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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

Jane Wurwand, co-founder of the global skincare brand Dermalogica, joins Guy on the Advice Line, where they answer questions from three early stage founders. Plus, Jane shares her philosophy on the importance of customer education for building a trusted brand. 

First we meet Camille in Virginia, who’s wondering how to scale her vegan baby food company without compromising on quality. Then Molly in Maine, who’s trying to build a community of new parents for her baby-friendly workout classes. And Sarah in Connecticut, who’s considering whether to expand beyond her core performance underwear product. 

Thank you to the founders of Chunky Vegan, Baby Booty and Paradis Sport for being part of the 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 Dermalogica’s founding story as told by Jane on the show in 2016. 

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

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 Jane Wurwand of Dermalogica (2024)

Meridith Baer grew up on the grounds of San Quentin prison, acted in TV and movies, wrote scripts in Hollywood … and then, at 50, started over – and built one of the best known home-staging companies in real estate.

Meridith’s life unfolds like a movie: As a teenager, she was forced to give up her baby for adoption. In her twenties, she was a writer for Penthouse. In her thirties and forties, she was a screenwriter in Hollywood, hobnobbing with Sally Field and dating Patrick Stewart.

But in her late forties, Meridith hit a wall. Her writing career stalled, so she poured her energy into fixing up the house she was renting. When the owner sold that house almost immediately, she stumbled onto a strange new idea: why not stage homes for a living?

From there, Meridith turned a few pieces of thrift-store furniture and potted plants into a full-blown business: trucks, warehouses, hundreds of employees, and high-end homes across Los Angeles, New York, Miami, and beyond. Along the way, she weathered the pressures of scaling a creative service into an operational machine—without ever raising outside capital.

What you’ll learn:

How to reshape a career at 50 (or any age) without a master plan

How Meridith priced her work based on value created, not hours worked

Why you don’t always need investors to grow a multi-million-dollar service business

The psychology of home staging: designing spaces that make buyers fall in love in the first 10 seconds

How Meridith thinks about legacy, stepping back, and seizing new opportunities

Timestamps: 

06:08 – Growing up as a warden’s daughter inside San Quentin

11:01 – Teen pregnancy, forced adoption, and reunion decades later

12:43 – From Pepsi commercials to Penthouse magazine

19:58 – Selling a major movie script, recoiling at the finished product

22:47 – How a breakup with Patrick Stewart totally reshaped Meridith’s life

27:41 – The accidental first staging job at age 50

35:17 – Early days of the business: vans, day laborers from Home Depot, and naming her price

47:18 – Unexpected struggles: tax trouble, a cancer diagnosis

51:07 – The business expands to New York and beyond

1:00:22 – Running a 320-person company at 78—and what comes next

1:05:56 – Small Business Spotlight

This episode was produced by Alex Cheng, with music by Ramtin Arablouei. It was edited by Neva Grant, with research help from Noor Gill. 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.

Meridith Baer Home: Meridith Baer. She Started Over at 50 and Put Home Staging on the Map.

Bill Creelman, CEO and founder of Spindrift, joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Bill and Guy talk about the importance of solving one problem at a time. 

First, we hear from Josh in West Hollywood, California - a pickle beer maker - who's wondering whether to drop his home-made brine to save money by using a manufactured flavor instead. Then Zac in Marshfield, Massachusetts, is trying to figure out how to get marketing help for his Hawaiian themed Flannel shirt company. And Jean Pierre in Portland is wondering about the best way to get his Kombucha business back on track. 

Thank you to the founders of Donna’s Pickle Beer, Kona Brand and Soma Kombucha. 

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 Spindrift’s Founding Story as told by Bill on the show in 2020.

This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Kwesi Lee.

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 Bill Creelman of Spindrift

What if the idea that changes your life… starts with something as ordinary as being thirsty?

In 2007, Travis Rosbach walked into a sporting goods store looking for a water bottle—and stumbled onto a problem no one had solved. Plastic, BPA-lined bottles dominated the market. Metal alternatives leaked, dented, or couldn’t keep drinks cold enough. 

Travis’s solution? A double-walled, vacuum-insulated, stainless steel bottle. His expertise? Non-existent. 

