What does it take to leave the tech startup world behind and build a consumer brand around something as simple as a lollipop? And what if the secret to building a successful business isn't following the playbook, but trusting yourself to rewrite the rules. I had an opportunity to sit down with Ben Hindman, co-founder of Le Lick, a functional candy startup reimagining what good for you candy can be. Ben's entrepreneurial journey is anything but conventional. He co-founded Splash, an event marketing technology company, helped build Peel Insights before its acquisition by Shopify, and spent time working alongside Shopify CEO Tobi Lütke. Now he's trading software for lollipops, building a consumer packaged goods (CPG) brand that combines great taste, functional ingredients, creativity, and a commitment to giving back. But this conversation extends well beyond candy. We get into what it really takes to build a startup, why trusting your gut and taste matters more than you think, how consumer feedback can completely change your marketing strategy, and why giving without expecting anything in return might actually be good business. A few things we get into: Trust your taste. Ben shares what he learned watching Shopify CEO Tobi Lütke make creative decisions based on instinct, even when thousands of employees were counting on him. Building a CPG brand from scratch. Why Ben took the leap from B2B software to functional candy, and what he's learning about product development, customer acquisition, pricing, and brand differentiation. Stop trying to please everyone. From launching more flavors than industry experts recommended to embracing unconventional marketing, Ben explains why standing out sometimes means ignoring conventional wisdom. Let your customers tell you what matters. Le Lick first marketed its functional ingredients. Then customer feedback revealed something surprising: people kept coming back for the taste. Can giving back actually grow a business? Ben explains why Le Lick gave away approximately 14,000 lollipops in a single month, how sampling fits into its growth strategy, and why generosity is part of the company's identity. The reality of founder fear. Even after multiple successful ventures, Ben admits that fear remains one of his biggest challenges. We talk about optimism, uncertainty, and learning to trust yourself when you can't see what's around the corner. The power of being weird. From creating a special lollipop to get Skrillex's attention to building a brand around humor and unexpected experiences, Ben makes the case for embracing what makes you different to help stand out both on shelf and in consumer's minds. What resonated with me most? Ben has built and sold businesses, worked alongside some incredibly successful entrepreneurs, and experienced the highs and lows of startup life. Yet one of his biggest lessons is surprisingly simple: the things that worked were the things that allowed him to be himself. There's something valuable in that for any founder, creator, or business leader. We spend so much time looking at what competitors are doing, studying best practices, and trying to figure out what customers want that we sometimes forget the value of what we like and want. Of course, you need to listen to customers. Of course, the economics need to work. But building something people remember often requires the confidence to do things differently. And Ben is putting that idea to the test, one lollipop at a time. Whether you're launching a startup, building a consumer brand, exploring entrepreneurship, or simply trying to find the confidence to pursue your next big idea, there's plenty to take away from this conversation. Because doing good and doing well aren't mutually exclusive. Sometimes the most meaningful businesses start with a little creativity, a lot of uncertainty, and the willingness to give something away. Connect with Ben and Le Lick: Website: enjoylelick.com About Worthy for Thirty Worthy for Thirty is an entrepreneurship and business podcast featuring candid conversations with founders, CEOs, creators, and changemakers who believe success should be measured by more than the bottom line. We explore startup stories, business growth, leadership, innovation, social impact, and the real-world lessons behind building businesses that do good while doing well. If this conversation resonated with you, follow Worthy for Thirty on Spotify or Apple Podcasts, leave a rating or review, and share this episode with someone building something meaningful.
