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Oct 31, 2020 · 21m · how-i-built-this

How I Built Resilience: Justin Gold of Justin's

Justin Gold · 12m spoken Guy Raz · 7m spoken
0:00 / 0:00

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

In this episode of 'How I Built Resilience,' host Guy Raz interviews Justin Gold, founder of Justin's, about building a disruptive natural nut butter brand and navigating complex supply chain and consumer shifts during the COVID-19 pandemic. Gold shares actionable entrepreneurial wisdom on identifying unmet market needs, scaling through concentric growth, and leading with purpose-driven values.

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 36.8% of the talking time here. How this is scored →

Guy as informed peer 3.1 Guest teaching 3.6 Guest disagreement 0.7 Guy pushing back 1.0
05100:0010:0020:001:08–4:33 · Guy as informed peer 3/10 Origins of Justin's and Squeeze Pack Innovation Guy and Justin discuss the origin story of Justin's nut butters, with Justin explaining how squeeze packs served as an essential trial vehicle that differentiated the brand from conventional jar products.4:34–7:42 · Guy as informed peer 4/10 Early Production Challenges and Co-Packing Grind Guy references specific details about Justin's co-packing history and Hormel parent company, while Justin explains how they managed supply chain bottlenecks and SKU prioritization during COVID demand spikes.7:42–10:13 · Guy as informed peer 2/10 Consumer Shopping Shifts and Online Grocery Growth Justin details how pandemic consumer habits shifted consumption from on-the-go single-serve squeeze packs to home pantry multi-packs and jars, alongside digital grocery growth.10:17–13:59 · Guy as informed peer 4/10 Advice on Launching Ventures During Economic Uncertainty Guy cites half a million new EIN business filings during the economic downturn, prompting Justin to give nuanced advice on solving genuine consumer pain points versus starting a venture out of boredom.14:00–17:09 · Guy as informed peer 3/10 Recognizing True Passion and Practicing Prudent Risk Justin describes working second jobs until his venture reached scale and explains his concentric growth model of dominating local retail before seeking wider distribution.17:09–19:30 · Guy as informed peer 5/10 Audience Q&A: Maintaining Differentiation and Brand Purpose Guy relays audience questions on differentiation and presses Justin on the environmental controversies of palm oil, which Justin defends by explaining its stabilizing functionality and sustainable sourcing.19:31–20:51 · Guy as informed peer 1/10 Reflections on Evolving Norms and Family Priorities Justin gently pushes back against Guy's premise of returning to a pre-pandemic normal, reflecting instead on lasting shifts toward remote flexibility and family priorities.1:08–4:33 · Guest teaching 4/10 Origins of Justin's and Squeeze Pack Innovation Guy and Justin discuss the origin story of Justin's nut butters, with Justin explaining how squeeze packs served as an essential trial vehicle that differentiated the brand from conventional jar products.4:34–7:42 · Guest teaching 3/10 Early Production Challenges and Co-Packing Grind Guy references specific details about Justin's co-packing history and Hormel parent company, while Justin explains how they managed supply chain bottlenecks and SKU prioritization during COVID demand spikes.7:42–10:13 · Guest teaching 4/10 Consumer Shopping Shifts and Online Grocery Growth Justin details how pandemic consumer habits shifted consumption from on-the-go single-serve squeeze packs to home pantry multi-packs and jars, alongside digital grocery growth.10:17–13:59 · Guest teaching 3/10 Advice on Launching Ventures During Economic Uncertainty Guy cites half a million new EIN business filings during the economic downturn, prompting Justin to give nuanced advice on solving genuine consumer pain points versus starting a venture out of boredom.14:00–17:09 · Guest teaching 4/10 Recognizing True Passion and Practicing Prudent Risk Justin describes working second jobs until his venture reached scale and explains his concentric growth model of dominating local retail before seeking wider distribution.17:09–19:30 · Guest teaching 4/10 Audience Q&A: Maintaining Differentiation and Brand Purpose Guy relays audience questions on differentiation and presses Justin on the environmental controversies of palm oil, which Justin defends by explaining its stabilizing functionality and sustainable sourcing.19:31–20:51 · Guest teaching 3/10 Reflections on Evolving Norms and Family Priorities Justin gently pushes back against Guy's premise of returning to a pre-pandemic normal, reflecting instead on lasting shifts toward remote flexibility and family priorities.1:08–4:33 · Guest disagreement 0/10 Origins of Justin's and Squeeze Pack Innovation Guy and Justin discuss the origin story of Justin's nut butters, with Justin explaining how squeeze packs served as an essential trial vehicle that differentiated the brand from conventional jar products.4:34–7:42 · Guest disagreement 1/10 Early Production Challenges and Co-Packing Grind Guy references specific details about Justin's co-packing history and Hormel parent company, while Justin explains how they managed supply chain bottlenecks and SKU prioritization during COVID demand spikes.7:42–10:13 · Guest disagreement 0/10 Consumer Shopping Shifts and Online Grocery Growth Justin details how pandemic consumer habits shifted consumption from on-the-go single-serve squeeze packs to home pantry multi-packs and jars, alongside digital grocery growth.10:17–13:59 · Guest disagreement 1/10 Advice on Launching Ventures During Economic Uncertainty Guy cites half a million new EIN business filings during the economic downturn, prompting Justin to give nuanced advice on solving genuine consumer pain points versus starting a venture out of boredom.14:00–17:09 · Guest disagreement 0/10 Recognizing True Passion and Practicing Prudent Risk Justin describes working second jobs until his venture reached scale and explains his concentric growth model of dominating local retail before seeking wider distribution.17:09–19:30 · Guest disagreement 1/10 Audience Q&A: Maintaining Differentiation and Brand Purpose Guy relays audience questions on differentiation and presses Justin on the environmental controversies of palm oil, which Justin defends by explaining its stabilizing functionality and sustainable sourcing.19:31–20:51 · Guest disagreement 2/10 Reflections on Evolving Norms and Family Priorities Justin gently pushes back against Guy's premise of returning to a pre-pandemic normal, reflecting instead on lasting shifts toward remote flexibility and family priorities.1:08–4:33 · Guy pushing back 1/10 Origins of Justin's and Squeeze Pack Innovation Guy and Justin discuss the origin story of Justin's nut butters, with Justin explaining how squeeze packs served as an essential trial vehicle that differentiated the brand from conventional jar products.4:34–7:42 · Guy pushing back 1/10 Early Production Challenges and Co-Packing Grind Guy references specific details about Justin's co-packing history and Hormel parent company, while Justin explains how they managed supply chain bottlenecks and SKU prioritization during COVID demand spikes.7:42–10:13 · Guy pushing back 0/10 Consumer Shopping Shifts and Online Grocery Growth Justin details how pandemic consumer habits shifted consumption from on-the-go single-serve squeeze packs to home pantry multi-packs and jars, alongside digital grocery growth.10:17–13:59 · Guy pushing back 1/10 Advice on Launching Ventures During Economic Uncertainty Guy cites half a million new EIN business filings during the economic downturn, prompting Justin to give nuanced advice on solving genuine consumer pain points versus starting a venture out of boredom.14:00–17:09 · Guy pushing back 1/10 Recognizing True Passion and Practicing Prudent Risk Justin describes working second jobs until his venture reached scale and explains his concentric growth model of dominating local retail before seeking wider distribution.17:09–19:30 · Guy pushing back 3/10 Audience Q&A: Maintaining Differentiation and Brand Purpose Guy relays audience questions on differentiation and presses Justin on the environmental controversies of palm oil, which Justin defends by explaining its stabilizing functionality and sustainable sourcing.19:31–20:51 · Guy pushing back 0/10 Reflections on Evolving Norms and Family Priorities Justin gently pushes back against Guy's premise of returning to a pre-pandemic normal, reflecting instead on lasting shifts toward remote flexibility and family priorities.

