How I Built This with Guy Raz

Wayfair co-founder Niraj Shah joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs about how to bet on themselves – and define themselves to consumers. Plus, Niraj explains why Wayfair is expanding into large-format brick-and-mortar stores. First up, Valerie in Washington, D.C., is looking for a better way to educate consumers about her dehydrated chicken stock. Then, Bree in Utah wants to know when to seek investment in her improved mineral sunscreen brand. And finally, Tess in San Antonio is wondering if she should quit her day job and go all-in on her networking and accommodation app for solo women travelers. Thank you to the founders of Cookstix, Daily Shade, and HerHouse 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 go back and listen to Niraj’s original episode from 2018, where he shares how he and his college roommate Steve Conine turned 250 single-product websites into one giant billion-dollar brand [https://wondery.com/shows/how-i-built-this/episode/10386-wayfair-niraj-shah-amp-steve-conine/]. This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Cena Loffredo. You can follow HIBT on Twitter [https://twitter.com/HowIBuiltThis] & Instagram [https://www.instagram.com/howibuiltthis] and sign up for Guy's free newsletter at guyraz.com [http://guyraz.com] and on Substack [https://guyraz.substack.com/]. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

A century ago, Jeff Braverman’s grandfather opened a peanut shop in Newark, New Jersey. By the early 2000s, the family business was doing $1M in sales and struggling to stay afloat. Jeff had a high-paying job in finance, but walked away from it to reinvent the business. His strategy? The internet. Something his dad and uncle knew nothing about. What happened next is wild: an AdWords experiment that blew the doors off the budding online business; a slip on national TV where Rachael Ray accidentally renamed the company; 40,000 pounds of protest peanuts that crashed servers and landed them in the New York Times; a hilariously polarizing rap jingle; and a COVID surge that tested leadership—and humanity—every single day. This is the blueprint for transforming a dusty, low-margin business into a profitable, $100M+ direct-to-consumer brand—while keeping it family-owned. It’s also a masterclass in earning trust, making risky bets, and scaling without losing your soul. You’ll learn: * The mechanics of a paid-search playbook that 10x’d orders overnight * How to win over skeptical family members (and when to demand the keys to the store) * The exploding-deal etiquette of buying a premium domain * How an improvised rap-jingle can be stickier than a professional ad   * How Nuts.com built a robust B2B business alongside DTC * Crisis leadership lessons from the COVID floor  * When and how a leader should hire their replacement Timestamps: * 00:07:08 — Cash registers, code words, and a Newark childhood inside the peanut shop * 00:13:42 — The “build a website” pitch at a Jersey diner  * 00:29:40 — December 4, 2003: from 3 orders/day to 30  * 00:31:19 — Dad panics –”shut it off!”– Jeff doubles down on demand and ops * 00:35:26 — Losing the storefront to a hockey arena—and going all-in online * 00:42:29 — Jericho fans send 40,000 lbs of peanuts to CBS: press, links, and leverage * 00:48:38 — Rachael Ray calls them “Nuts.com” by accident… and the $700k domain deal that followed * 01:00:51 — The notorious Nuts.com rap jingle: how an earworm took hold * 01:03:11 — Offices, microbreweries, and building a sticky B2B engine * 01:05:08 — COVID hits: 70% call-outs, factory safety, and leading from the floor * 01:10:18 — Handing the reins to a new CEO: leaning into strengths, not ego This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Olivia Rockman. Our engineers were Patrick Murray and Jimmy Keeley. Follow How I Built This: Instagram → @howibuiltthis [https://www.instagram.com/howibuiltthis/] X → @HowIBuiltThis [https://x.com/howibuiltthis] Facebook → How I Built This [https://www.facebook.com/howibuiltthis] Follow Guy Raz: Instagram → @guy.raz [https://www.instagram.com/guy.raz/] Youtube → guy_raz [https://www.youtube.com/channel/UCNSfrxNEmCruNtjIzxCBHjg] X → @guyraz [https://x.com/guyraz] Substack → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.substack.com [http://guyraz.substack.com] Website → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.com [http://guyraz.com] See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

