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Oct 16, 2025 · 54m · how-i-built-this

Advice Line with Stacy Madison of Stacy’s Pita Chips

Guy Raz · 22m spoken Stacy Madison · 10m spoken Alex Hildebrandt · 5m spoken Stephanie Stuckey · 5m spoken Sam Cagle · 4m spoken
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Host Guy Raz and guest advisor Stacy Madison, founder of Stacy's Pita Chips, field calls from three entrepreneurs to provide actionable business strategies on brand identity, scaling operations, and product positioning.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 46% of the talking time here. How this is scored →

Guy as informed peer 6.3 Guest teaching 3.8 Guest disagreement 2.3 Guy pushing back 3.3
05100:0015:0030:0045:001:36–9:25 · Guy as informed peer 5/10 Catching Up with Guest Mentor Stacy Madison Guy Raz demonstrates strong familiarity with Stacy's entrepreneurial journey, while Stacy shares practical insights on listening to consumer demand and the harsh realities of pandemic burnout in food ventures.9:26–21:42 · Guy as informed peer 7/10 Advice Line Call: Scaling Sam Cagle's Dough Guy Brand Guy demonstrates surprising hands-on pizza-making technical knowledge and business acumen, while Stacy advises caller Sam Cagle on remaining the irreplaceable face of his emerging brand while momentum is high.21:43–34:51 · Guy as informed peer 7/10 Mid-Episode Transition and Station Break Guy and Stacy firmly challenge Alex's strategy of educating consumers on the broader Pisco category, advising him instead to make Suyo the leading umbrella brand synonymous with the spirit.34:52–52:46 · Guy as informed peer 6/10 Post-Call Reflection on Single-Origin Spirits and Category Penetration Stacy openly disagrees with Guy's suggestion to reformulate Stuckey's classic log roll into a trendy protein snack, defending authentic heritage and warning against SKU sprawl, while Guy defends high-concept guerrilla marketing.1:36–9:25 · Guest teaching 4/10 Catching Up with Guest Mentor Stacy Madison Guy Raz demonstrates strong familiarity with Stacy's entrepreneurial journey, while Stacy shares practical insights on listening to consumer demand and the harsh realities of pandemic burnout in food ventures.9:26–21:42 · Guest teaching 3/10 Advice Line Call: Scaling Sam Cagle's Dough Guy Brand Guy demonstrates surprising hands-on pizza-making technical knowledge and business acumen, while Stacy advises caller Sam Cagle on remaining the irreplaceable face of his emerging brand while momentum is high.21:43–34:51 · Guest teaching 4/10 Mid-Episode Transition and Station Break Guy and Stacy firmly challenge Alex's strategy of educating consumers on the broader Pisco category, advising him instead to make Suyo the leading umbrella brand synonymous with the spirit.34:52–52:46 · Guest teaching 4/10 Post-Call Reflection on Single-Origin Spirits and Category Penetration Stacy openly disagrees with Guy's suggestion to reformulate Stuckey's classic log roll into a trendy protein snack, defending authentic heritage and warning against SKU sprawl, while Guy defends high-concept guerrilla marketing.1:36–9:25 · Guest disagreement 1/10 Catching Up with Guest Mentor Stacy Madison Guy Raz demonstrates strong familiarity with Stacy's entrepreneurial journey, while Stacy shares practical insights on listening to consumer demand and the harsh realities of pandemic