How I Built This with Guy Raz

What does it take to turn a Brooklyn beer salesman into the king of iced tea?In the early 1990s, the iced tea market was dominated by Lipton, Nestea, and Snapple. But Don Vultaggio saw an opening. A single moment—watching Snapple cases fly off a truck in winter—sparked an idea that would change his life: why not sell tea in a tallboy can? AriZona exploded—outselling Snapple and becoming a multi-billion-dollar brand. Behind the success was struggle: Don fought to keep the company private. and faced a painful 10-year legal battle with his former friend and co-founder. In this episode, Don reveals:How he stayed independent in an industry dominated by giants. Why Snapple stumbled after being acquired—and how AriZona avoided the same fate.Why he wants AriZona to remain a multi-generational family business.Why packaging can be more powerful than advertising.How AriZona holds onto its 99c price tagFollow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comThis episode was produced by Rommel Wood  with music composed by Ramtin Arablouei.It was edited by Neva Grant with research help from Iman Maani.Our engineers were Maggie Luthar and Gilly Moon. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Entrepreneur, author, and podcaster Tim Ferriss joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Tim shares the inspiration behind his latest venture, Coyote— a 10-minute card game that encourages time spent with friends and family.First, Lauryn from San Francisco asks about the best way to scale her biodegradable ear plugs in two very different directions. Then Emily from Kansas City weighs whether DTC or wholesale  is where to focus her accessory brand after Taylor Swift wore one of her rings and sales exploded. And finally, Kimberley in Woolwich, Maine wonders how to incentivize her customers to pre-order her high-quality, sustainable, clothing. Thank you to the founders of Gob, EB & Co, and K. Becker Designs 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 Tim Ferriss’s founding story as told by Tim on the show in 2020.  This episode was produced by Noor Gill with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Cena Loffredo.You can follow HIBT on Twitter & 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.

In 2001, three web designers built a quirky email tool called Mailchimp.It wasn’t their main business.It wasn’t even meant to make real money.For years, Ben Chestnut and his partners survived on web-design gigs, while Mailchimp earned just enough to cover lunch.Then…one surprising spreadsheet changed everything.In this episode, Ben reveals:The decision that tripled their revenue overnightHow a mispronunciation on the world's biggest podcast turned into a marketing masterstrokeHow a painful wake-up call about leadership reshaped the company’s cultureListen now to hear how guerrilla billboards, a monkey logo, and a string of improbable breaks built one of the most recognizable names in tech. Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @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.

Ring founder Jamie Siminoff joins Guy on the Advice Line, where they answer questions from three founders about balancing short- and long-term goals.  Today, we meet Vico, an industrial designer in southern California who's launching a crowdfunding campaign for his patented ergonomic desk. Then Iyin, a Baltimore-based product specialist seeking to balance accessibility and profitability for her ethically-sourced chocolate brand. And Franchesca, an Atlanta area educator deliberating whether to pursue small-business certifications for her motivational classroom posters.Thank you to the founders of ErgoFlex Desk, Luji's Chocolate, and Thrive12 for being a part of a 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 Ring’s founding story as told by Jamie 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 Neal Rauch.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.

Amy Errett had a successful career in finance and venture capital before taking a leap into an entirely new business: hair color. When her wife complained about the indignities of coloring her hair at home, Amy realized the sector was ripe for a makeover. At age 56, she dove into the minutiae of dyes and developers, launching her own formula in 2013, and naming it after her daughter. Madison Reed’s early successes were marred by a management meltdown, when Amy had to break with three of her co-founders—an experience she describes as one of the most difficult of her life. Today Madison Reed is available in thousands of stores across the US, and runs nearly 100 of its own salons.This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research by Iman Maani. Our engineers were Patrick Murray and 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.

In 2021, Daniel Humm shook up the dining world by making his 3-Michelin-star restaurant, Eleven Madison Park, 100% plant-based.No meat. No butter. No cream.It was a first in fine dining, igniting global headlines, industry backlash, and endless debate.Now, in an exclusive podcast conversation with Guy Raz, Daniel shares his next bold decision—he's reintroducing animal products. Daniel shares what he learned from his years of plant-based cooking and how the experiment forever changed his creative vision.This is a story about risk, reinvention, and the relentless pursuit of excellence.In this episode:How a creative rut at the peak of his career sparked a radical transformation.The hidden economics of running a world-class restaurant without meat.The backlash—and surprising supporters—of the plant-based pivot.Why EMP will remain 90% plant-based, but welcome more people back to the table.What Daniel believes is the future of fine dining.Listen to the original 2021 HIBT episode with Daniel Humm: https://wondery.com/shows/how-i-built-this/episode/10386-eleven-madison-park-daniel-humm/ Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Crumbl may be a cookie business – but Jason McGowan turned it into a fast-growing restaurant chain by building it like a tech startup. He and co-founder Sawyer Hemsley meticulously A/B tested the recipe, launched a delivery app early on, and went viral with weekly drops of wild new flavors like bubblegum and Almost Everything Bagel. In just eight years, Crumbl has opened over 1,000 stores, and has dominated the cookie conversation on social media, with more TikTok followers than Starbucks, Domino’s, and Taco Bell combined.This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Carla Estevez. Our engineers were Patrick Murray and Jimmy Keeley.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. 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.

