How I Built This with Guy Raz

Wondery
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.

  1. 1d ago

    Thrive Causemetics: Karissa Bodnar. How a Beauty Business Made Millions for a Mission

    Karissa Bodnar had a dream job at L'Oréal when a close friend died from cancer at age 24. It shook her up and made her reassess what she really wanted to do with her life. The answer? Build her own beauty business with a mission of “giving back.” The problem? Nobody seemed to want to carry her products. She pitched Sephora, Nordstrom, Ulta, and others—and kept hearing no. She stuck it out, pouring tens of thousands of dollars of her own savings into it, and worked a full-time job to fund the formulation of new cosmetics. Two years in, another life-changing event. Karissa posted a video of herself teaching make-up application to domestic violence survivors, and it went viral. In this episode Karissa explains why mission alone will never save a bad product, how scarcity helped her build a better company, why she resisted raising too much money, and how she turned a deeply personal loss into one of the most distinctive brands in beauty. What You’ll Learn: How Karissa's childhood experimenting with fruits and flowers led her to researching and formulating her own makeupHow Karissa’s experiences at Nordstrom and Sephora set her up for a plum job in product developmentThe importance of attracting an influential mentor or guide to career development, as Karissa did at L’OrealHow Karissa developed her unique line — like false eyelashes for people who had lost their natural lashes during cancer treatmentWhy the decision to keep sales DTC and ONLY online can be a great business moveWhy Karissa believes “scarcity drives focus”How to handle operations when sales explodeWhy mission helps customer loyalty — but performance drives the initial and repeat purchases Timestamps: 05:30 – Making makeup in the kitchen at age 10 and Karissa’s first steps into research 08:55 – Learning the beauty business from the ground up 11:22 – How Karissa landed her dream job in product development at L'Oréal 14:48 – The career lessons that got Karissa noticed at L'Oréal 22:03 – How a tragedy made Karissa leave a dream job to start a company “with purpose” 31:36 – The one-person-at-a-time marketing strategy 33:01 – The viral moment that changed Thrive Causemetics 37:06 – Why failing to raise money became an advantage 42:33 – Mission versus product: which really matters? 44:34 – Why Thrive Causemetics stayed direct-to-consumer This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Andrea Bruce with research help from Chris Maccini. Our engineer was 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.

  2. 5d ago

    Advice Line with Kip Tindell of The Container Store

    Today’s callers: Juliette in France wonders how to raise awareness of her “magical” cooling device—without a costly ad campaign. Then David in North Carolina looks to grow the wholesale channel of his engraved gifts business in light of thinning retail margins. And Kaitlin in California wants to leverage the virality of her supportive, bordered sheets and create an enduring sleep brand. Plus, Kip reflects on The Container Store’s bankruptcy and acquisition, and plugs patience and persistence as the keys to sustainable growth. Thank you to the folks at CoolaWand, Hazel Grove Customs, and Kaomi Sleep 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 Container Store’s founding story as told by Kip and his wife Sharon in 2024. This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was 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.

  3. Sep 7

    Bogg Bag: Kim Vaccarella. The $100 Million Business She Almost Abandoned

    Kim’s inspiration to launch a business came from an unlikely source: Her son’s Crocs. She thought the durable, washable material would make a great beach bag. So she designed one. But after investing her savings—inlcuding some of her kids’ college fund—Kim was crushed when her first major shipment of Bogg bags was defective. It knocked her so off balance, that she put the entire business on hold.  Then something unexpected happened.The few thousand customers who already had a bag….clamored for more. So Kim decided to start over. She borrowed $120,000, found another factory, shared trade show booths with four other founders, and slowly built Bogg Bag into a $100 million phenomenon.  What you'll learn: How getting nowhere with Crocs gave Kim the motivation to make Bogg Bag herself.Why her first $30,000 production run nearly killed the company. Why a founder isn’t always the best judge of her product How Superstorm Sandy gave new life to Bogg Bag How Kim built Bogg Bag for years while keeping her full-time job and raising two kids.How COVID turned Bogg Bag from a beach product into a “beach and beyond” product.How Kim got a massive acquisition offer–and why she turned it down. Why Kim thinks Bogg Bag can eventually become a billion-dollar brand. Chapters: 06:36 - Growing up without financial security 08:17 - From high-school dropout to a six-figure career 17:19 - Reading “Mommy Millionaire” and dreaming of inventing something  19:41 - The Crocs-on-the-beach moment   24:56 - Kim hits a wall with Crocs, so she decides to make Bogg Bag herself 33:33 - The early prototypes and a nervous visit to a boutique: “I don’t know what this is, but I think I need it.”  41:16 - The first big shipment, a $30,000 defect, and a decision to pull the plug   47:13 - A massive natural disaster presents an opportunity  52:15 - “Now I gotta make this damn bag” 54:45 - A factory showdown in China 59:52 - Starting over with $120,000 01:01:51 - The trade-show “timeshare” in a tiny booth  01:07:12 - Finally quitting her day job 01:10:42 - COVID boosts the business 01:13:28 - The acquisition offer that could have changed everything 01:23:40 - Learning to lead a much bigger company 01:26:13 - The dream of a family legacy  This episode was produced by J.C. Howard, with music by Ramtin Arablouei. Edited by Neva Grant, with research help from Sam Paulson. 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.

