← She's So Lucky
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- [00:01]
A
The following podcast is a Dear Media production.
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Thank you for tuning in to she's so Lucky. My name is Les. I'm your host. You can consider me your curator of all things good luck. And a big part of inspiration behind this show is unpacking where luck really comes from. I think, particularly when we're talking about women and we're talking about success stories of women, we can chalk up women's achievements to luck and just say, oh.
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She had that handed her.
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Oh, she just had this lucky moment. But when you look beneath the surface, that lucky moment actually came from hours of hard work, tons of sacrifice, failures, crying at night when you don't see what your next step is going to be. There's so much that goes into these lucky moments that we see above the surface. And those are the stories that I really love to tell. So I'm very excited to be joined by today's guest, who I think is someone who has done an amazing job creating her own luck. I am joined today by Sif Heider, who is the co founder of ARRAY.
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A
And is the host of the Dream Bigger podcast.
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Welcome to the show, Sif.
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C
Thank you so much for having me and what a beautiful intro. Thank you.
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B
I have been so excited to have you on the show for a really long time. So this episode was like a long time coming.
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C
This needed to happen.
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B
Absolutely. So I want to take our audience back a little bit to hear more about your origin story in terms of what initially planted the seed for Array and for the work that you do now.
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C
I think all good businesses are rooted in a personal need, and that's really what it was for me. I wasn't someone who ever wanted to start a business for the sake of starting a business. My life theme has always been, how can I help women? I got into health and wellness in my early 20s because I just had a very weak immune system. And essentially what really got me into it was in my early 20s, I think I was like about 23 at this point. I ended up fracturing a rib from a chronic cough. And I went to my doctor and I was just prescribed codeine and just sent home instead of coming up with a plan to figure out how I could strengthen my immune system. And so I was really frustrated. I was like, you know, this is not something that should happen to someone in their 20s. I wanted to feel vibrant, I wanted to feel healthy. And so at that point, I was also very skeptical of anything. Health and wellness. It was also before health and wellness became this, like, cool, accessible thing, it was very granola, very fringe at that time, But I was, like, desperate. And I figured that doing something one way for so long has not really changed anything in my life. And so that's kind of what got me started in that journey. And so I kind of became this person who was in into all things health and wellness. Herbs, minerals, vitamins. I was obsessed with them. I kind of became this witch doctor for my own home, which was Nish and I, and then for all my friends. And I remember sitting on the couch and chatting with Nish one day. It was in 2018, and I was like, I'm so frustrated because everyone's always asking me what to take for this and that, and I'm having to go and I buy all these things, like, all these individual things for myself, and I can't believe something like this doesn't exist. I wish I could just start a brand that was really beautiful and really targeted, and, oh, I just wish I could do that. And he's like, okay, let's do it. And so that's really how it started. We launched the brand. We ended up launching it in 2020 with two products, Float and Calm, and we've been off to the races since.
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B
One of my favorite parts of your story with Nish and starting the company is how y' all used your wedding money.
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C
Yes.
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B
To bootstrap the early days of the business. Talk to me about that decision.
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C
Nish and I got engaged in 2019, and we were going to have a wedding. We were working on array behind the scenes as we were starting to plan our wedding as well. And both of us very early on also, like, for example, for me, from a very early age, I was not someone who was very into a wedding. Like, it was not my whole existence. You know, like, I always told my dad when I was younger that, oh, instead of, like, giving me, like, a wedding present or paying for my wedding, can you just give me property or. You know what I mean? So that was always my thought process while we were doing this. We needed money to continue to, like, do, like, basically get array off the ground even. Because in 2018, 2019, we started to work on it, and we were pumping in little bits and bobs of our own money, but we had money saved up for the wedding. And so as we were planning the wedding, we were both like, let's just put it all into array. And it was the best decision we made because it allowed us to work on something as a couple that we both felt so fueled by. Of course, it's been an incredible return on investment. And I think as a couple, it's brought us so much closer. And for me, at some point, I think we will do a party, like a wedding party at some point. But I think at my core, I believe that it's so much about the marriage as well. And I'm very blessed to have the quality of marriage that I have. And so it all worked out at the end.
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A
Yeah. Yeah.
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B
And just like that level of partnership, to be able to do life together and to work together in the ways.
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That y' all do is really beautiful.
