Greetings from Florence, Italy! Over the past few days, I’ve had a chance to really dive into the art and architecture of this incredible city—the birthplace of the Renaissance. The great masters all came through Florence: (the ninja turtles) Raphael, Leonardo, Michelangelo, and Donatello. Botticelli, della Francesca, Titian and so many others.
Unlike our terrific guide who studied Renaissance artists for 5 years, I am far from being an expert in Renaissance art or history. But I have developed a casual interest in it. I can’t write a scholarly essay but I have enough knowledge to carry on a conversation or understand a reference point.
I have a lot of casual interests. Lots of things I know something about but not enough to call myself an expert. We have a pejorative term for this: dilettante.
But being in Italy, I learned the etymology of the word and it turns out—it used to be something people wanted to be: dilettante is an Italian word. It meant someone who was a “lover of the arts” rather than someone who was a professional artist.
In other words, a dilettante was simply a curious person who wanted to learn something new.
These days, we tend to use the term “generalist” versus “specialist.” If you’ve ever read David Epstein’s book “Range: Why Generalists Triumph in a Specialized World” you’ll understand the power of knowing something about lots of things.
The world needs specialists. But we also benefit from having a generalist perspective—the ability to take in a multitude of perspectives and synthesize them into a unified vision.
That’s basically the story of the toy company Spinmaster and Ronen Harary—the subject of this week’s How I Built This episode (which is a re-broadcast from 2021).
What you will discover in this episode is that companies that build a culture of specialists and generalists—where people are encouraged to use both a narrow lens AND a wide lens—are often places that build an enduring legacy.
For many years, Spinmaster went through cycles of boom and bust. Kids are fickle. A toy is hot one day…and dead the next. In the toy business, the “holy grail” is a product or brand that has cross-generational appeal and can work on multiple platforms (animation, products, games, music, etc). Think Disney princesses or Marvel characters or the Peanuts gang.
But building that kind of brand is really really hard—and rare.
So Ronen and his co-founders—all generalists—started to reach out to specialists. They wanted to figure out if they could build a brand that could endure—could become something that lives for decades.
They spoke to animators, writers, product designers, apparel experts, psychologists and kids themselves.
They asked a bunch of questions: What do kids like? What colors? What characters? What themes?
The answers were resounding and clear: construction vehicles, puppies who talk, dinosaurs, police, firefighters, and things that are tactile and change shape.
Taking this data from the experts, the Spinmaster founders came up with a concept that combined elements from this data set.
“What if we take anthropomorphic puppies, make them rescue workers and give them the power to transform into vehicles?”
If you have a child in your life…you probably know where this is going.
The answer was Paw Patrol.
Spinmaster launched that brand just 10 years ago!
To date, Paw Patrol has generated more than 12 billion dollars in revenue.
And the brand is as popular as ever. Their most recent feature film did more than $200 million at the box office off a budget of $30 million!
This episode is a case study in the power of having lots of interests and not worrying so much about becoming an expert—but also respecting the wisdom and knowledge of those who are.
Have a great rest of your week!
On the Podcasts This Week…
Ronnen Harary: The Mind Behind PAW Patrol and Spin Master
Ronnen Harary built a $4 billion toy empire by thinking like a 7-year-old.
Over 25 years, Ronnen and his Spin Master partners, Anton Rabie and Ben Varadi, launched numerous hit toys and amusements, including Air Hogs, Bakugan, and the beloved franchise PAW Patrol.
But their journey began in the mid-1990s with a quirky novelty gift called the Earth Buddy—a chia-pet-like creation made of pantyhose, sawdust, and grass seed.
With a strong belief in the power of intuition combined with insights from what makes certain brands endure, Ronen steered Spin Master from its humble beginnings to become a publicly traded company with a diverse portfolio that includes TV shows, video games, apparel, films, and a wide range of toys.
This episode (from 2021) is one of my favorites on HIBT and I can’t wait for you to revisit it!
HIBT Advice Line: How to Battle Giants
Mark Ramadan from Sir Kensington’s joins the advice line to help our callers battle giants! While I’m mostly kidding, Mark understands how to build a successful business in a market full of bigger players. And our callers are looking for advice on how to scale their small brands:
First up, Pat: how can I get into big-box retailers?
Pat created Dripsie: a rimless, clog-free, and flexible sink strainer. Pat’s had great success online, but he’s struggling to get into retailers. High-level corporate buyers won’t give him the time of day and he’s weighing a few different strategies. Mark shares fantastic insight on what big retailers are looking for with new products. And we give Pat a critical piece of advice: focus on what you do best!
Next up is Lucas: how do I take on a dominant competitor?
