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Lyt når som helst, hvor som helst 

Shane Parrish

Master the best of what other people have already figured out. Each week, I learn from the best so you can apply their insights to your life. No fluff, no filler, just timeless conversations that make you smarter.
Inspired by Charlie Munger's timeless advice: "I believe in the discipline of mastering the best that other people have ever figured out. I don't believe in just sitting down and trying to come up with everything on your own. Nobody's that smart."
Subscribe now and start mastering what works.

The Knowledge Project with Shane Parrish

In this episode, Charlie Hoehn explains the secrets behind why some books are unforgettable, and others no one seems to remember. He shares his journey of helping authors transform their ideas into best-selling books and provides actionable advice on structuring, writing, and marketing a book. You'll learn how to craft titles that make people want to read your book, design compelling covers that stand out on the shelves, and use certain strategies to engage readers effectively depending on the ideas you communicate. Hoehn also shares the psychology behind book promotion, how to leverage feedback, and the dynamics of traditional versus self-publishing. Whether tackling a novel or email, this episode will transform how you write and communicate.

Charlie Hoehn is the founder of Author.Inc and a 3-time New York Times bestselling editor. He's the mind behind some of the influential books from Tim Ferriss, Ramit Sethi, Codie Sanchez, and Noah Kagan. Charlie's expertise has helped sell over 10 million books.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at https://fs.blog/newsletter/

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Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠https://fs.blog/membership/⁠⁠ and get your own private feed.

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Follow me: ⁠⁠⁠⁠⁠⁠⁠⁠https://beacons.ai/shaneparrish⁠⁠⁠⁠⁠⁠⁠⁠

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(00:00) Intro

(03:04) Helping Authors Succeed

(03:38) Writing for a Specific Audience

(07:14) The Importance of Real Feedback

(10:18) Traditional vs. Self-Publishing

(20:50) The Economics of Self-Publishing

(24:42) The Art of Book Cover Design

(30:29) Crafting a Compelling Title

(36:42) The Importance of Book Structure

(47:22) Editing: The Final Touch

(51:35) Book Sales Percentiles

(52:32) The Harsh Reality of Book Sales

(54:20) The Emotional Impact of Writing

(55:12) Dealing with Compliments and Criticism

(58:24) The Quest for Bestseller Lists

(1:00:04) The Complexities of Hitting the New York Times List

(1:12:25) Leveraging AI in Writing

(1:20:21) Effective Marketing Strategies for Authors

(1:28:14) Creating Evergreen Content

(1:35:30) The Importance of Authenticity in Writing

(1:40:54) Final Thoughts

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#209 Charlie Hoehn: Write Something People Want to Read

The Knowledge Project closes 2024 with a look back at some of the best conversations of the year. Featuring interviews from some of our most downloaded episodes ever, this collection of conversations offers a variety of insights into finances and investing, improving your communication, marketing and positioning, business frameworks, health and nutrition, and how to beat death.

This conversation features segments from finance expert and writer Morgan Housel, non-verbal psychologist Blake Eastman, marketing and positioning expert April Dunford, blueberry billionaire John Bragg, parenting extraordinaire Becky Kennedy, a billion dollar CEO Brad Jacobs, nutrition guru Rhonda Patrick, and the guy who is beating death, Bryan Johnson.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at https://fs.blog/newsletter/

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Watch on YouTube: https://www.youtube.com/@tkppodcast

00:00 - Intro
02:12 - Transform your finances (Morgan Housel)
12:10 - Transform your communication (Blake Eastman)
22:04 - Transform how you sell yourself (April Dunford)
33:01 - Transform your business philosophy (John Bragg)
44:31 - Transform your emotions and attitude (Becky Kennedy)
57:45 - Transform your business tactics (Brad Jacobs)
01:07:28 - Transform your nutrition (Dr. Rhonda Patrick)
01:18:06 - Transform your lifespan (Bryan Johnson)

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Best of 2024: The Blueprint for a Transformative New Year

Whether you’re looking to increase your income, start a side business, or completely transform your financial future, Codie Sanchez will break down exactly what separates those who successfully build wealth from those who stay stuck. This conversation is packed with immediately actionable insights covering the biggest myths around money, the difference between acquiring and keeping money, the rich versus broke mindset and how it changes everything, non obvious lessons on negotiating, and more. Plus, we talk about the single most important thing to know about building financial freedom—and it’s not what you think it is.

