Advice Line with Michael Preysman of Everlane
Digest
The episode begins with a brief introduction to "The Advice Line" on "How I Built This Lab," hosted by Guy Raz. A promotion for Wondery Plus subscribers is included, offering early and ad-free access to the podcast. Guy Raz then discusses the upcoming election and the need for a daily podcast to stay informed, introducing the NPR Politics Podcast as a resource for daily updates and analysis. The episode features interviews with entrepreneurs from various industries, each sharing their unique stories and insights on building successful brands. Todd Weinberg, founder of Kitchen, a pickleball-inspired apparel and accessories brand, discusses his inspiration for starting the brand, the challenges of sourcing high-quality materials, and his desire to build community and engagement with his target demographic. Anna Babbage, co-founder of Earthlings United, a kids clothing brand designed to fit for longer, shares her story. She discusses the brand's mission to reduce waste in kids clothing and the challenges of balancing customer demand for adult sizes with their original business intent. Paul Messiah, owner of Mr. Lid, a company that makes plastic containers with attached lids, joins the show. He discusses his journey from tech entrepreneur to container company owner, the challenges of competing with established brands, and his vision for replacing single-use containers with reusable options. Finally, Michael Praseman, founder of Everlane, shares his insights on building an enduring brand. He emphasizes the importance of product excellence as the foundation for marketing success and highlights the importance of storytelling in building a brand's identity.
Outlines
Building Brands Across Diverse Industries
This episode of "How I Built This Lab" explores the journeys of entrepreneurs building successful brands in diverse industries, from pickleball apparel to sustainable kids clothing and reusable containers. Each entrepreneur shares their unique story, challenges, and insights on building a brand that resonates with its target audience.
Navigating Unprecedented Elections
Guy Raz discusses the upcoming election and the need for a daily podcast to stay informed. He introduces the NPR Politics Podcast as a resource for daily updates and analysis.
Building a Pickleball Lifestyle Brand
Todd Weinberg, founder of Kitchen, a pickleball-inspired apparel and accessories brand, joins the show. He discusses his inspiration for starting the brand, the challenges of sourcing high-quality materials, and his desire to build community and engagement with his target demographic.
Scaling a Kids Clothing Brand with Sustainable Practices
Anna Babbage, co-founder of Earthlings United, a kids clothing brand designed to fit for longer, shares her story. She discusses the brand's mission to reduce waste in kids clothing and the challenges of balancing customer demand for adult sizes with their original business intent.
Reimagining Plastic Containers with Mr. Lid
Paul Messiah, owner of Mr. Lid, a company that makes plastic containers with attached lids, joins the show. He discusses his journey from tech entrepreneur to container company owner, the challenges of competing with established brands, and his vision for replacing single-use containers with reusable options.
Product Excellence as the Foundation for Brand Success
Michael Praseman, founder of Everlane, shares his insights on building an enduring brand. He emphasizes the importance of product excellence as the foundation for marketing success and highlights the importance of storytelling in building a brand's identity.
Keywords
Pickleball
A paddle sport played on a badminton-sized court with a perforated plastic ball. It is known for its social and accessible nature, making it popular among people of all ages and skill levels.
Attention Economy
A business environment where attention is the most valuable commodity. Companies compete for consumers' attention through various strategies, including social media marketing, influencer collaborations, and viral content.
Direct-to-Consumer (D2C)
A business model where companies sell their products directly to consumers, bypassing traditional retail channels. This allows for greater control over branding, pricing, and customer relationships.
Natural Mineral Dyes
Dyes derived from natural sources, such as plants, minerals, and insects. They are considered more sustainable and environmentally friendly than synthetic dyes.
Reusability
The ability of a product to be used multiple times, reducing waste and promoting sustainability. This is becoming increasingly important as consumers become more aware of environmental issues.
Storytelling
The art of crafting narratives that engage and connect with audiences. It is a powerful tool for building brand identity, creating emotional connections, and driving sales.
Q&A
What are some strategies for building community and engagement with a niche demographic, like pickleball enthusiasts?
Todd Weinberg, founder of Kitchen, suggests focusing on high-quality products, creative marketing, and collaborating with influencers in the pickleball space to build brand awareness and create a sense of community.
How do you know when to pivot and listen to your customers, even if it strays from your original business intent?
Anna Babbage, co-founder of Earthlings United, emphasizes the importance of understanding your customer's needs and desires. She suggests testing out new product lines or market segments to gauge customer response and determine if a pivot is warranted.
How can a company like Mr. Lid change consumer behavior and encourage the use of reusable containers for takeout?
Paul Messiah, owner of Mr. Lid, believes that creating a fun and trendy brand identity, partnering with schools and restaurants to promote reusability, and leveraging storytelling and content marketing can help shift consumer behavior towards sustainable practices.
Show Notes
Everlane co-founder and former CEO Michael Preysman joins Guy on the Advice Line where they answer questions from three early-stage founders.
First we meet Todd in the Bay Area, who’s looking to spread the word about his pickleball apparel brand with a younger demographic. Then Anna in Sydney, who wonders if she should expand her eco-friendly kids clothing line to include adults. Then Pall in British Columbia, who wants to change how people think about reusable plastic containers.
Thank you to the founders of KTCHN, Earthlings United and Mr. Lid for agreeing to be 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 Everlane’s founding story as told by Michael on the show in 2023.
This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineers were Robert Rodriquez and Gilly Moon.
You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com.
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