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Sep 19, 2024 · 53m · how-i-built-this

Advice Line with Sadie Lincoln of barre3

Guy Raz · 16m spoken Sadie Lincoln · 15m spoken Andrew Pizzullo · 6m spoken Randy Pink · 6m spoken Dustin Bowen · 4m spoken
0:00 / 0:00

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Guy Raz and barre3 co-founder Sadie Lincoln team up on The Advice Line to provide actionable mentorship on brand identity, pricing, and operational leadership to three emerging entrepreneurs.

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 33.6% of the talking time here. How this is scored →

Guy as informed peer 5.0 Guest teaching 2.0 Guest disagreement 0.0 Guy pushing back 0.5
05100:0015:0030:0045:001:09–5:48 · Guy as informed peer 4/10 Sadie Lincoln on Founding barre3 and Early Storytelling Guy warmly welcomes back Sadie Lincoln, framing her as an expert co-mentor. Sadie details how she solved early positioning issues with barre3 by crafting a clear tagline and adapting her pitch to customers.5:50–20:20 · Guy as informed peer 6/10 Mentoring Dustin Bowen on Ketchustard Brand Identity and Packaging Dustin Bowen presents Ketchustard seeking branding advice. Guy and Sadie offer creative marketing guidance, with Guy pushing Dustin to move away from a corporate aesthetic and toward quirky storytelling inspired by Sir Kensington's and Liquid Death.20:20–37:46 · Guy as informed peer 6/10 Mid-Show Break and Reintroduction of Sadie Lincoln Andrew Pizzullo discusses marketing and pricing his yard game Ramps. Guy applies past founder case studies (Spikeball) to recommend grassroots lake and park demos, while Sadie advises on market research and cost reduction.37:47–50:51 · Guy as informed peer 4/10 Second Intermission and Transition to Ruffner Treehouse Village Author Randy Pink seeks advice on decoupling her identity from Ruffner Treehouse Village. Sadie offers deeply supportive mentorship on embracing the founder's initial role as storyteller before bringing on analytical operators.1:09–5:48 · Guest teaching 3/10 Sadie Lincoln on Founding barre3 and Early Storytelling Guy warmly welcomes back Sadie Lincoln, framing her as an expert co-mentor. Sadie details how she solved early positioning issues with barre3 by crafting a clear tagline and adapting her pitch to customers.5:50–20:20 · Guest teaching 1/10 Mentoring Dustin Bowen on Ketchustard Brand Identity and Packaging Dustin Bowen presents Ketchustard seeking branding advice. Guy and Sadie offer creative marketing guidance, with Guy pushing Dustin to move away from a corporate aesthetic and toward quirky storytelling inspired by Sir Kensington's and Liquid Death.20:20–37:46 · Guest teaching 2/10 Mid-Show Break and Reintroduction of Sadie Lincoln Andrew Pizzullo discusses marketing and pricing his yard game Ramps. Guy applies past founder case studies (Spikeball) to recommend grassroots lake and park demos, while Sadie advises on market research and cost reduction.37:47–50:51 · Guest teaching 2/10 Second Intermission and Transition to Ruffner Treehouse Village Author Randy Pink seeks advice on decoupling her identity from Ruffner Treehouse Village. Sadie offers deeply supportive mentorship on embracing the founder's initial role as storyteller before bringing on analytical operators.1:09–5:48 · Guest disagreement 0/10 Sadie Lincoln on Founding barre3 and Early Storytelling Guy warmly welcomes back Sadie Lincoln, framing her as an expert co-mentor. Sadie details how she solved early positioning issues with barre3 by crafting a clear tagline and adapting her pitch to customers.5:50–20:20 · Guest disagreement 0/10 Mentoring Dustin Bowen on Ketchustard Brand Identity and Packaging Dustin Bowen presents Ketchustard seeking branding advice. Guy and Sadie offer creative marketing guidance, with Guy pushing Dustin to move away from a corporate aesthetic and toward quirky storytelling inspired by Sir Kensington's and Liquid Death.20:20–37:46 · Guest disagreement 0/10 Mid-Show Break and Reintroduction of Sadie Lincoln Andrew Pizzullo discusses marketing and pricing his yard game Ramps. Guy applies past founder case studies (Spikeball) to recommend grassroots lake and park demos, while Sadie advises on market research and cost reduction.37:47–50:51 · Guest disagreement 0/10 Second Intermission and Transition to Ruffner Treehouse Village Author Randy Pink seeks advice on decoupling her identity from Ruffner Treehouse Village. Sadie offers deeply supportive mentorship on embracing the founder's initial role as storyteller before bringing on analytical operators.1:09–5:48 · Guy pushing back 0/10 Sadie Lincoln on Founding barre3 and Early Storytelling Guy warmly welcomes back Sadie Lincoln, framing her as an expert co-mentor. Sadie details how she solved early positioning issues with barre3 by crafting a clear tagline and adapting her pitch to customers.5:50–20:20 · Guy pushing back 1/10 Mentoring Dustin Bowen on Ketchustard Brand Identity and Packaging Dustin Bowen presents Ketchustard seeking branding advice. Guy and Sadie offer creative marketing guidance, with Guy pushing Dustin to move away from a corporate aesthetic and toward quirky storytelling inspired by Sir Kensington's and Liquid Death.20:20–37:46 · Guy pushing back 1/10 Mid-Show Break and Reintroduction of Sadie Lincoln Andrew Pizzullo discusses marketing and pricing his yard game Ramps. Guy applies past founder case studies (Spikeball) to recommend grassroots lake and park demos, while Sadie advises on market research and cost reduction.37:47–50:51 · Guy pushing back 0/10 Second Intermission and Transition to Ruffner Treehouse Village Author Randy Pink seeks advice on decoupling her identity from Ruffner Treehouse Village. Sadie offers deeply supportive mentorship on embracing the founder's initial role as storyteller before bringing on analytical operators.

