What does it really take to build a purpose-driven business that reflects your values and grows alongside your life? In this episode of The People Teaching People Podcast, I sit down with Julie Cole, Co-Founder and Senior Director of Public Relations of Mabel’s Labels, to explore the deeply human story behind one of Canada’s most loved parenting brands. Julie shares how a simple product gap, combined with her son’s autism diagnosis, became the catalyst for leaving law and stepping into entrepreneurship. Together, we talk about the realities of building a company while raising six children, how values shape leadership and culture, and the long-game mindset required to grow without sacrificing what matters most. This conversation is a reminder that the way we build matters just as much as what we build. Listen in as we talk about: 01:00 Julie’s story 03:54 The origin of Mabel’s Labels 06:45 Being better together 09:10 The skills that come with you 11:00 Learning as you grow 12:30 The unromantic reality of entrepreneurship 15:51 Building culture with care 20:59 Values as a compass 24:39 Shaping a business idea 28:18 Writing her book 33:00 Giving back with intention 36:55 Learning and growing together with peers 38:43 Looking back with pride 39:38 Learning never stops 42:24 Keeping your brain moving Connect with Julie: LinkedIn: Julie Cole Mabel’s Labels Website: https://mabelslabels.ca/ Instagram: @juliecoleinc @mabelslabels Facebook: @julie.cole @Mabelhood Connect with Tiana: Website: https://tianafech.com LinkedIn: Tiana Fech Instagram: @tianafech Facebook: @tianafech Book: Online Course Creation 101: A step-by-step guide to creating your first online course THE ORIGIN OF MABEL’S LABELS Julie reflects on a journey that didn’t begin with an entrepreneurial plan, but with paying attention to what life was asking of her. While working as a lawyer and raising young children, she noticed a simple but frustrating gap for parents trying to keep track of their kids’ belongings. At the same time, her eldest child received an autism diagnosis, which shifted everything and made it clear that being deeply present, flexible, and fiercely supportive mattered more than staying on a traditional career path. The idea for Mabel’s Labels grew at the intersection of these moments – a practical solution shaped by real family needs and built alongside her sister and close friends during an intense season of raising small humans and juggling full-time work. What carried it forward in those early years was community, word of mouth, and a willingness to try, even when the path felt uncertain and demanding. Sometimes the most meaningful work emerges when we respond to a season of change with courage and care, and allow a small idea to grow alongside our lives. BEING BETTER TOGETHER Julie shares that building a business with co-founders brings both complexity and comfort. With four people at the table, there were different personalities and opinions to navigate, but also complementary skill sets, shared workload, and a sense that the risk felt more manageable when it was divided. Bootstrapping together made starting feel possible, and in the pre-social-media days, having partners meant the journey wasn’t a lonely one. They became built-in support for each other through babies, sick kids, and real life, grounded in care not just for the business but for one another’s families. At the same time, Julie is clear that collaboration only works when there’s alignment – around vision, expectations, and how the work is shared – knowing that effort will ebb and flow as life does. When people are clear on where they’re headed and willing to carry the load together, the work feels not just lighter, but more human. THE SKILLS THAT COME WITH YOU Julie reflects on how her legal background, while it once felt far removed from entrepreneurship, became an unexpected asset in building the business. She reminds listeners that none of our past experiences are wasted. We bring every skill set with us, even when our path changes. Within their founding team, each “past life” showed up in practical ways, from finance and design to teaching and law, creating a well-rounded foundation in the early days. For Julie, that meant reviewing agreements, navigating complex conversations, and drawing on problem-solving and negotiation skills that extended well beyond the courtroom. The work may have looked different on the surface, but the thinking behind it was deeply transferable. When you stop questioning why you learned what you learned and start trusting that it shaped how you think, you begin to see how every chapter contributes to what you’re building now. LEARNING AS YOU GROW Julie describes how growth has a way of revealing both blind spots and hidden strengths, often at the same time. In the earliest days, everyone did everything, working out of a basement and focusing on getting the product out the door. Then the business grew, employees were hired, and suddenly there were entirely new questions about HR, systems, and responsibilities they hadn’t needed to think about before. Each stage brought a fresh round of learning, whether that meant taking a course, bringing in outside support, or figuring out how to navigate technology and e-commerce without anyone being a natural expert. Along the way, gaps became clearer, but so did capabilities they didn’t know they had. Growth doesn’t come from having it all figured out at the start, but from staying curious, adaptable, and willing to learn your way into what comes next. THE UNROMANTIC REALITY OF ENTREPRENEURSHIP Julie speaks candidly about what it really looked like to build a growing business while raising six young children. The days were long, the nights even longer, and sleep was often sacrificed in favour of packing orders, answering emails, and keeping things moving once the kids were in bed. She pushes back on the glossy version of entrepreneurship, reminding us that behind the talk of freedom and flexibility were basement work sessions at 2 a.m., constant exhaustion, and hard trade-offs. Flexibility made it possible to be present for school trips and family moments, but it didn’t make the work disappear. It simply shifted it to late nights and early mornings. Julie also emphasizes the importance of being honest about capacity, expectations, financial trade-offs, and appetite for risk before diving in. Entrepreneurship can be deeply rewarding, but it demands grit, realism, and a clear-eyed understanding of what you’re choosing to give and to get in return. BUILDING CULTURE WITH CARE Julie reflects on how growing a team gave her and her co-founders the rare opportunity to intentionally shape the culture they wanted to work in. Having built the company during a season of diapers, playdates, and very full lives, they prioritized values like trust, productivity, and flexibility over rigid hours and appearances. Instead of measuring commitment by who was in the office from nine to five, they focused on goals, outcomes, and whether the work was getting done in a way that supported real life. This approach created a family-friendly environment, strong morale, and remarkable retention, with many team members choosing to stay or even return after leaving. Julie also shares how true growth required learning to let go, delegate, and trust others to do things differently, even when it was uncomfortable. When leaders leave their ego at the door, focus on results, and build systems that work for people and the business, teams don’t just function – they thrive. VALUES AS A COMPASS Julie shares how core values at Mabel’s Labels aren’t just words on a wall, but living guideposts that shape culture, decisions, and relationships. From hiring and onboarding to partnerships and community involvement, their values help clarify what aligns and what doesn’t, especially when choices feel complicated or tempting. She explains how turning down a collaboration with a larger brand, despite the opportunity it presented, ultimately protected trust, integrity, and the relationship they had worked hard to build with their community. Values also show up in the hills Julie is willing to stand on publicly, including inclusion and human rights, even when it means losing customers along the way. What she’s learned is that values don’t shrink a business. They attract the right people, deepen loyalty, and create a sense of shared purpose that feels bigger than profit. When decisions are rooted in what truly matters, alignment follows, and so does the kind of work you can feel good about at the end of the day. SHAPING A BUSINESS IDEA Julie frames a business idea as something that often starts with noticing a small but persistent frustration in everyday life – something that could work better, look better, or feel easier. She encourages paying attention to those moments and then getting curious, asking questions, and doing the groundwork to see what already exists and where there might be room to do it differently. That means talking to people, using your networks, learning from others who’ve gone before you, and tapping into local entrepreneurship supports that can help with everything from research to prototyping. Along the way, Julie normalizes hearing plenty of no’s and not worrying about looking foolish for asking honest questions. When you’re willing to stay curious, do your research, and keep reaching out anyway, a business idea becomes something you can actually build – one conversation at a time. WRITING HER BOOK Julie shares that writing her book grew from a long-held desire to make the journey of building a business and raising a family feel a little easier for someone else. Writing had always been part of her life, from early blogging days to short-form st