Take a look at this picture.
It’s an advertisement, of course, for Heinz ketchup.
Now almost all of you understand what this photo conveys. Probably, right away.
It takes you to a place in your mind…maybe a place of nostalgia.
It tells a story most of us have experienced.
We’ve been at a diner or a restaurant…
A piping hot plate of french fries arrives to the table.
You dunk it into a cool glug of ketchup.
And instantly, you know…
It’s not Heinz.
Its not the taste of your childhood. Of backyard barbecues and ballgames…
Because the bottle, the taste, that feeling…is so unmistakable…that we know when it’s NOT the real thing.
This is the power of a story conveyed in a single photo.
You’ve probably heard me say a version of this on How I Built This but it’s worth repeating:
Every business is a story. And every business must also be in the storytelling business.
Its what connects you and me and everyone out there to the thing you’re building or trying to present to the world.
Take this week’s episode of How I Built This.
It’s about a hotel chain called Graduate.
When Ben Weprin conceived of the idea, he started with the idea of storytelling. But how do you do that?
Most hotel chains are completely forgettable. You check in, you sleep, you make a conveyer-belt pancake in the morning, and you check out.
These hotels are totally interchangeable whether you’re in Chicago, Denver or Pittsburgh.
So with Graduate Hotels, Ben Weprin created a chain of hotels that were reasonably priced, but with a distinctive and memorable personality—a story to tell.
And, starting in 2012, the way he accomplished this was by launching his hotels in college towns.
Why college towns? Well, if you went to school in a place like Eugene Oregon, or Ann Arbor Michigan or Oxford Mississippi, you may already know the answer. Those places have a distinctive personality, driven in part by the universities at their centers.
They have sports teams and mascots, annual rituals and events, and a history and lore that get handed down from generation to generation. And, as Ben discovered—you can build all of those things into the design and décor of a hotel—and then attract guests who want to relive their college years, or who just want to feel like they’re staying in a real place.
And most importantly, each hotel tells a story. A story that has incredible meaning for the people who stay there.
What Ben understood is that when you can communicate your brand’s story in a way that’s authentic and compelling, you’re building and deepening your relationship with your customers. And that relationship is what drives loyalty, growth, and long-term success.
If you are trying to figure out how to tell a story around your brand, idea or business, this week’s episode is a masterclass.
Have a great week!
Before we jump in, I’d love to share this with you. As some of you may know, I love to speak about entrepreneurship around the country. It’s an incredible opportunity for me to meet listeners, hear their stories, and learn more about what’s going on in the business world in different pockets of America.
This past week, I spoke in Nashville, at the HD Supply conference. And I learned a TON about how so many businesses are navigating the future of the world.
Anyway, my team recently put together this speaker reel.
It’s not something I'm going to publish widely, but I would be curious to get your take on it!
On the Podcasts This Week!
Graduate Hotels’ Unique Brand
Ben Weprin came up with the idea for Graduate Hotels when he was looking to renovate a run-down Days Inn in the middle of Chicago.
This one project would spark an idea that eventually grew into a chain of 40+ hotels across the country, each themed with the unique character and nostalgia of their town.
Before all that, Ben worked in commercial real estate, learning the ropes from one of Chicago’s biggest real estate moguls. He learned to hustle, make deals, and bounce back from near-tragic setbacks (you’ll hear about several during the interview!)
But the biggest lesson from Ben’s story of building Graduate Hotels is the power of story. Every location was designed with its own distinctive vibe. Each hotel was unique, told a story, and felt personal to the guests who visited.
Tune in to hear all the ups and downs on the way to building Graduate Hotels into a brand that sold for over $200M!
HIBT Advice Line: Making The Leap
This week, I’m joined by my friend Vicky Tsai, founder of Tatcha. Vicky knows all about taking major leaps – she left corporate life with zero plan and eventually grew Tatcha into a multi-million dollar business. Our callers today are making their own leaps:
First up, Jessica: How can I grow awareness for my brand?
Jessica, a former attorney, founded Petit Anjou, a handcrafted jewelry brand focused on high-end, fine pieces made from precious metals. But with so many players in the market, how will she get noticed? Vicky’s advice is timeless: focus on what makes your brand unique.
