There is an inherent risk in committing your life to a single pursuit.
The most obvious risk, of course, is that it fails.
No one likes the idea of looking back on years and years of effort, only to conclude that it was time wasted.
Except…
I’m starting to believe this rarely happens.
In other words, I’ve met and even interviewed lots and lots of people who toiled away on projects and ideas, only to see them fail.
And in every case, that person was supposed to fail.
It’s almost like there’s a cosmic force that derails you on purpose in order to put you on the right path.
Case in point: James Dyson.
Years before he invented his famous vacuum cleaner, James devoted his life to creating a revolutionary wheelbarrow.
It was called the Ballbarrow and instead of a wheel in front, it had a large plastic sphere—imagine a hardened yoga ball—which made it easier to maneuver in dirt.
Unfortunately, Dyson’s investors kicked him out of the company and the product eventually died.
Adding insult to injury, the investors also owned Dyson’s patent. Furthermore, they forced him to sign a non-compete so he couldn’t try a new design!
It was a catastrophe!
Except that from this catastrophe—a phoenix would rise in the form of a new product. While working on the Ballbarrow, Dyson noticed that the factories where the wheelbarrows were painted contained giant suction fans to clean out dust and debris.
It planted a seed in his mind: “Why aren’t vacuum cleaners that strong?”
That failure—and it’s attendant insight—would lead to a breakthrough in home vacuum technology. It’s an incredible story and I’ve posted a link to the episode down below.
I raise this story because I believe How I Built This—at its core—is about failure. I’ve said it before. I’ll say it again.
Failure is the thing that is supposed to happen.
Listen to any episode of HIBT and you’ll see a consistent theme: every founder failed multiple times before they even had a hint of success.
And even though failure is painful, its often part of the process. It’s a step along a path that will take you in the right direction.
Take Ben Goodwin’s story with Olipop. As you’ll hear, he dedicated nearly a decade of his life to a single business… only for it to completely collapse. At the time, he felt like he’d lit 7+ years and hundreds of thousands of dollars on fire.
But without this failure, Olipop might have never been born. It was the failure that led to his ultimate success.
Don’t get me wrong… failure still hurts. I think failure will always hurt. But failure – for better or worse – is just part of the process.
But after the dust settles, you can start to pick up the pieces.
And sometimes, those pieces form a brand new vision for yourself or your business that you could have never otherwise seen.
Have a great week!
On the Podcasts This Week!
Olipop: Gut Health for Everyone
Around 2010, Ben Goodwin had a wild idea: can I make a “healthy” soda?
So he created a pseudo-lab in his garage and started experimenting. He tested fermentation processes and microbiomes –– all with the goal of creating a good-tasting and good-for-you probiotic soda (you won’t believe how many formulas he tested!)
Back then, the concept of a “healthy soda” was virtually unheard of. It took him years to perfect the formula and even more years to convince investors that this was even a good idea!
He eventually got the business off the ground and even grew it to a few million in revenue. But 7 years after starting…it all came crashing down.
He sold the business, barely recouped his original investment, and – more or less – went back to square one. This was Ben’s crucible moment:
“I just lit 7 years of my life on fire…for nothing…”
And this is the crucial question every entrepreneur faces when failure inevitably comes: where do I go from here?
After a year of soul-searching, Ben decided to take all the lessons from that original venture and create a new kind of healthy soda –– what would eventually become Olipop.
HIBT Advice Line: Right Place, Right Time
This week on the Advice Line, we’re joined by Scott and Ally Svenson of MOD Pizza. Scott and Ally know what it’s like to adapt, pivot, and make tough decisions, making them perfect mentors for our three callers who are all at critical junctures in their businesses.
First up, Evan: How do we expand beyond our local market with limited resources?
Evan started Udderless Plant-Based Pizza, a bake-at-home vegan pizza brand. He has a strong following in his local city, but he has dreams of expanding. Scott and Ally emphasize the importance of quality over rapid expansion. And we have a question –– what’s the most creative way you can tap into the vegan community?
Next, we have Zebbie: How do we scale without losing focus?
Zebbie started Eugene’s Hot Chicken, a small chain of restaurants and food trucks making some of the best hot chicken in Birmingham. Zebbie wants to take this national while maintaining the quality they’ve come to be known for. Scott and Ally know a thing or two about expanding food brands and have a critical piece of advice –– own your home base.