burnout in food ventures.9:26–21:42 · Guest disagreement 1/10 Advice Line Call: Scaling Sam Cagle's Dough Guy Brand Guy demonstrates surprising hands-on pizza-making technical knowledge and business acumen, while Stacy advises caller Sam Cagle on remaining the irreplaceable face of his emerging brand while momentum is high.21:43–34:51 · Guest disagreement 2/10 Mid-Episode Transition and Station Break Guy and Stacy firmly challenge Alex's strategy of educating consumers on the broader Pisco category, advising him instead to make Suyo the leading umbrella brand synonymous with the spirit.34:52–52:46 · Guest disagreement 5/10 Post-Call Reflection on Single-Origin Spirits and Category Penetration Stacy openly disagrees with Guy's suggestion to reformulate Stuckey's classic log roll into a trendy protein snack, defending authentic heritage and warning against SKU sprawl, while Guy defends high-concept guerrilla marketing.1:36–9:25 · Guy pushing back 1/10 Catching Up with Guest Mentor Stacy Madison Guy Raz demonstrates strong familiarity with Stacy's entrepreneurial journey, while Stacy shares practical insights on listening to consumer demand and the harsh realities of pandemic burnout in food ventures.9:26–21:42 · Guy pushing back 3/10 Advice Line Call: Scaling Sam Cagle's Dough Guy Brand Guy demonstrates surprising hands-on pizza-making technical knowledge and business acumen, while Stacy advises caller Sam Cagle on remaining the irreplaceable face of his emerging brand while momentum is high.21:43–34:51 · Guy pushing back 5/10 Mid-Episode Transition and Station Break Guy and Stacy firmly challenge Alex's strategy of educating consumers on the broader Pisco category, advising him instead to make Suyo the leading umbrella brand synonymous with the spirit.34:52–52:46 · Guy pushing back 4/10 Post-Call Reflection on Single-Origin Spirits and Category Penetration Stacy openly disagrees with Guy's suggestion to reformulate Stuckey's classic log roll into a trendy protein snack, defending authentic heritage and warning against SKU sprawl, while Guy defends high-concept guerrilla marketing.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 96.3% · guest 3.7%0:00 · Guy 96.3% · guest 3.7%3:00 · Guy 37.2% · guest 62.8%3:00 · Guy 37.2% · guest 62.8%6:00 · Guy 49.6% · guest 50.4%6:00 · Guy 49.6% · guest 50.4%9:00 · Guy 22.2% · guest 77.8%9:00 · Guy 22.2% · guest 77.8%12:00 · Guy 33.9% · guest 66.1%12:00 · Guy 33.9% · guest 66.1%15:00 · Guy 54.7% · guest 45.3%15:00 · Guy 54.7% · guest 45.3%18:00 · Guy 47.5% · guest 52.5%18:00 · Guy 47.5% · guest 52.5%21:00 · Guy 51.5% · guest 48.5%21:00 · Guy 51.5% · guest 48.5%24:00 · Guy 23.5% · guest 76.5%24:00 · Guy 23.5% · guest 76.5%27:00 · Guy 18.1% · guest 81.9%27:00 · Guy 18.1% · guest 81.9%30:00 · Guy 60.8% · guest 39.2%30:00 · Guy 60.8% · guest 39.2%33:00 · Guy 48.3% · guest 51.7%33:00 · Guy 48.3% · guest 51.7%36:00 · Guy 27.6% · guest 72.4%36:00 · Guy 27.6% · guest 72.4%39:00 · Guy 35.4% · guest 64.6%39:00 · Guy 35.4% · guest 64.6%42:00 · Guy 20.1% · guest 79.9%42:00 · Guy 20.1% · guest 79.9%45:00 · Guy 93.2% · guest 6.8%45:00 · Guy 93.2% · guest 6.8%48:00 · Guy 38.6% · guest 61.4%48:00 · Guy 38.6% · guest 61.4%51:00 · Guy 54.6% · guest 45.4%51:00 · Guy 54.6% · guest 45.4%54:00 · Guy 100% · guest 0%54:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 49:39 Stacy directly rejects Guy's recipe pivot suggestion

