How I Built This with Guy RazGuy 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.
In 2010, Katrina Lake recruited 20 friends for an experiment: she wanted to see if she could choose clothes for them that accurately matched their style and personality. That idea sparked Stitch Fix, an online personal shopping service that aims to take the guesswork out of shopping. Today, it has about three million customers and brings in more than a billion dollars in annual revenue. PLUS in our postscript "How You Built That," we check back with Justin Li, who created wearable equipment to keep cool and hydrated called IcePlate.
In the late 1980s, Curt Jones was working in a Kentucky lab, using liquid nitrogen to flash-freeze animal feed. He wondered if he could re-invigorate his favorite dessert by pouring droplets of ice cream into a vat of liquid nitrogen and – voila! – out came cold and creamy pellets that he soon branded Dippin' Dots. The novelty treat spread to fairs, stadiums and shopping malls, and eventually grew into a multi-million dollar brand. But a few years ago, Curt was forced to walk away after the company was hit with debt, recession and a punishing lawsuit. PLUS in our postscript "How You Built That," how Nadine Habayeb hopes to popularize puffed water lily seeds from India with her snack brand Bohana.
In the late 80s, brothers Bert and John Jacobs were living as nomads, traveling from college to college selling t-shirts out of their van. It wasn't a sustainable living – until one day, they created a new design. It was a simple sketch of a grinning face, with three words printed underneath: Life Is Good. The optimistic message was deeply personal to the brothers, who grew up in what they describe as a dysfunctional home – and it also resonated with customers, who started buying Life Is Good designs printed on just about anything, from towels to tire covers. Today, the Life Is Good Company has a reported annual revenue of $100 million. PLUS in our postscript "How You Built That," Jim Malone of CounterEv Furniture describes how he turns reclaimed wood from bowling alleys into tables and chairs for fast-casual restaurants.
Cotton muslin baby blankets are commonplace in Australia, where Raegan Moya-Jones grew up. But when she started a new life and family in NYC, she couldn't find them anywhere. So in 2006, she started the baby blanket company Aden + Anais, which now makes more than $100 million in annual revenue. We first ran this episode in 2017 – but about a year later, Raegan's role as leader and co-founder took a dramatic turn. She fills Guy in on what happened in this special updated episode. PLUS in our postscript "How You Built That," we check back with Brian Sonia-Wallace, who started the business Rent Poet, and makes a living writing spontaneous poetry at weddings, corporate events, and other gatherings.
In 1983, two hippie farmers decided to sell homemade organic yogurt to help raise money for their educational farm in New Hampshire. As the enterprise grew into a business, it faced one near-death experience after another, but it never quite died. In fact it grew — into one of the most popular yogurt brands in the US. PLUS in our postscript "How You Built That," we check back with Carin Luna-Ostaseski, who became the first American woman to start a Scotch whisky company after she created her own blend called SIA Scotch.
After high school, Marcia Kilgore moved to New York City with $300 in her pocket and no real plan. One step at a time, she became a successful serial entrepreneur. First, she used her high school bodybuilding experience to find work as a personal trainer. Then she taught herself to give facials, and eventually started her own spa and skincare line, Bliss. The spa became so popular that it was booked months in advance with a list of celebrity clientele. After selling her shares in Bliss, Marcia went on to start four new successful companies: Soap & Glory, FitFlop, Soaper Duper, and Beauty Pie. PLUS in our postscript "How You Built That," we check back with Emma Cohen, who explains how she helped develop and market The Final Straw, a collapsible metal drinking straw.
In 2004, German programmer Tobias Lütke was living in Ottawa with his girlfriend. An avid snowboarder, he wanted to launch an online snowboard shop, but found the e-commerce software available at the time to be clunky and expensive. So he decided to write his own e-commerce software. After he launched his online snowboard business, called Snowdevil, other online merchants were so impressed with what he built that they started asking to license Tobi's software to run their own stores. Tobi and his co-founder realized that software had more potential than snowboards, so they launched the e-commerce platform Shopify in 2006. Since then, it has grown into a publicly-traded company with over 4,000 employees and $1 billion in revenue. PLUS in our postscript "How You Built That," after Barb Heilman invented a device that easily releases child car seat buckles, she started a business with her daughter Becca Davison called Unbuckle Me.
Angie and Dan Bastian weren't trying to disrupt an industry or build a massive company – they just wanted to put aside some money for their kids' college fund. In 2001, Dan stumbled across an internet ad touting kettle corn as a lucrative side-business, so he and Angie decided to take the plunge, investing $10,000 in equipment. At first, they popped kettle corn in front of local supermarkets in the Twin Cities and at Minnesota Vikings games. Eventually, they moved indoors to Trader Joe's, Target, and Costco – and got a crash course in how to run a business along the way. Angie's Kettle Corn eventually took on a bold new name: BOOMCHICKAPOP. And in 2017, the company was acquired for a reported $250 million. Recorded live in St. Paul, Minnesota.
Live Episode! Angie's BOOMCHICKAPOP: Angie & Dan Bastian
In 1979, James Dyson had an idea for a new vacuum cleaner — one that didn't use bags. It took him five years to perfect the design, building more than 5,000 prototypes in his backyard shed. He then tried to convince the big vacuum brands to license his invention, but most wouldn't even take his calls. Eventually, he started his own company. Today, Dyson is one of the best-selling vacuum brands in the world, and James Dyson is a billionaire. PLUS for our postscript "How You Built That," we check back with television producer Mike Sorrentino, who created an iPhone case called EyePatch that cleans and protects the phone's camera.
In the early 1990s, Susan Griffin-Black was working for Esprit in San Francisco. On a business trip to London, she walked into a Covent Garden apothecary shop, picked up a bottle of lavender oil and took a whiff. The aroma — "like being in a beautiful garden" — literally changed her life. That was the inspiration to develop her own line of essential oil products. For 15 years, she and her husband and co-founder Brad Black barely scraped by, but the business eventually thrived. And though their marriage ultimately ended, their partnership continues. PLUS for our postscript "How You Built That," Lia Heifetz of Barnacle Foods describes how she and her partners turned Alaskan bull kelp into pickles and salsa.