Young and Profiting with Hala Taha - Kara Goldin, CEO of Hint: Building an Empire | E93

Episode Date: December 14, 2020

Want a Hint on how to start your own business?!   In this episode, we are chatting with Kara Goldin, CEO and founder of Hint Inc., the leading unsweetened flavored water, as well as author of the book, Undaunted. Kara has been named one of InStyle’s Badass 50, Fast Company’s Most Creative People in Business, Fortune’s Most Powerful Women Entrepreneurs and EY’s Entrepreneur of the Year 2017 Northern California.   In this week’s episode, we’ll cover Kara’s beginnings at Time Inc. in circulation, how she was able to get 90+ interviews right after college, and how to stand out in your job. We’ll then dive deeper into why Kara decided to start Hint, her business philosophy of ‘building the airplane as you fly it,’ and why you shouldn’t put all of your energy into worrying about outcomes.   Sponsored by Podbean. Podbean is podcast hosting platform with all the features you need to start a podcast, promote your podcast, and monetize your podcast. For 1 month of free hosting visit: www.podbean.com/YAP   Calls to Action:  Follow YAP on IG: www.instagram.com/youngandprofiting Reach out to Hala directly at [e-mail] Follow Hala on Linkedin: www.linkedin.com/in/htaha/ Follow Hala on Instagram: www.instagram.com/yapwithhala Check out our website to meet the team, view show notes and transcripts: www.youngandprofiting.com   Bullet point list of key topics and the timestamps from the podcast episode:   01:21 - Kara’s Interview Experience Out of College 10:30 - The Way Kara Landed Her Dream Job 17:19 - How to Get By and Stand Out in the Beginning of Your Career 22:57 - Kara’s Health Journey that Led to Hint 40:01 - Build the Airplane as You Fly It 43:46 - The Materialization of Hint From Business Plan to Reality 54:02 - Why You Shouldn’t Worry About the Outcome 54:31 - Kara’s Secret to Profiting in Life   List of links to resources mentioned in episode, suggested reading & social media handles: Kara’s New Book, Undaunted: https://karagoldin.com/undaunted Kara’s Podcast, The Kara Goldin Show: https://karagoldin.com/podcast Kara’s LinkedIn: https://www.linkedin.com/in/karagoldin/ Kara’s Instagram: https://www.instagram.com/karagoldin/?hl=en Hint Website: https://www.drinkhint.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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Welcome to the show. I'm your host, Halla Taha, and on Young and Profiting Podcast, we investigate a new topic each week and interview some of the brightest minds in the world. My goal is to turn their wisdom into actionable advice that you can use in your everyday life, no matter your age, profession, or industry. There's no fluff on this podcast, and that's on purpose. I'm here to uncover value from my guests by doing the proper research and asking the right questions. If you're new to the show, we've chatted with the likes of XFBI agents, real estate moguls, self-made billionaires, CEOs, and bestselling authors.

Our subject matter ranges from enhanced in productivity, had to gain influence, the art of entrepreneurship, and more. If you're smart and like to continually improve yourself, hit the subscribe button, because you'll love it here at Young & Profiting Podcast. This week on YAP, I'm chatting with Cara Golden, CEO and founder of Hint, a lifestyle company dedicated to making a healthy life easy. Their products turn things you ought to do into things you love to do, like drinking water, protecting your skin, and more.

Hint is most known for their flagship product, Hint Water, the leading unsweetened flavored water. Kara is also the author of the bestselling book Undonded, Overcoming Douts and Doubtors, and hosts the podcast, The Kara Golden Show. She's been named one of INSTILE's Badass 50, Fast Company's most creative people in business, Fortune's most powerful woman entrepreneurs, and Ernestine Young's entrepreneur of the year 2017.

Tune in to learn about Carras' career beginnings at time, how she was able to get over 90 plus job interviews right out of college, and how to stand out in your job when you're just starting out. Well then dive deeper into why Carras decided to start hint, her business philosophy of building the airplane as you fly it, and why you shouldn't put all your energy into worrying about outcomes. Hey, Kara, welcome to Young and Profiting Podcast. So happy to have you here.

Thank you. Thanks for having me. Yeah. Of course. So you have such an impressive journey. You started off at Time Magazine, and then you worked in sales at CNN. You went on to be a VP at AOL and you focused on e-commerce. Then you took some time to focus on your family,

and you ended up launching Hint when you were pregnant with your fourth child. So you basically invented a new category within the beverage industry. You were the first beverage to come out with no sweeteners, and you were the one who made water more popular without having added sweeteners. So that was a really big deal at the time. So Hint is now a household brand.

You have a hundred and fifty million dollar company, over 200 employees distributed over all 50 states. So that's amazing. Before we dive into the story of Hint and how that came about and your new book Undaunted, I wanted to get an example of your confidence and your persistence. So this is something that I saw,

like as I was reading a book, I realized, you are successful because you are extremely persistent. You have extreme persistence, and that's what makes you you. So let's talk about when you were a recent college graduate, you ended up getting 90 interviews all over the country, which is super impressive in a time where it was a bad job market and, you know,

the rest of your friends were getting unpaid internships and getting whatever they could. And here you are, you landed 90 interviews all over the country. So tell us about that moment in your life. I have lots of young listeners, probably recent graduates themselves looking for a job. How did you do that?

