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Aug 15, 2024 · 47m · how-i-built-this

Advice Line with Holly Thaggard of Supergoop!

Guy Raz · 20m spoken Holly Thaggard · 12m spoken Anderson (Andy) Camp · 3m spoken Erin McLaughlin · 3m spoken Christina Davis · 2m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Guy Raz and Supergoop! founder Holly Thaggard host an interactive advice session, mentoring three entrepreneurs on delegating operations, refining niche marketing, and transforming safety products into joyful consumer brands.

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 49.3% of the talking time here. How this is scored →

Guy as informed peer 6.3 Guest teaching 1.7 Guest disagreement 0.0 Guy pushing back 2.0
05100:0015:0030:0045:004:36–16:45 · Guy as informed peer 6/10 Scaling Operations and Clarifying Brand Focus with Davis Cookie Collection Guy acts as an experienced startup consultant alongside Holly, advising Christina on creating an advisory board with retired Cincinnati corporate executives and drafting a brand bible to clarify the company's core focus. Christina is completely receptive and appreciative.16:45–29:15 · Guy as informed peer 6/10 Positioning the Razor Rinser with The Clean Shave Company Andy shares his military background and technical specs for his razor cleaner. Guy offers strategic distribution suggestions, including pitching eco-conscious hotel chains like Moxie and Graduate rather than worrying about demographic silos.29:17–43:02 · Guy as informed peer 7/10 Making Water Safety Engaging with Flaguard Guy and Holly advise Erin on shifting her brand positioning away from fear-based marketing to aspirational and joyful water safety messaging. Guy contributes creative licensing, regulatory, and product extension ideas based on historical safety gear adoption trends.4:36–16:45 · Guest teaching 1/10 Scaling Operations and Clarifying Brand Focus with Davis Cookie Collection Guy acts as an experienced startup consultant alongside Holly, advising Christina on creating an advisory board with retired Cincinnati corporate executives and drafting a brand bible to clarify the company's core focus. Christina is completely receptive and appreciative.16:45–29:15 · Guest teaching 2/10 Positioning the Razor Rinser with The Clean Shave Company Andy shares his military background and technical specs for his razor cleaner. Guy offers strategic distribution suggestions, including pitching eco-conscious hotel chains like Moxie and Graduate rather than worrying about demographic silos.29:17–43:02 · Guest teaching 2/10 Making Water Safety Engaging with Flaguard Guy and Holly advise Erin on shifting her brand positioning away from fear-based marketing to aspirational and joyful water safety messaging. Guy contributes creative licensing, regulatory, and product extension ideas based on historical safety gear adoption trends.4:36–16:45 · Guest disagreement 0/10 Scaling Operations and Clarifying Brand Focus with Davis Cookie Collection Guy acts as an experienced startup consultant alongside Holly, advising Christina on creating an advisory board with retired Cincinnati corporate executives and drafting a brand bible to clarify the company's core focus. Christina is completely receptive and appreciative.16:45–29:15 · Guest disagreement 0/10 Positioning the Razor Rinser with The Clean Shave Company Andy shares his military background and technical specs for his razor cleaner. Guy offers strategic distribution suggestions, including pitching eco-conscious hotel chains like Moxie and Graduate rather than worrying about demographic silos.29:17–43:02 · Guest disagreement 0/10 Making Water Safety Engaging with Flaguard Guy and Holly advise Erin on shifting her brand positioning away from fear-based marketing to aspirational and joyful water safety messaging. Guy contributes creative licensing, regulatory, and product extension ideas based on historical safety gear adoption trends.4:36–16:45 · Guy pushing back 1/10 Scaling Operations and Clarifying Brand Focus with Davis Cookie Collection Guy acts as an experienced startup consultant alongside Holly, advising Christina on creating an advisory board with retired Cincinnati corporate executives and drafting a brand bible to clarify the company's core focus. Christina is completely receptive and appreciative.16:45–29:15 · Guy pushing back 2/10 Positioning the Razor Rinser with The Clean Shave Company Andy shares his military background and technical specs for his razor cleaner. Guy offers strategic distribution suggestions, including pitching eco-conscious hotel chains like Moxie and Graduate rather than worrying about demographic silos.29:17–43:02 · Guy pushing back 3/10 Making Water Safety Engaging with Flaguard Guy and Holly advise Erin on shifting her brand positioning away from fear-based marketing to aspirational and joyful water safety messaging. Guy contributes creative licensing, regulatory, and product extension ideas based on historical safety gear adoption trends.

