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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

Plus, Mark on his most challenging venture yet: revolutionizing the prescription drug market in America.

First we meet Lucy from Washington DC, considering an opportunity to bring her upside-down peanut butter brand into a big box retailer. Then Macy from Utah, wondering if her youth-safe skincare products are better marketed to kids or their parents. Then Dan from North Carolina, looking to reboot his pre-pandemic business selling hand-crafted wooden razors. And finally Kristen from Michigan, questioning if she should expand her children’s winter wear brand with gear for other seasons.

Thank you to the founders of One Trick Pony, Girlyish Skincare, Imperium Shaving, and Northern Classics 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 Mark Cuban’s original episode on the show from back in 2016.

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

Advice Line with Serial Entrepreneur Mark Cuban

A bright blue guitar covered in orange koi fish vanished from a museum display … and Swifties immediately knew what it meant.

That distinctive guitar—the one Taylor Swift used to record Speak Now—had been a gift. Hand crafted, by the founders of Taylor Guitars. When she brought it back on stage during her Eras tour, the fans went wild.

In this episode, Bob Taylor and Kurt Listug tell the unlikely story behind one of the world’s most respected acoustic guitar brands—how it grew from a tiny San Diego repair shop doing $30,000/year into a global business with nine-figure revenue. And how it survived every challenge that should’ve ended it: a distributor deal that didn’t add up, a brutal market crash in the disco era, and such slow growth that—five years into the business—the founders could barely pay themselves a salary ($15/week).

It’s a story about serendipity, obsession, and the quiet power of a partnership where each person knows their lane—Bob with relentless craftsmanship, Kurt with the discipline to turn it into a massive business.

Plus: the purple 12-string featured in Prince’s “Raspberry Beret” … the MTV Unplugged boom that boosted the business … and why the founders eventually chose to convert the business to 100% employee ownership.

What you’ll learn:

 • The operating principle that changed Taylor’s production: 
one finished guitar beats 10 half-finished ones • How to make a slow-growth business survivable (and why Bob saw it as “education”)
 • How to recognize a bad distribution deal
 • The design innovations that drew musicians to Taylor guitars
 • Why Bob got a call from Taylor Swift’s dad when she was 14—and the iconic guitar her fans grew to love
 • How the business managed demand shocks during COVID
 • Why an ESOP can be a founder’s best “succession plan” decision
 • What a great partnership looks like in practice

Timestamps:

(Timecodes are approximate and may shift depending on platform.)

 • 00:06:39 – The high school moment: “I didn’t have $175 … so I thought, I’ll just make a guitar.”
 • 00:07:14 – The American Dream shop: the hippie setup that became a launchpad
 • 00:10:20 – The “baseball bat neck” problem with guitars—and Bob’s happy-accident innovation
 • 00:11:59 – Buying the shop for 
$3,700 • … then realizing it 
didn’t • include the name (or phone number)
 • 00:22:31 – The sentence that changed everything: “Would you rather have 10 half-done guitars or one done guitar?”
 • 00:26:28 – The distributor deal that ended in layoffs: good sell job, bad math, and what they learned
 • 00:38:30 – Buying out the third partner: why the business doubled when “the brakes were off”
 • 00:59:52 – Before Taylor Swift was Taylor Swift: a phone call from a proud dad, and a promotional concert that almost went unheard
 • 01:09:36 – The inflation economics of guitar building

***

Hey—want to be a guest on HIBT?

If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth?

Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free.

Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive.

So—give us a call. We can’t wait to hear what you’re working on.

***

This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Rommel Wood. Our engineers were Patrick Murray and Maggie Luthar.

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

Taylor Guitars: Kurt Listug and Bob Taylor. From $3,700 Shop to Global Icon

Plus, how candor has been a more effective press strategy than talking points for (the literal) Mrs. Meyers.

First we meet Allison in California, seeking marketing ideas for her novel wig designs which aren’t done justice by photos alone. Next, Nick in Idaho wonders whether retail expansion or content development is best to grow his children’s toy and book franchise. And finally, Ben in Virginia considers options like acquiring a nearby company to grow his chandelier cleaning business. 

Thank you to the founders of Encelia Hair, Randimals and Chandelier Cleaning VA, 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 hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to the founding story of Mrs. Meyers Clean Day as told by Monica on the show in 2025.

This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by Andrea Bruce and 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.

Advice Line with Monica Nassif of Mrs. Meyers

Before Gymboree became a cultural icon in the 80s and 90s, it was just one lonely new mom trying to find connection. Joan Barnes started hosting weekly playgroups for parents… and demand exploded. What began as a diversion became a business. Then a franchise. Then a brand everyone seemed to know, with its padded playrooms and parachute games. 

From the outside, it looked like a runaway success: hundreds of locations, glowing press coverage, celebrity buzz. But inside, the franchise model was failing. A potential Hasbro rescue vanished overnight. And Joan—while smiling for the world—was breaking under the pressure.

Then came a major pivot that helped turn Gymboree around. The company was going to survive, but Joan realized she might not. She stepped away for good, to fight for her health. 

In this episode, Joan talks frankly about building Gymboree, losing control of it, and learning some vital lessons about ambition, balance, and humility. 

