Guy Raz dives into the stories behind some of the world's best known companies. How I Built This weaves a narrative journey about innovators, entrepreneurs and idealists—and the movements they built. Order the How I Built This book at https://www.guyraz.com/
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UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.
In 1978, Brian Smith quit his accounting job in Australia and headed to California with a surfboard, some savings, and ambition. He figured California was where he’d find an idea or a product to bring back home to Australia to build a business. A year in, he was still looking.But then he saw an advertisement in a surfing magazine for Australian sheepskin boots. Uggs were so widespread in Australia at the time, the name was a generic term - like flip flops - not a brand. Brian was immediately stoked: these boots were virtually unknown in America. If he could get ugg boots for sale in the U.S., they would be a huge success! Almost nobody else agreed.For years, Brian lived on the edge of collapse. He sold boots from the back of his van and worked construction and golf course maintenance jobs to survive. Retailers laughed him out of stores. He lost control of his company twice. At one point, he literally crawled across the floor from stress, ready to walk away forever.And yet…he kept going.What followed was one of the most unlikely brand-building stories in modern retail history — involving surf culture, trademark wars, miraculous timing, brutal financing mistakes, and a product the fashion world initially dismissed.Today, UGG generates more than $2.5 billion a year in sales.You’ll hear how Brian:Turned rejection into problems to solveDiscovered marketing insights that changed UGG foreverSurvived years of cash-flow disastersLost control of the company and regained it a couple of times.Used surf culture to build an emotional connection with customersNearly quit… over and over again…And how he eventually sold UGG to footwear giant, DeckerTimestamps:09:51 Brian's eureka moment that led to the birth of UGG12:41 The first sales trip results in ZERO sales21:10 The mantra that kept Brian going while doing odd summer jobs to survive28:32 Brian gets a critical lesson in marketing…from some 12-year-old kids51:59 Brian’s most effective strategy for retail: the “Six-Pair Stocking Plan”56:42 On track to regain his ownership - Brian hits a huge snag01:01:57 A midnight phone call from Australia saves the business01:11:28 Brian gets the last laugh in the trademark dispute - and acquires a boot factory01:14:54 Pamela Anderson wears UGGs on the set of Baywatch01:23:39 A chance meeting in the Atlanta airport leads to a deal to sell UGGThis episode was researched and produced by Casey Herman, with music by Ramtin Arablouei, and edited by Andrea Bruce.Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with Jeffrey Hollender of Seventh Generation
Today’s callers: Kristina in Ohio looks for avenues beyond organic social media to market her furniture designed for toddlers and parents alike. Then Phil in Michigan considers the best messaging to brew interest in his farm-made cherry vinegar. And Caroline in California scouts new ways to cultivate curiosity around her plant-based dog food.Plus, Jeffrey discusses the quiet momentum of social businesses as they navigate ‘greenhushing’ and a polarized political climate.Thank you to the founders of Twenty Five and Pine, Red Truck Orchards, and Petaluma 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 Seventh Generation’s founding story as told by Jeffrey and his co-founder Alan in 2021.This episode was produced by Sam Paulson 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.
Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.
