Podcast Summary: How I Built This – Advice Line with Michael Dubin of Dollar Shave Club

Host: Guy Raz
Guest: Michael Dubin (Founder, Dollar Shave Club)
Date: October 9, 2025

Overview of Main Theme

This episode features Michael Dubin, founder of Dollar Shave Club, joining Guy Raz on the “Advice Line” edition of How I Built This. The focus is on offering practical, real-time advice to entrepreneurs who call in with business challenges. Guy and Michael discuss Dubin’s journey post-Dollar Shave Club, his thoughts on marketing and brand-building in a rapidly evolving ecosystem, and tackle live entrepreneurial dilemmas ranging from food innovation to service experiences and apparel for first responders. The episode balances accessible insights with actionable recommendations, emphasizing the realities and nuances of building businesses in different sectors.

Key Discussion Points & Insights

1. Michael Dubin’s Post-DSC Life & Reflections on Viral Marketing

[04:20–09:58]

• New ventures and creative work:
  Michael shares that he’s written a screenplay inspired by his experiences, continues his board/advisory roles, and is pondering new entrepreneurial ideas. He’s keen to “tap that creative side” again.

  • “If the script gods bless it… I’d love to produce it. That would be a super fun thing that I’ve always wanted to do.” (Dubin, [05:23])

• Changes in digital marketing:
  The viral success of DSC’s 2012 launch video is discussed. Michael reflects that today’s web is “exponential” and competition for attention is tougher, though originality and authenticity are still effective.

  • “The biggest difference might be the wave doesn’t last as long as it once did because there’s just so much out there.” (Dubin, [07:35])
  • “You can cut through the noise if it feels authentic and if it strikes a chord in some way... But you have to work so much harder now.” (Dubin, [07:14])

2. Entrepreneurship in Dominated or Saturated Markets

[08:25–09:58]

• On competing with giants (like Gillette):
  Michael admits it’s “probably crazy” to take on entrenched incumbents but insists that's never a reason not to try. He breaks down successful disruption as a mix of “great product, great distribution, and great communication.”
  • “The last great consumer giant disruptor company has not been launched… They will continue to launch all the time.” (Dubin, [09:05])
  • “It’s a pretty boring formula: great product, great distribution, great communication.” (Dubin, [09:17])

Caller #1: Benita Casbo – Launching a New Middle Eastern Cheese

[10:10–22:24]

• Caller: Benita Casbo, Casbo’s Middle Eastern Kitchen (Syrian cheese)
• Challenge: How to create impactful grassroots and digital (non-social) marketing for a new cheese category.

Key Ideas & Advice

• Focus on consumer education and ease:
  Michael suggests making it as easy as possible for consumers to use the unfamiliar cheese—suggesting pairings and including QR codes for recipe demos.

  • “I’d lower the bar for them, make it really easy... This is gonna slot in really nicely with what you’re already doing.” (Dubin, [15:58])
  • Memorable Moment: Benita’s two-foot cheese pull—visual appeal and product demo potential.

• Guerrilla marketing & brand storytelling:
  Michael floats the idea of a humorous campaign—“everyone knows Syrian cheese is the best”—possibly involving “angry French cheese mascots” upset about the secret being out.

  • “Maybe you have angry French ambassadors… so mad that Syrian cheese—the secret’s finally out.” (Dubin, [17:32])
  • Guy’s addition: Emphasize sampling (especially in NYC), work local press (Eater, Food52), and highlight notable mentions (NYT, restaurant shout-outs).

• Packaging matters:
  Michael offers to review packaging, highlighting the importance of visual shelf appeal.

  • “When you have your packaging, if you wanna shoot me a note on LinkedIn… I’m happy to look at it.” (Dubin, [21:34])

Notable Quotes

• “You’re going to have to sample the hell out of this.” (Raz, [19:36])
• “Maybe there’s a Syrian cheese costume you can build.” (Dubin, [18:08])

Caller #2: Brandon Davis – Mobile Mini Golf for Events

[25:17–37:14]

• Caller: Brandon Davis, Pars Mobile Mini Golf, Vista, CA
• Challenge: How to maintain client experience and service levels as the business scales and relies more on employees instead of owners.

Key Ideas & Advice

• Creating Ownership & Culture:
  Michael suggests exploring equity pools for key employees or investing in their development—making their time at the company meaningful for their own growth.

  • “How can you play a role in their development… you’re going to leave with A, B, and C skills that will serve you well moving forward.” (Dubin, [29:51])
  • “Every entrepreneur faces [the challenge]: how do I get everybody else to care as much as I do?” (Dubin, [29:04])

• Hiring and training:
  Guy emphasizes hiring for attitude over skill, building a customer service manifesto/brand bible, and leading by example in hospitality.

