When I talked with Brad Baxter this week (founder of Whisker and creator of the Litter-Robot) I was super inspired by his perseverance.
It took him YEARS to see any real traction.
In fact, it was about 15 years after he started when things really started to take off.
Can you imagine?
15 years of slow, incremental growth.
15 years of working at it without knowing if it would pay off.
15 years of building something he believed in (even when it didn’t always look like a success story).
And what makes Brad’s story even more remarkable is that he gave up a high-paying, stable career to do it. He had a six-figure job in the automotive industry. He had what a lot of people would consider a dream situation.
But he also had what some people call golden handcuffs: a job that’s just good enough to keep you from chasing something better.
I hear this all the time from aspiring entrepreneurs:
“I want to start a business, but…”
And that “but” is almost always followed by something about stability, income, benefits, or the fear of risk.
And honestly? That fear makes sense.
Not everyone should quit their job. Not everyone has the option. And the truth is, leaving something secure to pursue something uncertain is scary and often takes a lot of planning.
But Brad’s story is a powerful reminder that success doesn’t have to come fast. That you don’t need explosive growth or viral traction to build something meaningful.
You just need to keep going.
Is there something you’ve been meaning to start, but haven’t, because it doesn’t seem like it would get traction fast enough?
And maybe most of all… what are you willing to wait 15 years for?
Have an amazing week!
—Guy
Can You Start a Business at Any Age?
Last week, I asked you all to share your experience about starting a business later in life. Your responses were amazing! Here are just a few:
“I will turn 71 in August, and I have founded a tech start up . My business partner is 51 and the tech genius.” – Bob, Bay Area
“I launched a lifestyle clothing brand in my 50s. Thanks again for highlighting that age isn’t a barrier, it’s fuel.” – Virginia, Alaska
“I started my business when I was 57. I feel a little sad that I did not launch this earlier but so happy to be an entrepreneur and encouraging my reluctant children to do the same.” – Tina, Bay Area
“At age 62, I am 3+ years into bringing a new product to life. Reinventing oneself at this age is very gratifying.” – Julie
There are dozens more I could have shared, but the point remains the same: you CAN start a business at ANY age!
Come Hang with Me at the Ramble Music Festival, June 7, in Healdsburg, California
My friends at Bloodroot Wines have given me 3 VIP passes to this concert in Healdsburg, California (just an hour north of San Francisco) I’ll be there all day and if you’d like a chance to get a VIP experience there, here’s what you need to do:
Go to this post on Instagram. Tag two friends in the comments who you’d like to attend with. This is one of the highlights of the Sonoma County summer.
There is great wine, awesome food, an incredible vibe AND….all money raised goes to Giffords to help fight gun violence. You will be entered to win three VIP tickets, valued at over $750, plus meet me for a glass of Champagne 🥂
We’ll draw the lucky winner on May 15.
Watch My Interview with Jose Andres
My interview with Chef Jose Andres, to talk about his new book Change the Recipe is now live!
In the book, Jose talks about the events in his life that taught him how to live life.
Enjoy!
On the Podcasts This Week!
How a Cat Litter Box Turned Into a $300M Business
Brad left a lucrative six-figure career to do something… different:
Hand-assemble litter boxes in a factory with no A/C.
But he had a vision: a self-cleaning litter box that actually worked.
Like many brilliant ideas, this one came to him out of pure frustration. He was tired of cleaning up too many cat messes. And nothing he purchased seemed to do the trick.
So he got to work. Refining the design. Maxing out credit cards. And turning his idea into the Litter Robot. Despite the snail-like growth, the idea caught on. And slowly, painstakingly, continued to grow.
Today, Whisker’s Litter-Robot brings in over $300 million a year and is quietly becoming one of the biggest pet tech brands in the country.
HIBT Advice Line: Bold Moves and Big Missions
This week, Richard Branson drops by the Advice Line bringing his trademark blend of mischief and mission. Richard and I talk with three founders who are each scaling something special:
First up, Lola: How do I stay true to my mission as I scale a luxury brand?