What You’ll Learn

 • The hidden math of franchising: when scale makes you weaker, not stronger
 • How—years before social media—Joan used the media as her marketing engine 
 • The moment Gymboree nearly died—and the brilliant pivot that saved it
 • What it feels like to be celebrated publicly while privately falling apart
 • Why “more hustle” can be a trap

Timestamps: 

(Timecodes are approximate and may shift depending on platform.)

 • [08:20] “Lonely and isolated”—The new-mom need that sparked Joan’s first playgroup
 • [13:43] The early days: parachute games, circle songs, and connecting with other parents
 • [16:59] The first, $3,000 investment, and expanding to new venues.
 • [23:08] Learning the hard way: “I didn’t even know what franchise meant.” 
 • [38:40] Joan discovers her business model has a terrifying Catch-22
 • [45:05] A humiliating gut punch: Hasbro calls off a life-saving deal 
 • [50:15] The pivot to profitability: play centers + clothing stores
 • [1:03:00] Success on the outside, collapse on the inside: panic, addiction, treatment
 • [1:14:17] After Gymboree: yoga studios, recovery, and redefining success

Hey—want to be a guest on HIBT?

If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth?

Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free.

Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive.

So—give us a call. We can’t wait to hear what you’re working on.

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

It was edited by Neva Grant with research by Rommel Wood.

Our engineers were Jimmy Keeley and Patrick Murray.

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

Gymboree: Joan Barnes. How Building a Beloved Brand Nearly Destroyed Its Founder

Warby Parker co-founder Neil Blumenthal joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, how AI integrations with glasses are helping us see the world in a whole new way.

First we meet Kimber in Utah, who wants to take her chewable toothpaste gummies mainstream. Then Brian in California, who’s wondering how to vet franchisees for his light therapy studios. And Tanner in Tennessee, who needs help building a team he can trust to scale his country club-inspired lifestyle brand.

Thank you to the founders of Pearl Pop, Salt and Light Wellness, and Cowboy Country Club 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 Warby Parker’s founding story as told by Neil and his co-founder Dave on the show in 2016.

This episode was produced by Sam Paulson 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.

Advice Line with Neil Blumenthal of Warby Parker

When Todd Carmichael and J.P. Iberti met at a grunge concert in Seattle in the 1980s, they were an unlikely pair. But they shared a love for great coffee, and the two friends began to dream about opening a cafe and premium roastery that would produce coffee at a higher quality than anything in the U.S. at the time. A few years later, Todd and J.P. co-founded La Colombe in Philadelphia, and went on to play a leading role in the third wave of specialty coffee in the U.S. Today, their coffee drinks are sold in stores across the country, and in 2023, La Colombe was acquired by Chobani for $900M. 

TIMESTAMPS: 

 • 0:11:22 - Learning barista basics: like being a DJ 
 • 0:25:25 - Todd squats at JP’s place, they set out to sell coffee
 • 0:29:48 - How La Colombe gets its name
 • 0:32:40 - Launching the business in a city they've never visited
 • 0:35:49 - The first roastery: no ventilation, visits from the fire department
 • 0:40:29 - Pitching the coffee–uninvited–at a top French restaurant 
 • 0:46:48 - The trick to making a perfect espresso
 • 0:53:30 - Todd takes a sabbatical: “I was suffering from my brain.” 
 • 0:57:40 - Expanding to more cafes and a shift from roasting to hosting
 • 1:01:17 - An impasse with investors, and a bailout from Chobani’s founder 
 • 1:09:38 - Small Business Spotlight

Hey—want to be a guest on HIBT? 

If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth ?

Every Thursday on the HIBT Advice Line, A previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free. 

Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive. 

So—give us a call. We can’t wait to hear what you’re working on.

—------------------------------------------

This episode was produced by Casey Herman with music by Ramtin Arablouei. It was edited by Sarah Sarasohn. Our audio engineer was Jimmy Keeley.

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

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

La Colombe Coffee Roasters: Todd Carmichael and J.P. Iberti. A Brotherhood Built on Coffee (2020)

Patreon co-founder and CEO Jack Conte joins Guy on the Advice Line, where they answer questions from three early-stage founders about marketing and building community.

First we meet Zac from Indiana, who’s looking to grow his coffee company with a subscription offering for newlyweds. Then Rowena from New York, who wants to expand her international cooking kits for kids to all ages. And Melissa from Florida, who’s hoping to break into schools with her handwriting program for preschoolers.

And stick around to the end to hear whether the callers took Guy and Jack's advice.

Thank you to the founders of Honey Moon Coffee Co., Eat2Explore, and Adventures in Handwriting 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 Patreon’s founding story as told by Jack and his co-founder Sam Yam on the show in 2021.

This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Gilly Moon.

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 Jack Conte of Patreon (December 2024)

It started with a massive pile of razors sitting in a Rancho Cucomonga warehouse, and Michael Dubin’s chance meeting of the man who wanted to get rid of them.

In 2010, Michael was working in marketing in Los Angeles, producing online video content. As a hobby, Michael took improv comedy classes.

