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Oct 3, 2024 · 38m · how-i-built-this

Advice Line: Reaching New Customers

Guy Raz · 13m spoken Kaveh Nurmofidi · 4m spoken Erin Levine · 4m spoken Dr. Eric Wolk · 3m spoken Leah Solivan · 3m spoken Scott Svenson · 2m spoken Holly Thaggard · 2m spoken Ally Svenson · 1m spoken
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gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this special Advice Line mashup of How I Built This Lab, host Guy Raz pairs emerging startup founders with experienced entrepreneurs from TaskRabbit, MOD Pizza, and Supergoop to tackle critical growth challenges including customer trust, retail scaling, and marketing education.

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 38.1% of the talking time here. How this is scored →

Guy as informed peer 5.0 Guest teaching 3.3 Guest disagreement 0.7 Guy pushing back 2.7
05100:0010:0020:0030:000:31–11:15 · Guy as informed peer 3/10 Episode Overview and Advice Line Instructions Guy Raz and guest advisor Leah Solivan maintain an open, consultative tone. Erin Levine educates the hosts on the structural misalignments in traditional divorce law and the demographic reality that women initiate 70 to 75 percent of filings. The dynamic is fully collaborative with no combative friction.11:16–25:08 · Guy as informed peer 6/10 Midroll Transition and MOD Pizza Introduction Guy Raz actively critiques Aficio 22's website and marketing hierarchy, pushing the founder to prioritize product quality and culinary usage over mission statements. Raz draws direct operational comparisons to direct-to-consumer olive oil brand Graza and recommends specific labeling tactics.25:10–36:28 · Guy as informed peer 6/10 Midroll Transition and Supergoop Founder Introduction Raz steers the business discussion away from pure consumer marketing toward B2B corporate travel wellness benefits. Dr. Wolk receptively absorbs strategic marketing suggestions regarding founder-led video content and employer sales pitches.0:31–11:15 · Guest teaching 4/10 Episode Overview and Advice Line Instructions Guy Raz and guest advisor Leah Solivan maintain an open, consultative tone. Erin Levine educates the hosts on the structural misalignments in traditional divorce law and the demographic reality that women initiate 70 to 75 percent of filings. The dynamic is fully collaborative with no combative friction.11:16–25:08 · Guest teaching 3/10 Midroll Transition and MOD Pizza Introduction Guy Raz actively critiques Aficio 22's website and marketing hierarchy, pushing the founder to prioritize product quality and culinary usage over mission statements. Raz draws direct operational comparisons to direct-to-consumer olive oil brand Graza and recommends specific labeling tactics.25:10–36:28 · Guest teaching 3/10 Midroll Transition and Supergoop Founder Introduction Raz steers the business discussion away from pure consumer marketing toward B2B corporate travel wellness benefits. Dr. Wolk receptively absorbs strategic marketing suggestions regarding founder-led video content and employer sales pitches.0:31–11:15 · Guest disagreement 1/10 Episode Overview and Advice Line Instructions Guy Raz and guest advisor Leah Solivan maintain an open, consultative tone. Erin Levine educates the hosts on the structural misalignments in traditional divorce law and the demographic reality that women initiate 70 to 75 percent of filings. The dynamic is fully collaborative with no combative friction.11:16–25:08 · Guest disagreement 1/10 Midroll Transition and MOD Pizza Introduction Guy Raz actively critiques Aficio 22's website and marketing hierarchy, pushing the founder to prioritize product quality and culinary usage over mission statements. Raz draws direct operational comparisons to direct-to-consumer olive oil brand Graza and recommends specific labeling tactics.25:10–36:28 · Guest disagreement 0/10 Midroll Transition and Supergoop Founder Introduction Raz steers the business discussion away from pure consumer marketing toward B2B corporate travel wellness benefits. Dr. Wolk receptively absorbs strategic marketing suggestions regarding founder-led video content and employer sales pitches.0:31–11:15 · Guy pushing back 1/10 Episode Overview and Advice Line Instructions Guy Raz and guest advisor Leah Solivan maintain an open, consultative tone. Erin Levine educates the hosts on the structural misalignments in traditional divorce law and the demographic reality that women initiate 70 to 75 percent of filings. The dynamic is fully collaborative with no combative friction.11:16–25:08 · Guy pushing back 4/10 Midroll Transition and MOD Pizza Introduction Guy Raz actively critiques Aficio 22's website and marketing hierarchy, pushing the founder to prioritize product quality and culinary usage over mission statements. Raz draws direct operational comparisons to direct-to-consumer olive oil brand Graza and recommends specific labeling tactics.25:10–36:28 · Guy pushing back 3/10 Midroll Transition and Supergoop Founder Introduction Raz steers the business discussion away from pure consumer marketing toward B2B corporate travel wellness benefits. Dr. Wolk receptively absorbs strategic marketing suggestions regarding founder-led video content and employer sales pitches.