At 25, Justin Gold was making experimental peanut butter in his home kitchen with a food processor and a stack of recipe journals. His singular obsession: bring new life to a tired lunchtime staple.What started as late-night experiments with honey, cinnamon and banana eventually became Justin's — one of the most influential natural food brands of the last two decades.At first, Justin got rejected by most grocery stores he approached. He worked overnight in a shared industrial kitchen, hand-filling jars one at a time. He couldn’t get a distributor, so he stocked the shelves at the Boulder Whole Foods himself.And when growth stalled… he had an idea during a mountain bike ride that would transform the company: What if peanut butter came in a squeeze pack?In this episode, Justin explains how relentless experimentation and stubbornness helped him build a category-defining brand — and how, with each entrepreneurial milestone, an even more challenging one emerged.YOU’LL LEARN: How Justin reverse-engineered flavored peanut butter in his apartmentHow launching in Boulder gave him a big advantageHow he learned when to listen to feedback, and when to ignore it The deal he made with Whole Foods: “I’ll stock the shelves myself.”How the squeeze pack transformed the business, and why it almost didn’t work The power of naïve persistence in entrepreneurshipTimestamps:00:09:35 — The obsessive recipe experiments that became Justin’s edge00:16:25 — Getting support from Boulder’s startup food community 00:21:28 — Raising $35,000– and shocking his family: “I wanna make peanut butter!” 00:42:51 — The farmers market feedback that changed the product line00:46:56 — Justin talks his way into the first Whole Foods 00:51:47 — Justin’s gets into more stores, but sales start to stagnate 00:53:35 — The mountain bike ride that sparked the squeeze-pack idea 01:19:43 — The brand gets sold, Justin gets fired…and invited backThis episode was produced by J.C. Howard, with music by Ramtin Arablouei.Edited by Neva Grant, with research help from Alex Cheng.Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with Sarah LaFleur of M.M. LaFleur
Today’s callers: David from New Jersey struggles with self-doubt as he works to grow his muscle-scraping soap brand. Then, Marnie from Australia wants to convince customers that her colorful tick-repellent socks are worth the premium price. And David from New York wants his company to end the practice of throwing away burned out candles. Plus, Sarah recounts rebuilding her brand in the wake of the pandemic and the changing fashion preferences of professional women. Thank you to the founders of Sorsoap, Tick Socks, and Siblings 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 M.M. LaFleur’s founding story as told by Sarah on the show in 2020. This episode was produced by Carla Esteves 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 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.
NVIDIA: Jensen Huang. From near collapse to becoming the world’s biggest company
NVIDIA is one of the most valuable companies in human history. Its chips run the AI systems transforming everything from entertainment to warfare. But for years, almost nobody believed in co-founder Jensen Huang’s vision. Jensen spent nearly a decade pouring billions into a technology called CUDA, long before AI made it profitable.In this deeply personal conversation, Jensen tells Guy why NVIDIA’s very first chip was a catastrophic failure … and how at one point, the company was 30 days away from going out of business. Jensen also explains why he thinks fears about AI are overblown, and why he believes the next generation will have more opportunity — not less — because of AI.What You’ll Learn:Why NVIDIA nearly collapsed before becoming an AI giantHow researchers sparked the AI boom using NVIDIA gaming chipsHow to lead through uncertainty when a huge bet hasn’t yet paid offHow Jensen approaches hard decisions like an engineerWe’re “doing ourselves a disservice” by being afraid: Jensen on AI and job lossHow Jensen defends his demanding management styleWhy past failures still haunt himKey Moments From the Interview:00:07:51 — Jensen Huang’s childhood at an unusual Kentucky boarding school00:14:50 — Why Jensen left a stable career to help start NVIDIA00:17:14 — NVIDIA’s first failure: the NV1 disaster00:19:51 — The desperate trip to Japan that gave the company a lifeline00:23:11 — “The only idea we had” for prototyping: the emulator Hail Mary00:30:53 — The book that shaped Jensen’s thinking about innovation00:35:04 — Why NVIDIA kept investing in CUDA while Wall Street lost faith00:41:38 — The moment AI researchers discovered the power of NVIDIA’s chips 00:53:17 — Jensen on fear of job loss from AI, and why America risks falling behind01:01:56 — Knowing what he knows now, would he do it again? Yes — and noThis episode was researched and produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Neva Grant. Our engineers were Patrick Murray and Robert Rodriguez.Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line: New Offerings, Bigger Markets
Today’s callers: Kristina in Florida wants to take her local pottery workshops nationwide. Then Jim from Colorado wonders if retail is right for his quick release camera straps. And Will in Ohio hopes his business will change what consumers expect from tool rental services. Thank you to the founders of Seagrass Pottery, Lemur Strap and Tool Club 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 episodes with Chieh Huang of Boxed, Hernan Lopez of Wondery and David Neeleman of Jet Blue. This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. 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 SubstackSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Room & Board: John Gabbert. A Broken Deal, a Family Rift, and the Birth of a Furniture Giant