Chesapeake Bay Candle and Blueme founder Mei Xu joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Mei shares the importance of businesses meeting people everywhere they shop.First, Sasha, who started a gourmet pot pie company in Brooklyn, New York, asks how to find the right co-founder who can do the things she can’t. Then, Tara from Dubai, Saudi Arabia wants to know whether to market her towel dress directly to consumers. And finally, Lindsay in Grand Rapids, Michigan needs advice on how to get her online curriculum in front of more school districts.  Thank you to the founders of Aunt Ethel’s Pot Pies, Dry Dolly, and Math Medic 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 the Chesapeake Bay Candle story as told by Mei on the show in 2017.This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by Andrea Bruce. 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.

Long before he became famous as the sharp-tongued TV personality who launched the careers of pop stars, Simon Cowell was a rebellious teenager who dropped out of school and started his career in the mailroom at EMI. After a failed business left him nearly bankrupt, he found success by zigging where others zagged—initially by selling hit records based on TV shows like Power Rangers and WrestleMania. Eventually Simon got behind the TV camera himself, where his brutally honest feedback on shows like American Idol and The X Factor made him a household name. Today, through his company Syco Entertainment, Simon continues to discover new talent. His latest challenge: an upcoming Netflix show where he’ll try to build a boy band from scratch.This episode was produced by Josh Lash, and edited by Neva Grant, with research by Iman Maani. Our audio engineers were Patrick Murray and Jimmy Keeley.You can follow HIBT on X and Instagram, and email us at hibt@id.wondery.com. Sign up for Guy's newsletter at guyraz.com or Substack.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Isaac Larian is the founder of MGA Entertainment, the company behind Bratz and LOL Surprise dolls. This week, he joins Guy on Advice Line to answer questions from three early-stage entrepreneurs. Plus, Isaac talks about the effects of tariffs on the toy industry. First, we meet Meghan from Nashville, who finds that the customer for her educational toys may not be who she thought. Then, Libie from New York wants to grow her orthopedic cork insole business and to expand her customer base. And finally, Robin from Steamboat Springs gets advice about first impressions for her kid-exclusive outdoor apparel company.Thank you to the founders of T is for Tot, Fulton, and Town Hall Outdoor Co. 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 Isaac tell the story of how MGA Entertainment was founded during his first visit to the show back in 2024.This episode was produced by J.C. Howard with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Jimmy Keeley.You can follow HIBT on Twitter & 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.

Long before founding Torchy’s Tacos, Mike Rypka was a troubled teenager trying to outrun his own self-destruction. Growing up around addiction and falling into heavy drug use himself, Mike’s future looked bleak—until he got clean and found refuge in kitchens. Cooking gave him structure, purpose, and eventually, a career.After years working in restaurants and corporate kitchens, Mike decided to take a risk on something smaller: a food truck on a street corner in Austin. In 2006, he launched Torchy’s with nothing but a dream, a fiery logo, and a menu full of bold flavors. That humble truck became the start of something much bigger. Today, Torchy’s is a national chain with more than 130 locations and annual sales topping $300 million. And through all of it, Mike has remained sober—more than three decades and counting.This episode was produced by Carla Esteves and edited by Kevin Leahy, with research by Katherine Sypher and music by Ramtin Arablouei. Our audio engineers were Patrick Murray and Gilly Moon.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s 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.

Former manager of Lady Gaga and Atom Factory founder Troy Carter joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, Troy’s advice for reaching new audiences when digital ads struggle to perform.First we meet Madelyn in Arizona, who’s trying to grow her postpartum frozen meal delivery service while preserving its focus on her local community. Then Tyler in Oregon, who wants to strengthen connections with influencers endorsing his water purification systems. And Gina in Minnesota, who’s looking to better market her matching dog and human clothing sets.Thank you to the founders of The Nest Prep, Guzzle H2O, and Good Thomas 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 Atom Factory’s founding story as told by Troy on the show in 2017.This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Neal Rauch.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.

As a Harvard squash player, Will Ahmed discovered his game improved when he focused on things like sleep, diet, and time spent recovering from training. He was convinced that granular health and heart data would become invaluable to other athletes if it could be bundled into a wearable wrist strap. In 2012, Will founded WHOOP, and after three years the company launched its first model, with Lebron James and Michael Phelps as advocates. But WHOOP struggled to gain traction with mere mortals, and spent years overhauling its business model and fending off big name competitors. Eventually it became one of the most popular wearables on the market, with a valuation well above $3 billion. This episode was researched and produced by Katherine Sypher and edited by Neva Grant, with music by Ramtin Arablouei. Our engineer was Patrick Murray.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. 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.