Lucas owns Taco Shop: a taqueria in New Jersey where everything is made from scratch. Lucas is a successful and highly experienced chef, but he’s got a big problem… a HUGE competitor is moving in literally 150 feet from his shop!! And even though Lucas feels like he has to go toe-to-toe with the giant, we actually think he should do the exact opposite!
Our last caller is Beth: how should I navigate my company through the messy middle?
Beth is the founder of Busy Baby: a food mat with a tether system that stops babies tossing things to the ground! The business has been around for 5 years and is fairly successful! But… growth is stagnant and Beth finds herself in the messy middle: not quite a startup, but not yet a big company. While there’s no one-size-fits-all approach, Mark offers insight into what it was like to grow Sir Kensington’s past the messy middle – and the hard conversations he had along the way.
This week’s Advice Line is perfect for anyone wondering how to break their tiny business into a big market. Let me know what you think!
PS: If you’d 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
Ben Gibbard: From Mustard Sandwiches to Music Icon
Ben Gibbard is the unmistakable voice behind Death Cab for Cutie and The Postal Service. His journey to musical stardom is as raw and authentic as his lyrics.
Ben shares the story of how the band came together and their scrappy start, highlighting the creation of their classic album Transatlanticism. This album became a defining moment for the band, capturing their unique sound and resonating with fans worldwide.
He also opens up about the challenges of being in a band, from defusing internal tensions to finding harmony in their creative process. He offers a glimpse into his songwriting approach, reflecting on how it has evolved as he’s grown older.
In this episode (from 2023) you’ll hear how Ben Gibbard turned mustard sandwiches into musical milestones, and gain insights into the mind behind some of the most poignant songs of our time.
you can also watch it on YouTube:
Sanjiv Yajnik: Embracing Leadership From Sea to C-Suite (2022)
Sanjiv Yajnik is no stranger to risk and resilience. His journey began as a marine engineer, spending over a decade at sea, working for major shipping companies. Sanjiv’s dedication and all-in approach to engineering propelled his maritime career, but he didn’t stop there.
Taking a bold leap, Sanjiv left his promising career in India to move to Canada and pursue an MBA. This decision marked the beginning of a transformative journey that would lead him to the helm of Capital One’s Financial Services.
Sanjiv is renowned for his purpose-driven leadership and agile risk management. His story is a testament to the power of adaptability and the courage to embrace change.
Tune into this episode of Wisdom from the Top to discover how a young man from Calcutta navigated from 13 years at sea to help steer one of the most influential financial institutions of our time!
Science Podcasts for Kids!
Meet Handshake Harry!
On this week’s Wow in the World, we learn about an incredible piece of technology called the Smart Glove! It’s a glove with hundreds of tiny sensors that help scientists better understand hand movements!
Plus… Grandma G-Force and Thomas Fingerling need help coming up with a new handshake!
Wow Around the World!
Did you know that the Great Wall of China is made with… rice? Or that the Statue of Liberty was not always green? Or that the Leaning Tower of Pisa is made of… pizza?!
The earth is FULL of incredible facts and our latest Two What’s And A Wow takes us on a journey all around the world!
What I’m Eating This Week!
Breaking my Keto diet with a porchetta sandwich means I will most certainly go to keto hell when I come back home.
Was it worth it?
Umm…. YES!
From the Archives…
Sir Kensington's: Scott Norton and Mark Ramadan (2023)
Scott Norton and Mark Ramadan were still in college when they created Sir Kensington’s with a completely made-up person, brand, and backstory. But they had NO idea that their fictional story would become a multi-million-dollar condiment brand.
Back in 2008, with an ambition to challenge the condiment giant Heinz, they dreamed up a fictional British luminary: Sir Kensington. And according to their whimsical tale, Sir Kensington invented his eponymous ketchup while dining with Catherine the Great.
Their clever narrative ended up becoming more than just a gimmick. It turned out to be a strategic move that set their gourmet ketchup apart in a crowded market. But the full story behind Scott and Mark's journey is equally fascinating.
In this episode of How I Built This (from 2023), hear how these college entrepreneurs turned a playful idea into a major player in the condiment world!
Chipotle: Steve Ells (2017)
In 1993, Steve Ells opened the first Chipotle in Denver, CO with a simple, yet bold idea: serve high-quality, fresh ingredients in a fast-casual setting. This approach was a stark contrast to the processed foods that dominated the industry at the time.
But Chipotle wasn’t always the giant it is today. Steve faced numerous challenges, from convincing investors that people would pay more for quality ingredients to scaling the business without compromising his core values. Steve’s commitment to "food with integrity" would pay off –– transforming Chipotle into a global brand.
Revisit this episode from 2017 to hear how Steve Ells' dedication to quality and innovation turned a small burrito shop into a fast-casual empire, redefining how we think about quick dining.
See you next week!
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