How I Built This with Guy Raz
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.
Latest Episodes
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.
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 capital
- Why 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.
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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.
Laura Modi set out to build a better infant formula.
What followed was years of setbacks: a crippling dispute with the FDA, a frustrating search for a manufacturer, and the constant fear that the company would run out of money before it reached customers.
But today, Bobbie generates over $100 million a year and has captured nearly 4% of the U.S. infant formula market by challenging one of the most protected industries in America.
In this conversation, Laura explains how she made it through—and why many of the moments that looked like disasters ultimately built a better company, and made her a better entrepreneur.
You'll learn:
- Why Laura left a great job to launch one of the most heavily regulated products in America
- How she spent nearly $200,000 of her own savings before raising outside capital
- How 64 investor pitches helped her tell a better story
- How a public apology changed the trajectory of the company
- Why Bobbie turned away thousands of customers during its fastest period of growth
- Why Laura moved to Washington, D.C., and how she thinks about federal oversight
Timestamps:
13:17 – The emotional experience that revealed a massive business opportunity
23:09 – Laura learns about the two companies that had a lock on U.S. formula
25:52 – Quitting Airbnb, starting Bobbie while pregnant, risking her savings
38:52 – Pitching 64 investors—and the brutal feedback that fueled her to keep going
50:04 – The FDA shuts the company down after two weeks
1:01:14 – Building a community while waiting nearly two years for approval
1:09:11 – Launch day, and selling out faster than expected
1:13:59 – Why Laura shut off new customer orders during the infant formula shortage
1:17:12 – Buying her own manufacturing plant to control Bobbie's future
1:20:19 – Navigating Washington, regulation, and building a mission-driven brand
This episode was researched and produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Neva Grant. Our audio engineer was Robert Rodriguez.
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Today's callers: Bob in Chicago looks to promote his cabbage-based muscle and joint rub beyond the walls of his orthopedic practice. Then Abby in Dallas wonders whether her popular social media livestreams are a sustainable way to market her trendy phone cases. And Henry in Charlotte wants to turn his mouth rinse for coffee drinkers into a mainstream oral care brand.
Plus, Bobbi shares what drove her to found her new company—Jones Road—at the age of 62.
Thank you to the founders of Cabbage Labs, AbbyRose, and Tannin Oral Care 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 Bobbi Brown Cosmetics’ founding story as told by Bobbi on the show in 2018.
This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Cena Loffredo.
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.
What do you do when the family business you've spent decades building... gets bought out from under you?
That’s what happened to Nima and Salma Fotovat.
Devastated, the family rebuilt a new company from the ground up. This time they set out with a new idea: build an allergen-free, organic snack brand not just for kids, but their parents.
Their new brand: MadeGood.
Today, the Canadian brand’s parent company does hundreds of millions of dollars in sales. But getting there meant rebuilding from scratch, fixing 200,000 mislabeled snack bars by hand, and turning a family of co-packers into branding experts.
What you'll learn:
- How owning manufacturing can be a competitive edge
- How they grew a national brand with almost no marketing.
- Why it can be a winning strategy to say "yes" before you know how
- Introducing new products: the tension between research and emotion
- The mindset that can help you rebuild after a devastating setback
Timestamps:
6:05 - Growing up in Iran during wartime, and emigrating to Canada
11:55 - Their dad’s new business: “Why are North Americans not eating nougat?”
19:25 - Building the family’s first snack bar brand—and losing it overnight
34:20 - The next business: going all in on healthier school snacks
42:30 - Fixing a 200,000-bar production error with alcohol wipes
48:30 - Landing MadeGood’s first retail store
51:10 - The 100-mile radius marketing strategy
56:50 - The lure of new products: from human treats to dog treats
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Today’s callers: Tony in Michigan is considering bringing on partners to run different parts of his brew pub and theater business. Then Monica in London is exploring the best way to reach style-conscious parents with her line of children’s clothes. And Sandy in Colorado is seeking the ideal pricing strategy to bring his adaptive test prep platform to schools nationwide.
Thank you to the founders of Hearsay Brewing and Theater, Tres London and Brain Buffs 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 our Advice Line episodes with Jeffrey Hollender of Seventh Generation, Sarah LaFleur of M.M LaFleur and Shazi Visram of Happy Family Organics.
This episode was produced by Kerry Thompson 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.
Many founders think the hardest thing about business is finding customers.
It's not.
It's surviving success.