John Gabbert built a massive furniture brand. But in order to do it, he had to defy his family. John grew up working at his dad’s furniture store in the suburbs of Minneapolis. It sold classic, American-made furniture, with flowery prints and curved legs. But in 1972, John took a life-changing trip to Sweden, where he discovered an obscure store called IKEA. It was selling an entirely different type of furniture: simple, modern, and inexpensive, with a manufacturing process they controlled. To John, it looked like the future of furniture. The only problem, his dad didn’t agree. That disagreement led to a 10-year family rift—but also a new business. In 1980—zafter a deal to buy out his dad broke down—John spun out his own furniture brand, Room & Board. Today, it sells hundreds of millions of dollars of furniture in its own classic designs, mostly made by small American manufacturers. This is the story of how John did it, without outside investors, and without chasing growth for growth’s sake.What You’ll LearnWhy the right thing for your business might be the hardest thing for your familyHow John connected with young boomers—not their parents The key to long-term success: growing slow and saying “no”Why John refused private equity moneyWhy Room & Board transitioned to employee ownershipTimestamps:00:06:10 - Gabberts: flowery furniture in a fake living room00:09:41 - Becoming president of the family business at age 2300:13:33 - A fateful trip to IKEA in Sweden: “That's what the future needed to be”00:18:36 - John tries to buy out the family business… until his dad backs out00:35:47 - Design inspiration from modern art—and steel frames00:46:38 - Why making furniture in America makes sense00:55:27 - Investors come to call… and John says no01:01:48 - The decision that transferred ownership to employeesThis episode was produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Rommel Wood. Our engineers were Patrick Murray and Kwesi Lee. Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with Jonah Peretti of Buzzfeed
Today’s callers: Anthony from Miami considers the best method to grow his pop-up outdoor movie theater business. Then Andrew in San Francisco asks how to set his cat wrestling toy apart from competitors. Finally, Melissa in Massachusetts seeks strategies for getting busy parents excited about her healthy frozen muffins. Plus, Jonah shares what’s next for Buzzfeed as the company marks 20 years of business.Thank you to the founders of Motion Flix, CATSUMO, and Unrefined Foods 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 Buzzfeed’s founding story as told by Jonah on the show in 2017. This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by Casey Herman. 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.
Beautycounter: Gregg Renfrew. She Built Beautycounter to $1B… Then Got Fired From Her Own Company
Gregg Renfrew started a movement by making better-for-you cosmetics, then enlisted an army of women to build the business through direct sales. But after selling Beautycounter, she was pushed out of the company she created.Then she got to do something almost no founder gets to do: She bought her company back. Then lost it again. Then took the risky step of rebuilding it into a new brand, now called Counter. This is a story about ambition, humility, and second chances. Gregg learned her first lessons by launching an early online wedding registry and selling it to Martha Stewart. She briefly led a clothing company and was summarily fired—by messenger.In this candid conversation, Gregg talks about the bold innovation she brought to the beauty industry, and the lessons she learned from working with difficult people—including, at times, herself. What You’ll Learn:How to build a movement—not just a productThe hidden risks of “growth at all costs”Why direct sales (done right) can outperform traditional DTCThe emotional toll of being fired from your own companyHow to rebuild your identity after losing your businessWhat it takes to come back—and do it differently the second timeTimestamps:(00:06:15) – Selling Xerox machines and getting doors slammed in her face(00:08:09) – The early inspiration for an online wedding registry.(00:16:44) – The brutal lesson of the dot-com crash: “growth at all costs”(00:21:58) – Standing up to Martha Stewart: “I was cocky.” (00:23:51) – Getting fired as CEO… by messenger… in front of her team(00:32:47) – The moment she realized the beauty industry had a massive gap(00:35:25) – “Clean beauty didn’t exist”—and why that made it so hard(00:47:04) – Building a 60,000-person sales force, scaling to hundreds of millions in sales(00:46:40) – Selling Beautycounter for $1B… and losing control months later(01:00:13) – The emotional aftermath of being pushed out—and what came nextThis episode was produced by John Isabella with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Patrick Murray and Jimmy Keeley.Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with David Neeleman of JetBlue
Today’s callers: Barbara in Massachusetts wonders how her nutrition education theater company might live on past her own involvement. Then Jeff in Illinois looks to carry the momentum from his Ninja Warrior-inspired gyms to form a professional league around the sport. And Vince in Virginia weighs the risks from introducing new SKUs for his men’s organic underwear brand.Plus, David breaks down the resource management necessary to keep an airline aloft as rising fuel prices grip the industry.Thank you to the founders of FoodPlay Productions, Ultimate Ninjas, and Gotchies for being a part of our show.If you’d like to be featured on a future Advice Line episode, 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 JetBlue’s founding story as told by David in 2019.This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Casey Herman. Our audio engineer was Kwesi Lee.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.