Finally, Christiane: How do we get consumers to care?
Christiane founded Valor Bebidas, a fair and sustainable tequila company. Christiane donates 10% of every bottle purchased to the community where the majority of tequila is created. But she is stuck trying to figure out how to educate consumers on the importance of her brand’s underlying mission. We have one piece of advice –– focus on creating an exceptional product and the rest will follow.
Each of our callers is posed for success –– and we hope our advice pushes them a little closer. Tune in to hear all this and more on our latest HIBT Advice Line!
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
Giovanni Ribisi’s Commitment to the Craft
You’ve undoubtedly seen Giovanni Ribisi’s on film or TV. He’s one of the most recognizable people in the industry!
It’s because he’s done a little bit of everything: acting in movies and TV, producing, cinematography, CGI, and more. He is a man of many talents, with a deep passion for the craft of film.
Giovanni started as a child actor in Los Angeles. His mom would drive him all around SoCal for auditions and opportunities. When he was 11, he got his first role on a TV show. And almost every year since then he has been involved in some sort of film or TV series.
It hasn’t been without its challenges… there was a period when Giovanni almost quit entirely. But his love of the craft –– and his admiration for one of the most famous actors of all time –– kept him around.
And nearly 40 years later, he’s still going strong.
Watch it on YouTube:
Richard Graeter: When Staying Small Works
As the fourth-generation leader of Graeter’s Ice Cream, Richard Graeter didn't just inherit a company; he inherited a century-old commitment to doing things the old-fashioned way.
In today’s business world, “growth” and “scale” are often the ultimate goals. But Graeter’s stands out by staying true to their roots.
Their secret?
A dedication to producing ice cream in small batches. They ensure that every scoop of their iconic product is crafted with care.
In this episode, Richard shares shares behind the scenes of what it’s like to run a family business while preserving a legacy. And he talks about why Graeter’s has intentionally chosen to stay small, prioritizing quality and sustainability over profit.
Science Podcasts for Kids!
Spit Take!
This week, the crew scores tickets to the highly anticipated “World Spitting Championships.”
They root on Grandma G-Force against some wild competitors: a fish, a camel, a snake, and… and an even more unlikely opponent– Gracie the gray seal.
It’s a close competition and you won’t believe who comes out on top.
So get ready…aim…spit!
I’m a Peng-winner!
Our theme this week is “Penguins!”
Penguins are some of the most well-dressed birds in the animal kingdom. Their black and white “tuxedos” make them look dashing!
But this week, we’ll to test your minds with some exciting penguin facts!
What’s the smallest breed of penguins called? Can penguins jump? And… how much do penguins… poop?!
All this and more on the latest episode of Two What’s?! And A Wow!
From the Archives!
Dyson: James Dyson
James Dyson’s story is one of sheer determination.
Back in 1979, he had a simple idea: a vacuum cleaner that didn’t rely on bags. But bringing his idea to life was anything but simple.
It took James five years of trial and error—over 5,000 prototypes, all built in his backyard shed—before he perfected his design. That’s 5,000 iterations, pivots, failures, and resets – wow!
And the road didn’t get easier after that. When the big brands refused to even hear him out, James did what any true entrepreneur would do—he started his own company.
This episode is a true masterclass in perseverance, innovation, and the belief that sometimes, the only way forward is to build it yourself.
MOD Pizza & Seattle Coffee Company: Scott and Ally Svenson
In the 1990s, while living in London, Scott and Ally Svenson could not find a good cup of coffee. All they found was British instant coffee. And for two Seattle natives, this just wouldn’t cit it.
So they took matters into their own hands and launched Seattle Coffee Company, bringing the coffee culture of the Pacific Northwest across the pond to the U.K.
After selling their company to Starbucks and moving back to Seattle, the Svensons found themselves on another quest—this time for quick and affordable meals that could satisfy their growing family.
So, naturally, they started another company: MOD Pizza, a fast-casual pizza experiment that started as a single store and quickly grew into a national sensation.
See you next time!
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'Failure' is now called iteration in my book. And, improvement, and clarity, and a stepping- stone, and practice, and the process. Yes, it hurts. But it's supposed to. And it only hurts for a bit once we develop tolerance for it. Keep going, people!