Stanford Mall, Neiman Marcus, Nordstrom discussed on Duct Tape Marketing


Hello and welcome to another episode of the duct tape marketing podcast. . This is John Jansen, , my guest today is Carol. . She is the founder and CEO of hint water a flavored water brand she founded in two thousand and five. . He's also the author of a new book called. . Daunted overcoming doubts and doubters. . So thanks for joining me. . Thanks for having me. . So in your bio I, , read that you were one of the I don't know about original. . You've spent some time at AOL. . My father-in-law still hasn't AOL account and he thinks he's he thinks it's the Internet that AOL's. . That's I I met. . So my real question though is, , do you still have any of those CD's? ? You. . Know what I do have a couple of the CD is that I kept and I have a few. . AOL Jackets Memorabilia that I stuck in a plastic bin. . For. . <hes> can't can't <hes> throw that away I. . Mean it was a great time. . I mean it it's a you know it's sort of an iconic brand that really <hes> Steve Case. . Bill Right. . There were a lot of people there and I played a part in building out the e commerce and <hes>. . You know there were a lot of people that basically felt like. . Was the only place to shop. . I mean, , we were kind of a very enclosed safe place where you could go and <hes>. . You know I really fortunate opportunity to help build out I always viewed it as like a virtual mall and so I would I would like actually. . Study Mall's people would ask like, , how do you not like bring in Lake J. crew and into. . Building out the small and I'm like I go down to the Stanford Mall and actually figure out what other stores are sitting there. . Do you know Neiman Marcus and Nordstrom's and some of the others and and <hes> that's essentially what we were doing and A community for people. . It's funny too because <hes> and and we'll get look into the book but I think it's fascinating because it was really it was really a closed place originally got AOL and it wasn't the same as getting to a website that you could. . Then just you know punt go somewhere else for a long time it was a very much a contained. . As. . You said, , yeah, , and it was also a place for brands to <hes> really reinvent themselves I. . Mean I remember there was this one catalogue company that we were dealing with called celebration fantastic and pretty small catalogue and <hes> and <hes>. . They weren't doing great on the service I mean they were up against like some big guys they weren't getting the promotion. . So I remember Valentine's Day rolled around round one day and <hes>. . You know they had this product that was like a chocolate sauce and <hes>, , and they were like we have this idea that we want to do one of your pop ups, , those pop-ups screens come. . and. . They and they called it a better than sex <hes> chocolate entrepreneur and <hes>, , and you know people went crazy over it and <hes>, , and so I think it was like it was the first place where you know you could really reinvent yourself in this new channel <hes> by showcasing certain products that you have and I mean their sales just off of that product were millions of dollars and just it was absolutely insane but it was really the first place where I saw that you could build brands you know in a non traditional way which you know frankly I go back to our business, , my my main business hint. . My my day job, , you know we fifty five percent of our business is direct to consumer and a world where <hes> Soda Is. . You know that's just not the way that. . Are Sold I mean if anything if they are sold online, , it's through an Amazon <hes>, , but it's not through their own site and so I think it's it just little examples like that on my journey make me believe and make me think like how can we just do things? ? How can we try and how can we do things a little bit different and ultimately better. . So today hint comes in twenty players if people aren't familiar with it sparkling and caffeinated. . It's a non alcoholic beverage, , one of the maybe the largest independent non alcoholic beverage in the world <hes> hundred. . This is estimated I haven't looked at your books, , a hundred and forty million dollars or so in yearly sales, , two hundred employees and <hes> no famous investors involved in the company, , right? ? That's ten today. . Did you start hint to solve a problem or disrupted industry. . <hes> a little bit of both. . Actually you know it's <hes> I think back on the journey and you know I call myself an accidental entrepreneur because I wasn't a typical. . I'M GONNA go and work for myself or I'm going to be an entrepreneur one day <hes>. . My Dad had actually kind of been frustrated entrepreneur and side <hes> a large company <hes>. . He had developed a brand that you may know called healthy choice and <hes> inside of Armor Food Company, , and then ultimately they were acquired by Conagra but I i. . so I had a little bit of learning working for him but I think also when I. . Had grown up and tack and in many ways and <hes> being at AOL before I decided to start this company and while I, , was. . Really trying to solve a health problem for myself <hes> after I had had three children <hes> I wanted to lose the baby weight that I had put on and. . Develop terrible adult acne I realized after looking at everything that I was putting all the food I was putting into my body that there's diet. . Soda was had more ingredients in it than like I mean I I I talk about it now as I. . Cared more about what I put in my car than what I put into my own body and I thought like why is that and a whole story around labels like Diet and you know there's low fat and vitamins and things like that that equated to health in my head <hes>, , but you weren't alone in that address. . After switching from my Diet Soda <hes> over to Plain. . Water, , I two and a half weeks lost twenty four pounds got rid of my acne God my energy back and I said Gosh, , there's just like a lot of people who are trying to figure out obviously how to get healthier <hes> and it's not. . Right and <HES> and. . Like if they could just actually enjoy water again, , then they you know we might not have the brand new thing that cropped up about the time I was starting hint <hes> type, , two diabetes you know things that are. . Really. . Dangerous chronic right and I thought they need to ultimately enjoy water maybe they need to do other things but that's a first step and so that's when I. . Recognize that I didn't like water I aspired to be a water drinker and I start slicing bruton throwing in water and that's when. . You know I thought I'm not even sure this is a company I think it's like A. . I I don't know I think it's a product I'd worked for companies before right and so when I decided to take this product to whole foods <hes> and my local whole foods in San Francisco <hes> friends were would come over my house and I tell them. . You know it started this little thing I wasn't even calling in a company and they're like that's so cool that you start a company I'm like is it a company? ? I don't know if it's a company like I have three skews like I'm not sure it's actually a company. . But. . That's when I really realized that I'm starting something that could actually help bigger range of people get healthier disrupted industry that doesn't care about health <hes> back. . Then there was nobody calling companies mission driven I was mission driven from day one because I really wanted to help a lot of other people. .

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