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C
Thank you. And also, you know, I'm so grateful that we made that decision because it allowed us. When in the future, we did go fundraise, we've only ever fundraised a small round. But when we went into those rooms, we went in from a place of power because we had been operating our business profitably with our own money. We knew how to be scrappy with the money that we had. And I think it allows you to. You learn how to stretch your dollar, which I think is really important as a startup founder. And I think that that foundation that we learned how to be, you know, scrappy, how to stretch the dollar further and, you know, still take risks, but never take a risk that would put us out of business. Those are still things that, you know, we have in us today. And I think it's what has gotten array as far as it has.
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B
Yeah, I mean, it's like a crash course mba.
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C
Yes, exactly. A thousand percent.
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B
I would actually love to talk to you a little bit more about fundraising. As you just mentioned how you had previously fundraised a small amount. I think we hear a lot of stories about small businesses being put in really difficult positions, or I should say startups, not small businesses, startups getting put really difficult positions from investments they take, whether that is having to kind of take input from investors, that maybe puts the business in a really difficult spot, or maybe people who didn't have the experience that you had had with bootstrapping in the beginning to a point where you had a certain amount of business acumen to be able to run the business once you get this capital. If there are people who are starting businesses now who are considering taking on funding, what insights or adv would you give them?
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C
Number one, do not take on funding unless you really need to. And I say this, we have the best investors in the world. We really do. And I. I'll get to that part afterwards. But maximizing for equity for as long as you can, I think is really Important. And also I think when you are going in for a fundraise, really think critically about how much you actually want to raise because you may not need that much. So just raise enough that you're wanting to grow essentially and then you don't need to over raise and over dilute yourself. Okay, so that's number one. Number two, of course if you're able to prove out revenue and you know, a minimum viable product, when you go into those rooms, you have a higher chance and a better valuation as well. So then I will get to. Okay, you have decided that you are going to fundraise. Great. Number one, try to get as many warm intros as you can versus going out cold and start building those relationships a lot well in advance of you actually needing money. This is very important because once you bring someone into your business, they're basically with you for the long run. So you better vet them like they vet you. I think startup founders, when they are going in for fundraising for the first time, they're so nervous and they think it's a one sided thing that like, oh, the investor has to like me. No, you got to like them too, you know. And so having that confidence and realizing that, okay, you're both beneficial to one another, they are betting on you because you are a great deal, which means that you actually bring something to the table, act like it. I remember when we were raising for the first time, my parents were in town and my dad has a business and he overheard us on one of our calls and he was basically like, you guys are sounding like two little bitches. Like, because we did, we had, it was like we had no backbone. I mean it was ridiculous. And now I look back on it, I'm like, oh my God. Like this is, it was, it was so ridiculous. And so that's why I give this advice to other founders that like, I'm glad my dad told us this because right after we heard that we switched it up and immediately things started to fall into place a little bit more because we had a great business and it's just we were so nervous because it was our first time doing it, you know. So be confident, realize it's a two way relationship. Start having those conversations early, vet them and make sure you really, really, really like them. Because you, you want your investors to be great partners to you, that you want them to be able to offer something beyond just money. Sure, I understand. Sometimes you do fundraise and you're just like, I just want to check, but then make sure they stay out of your way. So I would say, like all of those things. I think just be mindful and realize at the end of the day, again, it's a doubly beneficial relationship. You need to like them. They're going to be involved. If you're bringing them on, they may have information rights. They may want to get on calls with you. So you better like them and you also better know that they're going to have your back when things go wrong. Our investors are amazing. You know, Nish and I are so hard on ourselves and they realize that the founders are the hardest on themselves and if something doesn't go according to plan, they're not out there making us feel worse about it. They are so supportive. They usually bring on solutions. They give us perspective. And that's what you really need, that you need like a guiding light.
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B
Yeah, that's how it should be. Okay. I love that nugget from your dad, though. Yeah, yeah. Reminding y' all to come from a place of power.
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C
Yes. Yes. And I, I mean, year two of our business and I think like getting that from him and just him being like, literally, what are you doing? You sound so weak. It was the, like, kick in the butt that we needed because we were not seeing ourselves for what we were. We were so nervous and caught up in the process that we were like, oh, are they going to like us? And why would they not like us? And if they didn't like us, then move on, you know, so obviously things have changed. We were also like, we had just started. We were like year one and a half of the business. You learn a lot as time goes by. I think we needed that wake up call.
