How They Built It: Founding Stories from Category Defining Companies

Outlier Academy
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Outlier founders share how they built category-defining companies like 1-800-GOT-JUNK, Public.com, and Eight Sleep. Learn the playbooks that built the world’s greatest companies and how you can apply them at your company. We decode the ideas, strategies, and frameworks used to build $1B+ businesses. Visit OutlierAcademy.com for episode notes, searchable transcripts, and more. This podcast is a mix of How I Built This, Business Breakdowns, Founder's Field Guide, Acquired, Masters in Business, 50X, and 20VC (20 Minute VC).

  1. 31.01.2024

    How They Built Varda Space: Building Factories in Outer Space's Microgravity with Delian Asparahouv

    “Trust is not what makes successful co-founding relationships. Having the world-class skillset that you need to succeed is what will then form that trust that will allow you to succeed.” – Delian Asparahouv  We explore space manufacturing, microgravity, and building factories in outer space. We’re joined by Delian Asparouhov, Co-Founder of Varda Space Industries. We cover leaning into your superpowers when investing, common mistakes in venture capital, and problem solving with space manufacturing. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/71. Chapters (00:00:00) – Introduction (00:02:43) – Delian’s background in robotics and path to entrepreneurship (00:07:32) – Mentorship from Jack Dorsey and Keith Rabois (00:21:43) – Leaning into your superpowers when investing (00:25:01) – Cultivating optimism in investing (00:29:29) – Common mistakes in venture capital (00:33:48) – Incubating a company (00:38:59) – Getting started in the space industry (00:42:09) – What is a space factory? (00:45:38) – Problem solving with space manufacturing (00:51:35) – Exciting changes in the space industry (00:55:43) – Recommended resources in the space industry About Varda. Varda Space Industries is building the world's first space factories. You heard that right, literally factories in outer space, all for earthbound products. What Varda is building, literally wouldn't have been possible even two, three, maybe five years ago, but as launch costs to get mass up to low earth orbit have come down at an incredible pace, it's unlocked the next wave of innovation, including new players and possibilities like what Varda is building with their space factories.  Chapters (00:00:00) - Introduction (00:01:19) - Getting Fired from 13 Jobs and Discovering Entrepreneurship (00:08:34) - The Origin Story of Kettle & Fire (00:15:39) - Evolution of Kettle & Fire’s Branding and Packaging (00:19:10) - Distribution: Direct-to-Consumer vs Wholesale & Retail (00:22:10) - How to Compete with Generic Store Brands (00:24:27) - The Challenges of Building a Sustainably Profitable Business (00:27:13) - Raising Venture Capital for Consumer Brands (00:33:01) - Painful Lessons: $800k in Unpaid Invoices and Why Finance is Strategic (00:39:24) - Launching Perfect Keto and Surely Non-Alcoholic Wine (00:41:48) - Justin’s Annual Review and Goal Setting Process (00:45:44) - Why Extreme People Have Extreme Outcomes (00:49:32) - How to Become an Extreme Person About Kettle & Fire, Perfect Keto, and Surely Wine. Kettle & Fire, Perfect Keto, and Surely Wine all have something in common. They were founded by Justin Mares and built to own an emerging health and wellness trend—from drinking more bone broth, to making the move to a keto diet, or deciding to drink only non-alcoholic wine. Listeners can save 15% off any non-subscription Kettle & Fire order by using promo code Outlier15 when checking out on KettleAndFire.com. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    1 Std. 2 Min.

  2. 24.01.2024

    How They Built Voyager Space Holdings: Building the Berkshire Hathaway of Outer Space with Dylan Taylor

    “I’m in the camp that is super passionate about space as a tool for transformation. So what energizes me is getting humans into space.” — Dylan Taylor We explore building the Berkshire Hathaway of outer space. We’re joined by Dylan Taylor, Founder and CEO of Voyager Space Holdings. We cover the evolution of space technology, private space companies vs. government contracts, and what's next for commercial outer space. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/5. Chapters (00:00:00) – Introduction (00:01:55) – How Dylan’s work in space began after reading The Last Lecture (00:09:22) – Dylan’s early investments in and the evolution of space technology (00:17:25) – How re-usability and privatization has expanded space technology (00:39:05) – Why Dylan founded Voyager Space Holdings (00:49:52) – Space industry standards and the creation of the Voyager Space IP Exchange (00:54:35) – Private space companies and their relationship with government agencies (01:09:58) – Exciting innovations in the space industry (01:16:06) – How anyone can become involved in space industry and exploration   About Dylan Taylor and Voyager Space Holdings. In 2019, PitchBook named Dylan Taylor one of the top 10 investors in space and space technology. While SpaceX, Virgin, Galactic, and Blue Origin have taken off in recent years, Dylan's been investing in outer space for over a decade. First, as an angel, and now as CEO of Voyager Space Holdings, where he's building the Berkshire Hathaway of space holding companies. Dylan has also served as the CEO of a public company, he's been on numerous boards, and he runs his own space-focused nonprofit called Space for Humanity. Dylan is a wealth of wisdom, and this episode is a masterclass on the past, present and future of outer space. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    1 Std. 21 Min.
  3. How They Built Kettle & Fire, Perfect Keto, and Surely Wine: Spotting Trends and Building D2C Brands to Own Them with Justin Mares