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

0:00 · Guy 87.6% · guest 12.4%0:00 · Guy 87.6% · guest 12.4%3:00 · Guy 34% · guest 66%3:00 · Guy 34% · guest 66%6:00 · Guy 39.4% · guest 60.6%6:00 · Guy 39.4% · guest 60.6%9:00 · Guy 31% · guest 69%9:00 · Guy 31% · guest 69%12:00 · Guy 26.3% · guest 73.7%12:00 · Guy 26.3% · guest 73.7%15:00 · Guy 55.3% · guest 44.7%15:00 · Guy 55.3% · guest 44.7%18:00 · Guy 76% · guest 24%18:00 · Guy 76% · guest 24%21:00 · Guy 26.5% · guest 73.5%21:00 · Guy 26.5% · guest 73.5%24:00 · Guy 9.6% · guest 90.4%24:00 · Guy 9.6% · guest 90.4%27:00 · Guy 10.2% · guest 89.8%27:00 · Guy 10.2% · guest 89.8%30:00 · Guy 58.8% · guest 41.2%30:00 · Guy 58.8% · guest 41.2%33:00 · Guy 21.2% · guest 78.8%33:00 · Guy 21.2% · guest 78.8%36:00 · Guy 34.4% · guest 65.6%36:00 · Guy 34.4% · guest 65.6%39:00 · Guy 17.2% · guest 82.8%39:00 · Guy 17.2% · guest 82.8%42:00 · Guy 4% · guest 96%42:00 · Guy 4% · guest 96%45:00 · Guy 3.6% · guest 96.4%45:00 · Guy 3.6% · guest 96.4%48:00 · Guy 12.8% · guest 87.2%48:00 · Guy 12.8% · guest 87.2%51:00 · Guy 63.1% · guest 36.9%51:00 · Guy 63.1% · guest 36.9%
Sharpest disagreement ▶ 35:30 Andrew noting unrealistic customer price expectations

In a very collegial episode, Andrew offers mild pushback against market expectations by explaining that customers demand a $50 price point despite shipping alone costing $60.

 Hardest push from Guy ▶ 16:00 Guy critiques Ketchustard's corporate logo

Guy firmly challenges Dustin's website aesthetic, stating that the current branding feels overly serious and fails to capture the product's inherent quirkiness.

 Biggest teaching moment ▶ 10:30 Dustin details Heinz's Saucy Sauce line

Dustin educates the hosts on industry precedent, explaining how Heinz launched hybrid condiment portmanteaus like Mayochup and Mayomust in 2018.

 Guy holds their own ▶ 31:40 Guy cites Spikeball's niche community strategy

Guy displays deep entrepreneurial domain knowledge by outlining how Spikeball built early momentum through targeted grassroots demos with specific subcultures.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Sadie Lincoln on Founding barre3 and Early Storytelling 4300 Guy warmly welcomes back Sadie Lincoln, framing her as an expert co-mentor. Sadie details how she solved early positioning issues with barre3 by crafting a clear tagline and adapting her pitch to customers.
Mentoring Dustin Bowen on Ketchustard Brand Identity and Packaging 6101 Dustin Bowen presents Ketchustard seeking branding advice. Guy and Sadie offer creative marketing guidance, with Guy pushing Dustin to move away from a corporate aesthetic and toward quirky storytelling inspired by Sir Kensington's and Liquid Death.
Mid-Show Break and Reintroduction of Sadie Lincoln 6201 Andrew Pizzullo discusses marketing and pricing his yard game Ramps. Guy applies past founder case studies (Spikeball) to recommend grassroots lake and park demos, while Sadie advises on market research and cost reduction.
Second Intermission and Transition to Ruffner Treehouse Village 4200 Author Randy Pink seeks advice on decoupling her identity from Ruffner Treehouse Village. Sadie offers deeply supportive mentorship on embracing the founder's initial role as storyteller before bringing on analytical operators.

Statements from this episode (5)

Assertion Supported
Raz: barre3 has almost 200 fitness and wellness studios nationwide
“It's the fitness and wellness company with almost 200 studios across the country.”
Guy Raz Sep 19, 2024 ▶ 1:14
Assertion Partly supported
Lincoln: The Bay Area and New York were early barre markets
“There was no other bar concept here, and so I moved from San Francisco, the Bay Area, which was the, basically the Bay Area and New York City were the two First places that bar arrived.”
Sadie Lincoln Sep 19, 2024 ▶ 5:04
Assertion Not checkable as stated
Pizzullo: Ramps sold 150 units in one week after viral post
“In the last week, I think we sold around a 150. We only had 250 in our inventory, so far beyond our initial projections and expectations.”
Andrew Pizzullo Sep 19, 2024 ▶ 31:06
Insight
Lincoln: Founders dominate a brand's identity only until the product launches
“Especially before you actually have a product that people can experience, it's really only about you and your story, and so I guess I hope that helps a little, but I will say that it changes. It's a phase. Eventually, when you have your beautiful concept built…”
Sadie Lincoln Sep 19, 2024 ▶ 45:05
Insight
Lincoln: Visionary founders need analytical partners to build stakeholder trust
“In the early days, I had a really hard time building trust with people because I go right to my heart, to vision, and what's possible in the future. And people who are literal and need data and analytics and proof You know, had a hard time listening to me and …”
Sadie Lincoln Sep 19, 2024 ▶ 49:49
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