After spending nearly two decades on Wall Street, Codie Sanchez struck out on her own and has been buying and investing in businesses since 2012. She now runs a holding company of small and medium-sized businesses. Her unique focus is on “boring businesses” like laundromats and lawn care services. Sanchez is also the author of Main Street Millionaire: How to Make Extraordinary Wealth in Ordinary Businesses.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at https://fs.blog/newsletter/

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Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠https://fs.blog/membership/⁠⁠ and get your own private feed.

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Watch on YouTube: https://www.youtube.com/@tkppodcast

(00:00) Intro

(02:48) Codie Sanchez's Journey to Business Acquisition

(04:21) Understanding the Language of Money

(07:06) The Importance of Financial Freedom

(16:12) Learning and Earning in Your 20s

(17:32) The Power of Proximity and Mentorship

(28:37) The Role of Effort and Determination in Success

(39:45) Lessons from Business Failures

(44:22) Mastering Business Focus and Layering

(46:31) Misconceptions About Money

(48:21) Saving vs. Earning: A Financial Perspective

(51:57) The Rich vs. Broke Mindset

(53:24) Allies vs. Friends in Success

(01:09:04) The Importance of Reputation

(01:20:41) Negotiation and Sales Skills

(01:23:40) The Art of Door Knocking

(01:25:07) Defining Good and Bad Businesses

(01:26:26) Identifying Business Problems

(01:27:57) Hiring the Right People

(01:42:57) Traits of High Performers

(01:46:42) Balancing Work and Personal Life

(01:57:37) Investing as a W2 Employee

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Codie Sanchez: Your Blueprint to Financial Freedom

Alfred Lin shares strategies for navigating startup challenges, building resilient teams, and creating long-lasting value. Lin explores lessons from companies like Zappos, Airbnb, DoorDash, and Amazon, offering actionable insights on topics like hiring for potential, managing crises, and fostering innovative cultures. Learn how first-principles thinking, customer focus, and disciplined growth can transform challenges into opportunities, even in the face of unprecedented disruptions.

Lin is a partner at Sequoia Capital. He represents Sequoia on boards like Airbnb and DoorDash. From January 2005 to December 2010, he served as Chairman of the Board and Chief Operating Officer of Zappos. He has a Bachelors in Applied Mathematics from Harvard and a Masters in Statistics from Stanford.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at https://fs.blog/newsletter/

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Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠https://fs.blog/membership/⁠⁠ and get your own private feed.

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Watch on YouTube: https://www.youtube.com/@tkppodcast

(00:00) Intro

(03:20) Personal Journey: From Taiwan to Entrepreneur

(04:51) School Days: Lessons in Creativity and Discipline

(06:21) Infinite Games: Shaping Life's Philosophy

(08:12) Core Values and Life Principles

(10:09) Work-Life Balance and Family Insights

(12:13) Inputs vs Outputs: Daily Routines and Priorities

(13:56) First Order Issues: Problem Solving in Business

(18:46) Early Career: From LinkExchange to Zappos

(44:01) Facing the 9/11 Crisis

(44:24) Building a Profitable Company

(44:50) Creative Financing Strategies

(45:55) Customer Service Focus

(48:53) Handling High Return Rates

(53:31) Zappos' Unique Culture

(55:47) Holacracy Management System

(56:53) Maintaining Growth and Culture

(58:37) Avoiding Complacency

(01:10:21) Crucible Moments

(01:13:28) First Principles Thinking

(01:14:17) Navigating the Pandemic

(01:27:37) The Essence of Company Values

(01:28:04) Pros and Cons of Remote Work

(01:29:52) Building Company Culture in a Hybrid World

(01:33:11) Investment Strategies in Changing Markets

(01:37:37) The AI Revolution and Its Future

(02:01:56) Balancing Standardization and Customization

(02:04:44) Working Backwards vs. Forwards

(02:10:53) Defining Success: The Importance of Process

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How to Win by Being Right and Contrarian: Lessons from Zappos to DoorDash