What's scrappy things did you do? And tell us about how you landed your dream job at Fortune Magazine. Thank you. Well, first of all, I didn't actually land my job at Fortune. I wanted to be at Fortune, but I ended up getting a job at time,

which actually owned Fortune Magazine. And I figured that I would take the job at time, because it was in the building, and eventually I would get to Fortune, which I never did, but it ended up to actually, it's something that I talk about a lot that sometimes, you know, you have to accept that that your path and and where you ultimately land are kind of meant to be. And oftentimes you don't necessarily know what that is and why you're here. But you have to take a deep breath and just keep moving forward. And hopefully the dots will ultimately connect later. But yeah, so I graduated from school in my last semester of school. I was going to Arizona State University and my last semester in school. I was waitressing.

I'd been waitressing at this like 100 year old restaurant in Phoenix, which was kind of an institution. It's like a, they'd hate for me to say it, but it's like a dumpy divy, like great Mexican food place. And there was this guy that used to come in a lot and sometimes he could be with friends other times he would he would just be by himself and so one day I was waiting on him and I was like hey how's it going and and he said good and he was like so are you graduating and I was like oh yeah

actually I'm graduating in a couple months and he's like what are you gonna do and I said it's like the what are you going to do? And I said, it's like the question of the hour, right? When you're like graduating or you're just graduating, I was like, I don't know. Like I said, I'm probably not going to be waitressing, but you never know. Like I was like, whatever, just being really authentic and honest about it. And I just did what a decent communicator would do. I said, so what do you do?

Like he had asked me what I did. And so I just said, so what do you do? And he said, oh, I do product placement. And I was like, what do you mean? And he said, I do product placement on movie sets for Anheuser Bush. I was like, wait, I know what Anheuser Bush is. So wait, you put beer on movie sets and he said,

yeah, we film lots of stuff in Scottsdale. And so that's what my job is. And I was like, somewhat serious, but somewhat joking. I was like, can you get me a job doing that? That'd be so fun. I'm a college student, right? But I'm like putting beer on sets. That'd be awesome, right?

And so he said, if you're serious, I'm happy to see if I can get you an interview. And I said, sure, and he said that the interview is in Los Angeles, and I lived in Phoenix. I'll go to for sure to go and interview. And he said, okay, well, give me your email, and I'll try and set you up. So when he set me up, then I thought, well, you know, if I'm going to be going over there, maybe there's some other opportunities that I should look for. And so I said to him, I was like, listen, I'm interviewing in your firm and so appreciative, but in addition, do you know any other people that might need like entry-level people? Because I'm going to LA anyway, and I might as well just try and interview for a few days. And he was like, yeah, actually I do know people.

And that was sort of like the first point where I realized that if you actually ask people for help, and especially people who are already established, you've got kind of a competitive advantage, especially if you're young and you're presentable, right? Like in your curious. And like he was like, I'm happy to reach out to them. It's who he did and there were a couple of other interviews. And then one of the people that he introduced me to said,

you have to go to San Francisco to interview. And I was like, well, go to San Francisco. Anyway, this continued on and it was like, you'll have to go to Chicago, you'll have to. And then finally, I just said, you know, there's like one place where I really want to work and that's Fortune magazine. And so it was based out in New York. And so finally I just said, okay, here's what I'm going to do. I'm going to, I'm going to map the thing out and I'm going to go to a travel agency. This is back before Expedia and travelosity and all the rest of it. And so I went to a travel agency. This is back before Expedia and travelosity and all the rest of it.

And so I went to travel agency and I said, I want to go from Phoenix to LA to San Francisco to Chicago, Boston and New York over a 30-day period. And then I figured I'd just tell them I would be there in certain days, in these cities in certain days. And the travel agent called me back and she said, it'll be $472 for the airplane ticket and I said, oh, I don't know if you heard me correctly. I wanted to go like it's single legs all the way around the country and she said, no, that's right. And so I took out my visa card and thankfully it wasn't maxed out and I gave it to her

and I got the ticket because it kind of like was curious if there there was a mistake or something along a little nervous about it. She gave it to me. What I realized is I think I took off to go to Los Angeles and I had probably half of the interviews, but as I was going on my way, I kept telling people my story. They're like, oh, what else are you doing this afternoon? And I was really honest about it. I was like, I've, you know, love to work for you.

So don't take this the wrong way. But I said, I'm going and interviewing with a couple of other companies. And they're like, oh, like what kind of roles? And then, you know, and I would tell people, like I just figured I had nothing to lose. So I would just share with people. And they said, that's really great. Like, are you interested in other things? And I said, yeah, I had nothing to lose, so I would just share with people. And they said, that's really great.

Like are you interested in other things? And I said, yeah, I'm going to Chicago. I've never been there. I'm really excited to go there because I had never been there. And they were like, that's amazing that you just went and found all these interviews. And what I figured out about that journey, too, was there were so many roles that I didn't even know existed beyond the whole product placement. Like I didn't know what a consultant really was

or you know nobody taught me that in school and these were roles that I didn't know anybody who was doing it. And so it was just 30 days. I mean it was amazing. And I learned a lot about myself and I came home and I was just like, wow, I was so happy. Like I didn't know what I was going to learn out of it.