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

0:00 · Guy 38.8% · guest 61.2%0:00 · Guy 38.8% · guest 61.2%3:00 · Guy 40.1% · guest 59.9%3:00 · Guy 40.1% · guest 59.9%6:00 · Guy 31.8% · guest 68.2%6:00 · Guy 31.8% · guest 68.2%9:00 · Guy 57.3% · guest 42.7%9:00 · Guy 57.3% · guest 42.7%12:00 · Guy 17.7% · guest 82.3%12:00 · Guy 17.7% · guest 82.3%15:00 · Guy 21.7% · guest 78.3%15:00 · Guy 21.7% · guest 78.3%18:00 · Guy 35.6% · guest 64.4%18:00 · Guy 35.6% · guest 64.4%21:00 · Guy 100% · guest 0%21:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 19:56 Rejecting the return-to-normal premise

Justin directly challenges Guy's assumption that work life will revert to previous norms, arguing that today's adaptations represent a permanent paradigm shift.

 Hardest push from Guy ▶ 18:59 Pressing on palm oil environmental damage

Guy intervenes on Justin's defense of palm oil by noting that large swaths of forests are clear-cut globally to plant palm oil groves.

 Biggest teaching moment ▶ 18:26 Explaining the functional role of palm oil

Justin educates listeners and the host on why non-hydrogenated palm oil is chemically necessary in commercial nut butters to prevent oil separation.