    17.01.2024

    How They Built Kettle & Fire, Perfect Keto, and Surely Wine: Spotting Trends and Building D2C Brands to Own Them with Justin Mares

    “The Iron Law of Ecommerce across everything I’ve ever started is that I start out thinking I’m selling to people like me and it always turns out that it’s 45-year old women that are buying the product.” — Justin Mares Learn how Justin Mares identifies trends and builds direct-to-consumer businesses (and brands) to own them. Including all of the hard lessons that Justin has learned along the way, from why he’s learned to bring on a head of finance early, why consumer business are “cashflow businesses”, to how he competes with generic brands. And so much more. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/144. Chapters (00:00:00) - Introduction (00:01:19) - Getting Fired from 13 Jobs and Discovering Entrepreneurship (00:08:34) - The Origin Story of Kettle & Fire (00:15:39) - Evolution of Kettle & Fire’s Branding and Packaging (00:19:10) - Distribution: Direct-to-Consumer vs Wholesale & Retail (00:22:10) - How to Compete with Generic Store Brands (00:24:27) - The Challenges of Building a Sustainably Profitable Business (00:27:13) - Raising Venture Capital for Consumer Brands (00:33:01) - Painful Lessons: $800k in Unpaid Invoices and Why Finance is Strategic (00:39:24) - Launching Perfect Keto and Surely Non-Alcoholic Wine (00:41:48) - Justin’s Annual Review and Goal Setting Process (00:45:44) - Why Extreme People Have Extreme Outcomes (00:49:32) - How to Become an Extreme Person About Kettle & Fire, Perfect Keto, and Surely Wine. Kettle & Fire, Perfect Keto, and Surely Wine all have something in common. They were founded by Justin Mares and built to own an emerging health and wellness trend—from drinking more bone broth, to making the move to a keto diet, or deciding to drink only non-alcoholic wine. Listeners can save 15% off any non-subscription Kettle & Fire order by using promo code Outlier15 when checking out on KettleAndFire.com. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    54 Min.
  4. Trailer - How They Built Kettle & Fire, Perfect Keto, and Surely Wine: Spotting Trends and Building D2C Brands to Own Them with Justin Mares

    17.01.2024

    Trailer - How They Built Kettle & Fire, Perfect Keto, and Surely Wine: Spotting Trends and Building D2C Brands to Own Them with Justin Mares

    “The Iron Law of Ecommerce across everything I’ve ever started is that I start out thinking I’m selling to people like me and it always turns out that it’s 45-year old women that are buying the product.” — Justin Mares Learn how Justin Mares identifies trends and builds direct-to-consumer businesses (and brands) to own them. Including all of the hard lessons that Justin has learned along the way, from why he’s learned to bring on a head of finance early, why consumer business are “cashflow businesses”, to how he competes with generic brands. And so much more. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/144. Chapters (00:00:00) - Introduction (00:01:19) - Getting Fired from 13 Jobs and Discovering Entrepreneurship (00:08:34) - The Origin Story of Kettle & Fire (00:15:39) - Evolution of Kettle & Fire’s Branding and Packaging (00:19:10) - Distribution: Direct-to-Consumer vs Wholesale & Retail (00:22:10) - How to Compete with Generic Store Brands (00:24:27) - The Challenges of Building a Sustainably Profitable Business (00:27:13) - Raising Venture Capital for Consumer Brands (00:33:01) - Painful Lessons: $800k in Unpaid Invoices and Why Finance is Strategic (00:39:24) - Launching Perfect Keto and Surely Non-Alcoholic Wine (00:41:48) - Justin’s Annual Review and Goal Setting Process (00:45:44) - Why Extreme People Have Extreme Outcomes (00:49:32) - How to Become an Extreme Person About Kettle & Fire, Perfect Keto, and Surely Wine. Kettle & Fire, Perfect Keto, and Surely Wine all have something in common. They were founded by Justin Mares and built to own an emerging health and wellness trend—from drinking more bone broth, to making the move to a keto diet, or deciding to drink only non-alcoholic wine. Listeners can save 15% off any non-subscription Kettle & Fire order by using promo code Outlier15 when checking out on KettleAndFire.com. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    4 Min.
  5. How They Built Fount: Bringing the Performance Secrets of the U.S. Navy SEALs to Everyone with Founder Andrew Herr