Instead I was like, I feared it a little bit. I was a little nervous. I didn't get all 90 job offers, but I had a lot of job offers. And I tell this story to a lot of college campuses and also just kids that I know, I'm like, listen, I paid for myself to actually go and show up there, and it 100% paid off. It was an investment in me, but it was also an investment in me trying to learn about all these roles, because I don't know about you,

but like, you know, you read stuff, but you just don't really, I don't know, it's different when somebody who's seen your level calls his friend and says, hey, do you need an administrative assistant? And they're like, oh my God, I don't, but my friend down the hall keeps looking for somebody. So yeah, connect me.

And then all of a sudden, you're not going in when they have posted something and competing with all these people, you're coming in at a very different level. Yeah, totally. So tell us about, I really want my listeners to hear, you know, how gritty you were and the fact that, you know, you got a letter from an executive at Fortune. And it was basically some generic letter like saying, like, yeah, sure, if you're in New York, let me know when you're when you're in town and stop by. And you actually stopped by, you went into the office, you had no

appointment, you had no appointment, you walked up to the HR department, so tell us that story and how you got your first job. Yeah, I mean, it was kind of my dream job because when I was in college, I mean, another like little tidbit of advice that I give people is when I was at school, I was a communications journalist and major

and I love to write and a few of my friends were in finance and I was you know kind of thinking that some of their classes were pretty interesting but I also felt that they were a little scary because what I realized is that I actually didn't understand finance like they would talk to me about business plans and convertible debts and stuff like that. And I was like, what is that? And I was just really curious about it. And so one day, it just fit into my schedule that I could go take a finance class. And I'm like, this is really hard, like, and really interesting.

And then one of my professors said, you know, you should pick up Fortune Magazine because it will actually, if you just start reading it, you'll start to pick up on this stuff and they start to explain things in the context of an article. And so, after a few issues, I was reading that and the Wall Street Journal, and after a few issues, I was just like, this light bulb went off in my head around finance. And I was like, wow, I'm not scared anymore. And I, you know, don't know if I actually want to major in finance, but I decided to minor in finance because I was just so intrigued by what I was learning.

And so when I was sharing with a friend, I was kind of all over the map through this process of looking for a role because I didn't know what I really wanted to do. I said, I really want to write. And I said, my dream job is like working at Fortune Magazine, because it's just like, I think it'd be so great to work for this guy, Marshall Loeb.

And then I just thought, like, what do I have to lose? Like, what the heck? Like, the worst he could do, like, I wonder what the process is. Like, I wonder what I'll hear back from him. And I just didn't take it that seriously. And I think it's something, it's sort of the core of my life. Like sometimes I reach out and any friend of mine who's known me, you know, for years will say, you know, half the time in life, I'll just come up with these ideas and then I'll just throw them out there.

And I'm okay if they don't work. Like I just want to know what happens. And if nothing else, it'll be like if I need dinner conversation like well I tried that but you know it failed or or that time it really worked and in this case in particular you know Marshall I thought wrote me a letter back to say that if you're in New York so while I was going on this journey I thought well I should include New York and I had a few interviews, but I just marched into the HR department and just said, like, hey, I've got this letter. And

a lot of other interviews that I had been on, I showed that they said, just come to the HR department and will, you know, walk you to your interview. So I was trying to reach out ahead of time, but he wasn't writing me back. And so then I just showed up and I said, hey, I'm here to see Marshall Loeb. I have this letter from him. And I mean, the poor receptionist, I can still see her face like she had no idea what to do with me because people just didn't do that, right?

And she called her manager and whatever. But it just so happened that there had been another conversation that went on not to my knowledge, but basically this conversation was, let me just, or you've got to find me an executive assistant at time. And so I went and interviewed with this woman, and it was in circulation, and I always tell people,

it was, you know, circulation is those horrible, like blowing insert cards that fall out of the magazines all the time. And that's all I knew about it, like I didn't really know anything else, but I knew it wasn't the mail room. It was like maybe one step above the mail room. And I thought, I don't know,

it could be really fun to do it. And eventually I'll get, I'll show them what I can do in the writing side of things and get to Fortune magazine, which I never did get to Fortune, but it's funny, I actually just got a letter from Michael Loeb, Marshall Loeb's son, and he worked, he actually founded Entertainment Weekly, and which was also a time title. And so I got to know him because he was very good friends

with my boss. And anyway, he wrote me a note saying, I know how you wrote in the book, and Fortune magazine had picked up an excerpt from the book a couple of weeks ago. And he said, I know you wrote that my father, you weren't sure that my father actually wrote that note back to you, that it was like a, you know, a form letter. And he said, my dad definitely wrote that note back to you. He said, and his father passed away a few years ago. And he said, he absolutely wrote that note back to you and he said thank you so much for writing that because it just shows the kind of person he was. It was really, really sweet. But anyway, the net of it is is that when I went in there and I ultimately got the job,

the thing that I also learned was it's not just about getting the job, but it's actually just doing a good job. And my boss, I mean, you read the book, you saw, you know, excerpts of this, I mean, my boss was going through a really challenging time that I didn't know that she was, her husband had just died and she was in her early 40s and really tragically. And, you know, she was going through a really tough time. And so she generally was like living behind an office with the door shut. And I'm like 21 trying to figure out this whole thing. And, and basically I, I just was like trying to look busy. And so I said to a bunch of other executives who would stop by just to see how she was doing. I'm like, hey, listen, I don't have that

much going on right now. If I can be helpful in any way, let me know. And just because I really, that's just who I am as a person, and I've always said to people like, you know, it wasn't that I wanted to gain any brownie points from it, but it ends up like being helpful is actually something that not everybody does, right? They're more concerned and figuring out like, that's not my job.