Hinge founder and CEO Justin McLeod joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Justin describes Hinge’s new initiatives around intentional dating.First, Jessica in Toronto, Canada asks about opening new markets for her self-guided mystery road trip packages. Then Nick from Auckland, New Zealand wonders about strategies to drive word-of-mouth referrals for his designer security screen door company. And finally, Chandler from Minnesota discusses the challenge of getting his story across to customers as he sells hand-drawn posters that celebrate the history of golf and hockey.Thank you to the founders of Guess Where Trips, Framework Doors, and Archive 22 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 the Hinge founding story as told by Justin on the show in 2021.This episode was produced by Casey Herman 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 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.

As a newly arrived immigrant from Turkey, Hamdi Ulukaya learned to be resourceful, determined, and even stubborn when he needed to be. All those traits would serve him well as he began to navigate the hairpin turns of building a yogurt business from the ground up. In 2005, Hamdi was running a small feta cheese business in upstate New York when he happened upon a piece of junk mail that would change his life: an ad for an abandoned yogurt factory...$700K, as is. He knew if he could get his hands on it, he could bring a new kind of dairy product to the U.S.—the thick, creamy yogurt he’d grown up eating in the mountains of Turkey. With the help of a local bank, Hamdi bought the factory, and sales grew so quickly that he could barely keep up. A few years later, some bad business decisions nearly pushed the company into bankruptcy, but today, Chobani is one of the most popular yogurt brands in the U.S; and Greek-style yogurt has become a staple of the dairy aisle.This episode was produced by Josh Lash with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Claire Murashima.You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com. 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.

Iconic fashion designer Norma Kamali joins Guy on the Advice Line, where they answer questions from three early stage founders. Plus, Norma shares her take on balancing a strong creative vision with the financial realities of building a worldwide brand. First we meet Ahmed in the U.K,, who’s refining a narrative for his eyeglass store concept in hopes of attracting investors. Then Bob in Chicago, who wants to change how people view lunch with his fast casual soup restaurants. And Adreana in Sacramento, who’s wondering if outside investment is the best way to scale her inclusive activewear business.  Thank you to the founders of Cambridge Spectacle Company, Sunny Bowls and the Love Her Shop for being part of 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 hibt@id.wondery.com or call 1-800-433-1298.And be sure to listen to Norma Kamali’s founding story as told by Norma on the show in 2021. This episode was produced by Kerry Thompson. It was edited by John Isabella. Our audio engineer was Neal Rauch. 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.

Rick Steves spent the summer after high school backpacking through Europe on two dollars a day—sleeping on the floor, sneaking into museums, and subsisting on a diet of bread and jam. When he came home, he found people were hungry for tips on how to visit Europe on the cheap, so he began teaching classes, and was soon hawking a self-published guidebook out of his car. Eventually, he started leading minibus tours and hosting a travel show on Public TV, steadily growing his business even though he was giving away most of his content. His no-frills approach to travel has persisted as a powerful brand, with 70 guidebooks, an ever-popular travel show, and—in 2024—an annual revenue of $120 million.This episode was produced by Rachel Faulkner-White, with music by Ramtin Arablouei.Edited by Neva Grant.You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com. 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.

Boston Beer Company founder Jim Koch joins Guy on the Advice Line, where they answer questions from three founders about finding product-market fit.Today, we meet Kim, whose tropical-inspired apparel company in Florida is venturing into the rum market. Then Llance from Washington, who is taking his tea-bag-soup-broth business national. And Ami, who wants potential customers to know that her Ontario-based electrical contracting company has some of the best service out there.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 Boston Beer Company’s founding story as told by Jim on the show in 2016.This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Gilly Moon.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.

After falling in love with the gelato shops of Buenos Aires, Josh Hochschuler came home to Dallas with a bold idea: bring authentic Argentine gelato to the U.S. He raised $600,000 from friends and family and opened a gelato shop called Talenti. The product was a hit - but the retail model wasn’t. Faced with mounting losses, Josh shut down the store and moved into a warehouse to pivot to wholesale. With time, tenacity, and a now-iconic clear jar, Talenti became a national sensation, and in 2014, was acquired by Unilever. Today, it’s the best-selling gelato brand in America.This episode was produced by Casey Herman and edited by Kevin Leahy, with research by Kerry Thompson and music by Ramtin Arablouei. Our engineers were Patrick Murray and Robert Rodriguez.You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com. 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.

Method co-founder and serial entrepreneur Eric Ryan joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, Eric shares his strategies for entering new market categories, and gives an update on his latest venture, Tandy, a functional candy company.First, Aubrey in Tennessee asks how to find a mentor to help her and her husband with their expanding line of bakeries and restaurants. Then Maggie from Chicago weighs whether it’s time to take on an outside investor for her unique travel luggage. And finally, Matt in Arizona wonders how to best scale his three-in-one adventure gloves in retail. Thank you to the founders Transparent Hospitality, Props Luggage and Flipmits 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 Method’s founding story as told by Eric and his co-founder Adam Lowry on the show in 2018.This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Neal Rauch.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.