This episode will transform how you think about style, aspiration, and the art of knowing what people want before they know it themselves. From working in department stores to advising Steve Jobs on Apple’s retail strategy when it didn’t have retail at all, Drexler’s career traces the evolution of American retail itself: from local shops to mall dominance, from catalog to digital, from mass market to personalization. Whether you’re an aspiring entrepreneur, a retail enthusiast, or someone looking to build a brand that stands the test of time, Mickey shares invaluable insights on what separates truly successful brands from the rest.

﻿Mickey Drexler is the chairman of Alex Mill. Before that, he was the CEO of J. Crew and sat on the Board of Directors of Apple. He founded Old Navy and Madewell, and served as the CEO of Gap from 1983–2002.

Learn why gaining real-world insights—and not just reports or data—is crucial to staying ahead of the competition.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.

Watch on YouTube: @tkppodcast

(02:16) How Mickey Drexler became Mickey Drexler
(07:04) Lessons from redefining Gap
(12:47) Merchant, defined
(15:17) How Drexler evaluates stores
(19:20) Lessons from running Gap
(21:19) On Old Navy
(27:26) On Steve Jobs and Working with Apple
(33:00) Re-making J. Crew
(37:00) Drexler's superpower
(43:40) Current-day retailers who are great
(45:10) How Drexler got "Madewell"
(47:15) What makes something a classic look?
(50:20) On success

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Mickey Drexler: The Art of Selling with Retail's Merchant Prince

I’ve learned as much from reading biographies as from interviewing amazing people. That’s why we’re starting 'Lessons from Outliers.' 

Every other week, we'll study an outlier who did remarkable work. From industrialists who reimagined commerce to the irreverent personalities who challenged the foundations of their fields, we'll explore what they did and how they did it. We can learn something from everyone. 
 
We're starting Outliers with Timothy Eaton, a Canadian name that might not be familiar to many listeners today, but his innovations fundamentally changed retail and how we shop. This episode is about how he built that empire, the principles that drove its success, and the forces that eventually brought it all crashing down. 

Whether you're building a business, leading a team, or trying to understand how great companies rise and fall, Timothy Eaton's story offers timeless lessons about innovation, trust, and the true price of success. You'll learn why even the mightiest empires can crumble when they forget the principles that built them and why success—no matter how massive—must be earned and re-earned daily. 

(01:55) Introduction
(05:04) The Vision
(06:16) Timothy’s Early Years
(09:28) The System
(12:17) The Innovation Engine
(14:18) The Scale Game
(18:08) The Platform Play
(19:32) The Leadership Philosophy
(20:48) The Succession
(22:21) Retail as Entertainment
(23:14) The Western Expansion
(25:12) Building the National Network
(26:05) Creating the Corporate Family
(26:43) The Pinnacle of Power
(27:43) The Inherited Crown
(28:33) The Comfortable Plateau
(31:33) The Weight of Tradition
(33:12) The Profit Paradox
(34:02) The Identity Crisis
(34:51) The Final Chapter

This podcast is for information purposes only and draws primarily from two excellent books: ‘The Eatons: The Rise and Fall of Canada's Royal Family’ by Rod McQueen, which chronicles the Eaton family history and the company’s journey from beginning to end, and ‘Timothy Eaton and the Rise of His Department Store’ by Joy L. Santiuk, which focuses on the founder’s life. 

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.
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Timothy Eaton | How to Build an Empire (And Why It Crumbled) (Outliers)

Imagine leaving a six‐figure Wall Street salary behind to chase a single, daring idea. In this episode, David Heacock shows you how he turned a basic product into a $250M empire. At 29, he left Wall Street to bet on air filters. That bet transformed into Filterbuy, now a $250 million direct-to-consumer manufacturer serving more than 7 million customers through a ruthlessly efficient operation. Today we talk about what actually matters when building a business, balancing obsession with family life, selling on Amazon, what he’d do differently if starting over, and the freight decision he calls his biggest mistake. Whether you’re starting a business, scaling one, or simply looking for insights on hiring, managing, or making bold decisions, David shares the lessons that helped him build his empire. 
 
