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Sep 3, 2026 · 48m · how-i-built-this

Advice Line with Ben Goodwin of Olipop

Ben Goodwin · 17m spoken Guy Raz · 15m spoken Sarah Godfrey · 5m spoken John Groner · 2m spoken Darren Alpert · 2m spoken
0:00 / 0:00

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On this episode of 'The Advice Line,' host Guy Raz and Olipop co-founder Ben Goodwin guide three independent food and retail entrepreneurs through product positioning, capacity bottlenecks, and retail turnaround strategies. Leveraging Olipop's multi-billion-dollar scaling experience, Goodwin shares pragmatic frameworks on brand building, remote management, and maintaining founder conviction against industry norms.

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 36.6% of the talking time here. How this is scored →

Guy as informed peer 4.6 Guest teaching 2.0 Guest disagreement 1.0 Guy pushing back 2.4
05100:0015:0030:0045:000:53–3:11 · Guy as informed peer 4/10 Ben Goodwin and Olipop's Brand and Sonic Refresh Guy establishes strong foundational knowledge of Ben's entrepreneurial journey and Olipop's valuation before asking about their sonic and visual refresh. Ben collaboratively details the thinking behind their brand expansion and consumer reach.3:11–6:14 · Guy as informed peer 5/10 Remote Culture, Market Valuation, and Olipop's Billion-Dollar Target Guy probes into Olipop's remote culture and potential exit strategies following PepsiCo's acquisition of Poppi. Ben reframes the premise by asserting his commitment to the core mission and clinical research over a quick buyout.6:15–16:15 · Guy as informed peer 6/10 Debunking Bad Advice and Rejecting 'Market' Compromises When caller Darren asks about educating consumers on ghee snacks, Guy steps in with strong strategic advice to prioritize taste and calorie parity over educating consumers on ingredients. Ben reinforces this perspective with consumer hierarchy frameworks.16:15–31:51 · Guy as informed peer 7/10 Post-Call Debrief: Overcoming Snack Category Switching Hurdles Guy directly counters caller Sarah's consideration of raising capital, citing her business size and referencing Bobo's Oat Bars as a bootstrapping roadmap. Ben supplements with realistic advice on commercial kitchens and small business debt.31:51–43:25 · Guy as informed peer 7/10 Reflections on Artisan Baking and Founder Stress Management When caller John asks how to gain traction on an e-commerce grocery website for a struggling co-op, Guy emphatically pushes back against web sales and urges an in-store curation focus, citing Trader Joe's model.43:26–45:52 · Guy as informed peer 3/10 The Allure of Specialty Co-Ops and In-Store Curation Guy invites Ben to reflect on foundational founder psychology and intuitive decision-making. The interaction is deeply reflective and respectful without friction.45:52–46:41 · Guy as informed peer 0/10 Archival Clip: Fermenting Soda in the Backyard Shed This archival monologue clip features Ben describing his early fermentation experiments with bags stapled to shed walls. No host interaction occurs.0:53–3:11 · Guest teaching 2/10 Ben Goodwin and Olipop's Brand and Sonic Refresh Guy establishes strong foundational knowledge of Ben's entrepreneurial journey and Olipop's valuation before asking about their sonic and visual refresh. Ben collaboratively details the thinking behind their brand expansion and consumer reach.3:11–6:14 · Guest teaching 3/10 Remote Culture, Market Valuation, and Olipop's Billion-Dollar Target Guy probes into Olipop's remote culture and potential exit strategies following PepsiCo's acquisition of Poppi. Ben reframes the premise by asserting his commitment to the core mission and clinical research over a quick buyout.6:15–16:15 · Guest teaching 2/10 Debunking Bad Advice and Rejecting 'Market' Compromises When caller Darren asks about educating consumers on ghee snacks, Guy steps in with strong strategic advice to prioritize taste and calorie parity over educating consumers on ingredients. Ben reinforces this perspective with consumer hierarchy frameworks.16:15–31:51 · Guest teaching 3/10 Post-Call Debrief: Overcoming Snack Category Switching Hurdles Guy directly counters caller Sarah's consideration of raising capital, citing her business size and referencing Bobo's Oat Bars as a bootstrapping roadmap. Ben supplements with realistic advice on commercial kitchens and small business debt.31:51–43:25 · Guest teaching 2/10 Reflections on Artisan Baking and Founder Stress Management When caller John asks how to gain traction on an e-commerce grocery website for a struggling co-op, Guy emphatically pushes back against web sales and urges an in-store curation focus, citing Trader Joe's model.43:26–45:52 · Guest teaching 2/10 The Allure of Specialty Co-Ops and In-Store Curation Guy invites Ben to reflect on foundational founder psychology and intuitive decision-making. The interaction is deeply reflective and respectful without friction.45:52–46:41 · Guest teaching 0/10 Archival Clip: Fermenting Soda in the Backyard Shed This archival monologue clip features Ben describing his early fermentation experiments with bags stapled to shed walls. No host interaction occurs.0:53–3:11 · Guest disagreement 0/10 Ben Goodwin and Olipop's Brand and Sonic Refresh Guy establishes strong foundational knowledge of Ben's entrepreneurial journey and Olipop's valuation before asking about their sonic and visual refresh. Ben collaboratively details the thinking behind their brand expansion and consumer reach.3:11–6:14 · Guest disagreement 1/10 Remote Culture, Market Valuation, and Olipop's Billion-Dollar Target Guy probes into Olipop's remote culture and potential exit strategies following PepsiCo's acquisition of Poppi. Ben reframes the premise by asserting his commitment to the core mission and clinical research over a quick buyout.6:15–16:15 · Guest disagreement 2/10 Debunking Bad Advice and Rejecting 'Market' Compromises When caller Darren asks about educating consumers on ghee snacks, Guy steps in with strong strategic advice to prioritize taste and calorie parity over educating consumers on ingredients. Ben reinforces this perspective with consumer hierarchy frameworks.16:15–31:51 · Guest disagreement 2/10 Post-Call Debrief: Overcoming Snack Category Switching Hurdles Guy directly counters caller Sarah's consideration of raising capital, citing her business size and referencing Bobo's Oat Bars as a bootstrapping roadmap. Ben supplements with realistic advice on commercial kitchens and small business debt.31:51–43:25 · Guest disagreement 1/10 Reflections on Artisan Baking and Founder Stress Management When caller John asks how to gain traction on an e-commerce grocery website for a struggling co-op, Guy emphatically pushes back against web sales and urges an in-store curation focus, citing Trader Joe's model.43:26–45:52 · Guest disagreement 1/10 The Allure of Specialty Co-Ops and In-Store Curation Guy invites Ben to reflect on foundational founder psychology and intuitive decision-making. The interaction is deeply reflective and respectful without friction.45:52–46:41 · Guest disagreement 0/10 Archival Clip: Fermenting Soda in the Backyard Shed This archival monologue clip features Ben describing his early fermentation experiments with bags stapled to shed walls. No host interaction occurs.0:53–3:11 · Guy pushing back 1/10 Ben Goodwin and Olipop's Brand and Sonic Refresh Guy establishes strong foundational knowledge of Ben's entrepreneurial journey and Olipop's valuation before asking about their sonic and visual refresh. Ben collaboratively details the thinking behind their brand expansion and consumer reach.3:11–6:14 · Guy pushing back 2/10 Remote Culture, Market Valuation, and Olipop's Billion-Dollar Target Guy probes into Olipop's remote culture and potential exit strategies following PepsiCo's acquisition of Poppi. Ben reframes the premise by asserting his commitment to the core mission and clinical research over a quick buyout.6:15–16:15 · Guy pushing back 3/10 Debunking Bad Advice and Rejecting 'Market' Compromises When caller Darren asks about educating consumers on ghee snacks, Guy steps in with strong strategic advice to prioritize taste and calorie parity over educating consumers on ingredients. Ben reinforces this perspective with consumer hierarchy frameworks.16:15–31:51 · Guy pushing back 6/10 Post-Call Debrief: Overcoming Snack Category Switching Hurdles Guy directly counters caller Sarah's consideration of raising capital, citing her business size and referencing Bobo's Oat Bars as a bootstrapping roadmap. Ben supplements with realistic advice on commercial kitchens and small business debt.31:51–43:25 · Guy pushing back 5/10 Reflections on Artisan Baking and Founder Stress Management When caller John asks how to gain traction on an e-commerce grocery website for a struggling co-op, Guy emphatically pushes back against web sales and urges an in-store curation focus, citing Trader Joe's model.43:26–45:52 · Guy pushing back 0/10 The Allure of Specialty Co-Ops and In-Store Curation Guy invites Ben to reflect on foundational founder psychology and intuitive decision-making. The interaction is deeply reflective and respectful without friction.45:52–46:41 · Guy pushing back 0/10 Archival Clip: Fermenting Soda in the Backyard Shed This archival monologue clip features Ben describing his early fermentation experiments with bags stapled to shed walls. No host interaction occurs.