 Guy holds their own ▶ 10:40 Citing EIN business formation statistics

Guy brings hard data to the discussion, citing a 500,000 increase in federal employer identification number applications during the pandemic.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Origins of Justin's and Squeeze Pack Innovation 3401 Guy and Justin discuss the origin story of Justin's nut butters, with Justin explaining how squeeze packs served as an essential trial vehicle that differentiated the brand from conventional jar products.
Early Production Challenges and Co-Packing Grind 4311 Guy references specific details about Justin's co-packing history and Hormel parent company, while Justin explains how they managed supply chain bottlenecks and SKU prioritization during COVID demand spikes.
Consumer Shopping Shifts and Online Grocery Growth 2400 Justin details how pandemic consumer habits shifted consumption from on-the-go single-serve squeeze packs to home pantry multi-packs and jars, alongside digital grocery growth.
Advice on Launching Ventures During Economic Uncertainty 4311 Guy cites half a million new EIN business filings during the economic downturn, prompting Justin to give nuanced advice on solving genuine consumer pain points versus starting a venture out of boredom.
Recognizing True Passion and Practicing Prudent Risk 3401 Justin describes working second jobs until his venture reached scale and explains his concentric growth model of dominating local retail before seeking wider distribution.
Audience Q&A: Maintaining Differentiation and Brand Purpose 5413 Guy relays audience questions on differentiation and presses Justin on the environmental controversies of palm oil, which Justin defends by explaining its stabilizing functionality and sustainable sourcing.
Reflections on Evolving Norms and Family Priorities 1320 Justin gently pushes back against Guy's premise of returning to a pre-pandemic normal, reflecting instead on lasting shifts toward remote flexibility and family priorities.

Statements from this episode (9)

Insight
Justin Gold used squeeze packs to drive trials for expensive almond butter
“Launched at the farmer's market, and when I launched, it was just with the jars, and I got them into a few local stores, and I was really struggling, and what got us kind of noticed, I guess you could say, was getting outside the jar and getting into a squeeze…”
Justin Gold Oct 31, 2020 ▶ 2:13
Assertion Contradicted
Justin Gold launched organic peanut butter cups because no competitors existed
“Then we also do chocolates, and it's not because it was a really smart, deliberate Business decision is because I love peanut butter cups, and no one was making a organic one.”
Justin Gold Oct 31, 2020 ▶ 2:51
Assertion Not checkable as stated
Nut butter jars became Justin's strongest business segment during early pandemic
“And during the pandemic, the jar business has been the strongest part of our business because it is that household plant-based protein that is is a staple.”
Justin Gold Oct 31, 2020 ▶ 4:23
Insight
Founders must hit production volumes before outsourcing manufacturing to focus on sales
“I also realized that I'm not really a skilled operator. My passion and skill is outside of the manufacturing, but I knew that I had to hit certain volumes in order to get to a manufacturing facility where then I could focus on other things, sales, marketing, a…”
Justin Gold Oct 31, 2020 ▶ 5:36
Disclosure
Justin's cut underperforming SKUs and shifted resources to handle pandemic grocery demand
“Kind of cut back on the SKUs that weren't our top sellers. And then our manufacturers went to seven days a week and it's monitoring their progress and monitoring stores and allocating this to stores based on their demand and needs and then pulling resources aw…”
Justin Gold Oct 31, 2020 ▶ 7:23
Assertion Supported
US business EIN applications rose by 500,000 year-over-year in 2020
“I think the number of applications for Employee identification numbers has increased by half a million this year compared to this time last year, and that's the first step in starting a business, as you know.”
Guy Raz Oct 31, 2020 ▶ 10:43
Insight
Justin Gold targeted the nut butter category because massive incumbents remained stagnant
“A lot of people also had a lot of skepticism because it's a huge category. With huge companies, and it had been the same for a long time, and that's where I got lucky.”
Justin Gold Oct 31, 2020 ▶ 13:34
Assertion Not checkable as stated
Justin Gold worked at REI until his startup reached five employees
“So I worked second jobs. I was waiting tables up until I had two employees. I got a job at REI and I was selling backpacks and skis and sleeping bags when I had five employees.”
Justin Gold Oct 31, 2020 ▶ 14:55
Insight
Early-stage CPG brands must completely saturate their home markets before expanding regionally
“The first thing you have to do is start locally, right? You have to own your home. And that gives you some success there. Then once you own your home, you have permission to move out to the next layer. And the next layer can be specialty gourmet stores. It can…”
Justin Gold Oct 31, 2020 ▶ 15:52
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