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Yeah, it's good perspective because there can. I've worked at early stage startups and sometimes there can be this dynamic where.
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Like investors are doing you a favor.
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No, they're not. They are very vested in the success of the company and you add a lot of value by running the company and making the business what it is. It's not like charity.
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C
You are making them money. Without you, their business isn't going to be a business. You know what I mean? Like, investors are business people and you are an asset. So you also provide a lot of value for them.
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B
Yeah, absolutely.
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A
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- [16:53]
B
Winter in a coat, it's one from Quince.
- [16:56]
A
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- [17:48]
B
I would love to talk a little bit about the Mindset piece here because I think that that's a big part of that element of the story, and I know it's something that you talk about a lot. In your content is this process of how do you become the person who then is able to have those confident conversations with investors or who is able to scale a business to this magnitude. Of course there are tactical things there, but when you look at the qualities of how you show up, how Nish shows up, how did you guys become those people?
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C
So there's a great book called the Alter Ego Effect and it's by the author, Todd Herman. I recommend everyone reads this, especially when they're just starting out their career or they're just starting a business or if they're an entertainer, like whatever it is, I think you should read this book. So essentially the concept of the book is very simple, but it is, you know, we are who we are and sometimes life calls for us to step into a more elevated and you may not feel comfortable in that role. And so having an alter ego allows you to kind of step into that in a way that you're okay with that dissonance almost. We all know Beyonce, Sasha Fears. A lot of CEOs and executives do this. Athletes do this as well. And I found that having and developing an alter ego was incredibly helpful for me because when I started Array, I of course it was. It was my first time doing it and I was learning the ropes and I definitely wasn't as confident in my abilities as a business woman as I am today. And so having that alter ego really helped me almost play pretend and pretend to step into the role of this very confident, self assured woman who has a very successful business. So I would say that's one piece of it. The second piece of it is I would, I know we talked about journaling when you came on my show. Similarly, I think I have a method of journaling as well and I love to do future you journaling. What would this version of me look like that has this thing that I'm currently working towards? Right. So as an example, you know, I'm wanting to hit a certain revenue number in the business or we're wanting to grow X percent. We, we, we're wanting X, Y, Z outcome. Okay. There is a version of me who has these things. Right? Who is she? Because if you look back on yourself, right, you look back on your high school self, Was she ready to be this person like right then? No. You had to kind of develop into the individual that you are today in order to have the life experiences you have today. Like all of these beautiful things that you have. You stepped into that version of you who could handle all of those things. And so I think it's filling that gap and understanding what are the habits of that person, who is she? What does she believe to be true? And that's an exercise I do quite often because it helps me bridge the gap between who I am today and who I need to become.
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B
The Alter Ego Effect is such a great book. Thank you for that recommendation. It reminds me to go revisit it because I read it maybe about two years ago and loved it and created this whole Persona. And I have not checked in with her in a while. I need to tap back into that.
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C
You know, I think what's interesting about it is I don't need that Persona anymore when I go into meetings or speaking on panels, like, that's when I would use that Persona. Now I use it in scenarios where I'm sitting scared. And I think we become scared in different scenarios. So for me, I'm actually like, I started to learn how to ski a couple of years ago and last winter when I went back to skiing because I, I, I only ski once a year. Obviously when you're getting on the slopes, you're a little bit nervous. And that is when I'm like, okay, like I am this, I'm no longer cif. As I know me, I am like my alter ego. And it really helps because that. That version of you that you've crafted, perhaps they're a little bit more fearless and more courageous than you are, and it just helps you kind step into that. So I think it's a smart. I think when you need. Your alter ego is very different as you evolve and you start to grow into a more confident version of you. Perhaps at one point I'll never need her, and that's okay. But at this point, I use her when I'm scared.
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B
Yeah, no, that's such a good tip for sure. Those moments where maybe we feel intimidated or to kind of merge the alter ego and future you. Those moments where we feel like we need to kind of increase our capacity. Exactly. Our container to be able to hold what it is we're asking. Asking for.
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C
Exactly, yeah.
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B
So how did you start getting into the personal development space to start teaching you to do these things?