Like, I've got a job here and that's it. And so I was just, I was doing it just to stay as easy and I ended up meeting Michael Loeb and so many other people that were executives. And actually the funniest story from my time, magazine episode was making $23,000 a year in New York City, which is not a lot of money to be living in New York with. And so every week, and every week, I'm, you know, I have enough for rent. I have enough to like go out one night. I'm really

like trying to budget and do everything the right way. And so what I figured out was that in the like little kitchen on our floor, there were always these sandwiches. And I was like, is anyone eating these sandwiches? And so I would pack up these sandwiches. They were from the executive lunches. And so after a while, like a couple of executive saw that I would take these sandwiches. And they're like, what are you doing at the sandwiches?

And I was like, I only make $23,000 a year. I've got to eat. Like I wasn't saying it for people to feel sorry for me, but I was just like, yeah, this is going to be Friday's dinner. And this is Saturday's lunch. And I was like, and if you have any extras, my friend only makes $18,000 a year. And I had an advertising firm, and she likes turkey. And I was joking, but somewhat serious.

And so I became this person who, in the executive's minds, they would order extra food for me because they were like, Karen needs some food. Like we have to make sure that she has the right sandwiches go before you order, make sure that there's chicken salad on the menu and croissants or, you know, or whatever. And what was so funny is there were a lot of people who were my age who they said, aren't you embarrassed to

like actually say that you only make $23,000 a year? And I remember saying, do you think that they think we make more money? Everybody knows. You're an entry-level position. You're not making a lot of money. That's a competitive advantage to just be, you've probably been there to be straightforward with people. I'm not making millions. When you're young, people want to be helpful. What was so funny was later, and this is like 25 years later, I get this phone call from Amazon. And the buyer at Amazon is like, you don't remember me, but I worked at Time Magazine on the other side of the building from, but I remember used to come by and get the sandwiches for like the extra sandwiches.

And I said, oh my God, I'm so embarrassed that you like remember this. And he said, no, you were so funny. He was like, we were all laughing because every publisher from all the different publications were like, she's so honest about it. And I remember when I was 21, and I didn't want to, like I hardly had money to eat.

And Kara was just like, yeah, it'd be so great if you guys ordered me extra stuff. If you have a cookie now and then like just order that too. And so anyway, it was just so funny and ultimately he was like somebody told me that you had started this company hint. And I was like, get out of here. Like she's now, she was an executive at AOL, and then she decided to start hint.

And he's like, that is so funny, because I totally remember you. So you, so something as simple as that. Again, I didn't intend on having him remember me or certainly didn't know that he was going to be at Amazon, but it's like, how do you ultimately stand out? And some way, again, with kindness and be helpful. And he was like, I just remember you were so hard working.

And so that's a story that I even share internally to my team that it's like, you know, it's not just about making your boss happy and about doing a great job in your own, but your colleagues are ultimately going to be the ones ones that are gonna help you later on. Like maybe they know about a job at a company, and so if you're like a person that's complaining or so concerned about putting rails on kind of what your job is, I mean, I'm sure you've been there and watched this.

It's like really shortsighted, because you don't know who's watching. Instead, if you don't like your situation, then figure out how to change that situation, but also figure out around you, how do you get noticed in a way where you can sort of don't not do your job. I'm not saying that. I'm saying that be helpful to people like if they're buried, right? Say, listen,

can I stay extra and we can order pizza and let me help you like catch up on stuff. I don't mind doing that because you never know how that's gonna pay off in the long term. Young and profitors, do you have a brilliant business idea but you don't know how to move forward with it? Going into debt for a four year degree isn't the only path to success. Instead, learn everything you don't know how to move forward with it. Going into debt for a four-year degree isn't the only path to success.

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the best intentions, just working really hard, being nice to everyone, being open, authentic, all that stuff is so important, especially when you're just starting out and getting your foot in the door. And it's amazing how full circle your life has went. So you didn't get that reporter job at Fortune. But in 2011, you were named like top 10 female entrepreneur by Fortune magazine. So that's amazing. Congratulations. Cool.

Well, let's jump into your journey with founding hints since you gave us so much great information about your career journey. So you were having some personal health struggles from what I recall after your third pregnancy, you had gained weight, you were like 50 pounds overweight, you were addicted to diet soda, you felt really tired. So tell us about that time in your life. How did you realize something was wrong?