  • “You’re not in the mini golf business—you’re in the hospitality business.” (Raz, [30:53])
  • “You can teach people how to do this stuff, but you want to look for people who… just love bringing joy.” (Raz, [32:09])

• Feedback and incentives:
  Regular client feedback and employee rewards (gift cards, praise) can reinforce positive service behaviors.

• Marketing expansion ideas:
  Michael suggests considering a permanent miniature golf course in a public venue (botanical garden, themed warehouse) as a marketing tentpole.

  • “Could you build a live mini golf course that acts as a marketing tentpole?” (Dubin, [36:13])

Notable Quotes

• “I think he’s got something. I’d love to go to one of his events.” (Dubin, [37:26])
• “Build a document that says, ‘We’re in the business of creating joy.’” (Raz, [31:23])

Caller #3: Brea Fleming – Custom Uniforms for Wildland Firefighters

[39:54–55:21]

• Caller: Brea Fleming, Incidental Wildland, Kansas
• Challenge: How to scale her custom wildland firefighter uniform business when demand is more than she can supply and margins are tight.

Key Ideas & Advice

• Focus on scaling supply:
  Michael encourages Brea to hire more staff, find manufacturing partners, or develop a manufacturing partnership, possibly raising investment to do so.

  • “It sounds like you need to raise some money… so you can go out and hire staff or develop a manufacturing partnership.” (Dubin, [45:22])

• Maximize your unique skills as IP:
  Guy counsels Brea that her value is in her designs, not just sewing skills, and that she should focus on growth areas and let others handle production.

  • “The long-term value is in your designs and your credibility.” (Raz, [47:05])

• Consider higher-margin products or raising prices:
  Accessories may be more scalable and profitable; explore B2B sales or retail channels.

• Be open to investment:
  Michael advocates for actively seeking funding, both traditional and potentially mission-driven, given the public-good nature of wildland firefighting.

  • “I think you should really think about raising some money… you have the seedlings of a really kind of big idea here.” (Dubin, [51:05])

• Think big to attract capital:
  Guy recommends broadening the vision to encompass all essential workwear categories, not just firefighting gear, to appeal to larger investors.

  • “How is this going to be the next category killer and disrupt an industry?” (Dubin, [52:53])

• On domestic vs. international manufacturing:
  Guy raises the question of overseas production to lower costs; Brea is open-minded to the idea.

Notable Quotes

• “I’d hate to create, you know, more of a challenge for you, but we’ll absolutely get these outfits on our staff.” (Dubin, [50:39])
• “You have a great story… there’s a natural story here.” (Raz, [53:07])

Reflections & Closing Insights

[56:26–58:27]

• Personal advice to past self:
  Michael wishes he’d made more space for life outside work and learned to trust team members even in areas he loved.
  • “I would have tried to give myself some advice around… creating more personal time for you and space for other things.” (Dubin, [57:07])
  • “It’s sometimes hard to let go of the things that you love doing, but you have to do that to achieve the right level of scale.” (Dubin, [58:04])

Memorable Quotes & Moments

• “So our first investor was a company called Science… They gave us a $100,000 check. Actually, no, they gave us a $100 check by accident first. And I got all the way to the bank.” (Dubin recalling his original episode, [58:41])
• On mascot campaigns: “Maybe there’s a Syrian cheese costume you can build… think of mascots, think of big, visual arresting ideas.” (Dubin, [18:08])
• On letting go: “You want somebody that believes in the mission and believes in the business that you’re creating. That’s how you’re going to get people to stay.” (Dubin, [33:43])

Timestamps for Important Segments

• [04:20] – Michael Dubin’s career/life update and creativity post-DSC
• [07:04] – Evolving digital landscape and viral marketing
• [08:47] – Disrupting big incumbents as a startup
• [10:10] – Benita Casbo: Launching Syrian cheese
• [14:53] – Advice on category education and creative brand campaigns
• [25:17] – Brandon Davis: Scaling mobile mini golf service
• [29:02] – Employee ownership, brand culture, and management
• [39:54] – Brea Fleming: Scaling custom wildland firefighter apparel
• [45:22] – Supply chain and investment strategy
• [56:26] – Dubin’s reflections/advice to his younger entrepreneurial self

Summary: Useful for the Uninitiated

This episode delivers candid, actionable advice from a successful entrepreneur to everyday founders. Michael Dubin’s wit, experience, and creativity shine through as he tackles real-world business problems, from breaking into food retail with an unknown product, scaling a niche hospitality offering, to manufacturing for essential workers. The recurring themes—importance of authentic branding, relentless sampling, employee empowerment, and strategic scaling—offer tangible inspiration for founders at every level.