Lyft co-founder John Zimmer joins Guy on the Advice Line to answer questions from three early-stage founders. Plus, John talks about his recent decision to step away from the company he founded in 2012. First, Alan from England asks about the best strategy for expanding his patented shower innovation to the U.S. Then, Teri from California looks for advice on raising money because her weighted “rucking” vest for women keeps selling out. And finally, Kobi from New York wants to know how to prioritize work-life balance while growing his craft chocolate company.  Thank you to the founders of ShowerSpaah, RUKSTR, and slowcocoa 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 [hibt@id.wondery.com] or call 1-800-433-1298. And be sure to listen to Lyft’s founding story [https://wondery.com/shows/how-i-built-this/episode/10386-lyft-john-zimmer/] as told by John on the show in 2017.  This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was James Willetts. You can follow HIBT on X [https://twitter.com/HowIBuiltThis] & Instagram [https://www.instagram.com/howibuiltthis] and sign up for Guy's free newsletter at guyraz.com [http://guyraz.com/]. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

What happens when a charismatic home renovator marries a budding design whiz? You get the billion-dollar powerhouse that is Chip and Joanna Gaines. The Gaines’ TV show Fixer Upper became a cultural obsession, turning shiplap and farmhouse sinks into a lifestyle movement that swept America. When they walked away from that show at peak popularity, everyone thought they were crazy. Instead, they turned their business Magnolia into a thriving lifestyle brand, which includes a network, retail, restaurants, books, and a magazine. The Silos, their Waco headquarters, became an unlikely tourist destination, drawing millions. Chip and Joanna proved that faith, small-town values and authentic storytelling could compete with coastal glitz. And they did it all while raising five kids.   You’ll learn: * What Chip and Joanna saw in each other—as business and life partners. * How a miserable semester in New York sparked the idea for Joanna’s first store. * How the Gaines’ almost went bankrupt after the 2008 housing crash—and refused to quit.  * Why walking away from their TV show turned out to be a brilliant move. * Why faith is as important as luck. * Why betting on your hometown can be a superpower. Time Stamps: 3:30 Chip’s failed dream of becoming a pro baseball player—and the unexpected path that followed. 8:20 How running a laundry in college taught Chip the economics of entrepreneurship. 14:35 Joanna’s Korean-American childhood, identity struggles, and how a toxic newsroom internship changed the course of her life. 24:10 The day Chip walked into her dad’s tire shop—and never left. 35:10 How Joanna’s first $25 “sale” encouraged her to open the first Magnolia store. 45:15 The housing crash that nearly ended their renovation business—and how they scraped their way back. 55:15 The moment HGTV called—and why Chip thought it was a scam. 1:09:10 How saying “no” to Fixer Upper opened the door to owning their own network—and their future. 1:13:09 The cultural backlash and the lessons that came with becoming America’s most famous fixer-uppers. This episode was produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Chris Maccini. Our engineers were Patrick Murray and Kwesi Lee. Follow How I Built This: Instagram → @howibuiltthis [https://www.instagram.com/howibuiltthis/] X → @HowIBuiltThis [https://x.com/howibuiltthis] Facebook → How I Built This [https://www.facebook.com/howibuiltthis] Follow Guy Raz: Instagram → @guy.raz [https://www.instagram.com/guy.raz/] Youtube → guy_raz [https://www.youtube.com/channel/UCNSfrxNEmCruNtjIzxCBHjg] X → @guyraz [https://x.com/guyraz] Substack → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.substack.com [http://guyraz.substack.com] Website → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.com [http://guyraz.com] See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

Stacy’s Pita Chips co-founder Stacy Madison joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Stacy talks about her hard-won experience of knowing when to stick with an idea… and when to walk away. First up, Sam wants to figure out how to leverage his popular pizza instagram account into the go-to place for men to learn how to bake. Then, Alex wants to know how to make his Peruvian pisco brand stand out in a relatively unknown liquor category. And finally, Stephanie is eager to learn how she can rejuvenate what had been her family’s 88-year-old candy business.  Thank you to the founders of Dough Guy, SUYO, and Stuckey’s 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 go back and listen to Stacy’s episode from 2019 where she shares how a decision to make chips with the leftover pita from her sandwich cart [https://wondery.com/shows/how-i-built-this/episode/10386-stacys-pita-chips-stacy-madison/] led to a multi-million dollar snack category that didn’t exist before her.  This episode was produced by Rommel Wood with music by Ramtin Arablouei. It was edited by Andrea Bruce. Our audio engineer was Robert Rodriguez.  You can follow HIBT on Twitter [https://twitter.com/HowIBuiltThis] & Instagram [https://www.instagram.com/howibuiltthis] and sign up for Guy's free newsletter at guyraz.com [http://guyraz.com/] and on Substack [https://guyraz.substack.com/]. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].  See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].