How did you uncover that diet soda might have been the root of all of these problems that you were having, and how did that lead you to thinking about starting hint? Yeah, so you know, it's an interesting thing when I wouldn't say that I was like totally aware that I had specific health issues, but I found like, and I've talked to people about this since then that I was carrying extra weight that I had never had an issue with in the past. And I was a competitive gymnast, I was just, I'm pretty small-framed, I just never had a weight issue. And then when I started working and had three kids at that point, I just like continued to gain weight and I could never lose this weight. And so suddenly, I'm like 55 pounds overweight, I developed terrible adult acne over the course of the past few years leading up to this.

And then also my energy levels were just like really low. And at first, I thought, oh, it's because I'm traveling so much and I'm living on the airplane and I'm on all these different time zones. And then, you know, after a year of living, I didn't have a job. And I was just like, you know, what's the excuse? I saw a bunch of dermatologists from my skin. They're like, we don't really know what's going on. And then I started looking at everything that I was eating because I started, you know,

really thinking, okay, there has to be an issue. And maybe I'm allergic to something, maybe it's something there. And I went on a couple of different diets, nothing was working, I was continuing to work out and work out a little bit more, but nothing crazy. I wasn't running like Marathons or anything. And while I was reading labels through this whole process,

I never was doing anything with my drinks. And because I just never really thought that there was an issue with it, because my core drink was diet soda, diet coke in particular. And so one day the diet coke can was just like facing me. And I happened to look at the ingredients. And I thought, gosh, there's a lot of ingredients in here. And I've

sort of set up this rules for, you know, trying to eat as pure as possible in my food and really understand what I'm putting into my system. And there's a lot of stuff in here. And I'm drinking like eight to 12 of these a day, you know, which by the way, like that sounds like a lot, but there's a lot of people who are diet coke addicts, like I was that that are doing that. And so I just thought, gosh, maybe I should just not put it in me anymore just for a couple of weeks. Like, let me, let me just stop drinking and see what happens. And after a couple of days, I realized, like, I wasn't drinking anything else when I was drinking diet coke besides diet coke. And I thought, okay, I'm going to start drinking water

because I was thirsty. And so I start drinking water and what I realized was it was so boring. Like I was just like, oh my God, water's just incredibly boring. And I would tell some of my friends in there, like I know that's why I don't drink it. And then I tell other friends and they're like,

oh, I drink water all the time. It's really fine. I'm like, for me, like water is just super boring and that's why I don't drink it. And then I tell other friends and they're like, oh, I drink water all the time. It's really fine. I'm like, for me, like water is just super boring. And that's why I'm not drinking it. So, you know, two and a half weeks later, I'm, I'm like literally lining up glasses of water on the counter and not going to bed at night until I like drink my eight glasses. And that's when two and a half weeks later I lost 24 pounds, my skin cleared up, my energy levels had totally changed. And friends, when you lose 24 pounds in two and a half weeks, people really noticed, they're like, whoa, like what just happened? Are you okay?

You know, or sick? And I said, no, it was so crazy. And I would tell people the story about giving up my diet soda. and they were just like, really? Like it's diet. And I said, I know, but I don't know. Like somewhere along the way, it just messed up my plot. And, and I don't want to go back to it. And so I went, I started the remainder of that year. I ended up losing the rest of my weight and got all 55 pounds off and was

feeling great. My skin issues again had totally cleared. And then I started slicing up fruit and throwing it in the water because I thought like that'll help me drink water. People ask like, oh did you ever put a little bit of juice in the water? And I was like, yeah, but like it tasted like water down juice to me versus actually if I put fresh fruit in there. But the big problem that I saw with fresh fruit was like I would put it into a pitcher and I'd put it in the refrigerator, and it would only last for like a day. And so I just thought, like it would be so great if I could figure out how to put it into

some sort of format and even like buy it ready made in stores. So then I went searching in stores for this product and it wasn't there. And then I thought, well, maybe it's not in San Francisco where I live, but maybe it's on the East Coast. So I had a trip back to New York when looking around there and it wasn't there too. And so I was looking for a job in tech. Like that's where my experience had been after working in media and Silicon Valley

is like the hotbed of this. So I was interviewing, but I wasn't sort of finding exactly the thing that I thought was sort of finding exactly the thing that I thought was like really gonna be the thing that I wanted to jump into. And so every single day I found myself like really thinking about this concept, like how I had been tricked by the word diet and how some of my friends were drinking this drink called vitamin water and like we're shocked when I told them that it had more calories than a can of coke or that it's like the food coloring is like cockroach wings, at least that's what they were using 15 years ago to get

to some of these different like very reddish colors. And so I just thought there's this hole in the market. I didn't even call it like a category opportunity. I wasn't even that educated about it, but I just thought, gosh, if I could actually get people to enjoy water, I could change health in the world. And I had never really been focused on a nonprofit either. Like I was kind of like, this is something that really gets me excited.