At a holiday party, he met a man named Mark Levine. Mark was looking for ideas to sell razors he had imported, but didn’t know how to unload.

Michael’s background in video and comedy helped him create a viral launch video for his spontaneous idea: an internet razor subscription brand called Dollar Shave Club.

Five years after launching, Dollar Shave Club sold to consumer products behemoth Unilever for a reported $1 billion in cash.

This episode was recorded in front of a live audience in Los Angeles.

What you’ll learn:

 • How Michael’s early career at NBC in New York exposed him to a world of video production - and comedy
 • The fateful party where Michael had to decide whether to start a company to sell razors - or to sell cake slicers
 • How Michael’s gut feeling was that shaving was a sector that could use disruption - even though it meant facing down daunting incumbent players like Gillette
 • Michael’s viral launch video was so good, it brought investors on board
 • How to DIY fulfillment to keep an overnight success on track
 • How expanding their offerings into other men’s grooming products caught the attention of Unilever and led to an acquisition offer

Listen now to hear the amazing backstory of one of the best-known early DTC brands.

------------

Hey—want to be a guest on HIBT?

If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth?

Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free.

Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive.

So—give us a call.

We can’t wait to hear what you’re working on.

—-----------

This episode was produced by Casey Herman with music composed by Ramtin Arablouei.

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

Dollar Shave Club: Michael Dubin, From Zero to a Billion Dollar Exit in Five Years (December 2018)

This week, Guy is joined by TRX exercise straps founder Randy Hetrick, chicken restaurant giant Raising Cane’s Todd Graves, and Chesapeake Bay Candle Company founder Mei Xu in a special episode of the Advice Line. We talk about how to navigate today’s crowded social media landscape... And ways founders can start thinking about AI. 

First, Shireen from Pennsylvania wants to know how to do better getting customers to attend her cooking demos… Then, Valerie from Idaho wonders whether separate social media accounts amount to the best path for her brand... And finally, Avani from New Jersey needs help scaling her business. 

Thank you to the founders of Moji Masala , Large as Life puzzles, and Modi Toys for coming on 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. 

This episode was produced by Rommel Wood 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 my free newsletter at guyraz.com or on Substack.

To hear our returning guests’ previous episodes:

TRX: Randy Hetrick • | 
Advice Line with Randy Hetrick of TRXRaising Cane's: Todd Graves • | 
Advice Line with Todd Graves of Raising Cane'sChesapeake Bay Candle: Mei Xu • | 
Advice Line with Mei Xu of Chesapeake Bay Candle and Blueme

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: Tapping AI as a Resource for Your Business

For decades, snack companies believed Americans wanted everything sweeter.

More sugar. More chocolate. More indulgence.

But what if that assumption was wrong?

In this episode, a mother-daughter team set out to make a sleeker version of a chocolate almond— and nearly lose everything in the process.

Val Griffith was a longtime TV producer in Seattle. Her daughter Breezy was bouncing between failing business ideas in Miami and New York. When a family tragedy brought Breezy back home, the two began talking about food, snacking, and why chocolate-covered almonds were always so… overdone.

Their insight was deceptively simple: what if you used less sugar, not fake sugar — and a thin coating of chocolate instead of a fat one? 

Turning that idea into SkinnyDipped meant years of failed experiments, dipping almonds by hand, manufacturing out of a converted chicken coop, and demoing almonds one by one. 

When they finally got a breakthrough order from Target, they faced a near-disaster: 40,000 pounds of rancid almonds. 

What followed was a frantic race to save the deal — and later, a far more dangerous question: is this business ever going to make it?

WHAT YOU’LL LEARN: 

 • How failing at micro-businesses quietly builds founder skill
 • Why manufacturing is often the biggest obstacle in food startups
 • The nail-biting risk of saying yes to Target too early
 • How growth can mask deeply broken economics
 • What it takes to fix a business when funding disappears

TIMESTAMPS: 

 • 00:07:25 - How Breezy’s early forays into the food business failed — and why they mattered.
 • 00:11:00 - How a family loss brought Breezy and her mom together — and changed the direction of their lives
 • 00:21:07 - Reinventing a stale bulk-bin snack: The road-trip conversations that sparked a new recipe: 
 • 00:31:20 - The Home Depot paint sprayer experiment: A brilliant idea that failed spectacularly.
 • 00:38:56 - SkinnyDipped’s first “facility:” one oven, no heat, no hot water
 • 
 • 00:49:28 - How a chance meeting in a bar changed the company’s trajectory
 • 00:55:41 - Target takes the plunge and SkinnyDipped nearly drowns: how a chain-wide launch almost breaks the business
 • 01:7:47 - Growth without profit: How the founders recover after hitting rock bottom
 • 01:21:44 - The mother-daughter equation: wisdom + jet fuel
 • 01:26:13 - Small Business Spotlight 

—-----------------------

Hey—want to be a guest on HIBT?

If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth?

Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free.

Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive.

So—give us a call.

We can’t wait to hear what you’re working on.

—-----------

This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Chris Maccini. Our engineers were Robert Rodriguez and 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 Monica Nassif of Mrs. Meyers

Lyt når som helst, hvor som helst

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