How I Built This with Guy Raz: Episode Summary - "Advice Line with Justin McLeod of Hinge"
Release Date: July 17, 2025
In this engaging episode of How I Built This with Guy Raz, host Guy Raz teams up with Justin McLeod, Founder and CEO of the popular dating app Hinge, to tackle real-time business challenges faced by entrepreneurs. The episode delves into diverse startups seeking actionable advice, highlighting Justin's expertise in building and scaling a successful tech company.
Introduction to the Advice Line
The episode kicks off with Guy Raz introducing the Advice Line, a segment dedicated to assisting entrepreneurs with their business dilemmas. Listeners are encouraged to call in with their challenges, setting the stage for a dynamic and interactive discussion.
Caller 1: Jessica Off of Guess Where Trips
About the Business: Jessica Off is the founder of Guess Where Trips, a company based near Toronto, Canada, that offers one-day self-guided mystery road trips across Canada and the U.S. Her concept is likened to an "Amazing Race" experience, where participants embark on adventures without knowing their exact destinations.
Jessica's Challenge: Jessica seeks advice on "the most effective strategies for successfully launching new markets" for her unique, location-based, and trust-driven product.
Discussion & Insights:
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Market Differences: Jessica shares that while her business thrives in Ontario, other regions haven't mirrored this success. She attributes this to varying regional road trip feasibilities and the challenges of replicating the organic growth experienced in her initial market.
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Strategy Evolution: Initially focusing on big influencers, Jessica is shifting towards nano-influencers and local meetup groups to foster authentic word-of-mouth marketing.
Notable Quotes:
- Jessica Off [09:15]: "I wanted to gift my parents a unique experience without the clutter of physical gifts."
- Justin McLeod [16:26]: "Offering a second unit at a discounted rate for referrals can turn each customer into a multiplier."
Advice Provided: Justin recommends focusing on depth over breadth when entering new markets, emphasizing the importance of achieving critical mass in one area before expanding. He suggests incentivizing customers through referral discounts and leveraging partnerships with related businesses, such as outdoor or garden stores, to increase visibility.
Caller 2: Nick Kelly of Framework Doors
About the Business: Nick Kelly is the founder of Framework Doors, a New Zealand-based company that manufactures thoughtfully designed steel security doors. These doors allow homeowners to maintain air circulation without compromising security, blending aesthetic appeal with functionality.
Nick's Challenge: Nick seeks guidance on "driving word-of-mouth to accelerate interest, inquiries, and sales" for his niche product.
Discussion & Insights:
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Product Positioning: Nick emphasizes the unique blend of security and openness his doors provide, addressing common homeowner concerns like air circulation and pet safety.
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Marketing Tactics: While already utilizing tactics like door knocking and local canvassing, Nick is exploring ways to enhance customer engagement and brand storytelling.
Notable Quotes:
- Nick Kelly [21:36]: "These doors allow you to open up your home without compromising security."
- Justin McLeod [27:05]: "Customer testimonials and referral incentives can significantly boost word-of-mouth marketing."
Advice Provided: Justin advises creating memorable unboxing experiences and leveraging customer testimonials to foster organic conversations. He also suggests partnering with complementary businesses, such as home gardening stores, to reach a broader audience. Additionally, Justin highlights the potential of customizing products (e.g., personalized family names on doors) to make them conversation starters.
Caller 3: Chandler Withington of Archive22
About the Business: Chandler Withington is the founder of Archive22, a company that creates hand-drawn, framed posters celebrating the history of golf and hockey. Licensed by major organizations like the USGA and NHL, Archive22 offers unique memorabilia that resonates deeply with sports enthusiasts.
Chandler's Challenge: Chandler is looking for strategies to "communicate his brand story effectively within a short time frame", especially during high-traffic events like golf championships where interaction time with potential customers is limited.
Discussion & Insights:
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Storytelling Gaps: Chandler acknowledges that while his in-person pitch is compelling, his online presence lacks the depth that conveys his personal journey and the uniqueness of his hand-drawn art.
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Product Expansion: Justin encourages exploring additional product lines, such as apparel, to diversify offerings and enhance brand visibility.
Notable Quotes:
- Chandler Withington [34:07]: "When people first look at it, I want them to connect over mutual interests and the handcrafted uniqueness of each piece."
- Justin McLeod [38:37]: "Focusing on individual tournaments can drive repeat customers and create buzz around each event."
Advice Provided: Justin recommends enhancing Archive22's online storytelling by incorporating detailed visuals of the hand-drawn process and personal narratives. He also suggests introducing limited edition prints and athlete signatures to increase product exclusivity and appeal. Additionally, creating focused campaigns around specific events can drive urgency and repeat purchases.
Key Takeaways and Concluding Insights
Throughout the episode, Justin McLeod emphasizes the importance of authentic engagement, strategic focus, and leveraging customer relationships to drive business growth. His insights underscore that building a successful brand often hinges on deep market understanding, tailored marketing strategies, and fostering genuine connections with customers.
Notable Final Quote:
- Justin McLeod [42:18]: "I've learned that seeking mentorship and asking the right questions can accelerate growth and avoid unnecessary pitfalls."
Final Thoughts
This episode of How I Built This offers valuable lessons for entrepreneurs navigating the complexities of market expansion, niche marketing, and effective storytelling. Justin McLeod's practical advice serves as a guiding beacon for startups aiming to build resilient and impactful businesses.
For more insights and stories from top entrepreneurs, subscribe to How I Built This with Guy Raz on your preferred podcast platform.