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May 16, 2024 · 51m · how-i-built-this

Advice Line with Andrew Abraham of Orgain

Guy Raz · 16m spoken Andrew Abraham · 12m spoken Turner Lewis · 7m spoken Bryn Snyder · 5m spoken Catherine Smart · 4m spoken
0:00 / 0:00

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

Host Guy Raz and Orgain founder Andrew Abraham mentor three emerging entrepreneurs on the How I Built This Lab Advice Line, offering actionable guidance on simplifying brand messaging, expanding market reach, and navigating fundraising. Through real-world case studies in oral care, canned beverages, and specialty food, they deliver masterclass insights on sustainable business growth.

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 36.4% of the talking time here. How this is scored →

Guy as informed peer 5.5 Guest teaching 2.0 Guest disagreement 0.8 Guy pushing back 1.3
05100:0015:0030:0045:000:02–4:20 · Guy as informed peer 4/10 Welcome and Simplifying Health Claims with Andrew Abraham Guy Raz sets a warm, supportive tone, recounting Andrew Abraham's medical and entrepreneurial background before discussing how health brands should communicate science. Abraham shares his 'kid test' concept for keeping marketing claims simple and credible.4:21–18:35 · Guy as informed peer 6/10 Caller 1: Marketing the Slate Electric Flosser Guy Raz actively contributes his personal experience using the Slate flosser and suggests distinct marketing approaches inspired by Liquid Death. He and Abraham advise Bryn on highlighting their 30-day money-back guarantee and implementing customer referral programs.18:37–35:26 · Guy as informed peer 6/10 Oral Hygiene Routines and Mid-Show Break When Turner Lewis discusses his golf-focused canned cocktail, Abraham questions whether targeting only golfers caps total addressable market. Raz steps in with a constructive parallel to Clif Bar's initial focus on cyclists, counseling Turner on expanding toward a broader lifestyle brand.35:28–50:14 · Guy as informed peer 6/10 Reflecting on Doctor-Entrepreneurs and Break Transition Catherine Smart seeks fundraising advice for Not Just Co, and both Raz and Abraham provide concrete advice on micro-influencer strategies and packaging innovations. Raz references Graza olive oil and suggests Tetra Pak packaging to bypass glass shipping limitations.0:02–4:20 · Guest teaching 2/10 Welcome and Simplifying Health Claims with Andrew Abraham Guy Raz sets a warm, supportive tone, recounting Andrew Abraham's medical and entrepreneurial background before discussing how health brands should communicate science. Abraham shares his 'kid test' concept for keeping marketing claims simple and credible.4:21–18:35 · Guest teaching 2/10 Caller 1: Marketing the Slate Electric Flosser Guy Raz actively contributes his personal experience using the Slate flosser and suggests distinct marketing approaches inspired by Liquid Death. He and Abraham advise Bryn on highlighting their 30-day money-back guarantee and implementing customer referral programs.18:37–35:26 · Guest teaching 2/10 Oral Hygiene Routines and Mid-Show Break When Turner Lewis discusses his golf-focused canned cocktail, Abraham questions whether targeting only golfers caps total addressable market. Raz steps in with a constructive parallel to Clif Bar's initial focus on cyclists, counseling Turner on expanding toward a broader lifestyle brand.35:28–50:14 · Guest teaching 2/10 Reflecting on Doctor-Entrepreneurs and Break Transition Catherine Smart seeks fundraising advice for Not Just Co, and both Raz and Abraham provide concrete advice on micro-influencer strategies and packaging innovations. Raz references Graza olive oil and suggests Tetra Pak packaging to bypass glass shipping limitations.0:02–4:20 · Guest disagreement 0/10 Welcome and Simplifying Health Claims with Andrew Abraham Guy Raz sets a warm, supportive tone, recounting Andrew Abraham's medical and entrepreneurial background before discussing how health brands should communicate science. Abraham shares his 'kid test' concept for keeping marketing claims simple and credible.4:21–18:35 · Guest disagreement 1/10 Caller 1: Marketing the Slate Electric Flosser Guy Raz actively contributes his personal experience using the Slate flosser and suggests distinct marketing approaches inspired by Liquid Death. He and Abraham advise Bryn on highlighting their 30-day money-back guarantee and implementing customer referral programs.18:37–35:26 · Guest disagreement 2/10 Oral Hygiene Routines and Mid-Show Break When Turner Lewis discusses his golf-focused canned cocktail, Abraham questions whether targeting only golfers caps total addressable market. Raz steps in with a constructive parallel to Clif Bar's initial focus on cyclists, counseling Turner on expanding toward a broader lifestyle brand.35:28–50:14 · Guest disagreement 0/10 Reflecting on Doctor-Entrepreneurs and Break Transition Catherine Smart seeks fundraising advice for Not Just Co, and both Raz and Abraham provide concrete advice on micro-influencer strategies and packaging innovations. Raz references Graza olive oil and suggests Tetra Pak packaging to bypass glass shipping limitations.0:02–4:20 · Guy pushing back 0/10 Welcome and Simplifying Health Claims with Andrew Abraham Guy Raz sets a warm, supportive tone, recounting Andrew Abraham's medical and entrepreneurial background before discussing how health brands should communicate science. Abraham shares his 'kid test' concept for keeping marketing claims simple and credible.4:21–18:35 · Guy pushing back 2/10 Caller 1: Marketing the Slate Electric Flosser Guy Raz actively contributes his personal experience using the Slate flosser and suggests distinct marketing approaches inspired by Liquid Death. He and Abraham advise Bryn on highlighting their 30-day money-back guarantee and implementing customer referral programs.18:37–35:26 · Guy pushing back 2/10 Oral Hygiene Routines and Mid-Show Break When Turner Lewis discusses his golf-focused canned cocktail, Abraham questions whether targeting only golfers caps total addressable market. Raz steps in with a constructive parallel to Clif Bar's initial focus on cyclists, counseling Turner on expanding toward a broader lifestyle brand.35:28–50:14 · Guy pushing back 1/10 Reflecting on Doctor-Entrepreneurs and Break Transition Catherine Smart seeks fundraising advice for Not Just Co, and both Raz and Abraham provide concrete advice on micro-influencer strategies and packaging innovations. Raz references Graza olive oil and suggests Tetra Pak packaging to bypass glass shipping limitations.