And I thought if I could do something like this that ultimately makes money, that would be awesome. That's as far as I got in. And so one day I'm in Whole Foods, chatting with the guy that is putting stuff on the shelf. And he's like, I said, I'm looking for a drink that just has fruit and it with water. And he said, you know, there's these drinks that are carbonated,

but they have a lot of sodium in it. And I said, yeah, I don't really want to go switch from sweet to like sodium addiction. And so I just thought, how hard could it be to actually launch a product, right? And so I just thought, let me just do it. I didn't even think of it as a company. I really thought of it as, can I get a product on the shelf? And that was it. And little did I know that I had figured out that there was this new category. And why that's important is that when you launch a new category that consumers are not used to or buyers aren't used to sort of like wrapping their arms around or in our case like actually

buying for the shelves of a store. It's a huge deal like it's like you can't they won't move right because they're like we don't know what you're talking about so if you're launching cricket chips right like it's like night sound great to like some people, but you've got buyers and customers that just don't really understand it. And so there's a ton of education that goes on. So not only did I know that that existed, but also I had to figure out how do I ultimately get a shelf-stable product. I got it into Whole Foods that ended up selling in Whole Foods, but then they were like, we can't have you just delivering in your grand Cherokee to the stores. Otherwise, we would have thousands of use like delivering.

And so I got it, but at the end of the day, I didn't know how to get a distributor. The closest I had been to kind of figuring out how to distribute a product was or really what a distributor was was seeing co-competsy trucks drive down the street. I didn't have experience in this, but what I often think about now, and again, I think it's easier to like look back and hindsight 2020 is that I had risen, you know, to a very high level at AOL. I was a vice president, was a youngest vice president AOL, one of the few females. And I was in this management position where I really wasn't learning as much as I was teaching

and approving. And so I always talk about today that I think half of the challenge with not only manager levels, but also C-suite executives is that you get bored, right? And you're just not learning anymore. And so I think that this concept of, you know, what I was seeing as crazy as it might sound in the beverage industry, I was intrigued. And frankly, like I tell people about this, about what I do every single day, who are, you know, major executives and companies and they're like,

I think it's so cool. Like what you're doing that you just like got to go back to figuring out exactly how this stuff works. And I said, yeah, it's like this concept of lifelong learning that I've thought a lot about that I think everybody needs were human and we want to learn. And it doesn't mean going back to school. It means you just want to learn something new.

I mean, like, look, you had never done podcasting before you started doing podcasting and then you started. And I'm sure you continue to learn, right? About little concepts along the way and me too. And that's the thing that I really think is really, it's a story of tenacity and curiosity, but it's also a story of like,

I loved what I was doing every day because I was learning something new. Yeah, and just so everybody understands, I think when you first thought of hint and launch hint, it was around 97 or 98 when you first realized that diet soda was an issue, right? So at that time, everybody thought diet soda was healthy. Like, I remember my dad was addicted to diet soda.

Everybody thought that it was good for you and there was no side effects. And so like you said, you had a lot against you. It was really innovative to try to attack the beverage industry with a drink that wasn't sweet and filled with sugar. And so I gave major kudos for you for basically like changing the landscape essentially. And one of the titles in your book,

one of the chapter titles, is actually build the airplane as you fly it, right? So can you tell us more about building the airplane as you fly it? Because I think this really relates to everything that you're saying right now. Yeah, I think so often people don't ultimately go out and do things like start a beverage company or change careers because they feel like they don't have experience, they have plenty of doubts,

there's a million reasons and in my case, I had four kids under the age of six. Not only did I have my own doubts, but also I had all these doubters, so the title of my book is undaunted overcoming doubts and doubters. I mean, I've always said to people like there's never a good time, but that doesn't mean that you can't do something. And so I think that the concept of building the airplane

while you're flying it, obviously, you want it to be safe. In our case, you know, with our product, we're flying it, obviously, you want it to be safe. In our case, with our product, we're selling it to consumers and they're drinking it. We don't want anybody to get sick or die. I mean, we were always really careful about that. But I think that something I learned in the tech industry, which is still true today, which is very different than other industries, is that there's always gonna be a better version, right? So often, they call it upgrading or 2.1 or whatever, they call it, and so I learned in the tech industry

to actually get something out the door because we want to not only get it out the door and try and get some revenue on it, but also go and learn from consumers. And so while an engineer is working on things that won't be ready for months because maybe the technology isn't quite figured out yet and it's going to take a certain amount of time, in addition, you might learn that people like the color red on a bottle versus blue or something and how maybe the label is like the wrong feel or something like that. What I didn't realize that I was

bringing into this new industry was that because I was asking lots of questions and because I had grown up in a world that was always like, yeah, it's pretty good, but we can always do better. That's like a mindset, right? That's a mindset that you bring into an industry. When you look at banking or you even look at consumer products, I mean, look at diet coke or coke overall, like you launch a product and or they launch a product. And then it sits there because it's selling, right? And then they don't change it until sales go down. And when they do decide to reformulate it, it's a really big deal. It's like, oh, they're changing it because like, you know, it's about to die, right? Like instead of actually saying, oh, this is the new version. I mean, you look at Apple. Apple's got, I'm sure there's an iPhone that's coming out in two years from now, right? That is just like sitting in a back room that some engineers know about, right?

Like, it's just, it's in the tech industry, that's just how they think about things, and that's just how ultimately products are made. And so I didn't realize that I was bringing that and asking lots of questions about the consumers and reading emails from consumers. But just by asking questions and not having experience in this industry, it just was super, super helpful. Hear that sound, young and profitors. You should know that sound by now. But in case you don't, that's the sound of another sale on Shopify. Shopify is the commerce platform that's revolutionizing millions of businesses worldwide. Whether you sell edgy t-shirts or offer

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Yeah. So one of my favorite stories when I was reading your book is the story about how you first got into Whole Foods and you actually talked to your husband and you gave him the news that you were pregnant with your fourth child and that you wanted to start a business called Hint at the same time.