  4. Sep 3

    Advice Line with Ben Goodwin of Olipop

    Today’s callers: Darin from North Carolina seeks guidance on consumer education as his ghee-based snack brand grows into major retailers. Then Sarah from Massachusetts explores scaling pathways for her ‘never-frozen’ gluten-free baked goods. And John from Ohio considers whether online sales can turn around his local food co-op.  Plus, Ben comments on the drivers of Olipop’s nearly $2 billion valuation, and critiques a common piece of business advice that often holds founders back.  Thank you to the founders of Gheelish, Sarah’s Gluten Free Goods, and Bexley’s Natural Foods 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 Olipop’s founding story as told by Ben in 2024. This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineers were Cena Loffredo and Robert Rodriguez.  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.

  5. Aug 31

    Late July Snacks: Nicole Bernard Dawes. Crackers and Cookies were Failing… Tortilla Chips Saved Them

    Nicole Bernard Dawes spent much of her childhood hanging out in her dad’s potato chip factory on Cape Cod.  She liked his kettle-cooked chips a lot more than the flavorless snacks in her mom’s health food store. But when she started her own business, she wanted the best of both worlds: a snack made with natural, organic ingredients…that still tasted good.   Nicole launched Late July Snacks in 2003, when most consumers barely knew what “organic” meant. For years, sales limped along. Then, in a moment of crisis, she made a company-saving pivot by launching a brand new product – organic tortilla chips. Within just a few years, Late July grew to over $100M in sales, and Nicole decided to launch a new brand in an even more challenging category: soda.  You Will Learn: How growing up in a family business can help–and hurt–when you launch your ownThe pros and cons of financial vs. strategic investorsWhen to cut a product that isn’t workingWhy the fine print in a contract is so importantHow the hardest decision might be the best one for your family and the business Timestamps: 07:22 - The car crash that launched a potato chip company 21:00 - Pregnant and craving crackers: The birth of Late July Snacks 36:54 - The organic cookies that tasted great but nearly sunk the business 40:49 - Tragedy and crisis: a father’s death and a $3 million loan in default 50:31 - A tortilla chip Hail Mary 57:29 - Nicole’s first big sales call… and her last chance to save the company 1:08:49 - “The big fish eats the small fish.” A food giant acquisition 1:13:36 - Nicole launches a new brand, moving from a hard category–to an even harder one  This episode was researched and produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our engineer was Robert Rodriguez.  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.

  6. Aug 27

    Advice Line with Daymond John of FUBU

    Today’s callers: Cristopher from Chicago wants to expand his family’s salsa brand from farmers markets into retail. Next, Darcy in Australia considers adapting his protein bar brand’s messaging to reach beyond his core enthusiasts. Finally, Seema in Canada seeks strategies to increase B2B sales for her ethical kitchen linen company.  Plus, Daymond and Guy talk about what makes a great Shark Tank pitch, and why Guy decided to start How I Built This 10 years ago.  Thank you to the founders of Sabor a Mexico, Raised Nutrition and Cooks Who Feed for joining us on the 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 FUBU’s founding story as told by Daymond on the show in 2018.   This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Kwesi Lee. You can follow HIBT on X & 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.

  7. Aug 24

    YETI: Roy and Ryan Seiders. How Two Brothers Turned a $400 Cooler Into a $2 Billion Brand

    Roy and Ryan were avid outdoorsmen who wanted a cooler that wouldn’t break.  So they built one themselves. The result was YETI: a high-end cooler that early retailers thought nobody would buy. But serious outdoorsmen did—and eventually YETI escaped its niche, becoming a status symbol at tailgates, beaches, and soccer fields. In this episode, Roy and Ryan explain how they bootstrapped YETI, survived the sudden loss of their only manufacturing partner, and later stumbled onto the $30 product that supercharged the business.  WHAT YOU'LL LEARN Why solving a problem you personally experience can be more powerful than chasing a huge market.How YETI convinced people accustomed to $40 coolers to spend $300–$400.Why the brothers deliberately started with small independent retailers instead of chasing major chains.Why Roy and Ryan chose not to aggressively fight copycats How the sudden loss of their only manufacturer nearly destroyed YETI—but ultimately made the company stronger.How the brothers bootstrapped YETI for years without venture capitalWhy a simple $30 stainless-steel cup—not the famous $400 cooler— transformed YETI into a mass-market brand. TIMESTAMPS  6:10 — A free-range childhood of hunting and exploring 10:02 — Early businesses: fishing rods and boats   15:30 — Roy’s early frustrations with coolers. “The hinges would break, the latches would snap.”  31:20 — The last-minute flight to the Philippines that led to YETI 40:53 — People didn’t love the name–but they remembered it  47:49 — Why people were willing to spend $400 on a cooler  1:01:18 — The phone call that nearly pulled the plug on the business 1:06:30 — How Roy and Ryan turned a catastrophe into a stronger company 1:22:27 — From coolers to cups: A $30 product changed the trajectory of the brand   1:25:44 — Why the founders eventually moved on from YETI  This episode was researched and produced by Carla Esteves, with music by Ramtin Arablouei. It was edited by Neva Grant. Our audio engineers were Maggie Luthar 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.

  8. Aug 20

    Advice Line with Carlton Calvin of Razor

    Today’s callers: Shawn from Saskatchewan weighs whether brand-building or licensing is best for his card-based party game. Then Shirin in Texas wants to differentiate her graphic stationery in a crowded Etsy marketplace. And Mark from New Jersey works through refocusing his line of craft spirits.  Plus, Carlton’s recent efforts to pass on his trendspottting talent to the next generation. Thank you to the founders of Youlogy, Honey Bespoke Stationery & Paper Goods, and Little Water Distillery 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 Razor founding story as told by Carlton Calvin in 2025. This episode was produced by Casey Herman with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Annlie Huang. 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.

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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.

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