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C
I got into it a long time ago. I'm trying to think of, like, what was the gateway? And it was a secret. It was in 2014. My mom gave it to me, and it was because I. I was always this person that I didn't think I had control over what was happening to me. And my mom read this book and she was like, just read it. Try it. See if it works. You know, it's worked for me. And I really think it's embodying the she's so lucky concept. You know, it really is like, that is the secret, like, just believing that good things can happen to you, you know? And so I remember sitting, I was reading this book, and I was in Europe with my family for our family holiday, and I was traveling back to Toronto, and I had just finished reading the book, and I remember I was. This is such a small detail, but I was obsessing over how I was going to get all my luggage to the car. Because basically, in Toronto, at the airport back then, for the trolleys, you know, like, the trolleys for the luggage you had to put a coin in, and I didn't have any coins. So I was like, oh, my God, I have, like, three pieces of luggage. How am I going to carry it all? And then I was like, okay, wait, wait, let me try. Let me just do a little experiment and tell myself that there will be a trolley that's available, and it's just going to be so lucky. I'm going to get to the airport and I'm going to just pick up my bags. I'm going to Put it on this trolley and off I go. I'm not even going to have to deal with anything. And I got there and they had removed the coin system altogether, so all the trolleys were free. And that was the biggest turning point for me. And I was like, okay, I believe in this. What more can I do to then improve myself? And then it was reading Tony Robbins, Gabby Bernstein and all of these like other, like self improvement. Like, I. I was like a sponge. I was like, just teach me everything, I'll try it all. And that's kind of how I got into it.
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B
Oh, I had such a similar experience with it. I think my first book was one of Gabby Bernstein's books.
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A
I love her, like 2012.
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B
What was the. What it's like the ing. What is that title? Find your in or something of that nature.
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C
The first one I read from her was the universe has your back.
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B
That one. That one too.
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C
She had one before that. I think that's the one you're talking about.
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B
She had maybe like the angel wings on the COVID Yes, yes, yes. This was like very way back in the day. Early, early. But when you start manifesting those really small things, something like a trolley at the airport, you start then believing in yourself of like, okay, yes, what can I call in next?
- [24:39]
C
A thousand percent. Because that was my testing ground. Right. And so I feel like if you are someone who's like, oh, I don't believe in any of this. Like I. Life is hard and. And of course sometimes life is hard, but you know, just telling yourself that over and over again that I'm the victim and blah, blah, blah, do a little test with yourself. Just believe that you can call in something better for yourself for like the tiniest little thing. Get that proof point. And I think it'll just change your perspective.
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B
Yeah, you start seeing what's possible.
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C
A thousand percent.
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B
I think it's also called, I've heard people call it the red car theory. Like if you start focusing on red cars, then you'll see them everywhere.
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C
Yes, yes. I mean it's your reticular activating system, your raz, basically. Like if you have something that you just got, like say it's a new pair of pants or a new car, and then you start to notice every. Everywhere. And I mean, it's just like, like the more you think, oh yeah, this is possible for me, and keep telling yourself that, then you start to see other people and then, I don't know, somehow it comes into your life.
- [25:35]
B
Yeah, exactly. You had shared a video, I think it was a couple months ago now, at this point that I really loved where you talked about embracing cringe and how the fear of being cringe is holding a lot of people back. I would love to dig into that more. Was there a moment where you maybe had a turning point in how you felt about being cringe or learned to embrace the feeling of being cringe or realize that it's not something that we needed to be afraid of?
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C
I feel like you're cringe until you are successful at the thing that you were cringe at. You know what I mean? Like, when someone's starting a business. And by the way, it's always people who perhaps have their own thing going on that are like, oh, that's so cringe. Because trust me, me being where I am in life, I would never look down on someone who's starting their own business. You know, it's like, perhaps it's their peers or their, like, snarky little ex high school friends who say these things about them. Why do these opinions matter? Or it's random strangers on the Internet. Why do we care so much about these people's opinions? And so I think you hold yourself back from everything that you can be out of fear of other people's opinions, and why do those opinions matter so much? And, you know, the, the. The thing that I like to think is, do you think Oprah cares what I'm doing? Oprah doesn't care. Oprah's just out there living her life, and she's probably happy for someone else who's trying to make a better life than theirs. You know, I don't think LeBron cares that someone's just starting to try and play basketball. You know what I mean? So when you think of that, it's like, who are we so nervous about? And it's people we shouldn't really be caring about to begin with. And so I think being critical of that, and I think unfortunately this is a thing that Gen Z is extremely scared of. And truth is that no one just becomes an overnight success. There is so many seasons of failure and behind the scenes, cringe. And you have to. If you're not cringe, it means you're not trying. And every successful person has tried and they've failed, and they failed publicly, and that's okay. And I think that that just makes someone much more interesting. So I think, like, the fear of cringe thing is just. Guys, we gotta stop. Yeah, we gotta stop, like, even podcasting. Oh, my God. Like, you go listen to old episodes of yourself. I Was. I mean, I'm definitely not as good as I am today. That just means I've grown. But, like, you're never gonna put yourself out there and try because you're so afraid, cutting yourself short.
