Li Haslett Chen of Howl on how her tech platform helps people earn money doing what they already do
Li Haslett Chen is the founder and CEO of Howl, a technology platform that democratizes access to retail's next frontier, social commerce. Under Li's leadership, Howl has been named one of Fast Company's Most Innovative Companies, and one of the Most Promising AI Companies by Forbes. Li has been recognized as a retail disruptor by the Financial Times, a World Economic Forum Technology Pioneer, and included on Ad Age's 40-Under-40. In this episode of the Women on the Move Podcast, Li sits down with host Sam Saperstein to discuss her career journey. Three passions Li says she has three passions that drove her early career (and later inspired her to start Howl): content, retail, and data science. She also loves systems-based thinking, she says, and throughout her career she’s focused on helping creatives who are passionate about retail to build their businesses. Growing up in Beijing in the early 1990s was instrumental. “That's when China really opened to the world,” she says. “I remember being five years old, and us getting our first refrigerator. I think all of that made me feel so in awe of products, and services, and how it really changes our lives. So I always knew I wanted to be in this industry, and at the same time, I never imagined I would be an entrepreneur.” It was a combination of math, science, and creative industries that allowed Li to approach problems in a different way, she says. “I studied biochemical engineering, but I also grew up in a family of creatives,” she tells Sam. “And while I was [attending] Columbia University, I also did a lot of internships in [New York City] that was very grounded in the creative industries.” Li was running the marketing at an e-commerce startup when one of the VC investors asked her if there was something that she wanted to build. “I think the reality is he saw some of those tendencies, in terms of the way that I would attack problems, or think about building technology within this company,” she tells Sam. “And within a year of him asking me that question, we had our first check, started building our first company, and that was really the pathway that made all of this possible.” Entrepreneurial bug The first company that Li founded was Narrativ, a business that connected large publications with other businesses that could help them better monetize their shopping recommendations. “It was my first foray as a startup,” she says. “It was really exciting, in terms of really the initial success that we had right out the gate.” In fact, she almost didn’t launch Howl, due to the big success of Narrativ. “But, at the back of my head, there was always this thought of, what if we could give more people access?” she recalls. “What if it wasn't just the largest publications and companies in the world? What about other content creators and creatives who also have a perspective on what people should buy, and what they love, and they want to share it, and make money from it? Could we bring a lot of the technology, and the insight that we've developed at Narrativ, to a much larger ecosystem?” Howl Li describes Howl as a marketplace that connects people with something that they want to talk about, promote, and share with their community and with the brands that make those products and services. “So it could be that I'm obsessed with my three-pound laptop, because I am walking around all over the city taking meetings and I need something light,” she explains. “It could be a creator that loves this sunscreen that doesn't leave a cast, because she has darker skin. It could be sneakerhead discords, or folks on YouTube talking about the latest Samsung Galaxy launch.” In general, she says, it’s about the products you want to “howl” about to your friends and family. The platform gives people the chance to make promoting those goods and services. Li says most creators on Howl are able to make a real living, earning tens or e