When Lily Kanter and Serena Dugan launched a luxury baby linen business, they had no manufacturing experience, no inventory, and barely any capital. But after their first catalog landed just as a major competitor left the market, orders flooded in almost overnight.
The problem? They hadn’t made the products yet.
Today, Serena and Lily has grown into one of the best known luxury home goods brands in the country. But getting there was a grind.
This is one of the most revealing conversations we've ever had about unplanned opportunities, and the hidden cost of taking outside investment. From financing their first inventory with customer deposits... to walking away from a disastrous investment deal... to nearly losing control of the company they built, this episode is a masterclass in what happens when rapid growth collides with the realities of cash flow.
You Will Learn:
- The clever way Serena & Lily financed its first production run
- How one perfectly timed opportunity launched the business
- Why "smart money" isn't always smart
- How investor and founder incentives can be completely misaligned
- The warning signs hidden inside a term sheet
Timestamps:
06:11 – Lily's years at Microsoft, and the money that helped launch a business
11:55 – Serena repaints an old table and discovers people will pay for her designs
24:21 – “No bunnies, ducks or choo choo trains.” Lily and Serena meet, and decide to sell high-end baby linen:
36:01 – $100,000 in orders... for products that didn't exist yet
37:38 – The cash-flow hack that kept the company afloat
46:14 – “They patted us on the head.” Patronizing investors, and a predatory term sheet
51:28 – The financial crisis forces a complete reinvention of the business
58:47 – The lawsuit, the boardroom battle, and the investor who nearly brought Serena & Lily down
1:03:26 – Why acquisition offers couldn't save the company—and the lesson every founder should hear
This episode was produced by J.C. Howard, with music by Ramtin Arablouei.
Edited by Neva Grant, with research help from Katherine Sypher.
Follow How I Built This:
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Today’s callers: Adrian from California wants to grow his apparel company to complete with big-name athletic brands. Then, Preet from the Rockies looks for strategies to reach seniors and their children with his daily check-in app. And Derek from Virginia considers social media and professional partnerships to advertise his hockey equipment brand.
Plus, Chris talks about launching a new athletic apparel brand while continuing to grow UNTUCKit.
Thank you to the founders of Eras Shorts, Snug Safety, and Hockey Ninja 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 UNTUCKit’s founding story as told by Steve on the show in 2017.
This episode was produced by Chris Maccini 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 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.
Chuck Surack never planned to build one of America's largest online retailers. He just wanted to be a musician. So right after high school, he took his sax and drove off in his old VW van to play gigs around the country.
It didn’t work out. But with the audio and mixing skills Chuck learned gigging, he decided to convert his van into a mobile recording studio - and started making money fast by making recordings of local bands, businesses, and schools.
The game-changer came as a one-two-three punch: first, he created a new product - digitized sound libraries - to sell nationally; second, he started selling high end pro audio gear; third, he instituted a sales culture hyper-focused on customers and relationship-building that resulted in Sweetwater’s enormous and super loyal online customer base.
In this episode, Chuck shares how he built a retail giant from his garage, why customer service became his greatest competitive advantage, and why, even in the age of AI, human relationships remain one of the most valuable assets any business can build.
What you'll learn
- The hiring philosophy that transformed customer service into a competitive moat and has helped Sweetwater fend off much larger competitors
- Why under-cutting competitor prices and offering discounts isn’t always the answer to fuel sales and growth
- Why the best salespeople aren’t always don’t think of themselves as salespeople - and don’t have to come from sales or marketing backgrounds
- Why training people—not technology—may be the biggest, best investment a company can make
- How saying "no" to bad products strengthened customer trust
- The leadership principle: empowering employees to solve problems without asking permission
Timestamps
- 05:39 — The saxophone player who never meant to build a billion-dollar company
- 09:11 — How turning his VW van into a mobile recording studio was the first step in building a business
- 14:37 — The $20,000 keyboard synthesizer that changed his life forever
- 21:27 — Chuck gets into retail - almost in spite of himself
- 34:39 — Why Sweetwater refused to compete on price
- 37:51 — How Chuck and his early team started to learn the power of customer service
- 44:45 — Inside "Sweetwater University" and being a Sales Engineer: 13 weeks of training before an employee answers the phone
- 46:55 — Leadership rule for employees: Never ask permission to do the right thing
- 1:03:19 — Why Amazon hasn’t stopped him
This episode was produced by Casey Herman with music by Ramtin Arablouei, and edited by Andrea Bruce with research help from Carla Esteves.
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