David Heacock is the founder and CEO of Filterbuy. Before revolutionizing the air filter industry, he traded options at Goldman Sachs from 2005-2012. 

If you’re driven by bold decisions and value hard-won lessons, this conversation is your playbook. Don’t miss out on the insights that could redefine your own path to success.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.

Watch on YouTube: @tkppodcast

(00:02:56) David's Journey to Goldman Sachs 
(00:06:07) Committing to Entrepreneurship 
(00:07:35) The Power of Obsession 
(00:10:08) The Decision to Expand Geographically 
(00:12:55) Challenges in Building the First Plant 
(00:18:58) Management Level Hiring 
(00:22:41) Studying Operating Systems for Companies 
(00:24:49) The Nuances of Hiring 
(00:25:53) External Accountability 
(00:29:37) Adapting Business Operating Systems 
(00:30:13) The Role of a Chief of Staff 
(00:31:03) Building Department-Specific Operating Models 
(00:32:56) Articulating the Company's Mission and Values 
(00:44:19) Understanding Marketing and Branding 
(00:47:10) The Strategy Behind Intent-Based Marketing 
(00:52:13) The Decision to Enter Retail 
(00:57:26) Success in Retail and Customer Acquisition 
(00:58:19) Diversifying Market Segments 
(00:59:13) Competitive Advantage Over Other Brands 
(01:01:07) The Logistics Aspect of the Business 
(01:04:25) Defining Direct-to-Consumer Brands 
(01:08:39) Technical Challenges and Overcoming Setbacks 
(01:11:46) Core Personal Traits for Success 
(01:16:37) The Power of Obsession Over Willpower 
(01:17:46) Facing the Hardest Moments in Business 
(01:26:36) The Decision to Enter the Freight Business 
(01:30:48) Diversifying into the HVAC Service Business 
(01:34:51) The Future of HVAC Service Business 
(01:36:01) Personal Branding and Business Growth 
(01:37:23) The Role of Marketing and Operations 
(01:38:48) Contrasting Business Models: Private Equity 
(01:43:00) The Importance of Mission and Vision 
(01:47:12) Balancing Obsession and Family Life 
(01:53:44) The Dangers of Lifestyle Creep and Maintaining Financial Stability 
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David Heacock: A Logistics Genius Who Built an Empire on Air Filters

He was the strangest titan America ever produced: a whisper-quiet banker who turned systematic thinking into a superpower, building an industrial empire while barely raising his voice above a murmur. Andrew Mellon's story isn't just about money—it's about how patience, observation, and positioning can create more wealth than charisma ever could. But when the Great Depression hit, the very qualities that made him rich made him the perfect villain for a nation demanding change. 

Whether you're building a business, investing in the future, or seeking insights on strategic decision-making, Mellon's story reveals the power of patience, positioning, and playing the long game. 

(2:25) Prologue: The Quiet Titan
(4:20) Part 1 - The Judge's Son
(6:36) Benjamin Franklin's Blueprint
(8:53) The Pittsburgh Promise
(10:45) Andrew's Early Years
(13:11) Part 2 - Building the System
(14:23) The Banking Foundation
(17:09) Panic Creates Opportunity
(20:09) Andy at the Wheel
(22:05) Opportunity in Aluminum
(24:10) The Mellon System
(27:12) Connections Create Power
(29:02) Reinvesting Success
(30:51) Staying in the Shadows
(33:28) Part 3 - The Private Kingdom
(34:52) A Broken Heart
(36:56) Science Meets Industry
(39:35) Preparations for War
(41:39) The Silent Empire Strikes
(44:04) Part 4 - Washington's Banker
(45:58) The Banker Takes Command
(47:49) The Banker's Paradox
(50:27) The Silent Man Learns to Speak
(52:03) Part 5 - The Fall
(53:56) 1928
(55:25) Black Thursday
(57:23) When Strength Becomes Weakness
(59:58) Roosevelt's Vendetta
(1:02:48) The Silent Man Shouted Down
(1:05:01) The Final Battle: Mellon's Tax Trial
(1:09:04) The End of an Era
(1:10:14) Epilogue - The Final Gift
(1:11:44) Thinking Long Term