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

0:00 · Guy 61.1% · guest 38.9%0:00 · Guy 61.1% · guest 38.9%3:00 · Guy 33.5% · guest 66.5%3:00 · Guy 33.5% · guest 66.5%6:00 · Guy 29.7% · guest 70.3%6:00 · Guy 29.7% · guest 70.3%9:00 · Guy 12.7% · guest 87.3%9:00 · Guy 12.7% · guest 87.3%12:00 · Guy 27.8% · guest 72.2%12:00 · Guy 27.8% · guest 72.2%15:00 · Guy 76.5% · guest 23.5%15:00 · Guy 76.5% · guest 23.5%18:00 · Guy 32.4% · guest 67.6%18:00 · Guy 32.4% · guest 67.6%21:00 · Guy 15.3% · guest 84.7%21:00 · Guy 15.3% · guest 84.7%24:00 · Guy 31.8% · guest 68.2%24:00 · Guy 31.8% · guest 68.2%27:00 · Guy 27.9% · guest 72.1%27:00 · Guy 27.9% · guest 72.1%30:00 · Guy 24.4% · guest 75.6%30:00 · Guy 24.4% · guest 75.6%33:00 · Guy 34.3% · guest 65.7%33:00 · Guy 34.3% · guest 65.7%36:00 · Guy 44.4% · guest 55.6%36:00 · Guy 44.4% · guest 55.6%39:00 · Guy 15.6% · guest 84.4%39:00 · Guy 15.6% · guest 84.4%42:00 · Guy 63.9% · guest 36.1%42:00 · Guy 63.9% · guest 36.1%45:00 · Guy 52.5% · guest 47.5%45:00 · Guy 52.5% · guest 47.5%48:00 · Guy 100% · guest 0%48:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 6:31 Ben rejects accepting market standard compromises

Ben emphatically dismisses common business advice about accepting market terms, branding it an unacceptable compromise of standards and integrity.

 Hardest push from Guy ▶ 23:44 Guy pushes back on early capital raising for micro-bakery

Guy interrupts to take an overt counter-argument against the caller and Ben exploring equity, insisting the bakery is far too small for outside investment.

 Biggest teaching moment ▶ 12:08 Ben outlines consumer hierarchy of decision-making

Ben educates the caller and listeners on the structural order of operations for consumer motivation, explaining why technical ingredient nuances fail against taste.

 Guy holds their own ▶ 42:05 Guy explains retail curation using Trader Joe's as a case study

Guy demonstrates deep retail expertise by explaining how limited-SKU curation and customer trust drive foot traffic rather than costly e-commerce efforts.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Ben Goodwin and Olipop's Brand and Sonic Refresh 4201 Guy establishes strong foundational knowledge of Ben's entrepreneurial journey and Olipop's valuation before asking about their sonic and visual refresh. Ben collaboratively details the thinking behind their brand expansion and consumer reach.
Remote Culture, Market Valuation, and Olipop's Billion-Dollar Target 5312 Guy probes into Olipop's remote culture and potential exit strategies following PepsiCo's acquisition of Poppi. Ben reframes the premise by asserting his commitment to the core mission and clinical research over a quick buyout.
Debunking Bad Advice and Rejecting 'Market' Compromises 6223 When caller Darren asks about educating consumers on ghee snacks, Guy steps in with strong strategic advice to prioritize taste and calorie parity over educating consumers on ingredients. Ben reinforces this perspective with consumer hierarchy frameworks.
Post-Call Debrief: Overcoming Snack Category Switching Hurdles 7326 Guy directly counters caller Sarah's consideration of raising capital, citing her business size and referencing Bobo's Oat Bars as a bootstrapping roadmap. Ben supplements with realistic advice on commercial kitchens and small business debt.
Reflections on Artisan Baking and Founder Stress Management 7215 When caller John asks how to gain traction on an e-commerce grocery website for a struggling co-op, Guy emphatically pushes back against web sales and urges an in-store curation focus, citing Trader Joe's model.
The Allure of Specialty Co-Ops and In-Store Curation 3210 Guy invites Ben to reflect on foundational founder psychology and intuitive decision-making. The interaction is deeply reflective and respectful without friction.
Archival Clip: Fermenting Soda in the Backyard Shed 0000 This archival monologue clip features Ben describing his early fermentation experiments with bags stapled to shed walls. No host interaction occurs.