Stacy asks permission to disagree with Guy and forcefully argues against tampering with Stuckey's proven core recipe just to chase protein trends.

 Hardest push from Guy ▶ 30:46 Pushing Alex to prioritize Suyo brand over Pisco category

Guy and Stacy strongly urge Alex to flip his marketing strategy, insisting that leading with generic category education wastes valuable consumer attention.

 Biggest teaching moment ▶ 23:58 Alex explains Pisco denomination of origin rules

Alex educates Guy and Stacy on the strict single-ingredient legal regulations and geographic denomination governing authentic Peruvian Pisco.

 Guy holds their own ▶ 17:44 Guy demonstrates technical pizza baking mastery

Guy surprises the guest caller by explaining specific mechanical baking techniques for maintaining dough mobility on the pizza peel.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Catching Up with Guest Mentor Stacy Madison 5411 Guy Raz demonstrates strong familiarity with Stacy's entrepreneurial journey, while Stacy shares practical insights on listening to consumer demand and the harsh realities of pandemic burnout in food ventures.
Advice Line Call: Scaling Sam Cagle's Dough Guy Brand 7313 Guy demonstrates surprising hands-on pizza-making technical knowledge and business acumen, while Stacy advises caller Sam Cagle on remaining the irreplaceable face of his emerging brand while momentum is high.
Mid-Episode Transition and Station Break 7425 Guy and Stacy firmly challenge Alex's strategy of educating consumers on the broader Pisco category, advising him instead to make Suyo the leading umbrella brand synonymous with the spirit.
Post-Call Reflection on Single-Origin Spirits and Category Penetration 6454 Stacy openly disagrees with Guy's suggestion to reformulate Stuckey's classic log roll into a trendy protein snack, defending authentic heritage and warning against SKU sprawl, while Guy defends high-concept guerrilla marketing.

Statements from this episode (11)

Insight
Stacy Madison: Prove your concept in retail before pivoting from side hustle
“You ask the question, well, when do you know when you switch or you make that decision? My answer would be, you need to prove out the concept outside of just where you are. So you have to take, whether it's taking the bags of chips to the stores, talking to th…”
Stacy Madison Oct 16, 2025 ▶ 7:47
Disclosure
Sam Cagle: Dough Guy generated over $300,000 in revenue in six months
“Since April, we've done just north of 300,000 in revenue.”
Sam Cagle Oct 16, 2025 ▶ 11:59
Disclosure
Sam Cagle: Dough Guy gained 130,000 Instagram followers since January
“I have since January, I've grown to about 130,000 followers.”
Sam Cagle Oct 16, 2025 ▶ 12:30
Assertion Supported
Alex Hildebrandt: Pisco is the only spirit legally made with one ingredient
“And Pisco also happens to be the only spirit in the world that by law is made with one ingredient.”
Alex Hildebrandt Oct 16, 2025 ▶ 22:36
Disclosure
Alex Hildebrandt: Suyo Pisco generates 80% of sales from on-premise venues
“So roughly 80% of our sales this year to date have been in bars and restaurants. Roughly 20% will be liquor stores”
Alex Hildebrandt Oct 16, 2025 ▶ 25:17
Prediction Not checkable as stated
Alex Hildebrandt: Suyo Pisco projects over $400,000 in revenue this year
“Yeah, we think we'll do a little bit over 400,000 this year.”
Alex Hildebrandt Oct 16, 2025 ▶ 25:54
Insight
Guy Raz: Consumers rarely champion a category without a leading brand
“Consumers, they rarely champion a category unless there's a brand to rally behind, right?”
Guy Raz Oct 16, 2025 ▶ 30:50
Assertion Supported
Stephanie Stuckey: Stuckey's peaked at 370 stores across 40 states
“At its peak, Stucky's had 370 stores in 40 states.”
Stephanie Stuckey Oct 16, 2025 ▶ 37:59
Disclosure
Stephanie Stuckey spent her $500,000 life savings to buy back Stuckey's
“I paid 500,000. It was my life savings.”
Stephanie Stuckey Oct 16, 2025 ▶ 39:18
Assertion Not checkable as stated
Stephanie Stuckey grew Stuckey's revenue from $2 million to $10 million
“We're in about 4000 doors nationwide. We do very well in farm and hardware. We're in some C-stores, some grocery like Food Lion and Ingalls. We just launched in Select, Walmart, and Sam's Club, and we have 65 employees. We're the largest employer in Wren's, Ge…”
Stephanie Stuckey Oct 16, 2025 ▶ 40:29
Insight
Stacy Madison: Food brands should pair founder names directly with core products
“And I would make sure that you're always the Stucky's Pecan. Get your name with your product. Stacey's Pita Chips.”
Stacy Madison Oct 16, 2025 ▶ 52:27
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