Next, Brittany: How can my brand breakthrough?
Brittany’s brand Beia Beauty is tackling an intimate topic—vegan skincare for sensitive areas. But again in a crowded space, how can she break through? Vicky recommends focusing on the why – the mission behind the brand that will connect with consumers.
Finally, Devon: How do I build a buzz for brand?
Devon created Mugsy Bakes, a gluten-free, dairy-free mug cake mix that can be made in the microwave. She is about to launch, but how do you generate buzz without an existing following? Vicky and I have one piece of advice: start small and generate buzz locally.
Vicky encourages us to embrace a simple idea: “I will do it.” Because once you believe in yourself, the whole process gets a lot more fun!
If you would like to be featured on an upcoming episode, call and leave a 1-minute message at 1-800-433-1298 or send a voice memo to hibt@id.wondery.com
Ray LaMontagne: Flowing with the Melody of Life
Ray LaMontagne lives on his own terms. And he just so happens to play beautiful, soul-touching music.
Before music, Ray was a carpenter, living a quiet life off the grid with his family. What sets Ray apart is how naturally music comes to him. He doesn’t force it. Instead, he lives his life, enjoys his hobbies, and waits for the music and melodies to come to him. It’s truly inspiring.
I think you’ll really enjoy Ray’s approach to creativity. It’s an unforced, beautiful expression of who he is, and it’s clear that he feels most alive when he’s in sync with that flow.
His story is a reminder that sometimes creativity can’t be rushed—it has to come in its own time.
This is a VERY RARE interview. Ray does very few. And he is such an incredibly thoughtful and talented artist. This is absolutely worth savoring for a long walk or a car ride.
Watch it on YouTube:
Terry Lundgren: Carrying Water on Both Shoulders
Terry Lundgren is a retail legend, but his journey to the top was far from easy.
In this episode, Terry opens up about how his leadership was tested early on—at just 35 years old, he was named president of a local department store, succeeding someone nearly twice his age. From that moment, Terry realized that leadership often lies dormant until a challenge forces you to rise to the occasion.
Throughout his career, Terry took bold risks, including merging two of the most iconic retail rivals, Neiman Marcus and Macy’s. He didn’t shy away from the pressure –– he doubled down on his belief that playing it safe is the biggest risk of all.
Science Podcasts for Kids!
Keep Your Smelly Friends Close!
Mindy is throwing a party with one goal… to test the power of friendship through smell! Tune in to hear why researchers think the way you smell could impact your buddies, pals, and best friends!
Don’t worry though… this episode sounds and smells great!
We’re Throwing A Pigeon Party!
This week the theme is based on our favorite feathery friend – Reggie!
Do you think pigeons can be pink?
Or that they sleep with one eye open?
Or…. do pigeons lay 8 eggs at a time?
Tune in to hear the who, what, and WOW about Pigeons!
From the Archives!
Tatcha: Vicky Tsai
In 2008, Vicky Tsai left behind the pressures of corporate life to try and find what truly made her happy.
Her journey led her to Japan, where she had a life-changing encounter with a geisha. Vicky learned about ancient beauty rituals and the centuries-old face creams used by geishas to maintain their flawless skin.
Despite being told that selling these products internationally would never work, Vicky pushed forward. With little money and working out of her parents’ garage, she launched Tatcha.
After nearly a decade of juggling multiple jobs and sleepless nights, her persistence paid off. In 2019, Unilever acquired Tatcha for a reported $500 million
M.M.LaFleur: Sarah LaFleur
Sarah LaFleur had no experience in the industry when she decided to launch M.M.LaFleur in 2011.
But her frustration with getting dressed for corporate life in New York City sparked a vision: why couldn’t professional clothing for women be simple, elegant, and easy to wear? Partnering with an acclaimed designer, Sarah set out to create a line of clothing that would streamline the morning routine for working women everywhere.
Today, M.M.LaFleur is a multi-million dollar company with a loyal following, from Capitol Hill to Silicon Valley.
See you next time!
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