Statements from this episode (12)

Assertion Partly supported
Raz: Olipop Is Valued at Over $2 Billion
“It's now valued at over two billion dollars, maybe more. That was the last I saw, which was last year.”
Guy Raz Sep 3, 2026 ▶ 1:28
Assertion Not checkable as stated
Goodwin: Olipop Ads Reach Men and Older Demographics Faster
“We're reaching men at a higher rate. We're reaching older demos at a higher rate. It's the most effective advertising put out today.”
Ben Goodwin Sep 3, 2026 ▶ 3:05
Disclosure
Goodwin: Olipop Employs About 280 People, Targeting 300 by Q1
“We're sitting at about two 80 right now, and you know, we might have closer to 300 end of this year, Q one of next year.”
Ben Goodwin Sep 3, 2026 ▶ 4:01
Assertion Supported
Goodwin: Human Study Shows Olipop Vintage Cola Keeps Blood Sugar Stable
“We just published our first piece of human research on blood sugar stability. And we found that, you know, in that research, Olipop didn't spike people's blood sugar, kept their blood sugar stable. We were studying the vintage cola in that one.”
Ben Goodwin Sep 3, 2026 ▶ 5:29
Disclosure
Goodwin: Olipop Gross Revenue Tops $500M, Targeting $1 Billion
“My target right now in my head is, okay, I need to get to a billion dollars gross revenue. We're well over a half billion and we're chugging towards that line.”
Ben Goodwin Sep 3, 2026 ▶ 5:50
Insight
Goodwin: Hearing Terms Are 'Market' Means Entrepreneurs Should Push Back
“Anytime I hear the quote, something's market, you know, it's like a, and everyone kind of goes, oh, this is kind of what you need to learn how to accept, and I'm kind of like, that, the second you tell me that something is market is the second I know that we h…”
Ben Goodwin Sep 3, 2026 ▶ 6:32
Assertion Partly supported
Alpert: Cold Email Led to Gary Vaynerchuk Investing in Gielish
“So I cold emailed Gary Vaynerchuk, he's one of our lead investors.”
Darren Alpert Sep 3, 2026 ▶ 9:21
Assertion Not checkable as stated
Alpert: Gielish Hit $1.8M in Wholesale Sales in Its First Year
“So last year was our first full year, which is 2025. We did about 1.8 million last year. All wholesale, no DTC, no Amazon. We still don't do those.”
Darren Alpert Sep 3, 2026 ▶ 9:35
Prediction Not checkable as stated
Alpert: Gielish Will Reach Approximately $3.5M in Sales This Year
“This year we'll finish about three and a half million.”
Darren Alpert Sep 3, 2026 ▶ 9:45
Insight
Goodwin: Food Products Must Win Blind Taste Tests Over Health Claims
“So then, you know, number one's always taste, right? So if you quote blind taste tests against all your major competition, especially in your price point, Are you coming out on top? If you basically aren't getting a yes, then the structural argument behind the…”
Ben Goodwin Sep 3, 2026 ▶ 12:34
Assertion Partly supported
Goodwin: Rising Food Allergy Rates Are Linked to the Microbiome
“The rate of gluten and general food allergies have gone up precipitously since the seventies. Spoiler. It has a lot to do with the microbiome.”
Ben Goodwin Sep 3, 2026 ▶ 19:51
Insight
Goodwin: Raising Equity Is Risky; Founders Should Seek Bank Loans Instead
“Raising equity is really complicated, and it's easy to get screwed, and you have to generate some sort of return, but I would start to go look at small business loans.”
Ben Goodwin Sep 3, 2026 ▶ 30:55
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