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B
Yeah, that. That fear of being perceived. I don't know a single successful person who isn't being perceived in some way. Yeah, you can't be afraid of it.
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C
No, you can't be afraid. And truth is that. But there will always be people who you may not be their cup of tea. And you know what? That's okay. You first. You can't be everything to everyone, and you just have to be comfortable with that. As long as you are happy, as long as you feel like you're doing good in the world and, you know, moving yourself forward and trying to help other people, why does it matter what someone else thinks?
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A
Right? Yeah.
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B
Especially when they're Facebook warriors with faceless profiles.
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C
Exactly. And also you have to think, right. What must be going on in someone else's life in order for them to feel this way. Right. And I realized this out of self reflection as I was growing up. You know, I would be like, why am I talking badly about this person? Why do I care what she's doing? Like, it's because you. It's like your own insecurities. And so when you realize that, it's like, okay, well, they're just dealing with their own shit. Move on. Exactly. I can't. I can't help them. I can't make them happy. Changing myself certainly won't make them happy.
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B
And oftentimes people's judgments really have nothing to do with us.
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C
Nothing.
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B
It also, I think when people see someone who is putting themselves out there or who is trying something different or maybe in the early stages of having something go, well, people can feel away about it because it can feel like they're holding up a mirror to what they're not doing. And again, that's not for us to sort through. That's other people's stuff that they have to solve and. And deal with. I mean, I know I had so many people from high school, college who made fun of my content, the early days of fitness content, who are now sending me pitches, trying to get on the podcast, and it's like, well, literally interesting.
- [29:46]
C
So, I mean, I would hear this all the time, like when I was just starting array, like people, you know, saying whatever they wanted, whatever they thought to be true. And I never cared. I never let it stop me. And people saying, oh, like, she's so cringe for Doing her podcast or having an Instagram also didn't care because it just means you're not my audience. And now people are like, oh, my God. Like the same people. I also don't care. You know what I mean?
- [30:09]
B
It's like, that's just you.
- [30:11]
C
Do you?
- [30:11]
B
Yep. Yeah.
- [30:12]
A
That's not who it's for.
- [30:14]
C
Yeah, exactly. Yeah.
- [30:15]
B
Have you had any moments where you thought, okay, this. This maybe feels a little bit cringe right now, and then you push through and it really paid off.
- [30:25]
C
Probably. Starting the podcast, I knew why I was doing it, and I. I only ever do something that I really want to do, so I knew I really wanted to do it. But you're out there figuring out how to interview for the first time, recording intros for the first time. You're sweaty. You know, you don't. You don't know if it's the right thing. I remember the first interview I did, I was trying to set up the equipment in someone's office, and I was sweating like crazy, you know? And so of course, at that point, you're like, oh, my God, like, what am I even doing? What if everyone hates it? But I was like, you know what? Everyone does this for the first time. I don't think anyone goes into it being like, yeah, like, I'm the. It's not how you think. If you're not nervous, it means that you're not doing something for the first time. You know what I mean? We're only nervous when something is so new to us. And so, of course, you have these thoughts, oh, what will people think? What if they don't like it? Who do I even think I am to be here? But you push through, and I think you. You have to do that no matter what you're starting. I remember feeling the same way when I started my Instagram years and years ago. I was like, what are people gonna do?
- [31:29]
B
Think?
- [31:29]
C
They're going to think I'm crazy. They're going to think I'm so self involved. But I knew that that wasn't true about myself. So I was like, I just have to get over that fear of other people's perception of me. Because if I fail or if. If I don't try because I'm so afraid of this, then I'll hate myself for it. And I don't want to live with regrets.
