Supergoop!: Holly Thaggard

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 8 June 2020

⏱️ 73 minutes

🔗️ Recording | iTunes | RSS

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Summary

In 2005, the trajectory of Holly Thaggard's life completely changed when a good friend of hers was diagnosed with skin cancer. Holly realized that most people weren't taking sunscreen seriously, so she sidelined her vocation as a harpist to dive headfirst into the unfamiliar world of SPF. After a false start trying to market her sunscreen to elementary schools, Holly pivoted to retail, hiring a publicist she could barely afford. She eventually got her products into Sephora, a success that helped turn Supergoop! into a multi-million dollar brand. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Transcript

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0:00.0	Hey, Prime Members, you can listen to how I built this early and ad-free on Amazon Music.
0:07.0	Download the app today.
0:09.0	New Year's is here, and with it brings the possibility of change.
0:13.0	As one behavioral scientist put it, first starts are really powerful.
0:17.0	So as you head into 2023, LifeKit is a great resource to help you plan your life and tackle changes, both big and small.
0:24.0	Listen to the LifeKit podcast from NPR.
0:30.0	I had created the sunscreen swipes, and apparently the swipes were a huge hit.
0:36.0	So I would go around to stores during that period, and the swipes were always gone.
0:42.0	They were just wiped off the shelf.
0:44.0	But the problem was I knew that my sales couldn't be great if there were no products on the shelf.
0:49.0	And so I'd go into as many stores as I could with swipes in my bag and literally like stock the shelves.
0:56.0	Like I'd give them product, which is crazy, right?
1:06.0	From NPR, it's how I built this.
1:09.0	A show about innovators, entrepreneurs, idealists, and stories behind the movements they build.
1:15.0	I'm Guy Ross, and on the show today, how Holly Thagger decided that sunscreen should be used every day and at every time of year.
1:26.0	And how that idea grew into the multi-million dollar brand Supergoop.
1:33.0	There's a concept in business known as ProductMarket Fit.
1:37.0	It was popularized by the well-known Silicon Valley venture capitalist Andy Rackliffe.
1:42.0	And the idea is pretty simple.
1:45.0	You have a product. If there's a market fit, people will buy it.
1:49.0	If not, they won't.
1:51.0	Sometimes there's no product market fit because the product solves a problem that no one really has.
	...

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