.

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.

Magnolia: Chip & Joanna Gaines. From House Flipping to Household Name

Stacy’s Pita Chips co-founder Stacy Madison joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Stacy talks about her hard-won experience of knowing when to stick with an idea… and when to walk away.

First up, Sam wants to figure out how to leverage his popular pizza instagram account into the go-to place for men to learn how to bake. Then, Alex wants to know how to make his Peruvian pisco brand stand out in a relatively unknown liquor category. And finally, Stephanie is eager to learn how she can rejuvenate what had been her family’s 88-year-old candy business. 

Thank you to the founders of Dough Guy, SUYO, and Stuckey’s 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to go back and listen to Stacy’s episode from 2019 where she shares how a decision to make chips with the leftover pita from her sandwich cart led to a multi-million dollar snack category that didn’t exist before her. 

This episode was produced by Rommel Wood with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Robert Rodriguez. 

You can follow HIBT on Twitter & 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. 

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 Stacy Madison of Stacy’s Pita Chips

When identical twins Mike and Alex Faherty launched their clothing brand, they made a daring move– launching wholesale, retail, and online, pretty much at the same time. Investors said it was outdated, maybe even doomed.

But that contrarian bet helped grow Faherty into a hugely popular brand, built on family, ingenuity, and obsession with detail.

The two brothers spent 12 years preparing for launch—Mike at Ralph Lauren learning the craft of fashion, Alex in finance learning the mechanics of business. In the early days they traveled the country in a beach house on wheels, pulling over on the PCH to sell bathing suits and board shorts. Mike’s designs—surf culture meets big-city chic—took hold online, in department stores, and even swanky boutiques in Japan, giving Faherty the momentum it needed to eventually grew to $250 million in sales. 

What You’ll Learn:

 • Why the 
“all channels” strategy • (wholesale + retail + online) can actually be a competitive advantage.
 • The power of 
12 years of preparation • prior to launch.
 • How to 
leverage factory relationships • and suppliers as true partners.
 • Why 
old-school, in-person sales • can be a killer marketing tool 
 • How family, trust, and resilience became a core advantage of the Faherty brand.

Timestamps:

(05:41) Mike discovers Bergdorf’s, cashmere, and fashion inspiration as a teenager in NYC

(08:19) Mike gets grief from his basketball teammates for studying fashion at Wash U

(13:38) Mike lands a job at Ralph Lauren to learn fashion from the inside

(21:28) The moment Alex’s mentor tells him that starting a clothing brand is “the dumbest idea I’ve ever heard”

(31:41) The brothers launch Faherty online from a borrowed apartment in Puerto Rico

(35:00) Roaming the country in a mobile beach house that doubles as their first store

(41:34) Early wins with specialty shops

(59:14) The brand nearly runs out of money and gets rescued by a man from Nantucket 

(1:07:14) A Covid-era gamble that pays off in massive growth 

(1:15:04) How the identical-twin bond became a superpower for the brand

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.

Faherty Brand: Alex and Mike Faherty. How Jersey Shore + Manhattan Chic grew to 80 stores.

In 2000, Lara Merriken was 32, recently divorced, and without a job when she decided to make energy bars by mixing cherries, dates, and almonds in her Cuisinart. Eventually, she perfected the recipe and launched her company: LÄRABAR. After just two years, the company was bringing in millions in revenue. In 2008, she sold to General Mills, but stayed on to help grow LÄRABAR into one of the biggest energy bar brands in the U.S. PLUS in our post-script "How You Built That," we check back with Gerry Stellenberg who combined his knack for technology with his love of pinball to create a company for modern pinball enthusiasts called Multimorphic.

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

LÄRABAR: Lara Merriken (2018)

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