- [31:53]
B
Yeah, it's so, so true. Even when I think about times where I feel nervous, I often feel nervous when I care about something or when I want something to be good. And I think that that's not a bad thing. I actually think that it's a good thing to care about what you're doing and to want to put effort into something.
- [32:10]
C
For sure. I. And like, you should, you know, I. I think that there's this misconception that this overnight success. Oh, like, oh, they just come onto the Internet, they go viral. Oh, they. They put out a business and million dollars. It's not how it works. You should be proud of the effort that you're putting in over and over again, silently, even if things are not working at the beginning. Because I think that that's what grit is. I think people should be proud of putting effort in and you know, when one day you are successful. I think also reminding people that there was a lot of behind the scenes work and cringe that happened before you got to where you are. Like, I mean, I think it's true universally.
- [32:49]
B
Yeah, absolutely. Or even, I mean, speaking of podcasting, the amount of like, technical problems that you will have where something's not recording, something doesn't sound right, something doesn't post. I mean, all of these things that are hiccups in the process that you learn so much, being able to work through, it's.
- [33:09]
C
Yeah, you really do. And that's just. That's growth. Yeah, it's just growth.
- [33:14]
B
So I would love to come back to talking more about Array. We got to hear more about the origin story of Array and how you founded the brand. I was recently listening to an episode of Hot Smart Rich that you and Nish did with Maggie.
- [33:27]
A
We.
- [33:27]
B
We love Maggie. And it was a really great episode when y' all were talking about the business and something that you shared was hitting the $100 million revenue mark five years into the business, which. Congratulations. Thank you. That is absolutely incredible. So I would love to hear maybe from your point now, Sif, five years into the business at this amazing point, what would you tell SIF year one just kicking off?
- [33:53]
C
I would say focus on retention. I think that that's really important, and I think it's something that we did well to begin with because we had a good product and so people kept coming back. So I think as the business starts to scale, really focusing on how you can continue to keep loyal customers loyal, I think that's really important. And I think even if you have high revenues but no retention, I don't think that that's a strong business. And so that's something that I think every founder should focus on. So I would say that's number one. If you do fundraise switching over to profitability as quickly as you possibly can, I think is really, really important. There is a lot of things I wouldn't change. As an example, we have been very thoughtful about how we've done retail. We took step by step instead of, you know, launching the brand and going into big retail without knowing what we were doing. So I think that, you know, I think omnichannel is very important, but understanding that retail is, it's a beast, it's an operational beast. And so doing it step by step and really developing a clear brand story, very, very important. I would say continue because this is something that we had always committed to, but like, never let someone change your mind on it, which thankfully we didn't. But there were times we doubted this. We have always been a hero skew brand. So what I mean by this is we've done fewer launches, we don't really do very many commodity products at all. And it's always extremely targeted and we needed to, we need the product to do what we're saying it's doing and be best in the world. We've, we, we never really lost ever that, that like, core motive. And so no matter what someone says and be like, oh, you should be doing more launches in a year, never lose sight of that. And I think like also so knowing that, yes, it's your first time doing it, but you make good decisions like trust, trust in who you are. And you know, I think people will come along, they'll say many things, you'll get all kinds of conflicting advice, but if it doesn't feel right to you, it's not the right decision. Like, of course, always learn, always take, you know, always listen to advice. But at the end of the day, I feel like if it doesn't feel right in your gut as an entrepreneur, then you know your business better than anyone else.
- [36:08]
B
So how do you balance the intuitive with the, the tactical?
- [36:13]
C
How do you balance the intuitive with the tactical? I. So we are a very data driven brand. We're always looking at data, but honestly, less like if we are going through data and something's not adding up with how we feel about something, we always listen to that. And I wish I had better advice, but it, it really is like trusting in yourself. And I would say that that has always led to better decision making than purely doing it from a data standpoint. Because the thing is that when you are doing something new and innovative, sometimes there isn't data or advice to back up what you're doing. And so it may just if, if you go down that route where you're like, oh, I have this idea, and then you go to someone for advice, and then you're looking at data. Actually, it may point to being a bad idea because it's innovative and it's not been done. And so there isn't actually enough out there in the world to back what you're saying. But then that's the whole thing with being an entrepreneur, especially if you're an innovative entrepreneur, that you have to be able to trust yourself. So, yes, like, we look at data and we. We gather from it as much as we possibly can so that we're making sound decisions. But if something is truly innovative and there isn't enough out there, even if someone is like, don't do it, or like, this is a bad idea for XYZ reason, you also know best. And so it's like that. That balance. So I wish I had a better answer, but I do hope that this is a good enough answer.