This podcast is for information purposes only and draws primarily from two foundational books: David Cannadine's 'Mellon: An American Life', the first comprehensive published biography of Andrew W. Mellon, which masterfully chronicles his journey from shy Pittsburgh boy to industrial titan, Treasury Secretary, and philanthropist. The second source, 'Thomas Mellon and His Times', written by Andrew's father Thomas Mellon himself provides invaluable firsthand insights into the immigrant experience and the formation of the Mellon family's business philosophy in America. If this story captured your interest, we highly recommend both works – Cannadine's for its thorough examination of Andrew's profound impact on American business, politics, and philanthropy, and Thomas Mellon's autobiography for its intimate portrait of the family's rise from immigrant farmers to financial powerhouses in both nineteenth- and twentieth-century Pittsburgh. 

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter
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Andrew Mellon – America’s Secret Banker (Outliers)

While Silicon Valley chases unicorns, Josh Wolfe hunts for something far more elusive: scientific breakthroughs that could change civilization. As co-founder and managing partner of Lux Capital, he's looking for the kind of science that turns impossible into inevitable. Josh doesn’t just invest in the future—he sees it coming before almost anyone else. 
 
In this conversation, we explore: 

The rapid evolution of AI and potential bottlenecks slowing its growth 

The geopolitical battle for technological dominance and rise of sovereign AI models 

How advances in automation, robotics, and defence are shifting global power dynamics 

Josh's unfiltered thoughts on Tesla and Elon Musk 

AI's revolution of medical research 

Parenting in a tech-dominated world 

How AI is forcing us to rethink creativity, intellectual property, and human intelligence itself 

Why the greatest risk isn't AI itself—but our ability to separate truth from noise 

 
Despite the challenges ahead, Josh remains profoundly optimistic about human potential. He believes technology isn't replacing what makes us human—it's amplifying it. This episode will challenge how you think about innovation, risk, and the forces shaping our future. If you want to stay ahead of the curve, you can't afford to miss it. 
 
Josh Wolfe co-founded Lux Capital to support scientists and entrepreneurs who pursue counter-conventional solutions to the most vexing puzzles of our time. He previously worked in investment banking at Salomon Smith Barney and in capital markets at Merrill Lynch. Josh is a columnist with Forbes and Editor for the Forbes/Wolfe Emerging Tech Report. 

(00:00:00) Introduction
(00:02:46) Current Obsessions
(00:05:11) AI and its Limitations
(00:10:58) Memory Players in AI
(00:13:27) Human Intelligence as a Limiting Factor
(00:15:38) Disruption in Elite Professions
(00:17:15) AI and Blue-Collar Jobs
(00:18:29) Implications of AI in Coding
(00:19:40) AI and Company Margins
(00:25:48) AI in Pharma
(00:26:44) AI in Entertainment
(00:28:04) AI in Scientific Research
(00:33:31) AI in Patent Creation
(00:34:49) AI in Company Creation
(00:35:33) Discussion on Tesla and Elon Musk
(00:40:54) AI in Investment Decisions
(00:42:20) AI in Analyzing Business Fundamentals
(00:45:27) AI, Privacy, and Information Gods
(00:53:04) AI and Art
(00:56:43) AI and Human Connection
(00:58:22) AI, Aging, and Memory
(01:00:46) The Impact of Remote Work on Social Dynamics
(01:03:18) The Role of Community and Belonging
(01:05:44) The Pursuit of Longevity
(01:11:58) The Importance of Family and Purpose
(01:14:18) Information Processing and Workflow
(01:26:03) Investment in Military Technology
(01:28:09) Global Conflict and Military Deterrence
(01:31:28) Information Warfare
(01:32:32) Infiltration and Weaponization of Systems
(01:37:06) Infrastructure Maintenance and Growth
(01:38:27) DOGE Initiative
(01:40:09) Attracting Capital and Global Competitiveness
(01:43:16) Attracting Talent and Immigration
(01:45:42) Designing a System from Scratch
(01:47:30) AI and Intellectual Property
(01:51:56) The Fear of AI
 
Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.