So I thought that it was really cool that first of all, you started this business with your husband and I just wanted to get in your own words. What was it like when you told him that news that you wanted to start this business with the all ears and then tell us about the story about the day of your scheduled C-section and how you got into Whole Foods and the good news you had there. Yeah, so he had seen that I had really gotten healthier

by drinking this concoction that I had made in my kitchen, water with fruit, and I would always share with him like little things that I was thinking about, including the fact that there were all these like healthy perception products on the market and it was kind of criminal that consumers actually wanted to get healthy and it was really hard. And they were willing to spend lots of money on diet plans and these healthier perception

drinks, but they weren't actually doing the job. And so like that's as far as like he thought I had gotten and then when I dropped the bomb on him that I like wrote this business plan and I wanted to take $50,000 out of our bank account of being, I didn't want him to think that I was going on some boondoggle with my girlfriends to the Bahamas or something. With the $50,000, I was like, by the way,

just so you know, I took this money out because I want to buy like caps and bottles and fruit. And I'm gonna be, I've got this whole thing set up. And he's like, wait, what? Like, what are you doing? And I had three kids at the time under the age of four. And he said, wait, you're actually like thinking about launching a product.

And actually, but the name that I had come up with was Wawa. And he was from the East Coast. And he said, please don't call it Wawa. And he's an attorney. He said, he's an intellectual property attorney. And he said, there's this major chain in Pennsylvania that's called Wawa. And like don't call it Wawa.

And plus it's just not, I know you call, like you're trying to get the kids to drink water and you call it Wawa, but like you've been spending too much time with like the babies versus actually, you know, that's not, you shouldn you call it wawa but like you've been spending too much time with like the babies versus actually you know that's not you shouldn't call it back. And so while I was talking to him about the name I just started saying like you know we're giving people hints about how to get healthier and it's just a hint of this and then I said hint and he said it's for a lot of. And you're never gonna get a trademarked, and I was like, I was like pissed at this point.

And so I said, just you be the lawyer, just file to have like this trademark done, and I'm the business person, and that's that. And so you said, okay, fine, whatever. And I was like, while you were at it, put in drink, water, not sugar as well. And he was like, huh, too descriptive. You'll never get the trademarks. And so anyway, the moral of the story on that one is like, don't always listen to your husband or your, or your lawyer, because we got the worldwide trademarks on,

on both. It was at that point, you know, he didn't think it was a great idea. He was like, look, you're in tech, you're very marketable, we live in Silicon Valley, you can go get a job tomorrow if you really want to do that. And I said, yeah, but I'm waking up every single day and I'm thinking about this. And I just, I love that it's like a new category and it's really hard. And he was like, yeah, I just don't really think it's a great idea. And he wasn't arguing with me because I had made some money at AOL, he was like, you can do whatever you want. He was being supportive, but I'm just sharing with you

that I just don't think it's a great idea. And I was like, okay, well, by the way, I wish you were a little more supportive because I am pregnant with my fourth child. And he was like, you mean our fourth child? I was like, of course, but you know, you're not being very supportive. And he's like, I cannot believe you're pregnant. And I said, well, I just found out too, but I've just been trying to figure out a way to share this with you. And he was like, so you think this is a good idea. Launch a company in a category in an industry that you know nothing about and you're having

another child and I said, yeah, well, I can get it on the shelf, I think, before he's born. It should be sometime in May. This is 2005 and he is like, oh my God, you're crazy. Like you're seriously like nuts. And I said, yeah, maybe I might be, but I don't know. I just think it'd be really fun to go try. And so I said, by the way, I've got a babysitter and I'm leaving tomorrow to go to Chicago. I've got a bottling plant that I've been talking to. And he said, well, can I go with you? He was like, I kind of like to know what you're doing.

And I think his intention was to sort of show me, like, this is not a good idea. Like, you have no idea what you're doing, and I was like, yeah, it'd be really great actually if you came because I'm getting super morning sick. And it'd be awesome if you actually were there just in case he was like, oh, so you want me there just in case you get morning sick.

And I was like, yeah, it'd be really weird because I don't want to like tell them I'm like pregnant. And I'm launching this company. And anyway, so he came and it was at that moment when he really saw he was like, this is really cool. Like he was like, he's a son of a doctor and he said, this is crazy how you're thinking about this and in terms of it helped you drink water

and you could help a lot of other people drink water. And I agree with you that if you could get people to drink water, then I think you'd be, you know, solving a lot of health issues in the world, but I just don't think people get that. And I said, yeah, so for less than two bucks a bottle, if we could convert people into drinking and then maybe they'll actually figure out that it's achievable and they'll start to look at what they're putting into their body. And so that was the

purpose, like then it still is the purpose today, like when people say to me, you know, I drink tap water, like is there anything wrong? And I mean if you've got clean tap water, that's a whole other topic, but I said, no, not at all. Like our purpose has really been going after this diet soda industry and also the healthy perception products that are out there that should not be on the market, especially when we've got so many issues, not only, you know, with different diseases, including type 2 diabetes, heart disease, all kinds of things, but also, you know, the fact that we're even having a conversation

around healthcare issues like coupes, right? It's expensive. And something as simple as if we could actually dig into are there things that are causing these problems that, and I believe, diet soda and a lot of these sweeteners, it's not just sugar. It's also other stuff too, that is just not great for you. So that was really, you know, the premise and I just thought if we can just keep going and stay focused.