Lola Banjo built Silver & Riley into a 7-figure travel accessory brand with fiercely loyal customers. But as she grows, she struggling to keep her personal touch. We advise her to let purpose lead the way. And we brainstorm how to preserve small moments of delight (even at scale).
Next, Ross: How do I market a product people don’t even know exists?
Ross’s business, Now Pools, rents pop-up pools in Phoenix. The only problem? It’s a completely new category and few people know he exists!. Richard suggested going full Virgin: wild stunts, free press, and unforgettable customer moments.
Finally, Andrew: How do I grow my granola brand beyond my juice bar?
Andrew runs The Juice Spot in a town of 500 and makes a granola so good it’s ready for retail. Our advice: focus on one market, dominate it, and scale from there.
Richard reminds us to not wait. Life’s short. Take the leap. And when things go wrong? Learn from it and laugh it off.
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
Norman Reedus on Accidental Fame and Finding His Voice
Before Norman Reedus was a fan-favorite on The Walking Dead, he was a teen tennis prodigy. Then a punk squatter in London. Then a motorcycle shop employee in L.A.
And that’s all before the acting even started!
Norman joined me on the show to unpack the wild, winding road that led him to Daryl Dixon. From unexpected modeling gigs to raw, untrained performances that somehow clicked.
He opens up about how one emotional phone call changed his understanding of acting, and why playing Daryl made him a better person in real life.
It’s the story of a creative life built on instinct, grit, and staying weird.
Watch it on YouTube:
Ken Coleman: Turning Curiosity into Career Clarity
Ken Coleman didn’t stumble into his dream job… he chased it, one question at a time.
Before becoming “America’s Career Coach,” Ken spent years exploring different roles, industries, and interests. That winding path ultimately led him to broadcasting, where he found not just a job, but a mission.
In this episode, Ken shares lessons from his journey and his bestselling books, The Proximity Principle and One Question.
His most powerful advice? Ask yourself a simple question: What do you wonder about doing?
Science Podcasts for Kids!
The Best Eater in the Universe!
Mindy’s gearing up for an eating contest. But if she’s going to win, she’ll need coaching from the biggest eater around.
And by biggest, we mean literally galactic!
In this week’s Wow in the World, me and Mindy blast off to the center of the Milky Way to meet Sagittarius A. It’s a supermassive black hole that’s millions of times heavier than the Sun and can gobble up entire stars!
We learn how black holes chow down on space stuff, spin it into glowing disks, and even burp it back out into space. (Yep, cosmic belches are a thing!)
Buckle up for this gravity-defying adventure on Wow in the World!
Eight Arms and Endless Facts
Did you know octopuses have mini-brains in each of their arms? Or that they can change colors while they dream?
And here’s a deep-sea surprise… they have sharp beaks to crunch through crab shells.
Join Guy and Mindy under the sea for an ink-redible new round of Two What’s And A Wow, all about one of the ocean’s coolest creatures!
From the Archives!
Virgin: Richard Branson
Richard Branson has never been afraid to take a risk or bet big on a bold idea.
What began as a small record shop in London grew into one of the most recognizable brands in the world, spanning everything from music and airlines to mobile phones and even space tourism.
With his adventurous spirit and maverick style, Branson launched more than 200 businesses under the Virgin name, often diving into industries he knew little about.
Not every gamble paid off, but that never stopped him.
Branson’s story is a high-flying mix of success, failure, and relentless curiosity. It’s proof that sometimes, being fearless is the most powerful business strategy of all.
PODS & Red Rover: Pete Warhurst
Pete Warhurst didn’t exactly set out to be an entrepreneur. He was a firefighter and paramedic who loved his job… until a chance opportunity in tech nudged him onto a new path.
Pete found a big problem in an unexpected area: moving and storage.
So in 1998, he launched PODS, a portable storage solution that flipped the industry on its head by delivering containers directly to customers’ doors. The idea took off, expanding nationwide and eventually selling for around $450 million.
But Pete wasn’t done. He believed the model could still be improved, so he launched Red Rover, a new competitor with a few twists of its own.
Pete’s story is a reminder that you don’t need a business degree to spot a great idea. You just need a sharp eye for everyday problems and the drive to solve them.
See you next time!
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