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

0:00 · Guy 80.9% · guest 19.1%0:00 · Guy 80.9% · guest 19.1%3:00 · Guy 18.3% · guest 81.7%3:00 · Guy 18.3% · guest 81.7%6:00 · Guy 0% · guest 100%6:00 · Guy 0% · guest 100%9:00 · Guy 28.9% · guest 71.1%9:00 · Guy 28.9% · guest 71.1%12:00 · Guy 32% · guest 68%12:00 · Guy 32% · guest 68%15:00 · Guy 15.2% · guest 84.8%15:00 · Guy 15.2% · guest 84.8%18:00 · Guy 28.4% · guest 71.6%18:00 · Guy 28.4% · guest 71.6%21:00 · Guy 36.6% · guest 63.4%21:00 · Guy 36.6% · guest 63.4%24:00 · Guy 61.4% · guest 38.6%24:00 · Guy 61.4% · guest 38.6%27:00 · Guy 33.4% · guest 66.6%27:00 · Guy 33.4% · guest 66.6%30:00 · Guy 31.7% · guest 68.3%30:00 · Guy 31.7% · guest 68.3%33:00 · Guy 61.7% · guest 38.3%33:00 · Guy 61.7% · guest 38.3%36:00 · Guy 84.6% · guest 15.4%36:00 · Guy 84.6% · guest 15.4%
Sharpest disagreement ▶ 4:36 Critique of hourly billing in family law

Erin Levine forcefully rejects the standard legal framework, asserting that lawyers profit off prolonged conflict with no incentive for resolution.

 Hardest push from Guy ▶ 18:40 Challenging mission-first consumer messaging

Guy Raz pushes back against leading with charitable giving, arguing customers purchase food products for taste and quality rather than charitable mission.

 Biggest teaching moment ▶ 6:56 Divorce demographics and trial frequency data

Erin Levine educates the panel on filing statistics and explains that because most divorces settle out of court, digital platforms are viable for the vast majority.

 Guy holds their own ▶ 22:17 Raz cites Graza case study for product positioning

Guy Raz showcases his deep familiarity with consumer product branding by analyzing Graza's drizzle versus sizzle marketing and translating it into actionable advice.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Episode Overview and Advice Line Instructions 3411 Guy Raz and guest advisor Leah Solivan maintain an open, consultative tone. Erin Levine educates the hosts on the structural misalignments in traditional divorce law and the demographic reality that women initiate 70 to 75 percent of filings. The dynamic is fully collaborative with no combative friction.
Midroll Transition and MOD Pizza Introduction 6314 Guy Raz actively critiques Aficio 22's website and marketing hierarchy, pushing the founder to prioritize product quality and culinary usage over mission statements. Raz draws direct operational comparisons to direct-to-consumer olive oil brand Graza and recommends specific labeling tactics.
Midroll Transition and Supergoop Founder Introduction 6303 Raz steers the business discussion away from pure consumer marketing toward B2B corporate travel wellness benefits. Dr. Wolk receptively absorbs strategic marketing suggestions regarding founder-led video content and employer sales pitches.

Statements from this episode (4)

Insight
Divorce lawyers lack incentives to resolve cases due to hourly billing
“Lawyers get paid by the hour, and it creates literally no incentive for us to add efficiencies or to work towards a resolution. The longer the divorce goes, the more we get paid.”
Erin Levine Oct 3, 2024 ▶ 4:53
Disclosure
Hello Divorce charges flat fees from $400 to $3,800
“Depending on the complexity of your divorce, customers pay between 400 dollars and 3800 for a plan that covers their entire divorce, and they can pay that as a flat fee, or they can pay that over time.”
Erin Levine Oct 3, 2024 ▶ 5:23
Assertion Supported
Women initiate 70% to 75% of all divorce filings
“Women file for divorce 70 to 75% of the time”
Erin Levine Oct 3, 2024 ▶ 6:57
Assertion Not checkable as stated
Just 10 to 12 medications cover 95% of travel health issues
“It's really the same 10 or 12 medications that come up over and over again, and we're able to meet the needs of probably about 95% of the different issues that may occur.”
Dr. Eric Wolk Oct 3, 2024 ▶ 28:27
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