Watch on YouTube: @tkppodcast
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Josh Wolfe: Human Advantage in the World of AI

Most people hear "Estée Lauder" and think of cosmetics—lipstick, perfume, face cream. But the real story isn’t just about makeup—it’s about a woman being an unstoppable force. 

Estée Lauder didn’t just build a beauty brand; she rewrote the rules of an industry. She turned rejection into fuel, defied industry gatekeepers, and transformed a homemade face cream into a multi-billion-dollar global powerhouse. 

When department stores refused to stock her products, she created a demand they couldn’t ignore. When experts said women wouldn’t spend $115 on face cream, she proved them wrong. When competitors copied her formulas, she didn’t fight them—she outmaneuvered them. Her real genius wasn’t in chemistry, but in understanding human psychology, persistence, and the power of storytelling. 

This is the story of Estée Lauder. 

Make sure to stick around at the end for my reflections and thoughts. 

(05:26) Chapter 1 - The Early Years
(08:17) Chapter 2: From Kitchen to Department Stores: The Beauty Revolution
(09:04) First Break: House of Ash Blondes
(11:58) Married
(13:35) Chapter 3: Marketing Genius and Brand Building: The Perfect Moment
(15:20) The Power of a Gift
(16:51) Tell-A-Woman
(19:04) Department Store Breakthrough
(21:03) Chapter 4: The Expansion Era: The Key to Success
(26:09) Tell-Every-Woman
(28:42) Beyond Department Stores
(34:58) Chapter 5: Youth Dew 
(36:37) Creating a New Category
(39:35) Success Breeds Competition
(41:16) Knowing what not to do
(44:06) Chapter 6: Beyond America: London Calling
(45:53) A Lesson in Brand Building
(47:43) The French Accident
(48:38) The Art of Adaptation
(49:49) Chapter 7: New Categories: Growing the Whole Pie
(52:08) The Clinique Revolution
(53:28) A New Kind of Marketing
(56:13) Chapter 8: The Lauder Philosophy: Business as Obsession
(56:25) Core Principles
(58:55) The Human Touch
(01:00:38) SHANE’S REFLECTIONS

This episode is for informational purposes only and is based on Estée Lauder’s incredible 1985 autobiography Estée: A Success Story.

Upgrade — If you want to hear my thoughts and reflections at the end of all episodes, join our membership: ⁠⁠⁠⁠⁠⁠⁠fs.blog/membership⁠⁠ and get your own private feed.

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at fs.blog/newsletter
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Estée Lauder: A Success Story (Outliers)

Former IBM executive April Dunford reveals the sophisticated frameworks behind market leadership. This isn't about marketing tactics but how category leaders reshape markets to their advantage.

Drawing from decades of experience, Dunford shares the nuanced art of market definition, competitive positioning, and strategic narrative. These are essential insights for leaders who understand that winning isn't about being better—it's about being different in meaningful ways.

--

Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it’s completely free. Learn more and sign up at https://fs.blog/newsletter/

Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠https://fs.blog/membership/⁠⁠ and get your own private feed. 

Follow me: ⁠⁠⁠⁠⁠⁠⁠⁠https://beacons.ai/shaneparrish⁠⁠⁠⁠⁠⁠⁠⁠

Timestamps: 

(00:00) Intro

(02:07) Positioning, explained

(16:47) Why is positioning important?

(20:40) B2B vs. B2C positioning

(29:03) When re-positioning a product failed

(32:31) How to identify customer's pain points

(34:35) How to position a product on a sales page

(38:06) How technology has changed positioning

(41:40) How to evaluate product positioning

(45:43) Who's in charge of positioning at a company?

(50:27) On storytelling

(56:35) Should a company have a point of view on the market?

(1:00:21) Dealing with gatekeepers in B2B marketing

(1:03:02) Mistakes people make with positioning

(1:05:21) What schools get wrong about marketing

(1:08:59) Secrets of B2B decision-making

(1:11:18) On success

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#201 April Dunford: The Marketing Expert

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