    10.01.2024

    How They Built Fount: Bringing the Performance Secrets of the U.S. Navy SEALs to Everyone with Founder Andrew Herr

    “The human body is one of the most complex adaptive symptoms out there in the universe.” – Andrew Herr We explore bringing performance secrets from Navy SEALs to the public. We’re joined by Andrew Herr, Fount’s Founder and CEO. We cover human performance and biotech strategy, the limitations of military power for political goals, and using experiments to improve performance. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/127. Chapters (00:00:00) – Introduction (00:03:42) – Human performance and biotech strategy in the military (00:08:37) – The limits of military power for achieving political goals (00:15:22) – Navy SEALs and performance modalities (00:19:29) – Novelty and social judgment are the two great human stressors (00:21:55) – The premise of Fount and its future goals (00:31:07) – The 10 top goals for users of Fount, and the experiments they run (00:37:58) – The Fount user journey (00:42:28) – Coaching, both human and AI (00:46:36) – Using experimental methodology as a founder About Andrew Herr and Fount. Andrew Herr is the founder and CEO of Fount, which is on a mission to help everyone look, feel, and perform at their very best. Fount offers a highly customized three month program that's born out of Andrew's work enhancing the performance of special forces warriors in the US Military, including the Navy Seals. To start, Fount gathers more than 100 data points about their customers using in-depth blood and urine analysis to explore their metabolism, immune and inflammatory activity, nutrient levels, liver and kidney function, and even cardiovascular markers. Customers are then paired with an ex-special forces coach who gets to know their goals, day-to-day schedule, and even their family history all before kicking off a series of experiments that run for the remaining 15 weeks of the program. Experimentation is a huge component of how Fount approaches their work. And it's part of their goal of helping each customer find what works for them. As part of the program, customers receive their own custom supplement packs with exactly what they need to take each morning, afternoon, and evening all sent from Fount's own custom supplement manufacturing facility. At the end of the program, Fount then offers a support program to make it easy to keep the gains you've made and continue building on them. This includes less frequent blood and urine tests, as well as a continuous supply of your daily supplements. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    51 Min.
  6. Trailer - How They Built Fount: Bringing the Performance Secrets of the U.S. Navy SEALs to Everyone with Founder Andrew Herr

    10.01.2024

    Trailer - How They Built Fount: Bringing the Performance Secrets of the U.S. Navy SEALs to Everyone with Founder Andrew Herr

    “The human body is one of the most complex adaptive symptoms out there in the universe.” – Andrew Herr We explore bringing performance secrets from Navy SEALs to the public. We’re joined by Andrew Herr, Fount’s Founder and CEO. We cover human performance and biotech strategy, the limitations of military power for political goals, and using experiments to improve performance. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/127. Chapters (00:00:00) – Introduction (00:03:42) – Human performance and biotech strategy in the military (00:08:37) – The limits of military power for achieving political goals (00:15:22) – Navy SEALs and performance modalities (00:19:29) – Novelty and social judgment are the two great human stressors (00:21:55) – The premise of Fount and its future goals (00:31:07) – The 10 top goals for users of Fount, and the experiments they run (00:37:58) – The Fount user journey (00:42:28) – Coaching, both human and AI (00:46:36) – Using experimental methodology as a founder About Andrew Herr and Fount. Andrew Herr is the founder and CEO of Fount, which is on a mission to help everyone look, feel, and perform at their very best. Fount offers a highly customized three month program that's born out of Andrew's work enhancing the performance of special forces warriors in the US Military, including the Navy Seals. To start, Fount gathers more than 100 data points about their customers using in-depth blood and urine analysis to explore their metabolism, immune and inflammatory activity, nutrient levels, liver and kidney function, and even cardiovascular markers. Customers are then paired with an ex-special forces coach who gets to know their goals, day-to-day schedule, and even their family history all before kicking off a series of experiments that run for the remaining 15 weeks of the program. Experimentation is a huge component of how Fount approaches their work. And it's part of their goal of helping each customer find what works for them. As part of the program, customers receive their own custom supplement packs with exactly what they need to take each morning, afternoon, and evening all sent from Fount's own custom supplement manufacturing facility. At the end of the program, Fount then offers a support program to make it easy to keep the gains you've made and continue building on them. This includes less frequent blood and urine tests, as well as a continuous supply of your daily supplements. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    6 Min.
  7. How They Built ShipBob: Building and Scaling a Fulfillment Business with Co-Founder Jivko Bojinov