- [37:37]
B
No, it is. It is a good enough answer. I've. I've been thinking about it a lot as it relates to podcasting. Actually, one of the metrics that we look at is engagement. So, like, how far along in the episode are people listening? And so if we want people to listen further into the episode or to the full duration of the episode, what are the different things that we do? And it can be things like, we'll just make the episode shorter, and then people will listen. And I'm like, no, I don't want to do that. We need to make them better. Okay, if people are dropping off halfway through, then what are we doing halfway through the episode to make sure we're recapturing their attention. And that's the way that we use the data to better inform what it is we want to do, but not necessarily just cutting away the meat of what we want to provide.
- [38:16]
C
I love that analogy as well, because it's true. I mean, there's things that you can do to make it work without losing the essence of who you are.
- [38:23]
B
Yeah, exactly. It's a quote that I think about a lot, and I actually thought about this a lot when I was rebranding the show. And as I've continued to expand our topics. And I don't want to butcher this, but I think it was from Henry Ford, something along the lines of, like, if I would have listened to what my customer said they wanted, they would have asked for faster horses instead of, like, a car. Yeah. The core of it is sometimes when you are a leader and when you are an innovator. You have to lead people to things that they don't know they want.
- [38:50]
C
Exactly.
- [38:51]
B
And so I think while things like having feedback and data are really important, you also sometimes have to see beyond that to lead people to the next, next thing.
- [39:02]
C
Especially if you have a feeling on something. Like, we are very consumer centric, but if I know something is coming, and I know it in my gut, the consumer feedback may not align with that because they don't even know this, that they need this thing, you know, and then you, you know, you. You come out with it and it is the right thing, so. You're absolutely right. I actually love that quote myself as well. I think it's. It really does make you think.
- [39:29]
B
Yeah, yeah, it does. Especially if you. If you're somebody who is very creative or you have it on your heart to do something that hasn't been done before, sometimes you have to bring people along with you because they may know that they have a problem, but they can't see that solution yet.
- [39:45]
C
I love that.
- [39:46]
B
So coming back to array and just the amazing growth and scale, I'm curious if there have been any specific, I guess, channels or tactics that have been most helpful for you reaching this point.
- [40:00]
C
So at the beginning, we were just D2C, and as I told you, you know, we've taken retail very step by step. As you go through year over year, you have to start to add in different focus areas in order to continue to increase revenue. It's. It really is putting one step in front of the other and like, trying to master one thing before moving on to the next. Right. So I think if you do too much all at once, then your resources, and I mean resources from a time perspective and like a team perspective, they're spread too thin. So no one does anything. Right. So for us, it really was okay. Like, we're gonna get the brand right. Okay, now we want to bring on performance marketing, which is like, you know, Facebook ads and stuff. We didn't even do that for the first year because we didn't know how and we didn't need it. So once it was time to bring that on. Okay, like, how do we really master this? Okay, now we really want to focus on the strongest retention in the business. How or like in the marketplace. Right. How do we do that then? Like, and that was like a whole project in and of itself. Okay, now it's Amazon. Now it's retail. So do you see, like, it's like one by one by one. And I, I think you'll. You'll understand. Like when you're at certain revenue stages, then it's like, okay, it's time to introduce this other thing, right? So for example, if I was year one and I was like, okay, I need to continue to grow the business, I don't think retail would be the way to do it. Theoretically, retail can be 20 million of revenue in a year. You pick that number. I'm just like pulling it out of thin air. Right, but you could pick that path, but doesn't mean that you will actually hit those revenue numbers in retail because you've not built your brand up to that point. So just knowing when to do what I think is really, really important. And I think as a brand is starting out, really develop the brand, really have a strong product. Really figuring out D2C before you expand into retail, I think is important.
- [41:49]
B
I mean, you guys started off really strongly with D2C. And when you talk about customer retention, what does that often look like? Does it look like people having things on auto renewal or like, how are you actually retaining the customers?