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

0:00 · Guy 98.6% · guest 1.4%0:00 · Guy 98.6% · guest 1.4%3:00 · Guy 14.5% · guest 85.5%3:00 · Guy 14.5% · guest 85.5%6:00 · Guy 47.2% · guest 52.8%6:00 · Guy 47.2% · guest 52.8%9:00 · Guy 46.5% · guest 53.5%9:00 · Guy 46.5% · guest 53.5%12:00 · Guy 48.5% · guest 51.5%12:00 · Guy 48.5% · guest 51.5%15:00 · Guy 65.7% · guest 34.3%15:00 · Guy 65.7% · guest 34.3%18:00 · Guy 30% · guest 70%18:00 · Guy 30% · guest 70%21:00 · Guy 14% · guest 86%21:00 · Guy 14% · guest 86%24:00 · Guy 67.9% · guest 32.1%24:00 · Guy 67.9% · guest 32.1%27:00 · Guy 84.8% · guest 15.2%27:00 · Guy 84.8% · guest 15.2%30:00 · Guy 34% · guest 66%30:00 · Guy 34% · guest 66%33:00 · Guy 18.5% · guest 81.5%33:00 · Guy 18.5% · guest 81.5%36:00 · Guy 72.7% · guest 27.3%36:00 · Guy 72.7% · guest 27.3%39:00 · Guy 28% · guest 72%39:00 · Guy 28% · guest 72%42:00 · Guy 52.9% · guest 47.1%42:00 · Guy 52.9% · guest 47.1%45:00 · Guy 70% · guest 30%45:00 · Guy 70% · guest 30%
Sharpest disagreement ▶ 39:49 Erin questions expanding beyond flag branding

In a uniformly cordial episode, Erin mildly questions Holly and Guy's suggestion to move away from purely flag-centered branding, asking what they mean before quickly taking on their input.

 Hardest push from Guy ▶ 41:04 Holly pushes back on fear-based messaging

Holly directly critiques Erin's current Instagram presence for having a scary, alarmist tone, urging her to pivot to joyful and playful positioning.

 Biggest teaching moment ▶ 18:42 Andy explains positive displacement mechanics

Andy details how his device functions as an unpowered positive displacement pump using targeted pressure jets rather than running tap water.

 Guy holds their own ▶ 14:13 Guy outlines advisory board strategy

Guy draws upon corporate startup playbooks to advise Christina on securing retired Cincinnati executives for equity or informal advisory boards.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Scaling Operations and Clarifying Brand Focus with Davis Cookie Collection 6101 Guy acts as an experienced startup consultant alongside Holly, advising Christina on creating an advisory board with retired Cincinnati corporate executives and drafting a brand bible to clarify the company's core focus. Christina is completely receptive and appreciative.
Positioning the Razor Rinser with The Clean Shave Company 6202 Andy shares his military background and technical specs for his razor cleaner. Guy offers strategic distribution suggestions, including pitching eco-conscious hotel chains like Moxie and Graduate rather than worrying about demographic silos.
Making Water Safety Engaging with Flaguard 7203 Guy and Holly advise Erin on shifting her brand positioning away from fear-based marketing to aspirational and joyful water safety messaging. Guy contributes creative licensing, regulatory, and product extension ideas based on historical safety gear adoption trends.

Statements from this episode (6)

Assertion Supported
Holly Thaggard: 26 US States Now Allow Sunscreen in Schools
“We're up to, I think, 26 states that now allow SPF in schools for the, Reason of protecting our youth skin, our body's largest organ”
Holly Thaggard Aug 15, 2024 ▶ 3:55
Insight
Thaggard: Brand websites should prioritize consumer education over DTC sales conversion
“It's the place the consumer goes to learn more about their brand. They may never even purchase from your website. The goal of the website is not to end a purchase. Well, I mean, I think our DTC business is probably a good chunk of our overall business, but our…”
Holly Thaggard Aug 15, 2024 ▶ 16:21
Insight
Thaggard: Brands fail when trying to target everyone at once
“Identifying who that consumer is on a timeline is, is really important because obviously everyone has skin. It's our body's largest organ and you could go after the world, but you can't do that in a really powerful way if you're targeting everyone at the same …”
Holly Thaggard Aug 15, 2024 ▶ 24:03
Opinion
Raz: Startups cannot build viable businesses on single niche gadgets
“Down the road, they're going to have to create a product line. You can't, right, you can't build a business on just this one niche product. They're going to have to think of their brand as shaving across the board”
Guy Raz Aug 15, 2024 ▶ 28:37
Prediction Not checkable as stated
Guy Raz: Surfing helmet adoption will mirror skiing within 10 to 20 years
“Yeah, and I've seen it more and more in California. I see more and more people wearing helmets, and I think in 1020 years, it's just, we're gonna look back and be like, people didn't wear helmets surfing? That was, it's like skiing.”
Guy Raz Aug 15, 2024 ▶ 42:33
Assertion Not checkable as stated
Thaggard: Supergoop! founder personally restocked retail shelves from her bag
“I had created these sunscreen swipes, and apparently the swipes were a huge hit. So I would go around to stores during that period, and, ah, the swipes were always gone. They were just wiped off the shelf. But the problem was I knew that my sales couldn't be g…”
Holly Thaggard Aug 15, 2024 ▶ 45:34
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