Shep and Ian Murray: Vineyard Vines. A Stale Product Transforms into a Lifestyle Brand.
In the late 1990s, Shep and Ian Murray looked at a shrinking category–men’s ties–and saw an opportunity: a necktie isn’t just functional. It’s expressive. It can signal identity, taste, aspiration. With no fashion experience and no outside investors, the Murray brothers started making colorful ties inspired by their childhoods in Martha’s Vineyard — tiny whales, sailboats, island street signs. What began as a small, improbable tie business grew into Vineyard Vines: a half-billion-dollar lifestyle brand with more than 100 stores and major department store distribution. In this episode, Shep and Ian talk about why they quit their stable jobs to turn a sleepy product into a national brand, which began as a family business and remains so to this day. What you’ll learn: Why a great business can start in a category that everyone thinks is dyingHow to build distribution when you have no roadmap and few connections What bootstrapping teaches founders that outside capital often doesn’tHow improvised marketing can create outsized attentionKnowing the difference between a fashion brand and a “brand” brandTimestamps: 00:10:22 - The brothers both hate their desk jobs: “How was your day?” “It sucked.” 00:11:20 - Vineyard Vines starts on a family trip, with a nudge from a hotel manager00:13:46 - Early designs: whales, fish, jeeps, street signs 00:25:39 - Finally quitting their jobs– they’re thrilled, their parents–not so much00:30:42 - Landing their first order for $1800. “We’re never gonna have to work anymore!”00:34:40 - The brand gets a boost from a PR stunt during the Clinton-Lewinsky scandal00:47:00 - The “Get to $5 million” mentor advice that kept them focused 00:49:23 - The brothers open their first store - and realize they have a lot to learn 01:01:18 - The 2008 financial crisis, and the brutal inventory decisions that help save the business01:09:06 - Why stepping back from the CEO role didn’t work — and what it taught them about brand cultureThis episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Casey Herman. Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with Eric Ryan of Method returns
Today’s callers: Christina from California wonders how to build trust with her fragrance brand formulated without allergens. Then, James, also from California, assesses how he can create more brand awareness for his kids' flip flop company. And Ben from Florida evaluates whether he should raise outside capital for his light-up jewelry products. Plus, Eric’s philosophy on identifying strong founders and the brands now that he’s moved from being an entrepreneur to being an investor. Thank you to the founders of Havyn, Pidgin Toes, and Reserved for Humans 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 Method’s founding story as told by Eric Ryan and Adam Lowry on the show in 2018. This episode was produced by Noor Gill with music by Ramtin Arablouei. It was edited by Casey Herman. Our audio engineer was Cena Loffredo.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.