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

0:00 · Guy 82.4% · guest 17.6%0:00 · Guy 82.4% · guest 17.6%3:00 · Guy 47.2% · guest 52.8%3:00 · Guy 47.2% · guest 52.8%6:00 · Guy 23.1% · guest 76.9%6:00 · Guy 23.1% · guest 76.9%9:00 · Guy 28.9% · guest 71.1%9:00 · Guy 28.9% · guest 71.1%12:00 · Guy 35.3% · guest 64.7%12:00 · Guy 35.3% · guest 64.7%15:00 · Guy 38.9% · guest 61.1%15:00 · Guy 38.9% · guest 61.1%18:00 · Guy 58.4% · guest 41.6%18:00 · Guy 58.4% · guest 41.6%21:00 · Guy 30.7% · guest 69.3%21:00 · Guy 30.7% · guest 69.3%24:00 · Guy 24.3% · guest 75.7%24:00 · Guy 24.3% · guest 75.7%27:00 · Guy 18.8% · guest 81.2%27:00 · Guy 18.8% · guest 81.2%30:00 · Guy 12.4% · guest 87.6%30:00 · Guy 12.4% · guest 87.6%33:00 · Guy 40.3% · guest 59.7%33:00 · Guy 40.3% · guest 59.7%36:00 · Guy 46.2% · guest 53.8%36:00 · Guy 46.2% · guest 53.8%39:00 · Guy 16.4% · guest 83.6%39:00 · Guy 16.4% · guest 83.6%42:00 · Guy 31.1% · guest 68.9%42:00 · Guy 31.1% · guest 68.9%45:00 · Guy 25.6% · guest 74.4%45:00 · Guy 25.6% · guest 74.4%48:00 · Guy 44.2% · guest 55.8%48:00 · Guy 44.2% · guest 55.8%51:00 · Guy 100% · guest 0%51:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 29:40 Turner Lewis defends the golf market niche

Turner politely rejects an industry consultant's critique that the golf niche is too small, defending his decision to double down on 16,000 courses and 25 million rounds as a viable blue ocean.

 Hardest push from Guy ▶ 30:39 Abraham challenges Turner's narrow TAM

Abraham uses a fishing lake analogy to press Turner on whether catering strictly to golfers artificially constrains the company's valuation and appeal to institutional investors.

