How I Built This with Guy Raz

This week, Guy is joined by TRX exercise straps founder Randy Hetrick, chicken restaurant giant Raising Cane’s Todd Graves, and Chesapeake Bay Candle Company founder Mei Xu in a special episode of the Advice Line. We talk about how to navigate today’s crowded social media landscape... And ways founders can start thinking about AI.   First, Shireen from Pennsylvania wants to know how to do better getting customers to attend her cooking demos… Then, Valerie from Idaho wonders whether separate social media accounts amount to the best path for her brand... And finally, Avani from New Jersey needs help scaling her business.  Thank you to the founders of Moji Masala , Large as Life puzzles, and Modi Toys for coming on the 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 [email protected] or call 1-800-433-1298.  This episode was produced by Rommel Wood 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 my free newsletter at guyraz.com or on Substack. To hear our returning guests’ previous episodes:TRX: Randy Hetrick | Advice Line with Randy Hetrick of TRXRaising Cane's: Todd Graves | Advice Line with Todd Graves of Raising Cane'sChesapeake Bay Candle: Mei Xu | Advice Line with Mei Xu of Chesapeake Bay Candle and Blueme See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

For decades, snack companies believed Americans wanted everything sweeter. More sugar. More chocolate. More indulgence. But what if that assumption was wrong? In this episode, a mother-daughter team set out to make a sleeker version of a chocolate almond— and nearly lose everything in the process. Val Griffith was a longtime TV producer in Seattle. Her daughter Breezy was bouncing between failing business ideas in Miami and New York. When a family tragedy brought Breezy back home, the two began talking about food, snacking, and why chocolate-covered almonds were always so… overdone. Their insight was deceptively simple: what if you used less sugar, not fake sugar — and a thin coating of chocolate instead of a fat one?  Turning that idea into SkinnyDipped meant years of failed experiments, dipping almonds by hand, manufacturing out of a converted chicken coop, and demoing almonds one by one.  When they finally got a breakthrough order from Target, they faced a near-disaster: 40,000 pounds of rancid almonds.  What followed was a frantic race to save the deal — and later, a far more dangerous question: is this business ever going to make it? WHAT YOU’LL LEARN: How failing at micro-businesses quietly builds founder skillWhy manufacturing is often the biggest obstacle in food startupsThe nail-biting risk of saying yes to Target too earlyHow growth can mask deeply broken economicsWhat it takes to fix a business when funding disappears TIMESTAMPS: 00:07:25 - How Breezy’s early forays into the food business failed — and why they mattered.00:11:00 - How a family loss brought Breezy and her mom together — and changed the direction of their lives 00:21:07 - Reinventing a stale bulk-bin snack: The road-trip conversations that sparked a new recipe: 00:31:20 - The Home Depot paint sprayer experiment: A brilliant idea that failed spectacularly.00:38:56 - SkinnyDipped’s first “facility:” one oven, no heat, no hot water             00:49:28 - How a chance meeting in a bar changed the company’s trajectory00:55:41 - Target takes the plunge and SkinnyDipped nearly drowns: how a chain-wide launch almost breaks the business01:7:47 - Growth without profit: How the founders recover after hitting rock bottom01:21:44 - The mother-daughter equation: wisdom + jet fuel01:26:13 - Small Business Spotlight  —----------------------- Hey—want to be a guest on HIBT? If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth? Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free. Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive. So—give us a call. We can’t wait to hear what you’re working on. —----------- This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Chris Maccini. Our engineers were Robert Rodriguez and Kwesi Lee. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Raising Cane’s founder Todd Graves joins Guy on the Advice Line to answer questions from three early-stage founders who are each considering a big, next step to grow their businesses. First, Evan in Texas wants to know if he should franchise drive-thrus for his coffee business. Then, David in St. Louis is trying to get around dents in his financial history to secure financing for his pasta company. And finally, Shane in Los Angeles is weighing the pros and cons of opening a brick-and-mortar restaurant for his focaccia sandwich retail and catering concept. Thank you to the founders of Whiskey Morning Coffee, Midwest Pasta Company, and Vesti 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 [email protected] or call 1-800-433-1298. And be sure to listen to the founding story of Raising Cane’s as told by Todd on the show in 2022. This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Andrea Bruce. 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.

Exploding Kittens began as a jerry-rigged version of Russian Roulette — a deck of cards hastily modified with a Sharpie. But what happened next is one of the most improbable success stories in the creator economy: a $10,000 Kickstarter goal that ballooned into nearly $9 million, a community that rewrote the rules of crowdfunding, and a company that has now sold over 60 million card and board games. Co-founder Elan Lee shares the story behind Exploding Kittens — from dismantling his brother’s toys as a kid, to helping design Halo, to walking away from Microsoft…twice. He reveals how burnout, curiosity, and an obsession with interactive storytelling set the stage for one of the most successful game launches of all time. This is a story about the genius behind good marketing, and how creative storytelling can build a cult-like audience — without spending millions. If you’ve ever wondered how a strange idea becomes a global phenomenon — this is that story. WHAT YOU’LL LEARN: How burnout can be a creative turning pointHow a Sharpie and a deck of cards can unlock breakthrough ideasThe storytelling strategy that powered one of Kickstarter’s biggest launchesHow to treat your fans like collaborators, not just customersWhy marketing should feel like playUnit economics to die for: make it for $2, sell it for $20How to power through the threat of a one-hit-wonder TIMESTAMPS:00:08:30 — The physics teacher who changed Elan’s life00:10:35 — How Elan touched up the floating door scene in Titanic00:13:03 — “You’re the worst program manager I’ve ever seen” — and the pivot to game design00:15:33 — Meeting Spielberg, riffing on the movie AI, and inventing a new kind of storytelling00:21:42 — Promoting Halo 2 with payphones 00:31:35 — The Hawaii getaway that sparked Exploding Kittens00:42:12 — The Kickstarter launch: most backers on record00:48:42 — Suddenly a real company — 700,000 decks and a manufacturing crisis00:53:45 — Marketing genius: a kitty-cat vending machine that dispensed burritos and more01:00:58 — New games that bombed — the one-hit-wonder dread01:07:04 — Throw Throw Burrito, and the road to stability01:19:05 — Elan’s 4-year-old daughter helps design new games01:30:31 — Small Business Spotlight Hey—want to be a guest on HIBT? If you’re building a business, why not get advice from some of the greatest entrepreneurs on Earth? Every Thursday on the HIBT Advice Line, a previous HIBT guest helps new entrepreneurs work through the challenges they’re facing right now. Advice that’s smart, actionable, and absolutely free. Just call 1-800-433-1298, leave a message, and you may soon get guidance from someone who started where you did, and went on to build something massive. So—give us a call. We can’t wait to hear what you’re working on. This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Maggie Luthar and Kwesi Lee. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Tempur-Pedic founder Bobby Trussell joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Bobby talks about his new book, The Logic That God Exists. First, Lyf from Oregon asks about how to expand his fresh seafood business. Then, Colleen from Colorado has questions about where to focus her efforts in growing her whitewater paddleboarding company. And finally, Amanda from Illinois looks for advice on fundraising for her lifejacket brand.  Thank you to the founders of Flying Fish Company, Hala Gear, and Line + Cleat 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 [email protected] or call 1-800-433-1298. And be sure to listen to Tempur-Pedic’s founding story as told by Bobby on the show in 2018.  This episode was produced by Chris Maccini 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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.