KIND bars: Daniel Lubetzky. From peace in the Middle East to a $5 billion snack bar
What if the thing you care about most ... might be what’s holding your business back?Daniel Lubetzky didn’t leave his law job to build a straightforward business. He left it to build a company he believed would support peace in the Middle East. Daniel named it, aptly, PeaceWorks. It partnered with Israeli and Arab businesses across the region to make and sell gourmet foods—together.But Daniel ran into a big problem: he discovered that lots of people don’t shop for a “cause”. Most people buy things they like—especially when it comes to food.Soon, Daniel was scrambling to find new revenue streams to support PeaceWorks. When he got the chance to sell an Australian snack bar in the U.S., he jumped on it—and did really well! But when Daniel's ONE big retailer dropped it, profits tanked.Daniel faced a brutal choice: Walk away… or start over.What came next was a leap of faith. He decided to create his OWN bar. It was almost completely unlike the competition at the time: It was made of whole nuts, fruits, sea salt, and a little chocolate—all easy to see in a novel, transparent wrapping. Daniel named his company KIND, and when he sold it to Mars in 2020, it was valued at $5 billion!This is a story about why mission alone doesn't sell, how failure forces clarity, and the moment every founder faces when they must decide: Do I keep going ... or do I quit?What you’ll learn:Why customers don’t buy your mission—they buy your productThe hidden danger of being “too purpose-driven”How to pivot without abandoning what matters to youWhy control over manufacturing can make or break your businessThe surprising power of retail placement (and why checkout counters changed everything)How scarcity thinking can limit growth—even when you’re winningWhy saying “yes” to the wrong opportunity (like Walmart too early) can hurt youTimestamps:00:06:18 – “It really did shape almost all of my decisions”: How Daniel's father survived the Holocaust and built a new life in Mexico00:17:40 – A landmark meeting of world leaders—and a dramatic career change00:19:30 – From a bankrupt sun-dried tomato spread to PeaceWorks00:24:29 – “They think you're adorable”: Why a mission isn’t enough to grow a business00:30:59 – Overnight collapse: Finding a big, new revenue stream—then losing it00:36:47 – The creation of the KIND bar00:47:36 – “You couldn't say no to Walmart”: Entering big box too early00:49:28 – The investment that pulled Daniel away from PeaceWorks00:55:43 – Starbucks and sampling: How KIND became a household name01:03:05 – An acquisition worth billions01:06:25 – Daniel's new mission: Builders vs. destroyersThis episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Andrea Bruce with research help from Noor Gill. Our engineers were Maggie Luthar and Robert Rodriguez.Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Advice Line with Chieh Huang of Boxed
Today’s callers: Alec from California wonders if it’s time to bring production for his beef tallow skincare brand out of his kitchen to a co-manufacturer. Then, Jessica from California has a hit horse care product on her hands: is a major pet distributor a dream partnership or a brand-killer? And Eli in Minnesota is curious if he should tweak his signature anti-inflammatory coffee blend for bulk brewing or protect the original taste?Plus, Chieh reflects on his exit from Boxed and how his latest venture helps people through similarly significant career transitions.Thank you to the founders of Surfing Cow, Tail Cinch, and Makor Coffee 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 Boxed as told by Chieh on the show in 2021. This episode was produced by Rommel Wood with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez. 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.
iRobot: Colin Angle. How The Roomba Became a Household Icon
Colin Angle didn’t start out trying to clean people’s floors.He started out trying to shape the future–with robots. In the early days of iRobot, there was no business model. No steady funding. No clear customer.Just a belief that robotic technology would one day make the world a better place. In the early days, the company built babbling toy dolls for Hasbro, and roving bomb-detectors for the military.But for more than a decade… nothing truly took off. Until one idea—a robot vacuum—finally did. With the Roomba, iRobot created a category from scratch, and a product that felt almost like a member of the family. Tens of millions of units sold, and the Roomba became part of popular culture. But to avoid stagnation, iRobot had to sell to a bigger company. When a lucrative deal with Amazon fell through, the company hit a wall–and never recovered. This is a story about building a business in survival mode, creating a household icon, and eventually getting bested by forces beyond your control. What You’ll Learn How to launch a company when you’re not sure who your customers areWhy iRobot engineers underestimated marketing (and paid for it later)How piles of Cheerios helped sell the RoombaHow iRobot shored up customer loyalty when the Roomba faltered Why even a hero product is not enough to sustain a companyHow competition–and regulation–can unravel a businessTimestamps 7:25 - “What have you built?”: The robotics lab job application.12:25 - iRobot’s early business model: contracts, not consumers.25:05 - Breaking into the toy market: The doll with a mind of its own.36:10 - A key cleaning insight: people will pay hundreds—but only if it vacuums.39:10 - The office Cheerios demo that won a retailer.44:20 - A soaring launch, then stagnation: 250,000 vacuums stuck in inventory.46:10 - The ad (for Pepsi!) that turbocharged Roomba. 55:55 - The need to diversify: robotic scrubbers, mops, pool cleaners? 58:00 - The $1.7 billion offer from Amazon–and how it unraveled.1:03:40 - Life after Roomba. This episode was produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Patrick Murray and Kwesi Lee. Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.