 Biggest teaching moment ▶ 8:27 Bryn Snyder explains the embrasure area

Bryn educates the hosts on the dental embrasure area and why standard floss picks fail to stimulate gums, explaining the clinical rationale behind their patented gum sweeps.

 Guy holds their own ▶ 33:44 Raz draws on Clif Bar founder playbook

Raz demonstrates his deep archive of business insights by explaining how Clif Bar founder Gary Erickson started strictly with triathletes before building broad mainstream appeal.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Welcome and Simplifying Health Claims with Andrew Abraham 4200 Guy Raz sets a warm, supportive tone, recounting Andrew Abraham's medical and entrepreneurial background before discussing how health brands should communicate science. Abraham shares his 'kid test' concept for keeping marketing claims simple and credible.
Caller 1: Marketing the Slate Electric Flosser 6212 Guy Raz actively contributes his personal experience using the Slate flosser and suggests distinct marketing approaches inspired by Liquid Death. He and Abraham advise Bryn on highlighting their 30-day money-back guarantee and implementing customer referral programs.
Oral Hygiene Routines and Mid-Show Break 6222 When Turner Lewis discusses his golf-focused canned cocktail, Abraham questions whether targeting only golfers caps total addressable market. Raz steps in with a constructive parallel to Clif Bar's initial focus on cyclists, counseling Turner on expanding toward a broader lifestyle brand.
Reflecting on Doctor-Entrepreneurs and Break Transition 6201 Catherine Smart seeks fundraising advice for Not Just Co, and both Raz and Abraham provide concrete advice on micro-influencer strategies and packaging innovations. Raz references Graza olive oil and suggests Tetra Pak packaging to bypass glass shipping limitations.

Statements from this episode (11)

Assertion Not publicly verifiable
Abraham: Orgain launched 28 new products in 2023
“We launched 28 products last year.”
Andrew Abraham May 16, 2024 ▶ 2:27
Assertion Not checkable as stated
Snyder: Slate Electric Flosser surpassed $1M in sales in its first year
“We started in November of twenty-twenty-two, and we were able to do over a million dollars in sales last year,”
Bryn Snyder May 16, 2024 ▶ 9:19
Assertion Partly supported
Snyder: Toothbrush market is $4 billion and water flosser market is $1.2 billion
“The toothbrush industry is a four billion dollar industry, and the water flosser industry is 1.2 billion.”
Bryn Snyder May 16, 2024 ▶ 12:28
Assertion Not checkable as stated
Snyder: Slate Electric Flosser has a return rate under 1%
“What we've learned is our return rate is like less than one percent.”
Bryn Snyder May 16, 2024 ▶ 17:16
Assertion Not checkable as stated
Lewis: Four Craft Cocktails did nearly $500,000 in revenue last year
“We're a little shy of half a million last year, and I think we're gonna, I just launched a Three new markets this spring, so I feel like it's got some potential for exponential growth”
Turner Lewis May 16, 2024 ▶ 26:37
Disclosure
Abraham: Humble Growth only invests if it adds immediate tangible value
“At my fund, for example, Humble Growth, like, if we can't catapult the business, or You know, really progress the business in seven tangible days on day one. You shouldn't take our money, nor should we invest in you, right?”
Andrew Abraham May 16, 2024 ▶ 29:16
Prediction Not checkable as stated
Smart: Not Just Co on track for $1M in sales in 2024
“And we're going to do about a million dollars in sales this year.”
Catherine Smart May 16, 2024 ▶ 37:30
Assertion Supported
Smart: Not Just Co has raised $1.7M to date
“And we have raised 1.7 million to date.”
Catherine Smart May 16, 2024 ▶ 39:50
Assertion Not checkable as stated
Smart: Not Just Co saw 300% sales lift from first Target promotion
“So for instance, we just ran our first promotion at Target and saw a 300% lift in sales.”
Catherine Smart May 16, 2024 ▶ 41:57
Insight
Abraham: Investors prefer high sales velocity in 100 stores over 1,000 doors
“It's one thing to get into a thousand stores, but it matters more to investors to be in a hundred stores and sell the daylights out of those shelves, right?”
Andrew Abraham May 16, 2024 ▶ 44:13
Assertion Supported
Abraham: Top-selling Amazon pasta sauce is in a 45oz plastic jar
“The number one selling pasta sauce on Amazon is in a 45 ounce plastic jar, right?”
Andrew Abraham May 16, 2024 ▶ 46:47
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