And so I talk a lot about this in my book and certainly this book is great for people who want to launch like a food or a beverage company and kind of go up against big guys. But I think it's also just to set the record straight around being a startup and being an entrepreneur that most of these people that I've met over the course of my journey, they're no different than you and I, like they're just trying to figure things out and they're, you know, staying focused and they maybe came from a different industry and they didn't know whether or not they were going to be successful and they had failures along the way. They were scared sometimes.

They made decisions that were wrong, but they were able to look back on those things to learn and continue to move forward. And frankly, I'm an accidental entrepreneur. I'm also an accidental author. This was my journal for four years, like talking as I was out speaking about building this company, I would bring this up on stage. And I would hear from so many people primarily through, you know, social media, like, gosh, I just heard you speak at this conference. And gosh, you just by saying what you said, you just set me straight and made me know that

I'm not alone and that this isn't just happening to me. So I think it's definitely for people who are entrepreneurs now, would be entrepreneurs, college students who need to hear like, how do you go out and you like just get started, and so many lessons of lifelong learning along the way. And it's shocking to me that more books like this aren't out there and also very few female existing CEOs are writing books like this too. Lots of guys, but there's just no women. Usually it's the, it's like, here's what happened and how I lost my company. Not like, I'm still working it every single day and still, you know, growing it and it's going great and I'm still willing to learn, but I've figured out a lot of things. There's still stuff that I need to figure

out. And I think that that's an important piece for people to hear. Yeah, I totally agree. And what I want people to understand is that when you first launched Tint, that was like 15 years ago, you had a $50,000 investment, but you know, millions later, years later, so much hard work later now, you guys are a household name. One of my favorite quotes from your book was sometimes if you think about the end, you'll never get past the beginning. And to me, that was like the most thing that resonated to me. So I know we're up on time. So if you could close out, just explain to us, you know, how sometimes you need to just be in the moment, work as hard as you can, and then,

you know, not worry so much about the outcome. Yeah, no, totally. And not worry so much about the outcome and know that just by trying, you're getting started. And that's the most important piece. And those little tries add up. And before you know it, you're actually making progress. Yeah. So the last question I ask, oh, my guess is, what is your secret to profiting in life?

Profiting in life, I would say being able to learn from your mistakes and say, answer, continue trying along the way because I think that the more that you actually look at what you're doing and continue moving forward, then you'll ultimately profit from that. And where can our listeners go to learn more about you and everything that you do? Cara Golden with an eye all over social media. And also, yeah, I have a podcast as well

at the Cara Golden show. And my book is undonted over coming doubts and doubters on Audible as well as on Amazon. Awesome, we'll Cara, you are one of the most inspirational women I've had on the show. So thank you so much for joining us. Thank you so much, have a great week everyone. Thanks for listening to Young and Profiting Podcast.

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There's other podcasts out there asking you to sign up to Patreon or do other things to monetize their show. We provide a free show to our listeners. We get our money through sponsorships. And the best way for us to secure sponsorships is by showing them all the amazing five star reviews that we have on Apple.

So do me a favor and take the time. If you love listening to our show, please take the time to write us a review. And I also love seeing our posts on social media. I've been seeing a lot more posts on Instagram, which is really fun. I just really started getting active on there. And so when you're listening to your podcast,

whatever app that you're in, just take a screenshot, upload it to your stories, tag me at Gap with Hala, and I'll always repost and support those who support us. And of course, share your support on LinkedIn. If you have a big takeaway or if you want to provide a podcast recommendation, put up a post on LinkedIn and tag me at Hala Taha and I'll definitely comment and boost your post with my large following. So you can find me on Instagram at YAHB with Hala or LinkedIn.

Just search for my name. It's Hala Taha. A huge shout out to the Yab team. You guys are amazing. This is Hala, signing off. Are you looking for ways to be happier, healthier, more productive and more creative? I'm Gretchen Ruben, the number one best-selling author of the Happiness Project. And every week we share ideas and practical solutions on the Happier with Gretchen Rubin

Podcast. My co-host and Happiness Guinea Pig is my sister Elizabeth Kraft. That's me, Elizabeth Kraft, a TV writer and producer in Hollywood. Join us as we explore fresh insights from cutting-edge science, ancient wisdom, pop culture, and our own experiences about cultivating happiness and good habits. Every week we offer a try this at home tip you can use to boost your happiness without spending a lot of time energy or money. Suggestions such as follow the one-minute rule.

Choose a one-word theme for the year or design your summer. We also feature segments like know yourself better where we discuss questions like are you an over buyer or an under buyer? Morning person or night person, abundance lever or simplicity lever? And every episode includes a happiness hack, a quick, easy shortcut to more happiness. Listen and follow the podcast, Happier with Gretchen Rubin.