This is the improbable story of how Hydro Flask was built—from scavenging metal parts in China, to selling bottles at outdoor markets, to getting into Whole Foods by sheer timing and luck, to a last-minute investor who walked in on the day Travis planned to shut the company down.

Hydro Flask would go on to become one of the most recognizable and popular bottles in the country. 

This is the story behind it.

What You'll Learn

 • How paying attention to trends can lead to new business ideas
 • How a novice learns the ropes by obsessively comparing existing products 
 • How the lessons from past ventures can fuel future success 
 • Why perseverance and timing can be just as important as know-how

Timestamps: 

 • 05:46 - Building a fence, and a first business: “I had no clue.” 
 • 09:33 - A one-way trip to Hawaii : The surprising detour that leads Travis to his biggest invention
 • 15:13 - How Travis gets inspired—then obsessed—after trying to buy a water bottle 
 • 22:08 - Searching for a manufacturer: a here-goes-nothing trip to China
 • 31:58 - The first prototype: two colors, sharp edges
 • 35:43 - Bootstrapping Hydro Flask: moving in with mom, storing bottles in grandpa’s garage 
 • 37:14 - Farmer’s markets, ice tests and the first buyers
 • 52:27 - The crisis that almost kills the company
 • 56:30 - An eleventh-hour visitor: “I might want to invest”
 • 58:34 - Leaving the company he built: why Travis walked away
 • 1:06:07 - Small Business Spotlight

This episode was produced by Chris Maccini, with music by Ramtin Arablouei.

Edited by Neva Grant, with research help from Claire Murashima.

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.

Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry

Squarespace founder Anthony Casalena joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, Anthony shares how Squarespace is leveraging AI to help people bolster their sites and digital presence more effectively.

First we meet Bob in Connecticut, who’s wondering how to pump up awareness for his custom-made mattresses. Then Stacy in California asks how her new first aid products can stand out in a category dominated by legacy brands. And Mehek in New York strategizes about how to best launch a new digital companion she’s building: an app that supports people recovering from eating disorders.

Thank you to the founders of Custom Sleep Technology, All Better Co., and Kahani 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 Squarespace’s founding story as told by Anthony on the show in 2019.

This episode was produced by Sam Paulson 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 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.

Advice Line with Anthony Casalena of Squarespace

At 19, Ben Francis was lifting weights during the day and delivering pizza at night. He didn’t have money. He didn’t have fashion experience. He didn’t even know how to sew. What he did have was a front-row seat… to a new online trend. Before Instagram and influencers became a strategy, a handful of YouTubers were redefining gym culture — building identity and community online. 

With his gymwear brand Gymshark, Ben didn’t try to compete with Nike. He didn’t try to buy ads. He did something much more powerful: He built relationships. He sent free T-shirts to the Youtubers he admired. He learned what gym-goers actually wanted to wear: tapered tracksuits, and shirts that emphasized their muscles.

Today, Gymshark is valued at more than a billion dollars, and Ben is the youngest billionaire in the UK. But his story is not just about business. It’s about identity, discipline, humility—and learning to grow as fast as you can learn. 

What You’ll Learn: 

 • How to build a brand by building community first 
 • How to hire smart people without losing control of your company
 • Avoiding imposter syndrome by creating your own apprenticeship program 
 • How to get stronger by staying in your lane 

Timestamps: 

06:15 - The IT education that changed Ben’s life

17:48 - Gymshark’s first sale: a £2 profit that had him dancing in his bedroom

20:06 - Early apparel—Screen-printing T shirts, a single sewing machine 

23:50 - How YouTube bodybuilders became their best marketers 

40:48 - How Ben hired his own boss–and what he learned from him

47:44 - Expanding to the US: a bone-chilling trip to Ohio 

50:35 - The bodybuilder’s aesthetic: big shoulders, narrow waist

53:58 - The painful breakup between Ben and his co-founder 

1:04:49 - Why he earned the nickname “Hurricane Ben.” 

1:12:30 - A legacy company: Resisting the urge to grow beyond the gym 

1:19:19 - Small Business Spotlight 

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.

Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.

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.

Advice Line with Bill Creelman of Spindrift

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