    03.01.2024

    How They Built ShipBob: Building and Scaling a Fulfillment Business with Co-Founder Jivko Bojinov

    “Ultimately, transparency to your customers is extremely important, no matter how difficult it is to display.” — Jivko Bojinov We explore building and scaling a fulfillment business with Jivko Bojinov, ShipBob’s Co-Founder. We cover the challenges of a fulfillment business, ShipBob’s custom warehouse algorithms, and the importance of transparency with staff and customers alike. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/138. Chapters (00:00:00) – Introduction (00:01:40) – The origin and scaling of ShipBob (00:06:38) – Meeting customers at their pain points (00:10:56) – The challenges of a fulfillment business (00:15:04) – Expanding from ShipBob warehouses to partner locations (00:24:28) – Custom software for scaling ShipBob (00:33:18) – ShipBob’s algorithms for stowing, picking, and packaging (00:43:06) – Strategic projects within the fulfillment space (00:51:53) – The importance of transparency with staff customers alike About Jivko Bojinov and ShipBob. Jivko Bojinov played professional tennis before co-founding ShipBob with Dhruv Saxena and Divey Gulati in 2014. Jivko is currently the Senior Vice President of Strategic Projects at ShipBob. And over the last eight years, he's led the development and launch of almost every major strategic initiative at ShipBob, from their transition from owning their own fulfillment centers, to developing an asset like partner network of fulfillment centers, to the launch of affordable two day shipping for all of ShipBob's customers. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    59 Min.
  8. Trailer - How They Built ShipBob: Building and Scaling a Fulfillment Business with Co-Founder Jivko Bojinov

    03.01.2024

    Trailer - How They Built ShipBob: Building and Scaling a Fulfillment Business with Co-Founder Jivko Bojinov

    “Ultimately, transparency to your customers is extremely important, no matter how difficult it is to display.” — Jivko Bojinov We explore building and scaling a fulfillment business with Jivko Bojinov, ShipBob’s Co-Founder. We cover the challenges of a fulfillment business, ShipBob’s custom warehouse algorithms, and the importance of transparency with staff and customers alike. Explore the episode notes. Search and down a transcript and find links to related books, interviews, lectures, and more: outlieracademy.com/138. Chapters (00:00:00) – Introduction (00:01:40) – The origin and scaling of ShipBob (00:06:38) – Meeting customers at their pain points (00:10:56) – The challenges of a fulfillment business (00:15:04) – Expanding from ShipBob warehouses to partner locations (00:24:28) – Custom software for scaling ShipBob (00:33:18) – ShipBob’s algorithms for stowing, picking, and packaging (00:43:06) – Strategic projects within the fulfillment space (00:51:53) – The importance of transparency with staff customers alike About Jivko Bojinov and ShipBob. Jivko Bojinov played professional tennis before co-founding ShipBob with Dhruv Saxena and Divey Gulati in 2014. Jivko is currently the Senior Vice President of Strategic Projects at ShipBob. And over the last eight years, he's led the development and launch of almost every major strategic initiative at ShipBob, from their transition from owning their own fulfillment centers, to developing an asset like partner network of fulfillment centers, to the launch of affordable two day shipping for all of ShipBob's customers. Watch and listen. Watch this episode on YouTube Find this episode in your favorite podcast app Get new episodes delivered via email Brought to you by HVMN. With Ketone-IQ, fuel your best anytime with a boost of awesome-feeling energy and clarity. Unlock the power of nature's superfuel—no fasting or keto diet required. Advertise with Outliers and reach our global community Learn more about your ad choices. Visit megaphone.fm/adchoices

    5 Min.
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Outlier founders share how they built category-defining companies like 1-800-GOT-JUNK, Public.com, and Eight Sleep. Learn the playbooks that built the world’s greatest companies and how you can apply them at your company. We decode the ideas, strategies, and frameworks used to build $1B+ businesses. Visit OutlierAcademy.com for episode notes, searchable transcripts, and more. This podcast is a mix of How I Built This, Business Breakdowns, Founder's Field Guide, Acquired, Masters in Business, 50X, and 20VC (20 Minute VC).

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