- [42:04]
C
So it's a couple of different ways because some people just, they never want to subscribe, but they do come back because not everyone needs a subscription and that's okay. Or not everyone wants to subscribe also. That's okay. Yeah, but it's about okay. If you notice someone has come back three times, obviously they love the product, so how can you keep them engaged? You know, so just continuously having that top of mind and having ways to make your returning customers continue to feel really special and cared for, you know, so I think that that really is what it comes down to. So of course, like how you look at retention, really simple is how, how many times is someone coming back within a given year? And so of course, like they'll never come back because maybe the product isn't for them. But then if that is the case, understanding, okay, like, why don't you like the product? What really is your problem? What were you trying to solve? So just like taking care and giving that due importance, I think that a lot of businesses, it's like, oh, how can I hit these revenue numbers? And then you are just constantly looking to acquire new customers. But that's a leaky bucket because you're not making use of the customer base that you already have. Making those customers feel really special seen and, and you know, them feeling like they're connected to the brand and that the brand is constantly delivering to them what they need.
- [43:22]
A
Heads up. We're going to take a minute to talk to the Grown folks. So if you have kids around or if you are at work, it would be a good time to put on your headphones. Okay, you know what time it is. We're giving away a ton of vibrators from Bellesa. And yes, that is exactly as fun as it sounds. If you don't know Bellesa, they're a by women for everyone's sexual wellness. This company with one mission. Helping you embrace, explore and celebrate your pleasure. And they've truly outdone themselves this time. Bellesa just dropped the first ever silent vibrators. I'm talking full power, no noise, mind your business. Level. Quiet. It's called Whisper Tech and somehow they engineered a lineup of toys that hit all the right spots without making a sound. The new Whisper collection includes the Whisper Vibe, Whisper Rabbit, and Whisper Bullet. So there's literally a toy for whatever vibe you're on. Now I've tried them and let's just say they understood the assignment. Quiet yet powerful. We love a high functioning multitasker. And because the girlies at Bellesa know how to do a giveaway, everyone listening gets a free toy. You get your choice of a Whisper vibe or that viral 99 rose suction toy with any order from the Whisper Collection. Yes, for free. Just click the link in the description or go to bbvibes.com Lucky that's B B I-B E S.com Lucky. Now the toys will stay silent, but the real question is, can you? If you're looking for a way to give back this season that goes beyond a one time donation, something that creates lasting change, I wanted to share with you Heifer International. Heifer is a global nonprofit that's helping women around the world break cycles of poverty through entrepreneurship. When you donate to their Microloan Impact Fund, you're helping women farmers and small business owners access capital, grow their businesses, and support their families with dignity. What I love about this is that it's not charity in the traditional sense. It's truly opportunity. You're helping women build something of their own. Take Akambi Ashiada, who grew up in Lagos, Nigeria. Her family faced extreme poverty, but with a microloan from Heifer, she became a successful tomato farmer. And now she's able to provide for her family and invest in her future. These are the kinds of stories that your support makes possible at. She's so lucky. We talk all the time about building and creating your own version of success. And this is your chance to help someone else do the same. To create her own luck on her own terms, if you want to give back, you can fund a loan today at heifer. That's H-E I F E R.org Lucky that's heifer.org Lucky H E I F E R.org Lucky to give a woman entrepreneur the tools to build something that lasts. Her opportunity starts with you. I feel like so many of us have gone through times when we knew we could have used some extra support, but finding the right therapist just felt impossible. Whether it was the cost, the wait list, or just not knowing where to start, I've definitely been there. That's why I'm excited to share Rula. They're making high quality mental health care easier to access, more affordable, and honestly just more doable. With Rula, you can get matched with a licensed therapist based on your needs and see someone as soon as the next day. They take most major insurance plans and the average copay is only 50, $15 per session. And for some people it's even $0 depending on your plan. I love that Rula stays with you throughout the entire journey, helping you book sessions, track your progress, and making sure the care you're getting is actually working for you. Every therapist is carefully vetted so you're not just seeing whoever has availability. You're matched with someone who fits. And if you've ever felt stuck, overwhelmed, anxious, not quite like yourself, this is one of the most empowering steps you can take. Rula takes away the guesswork and helps you get started with real support. Thousands have already trusted Rula to support them on their journey toward improved mental health and overall well being. Head on over to rula.com Lucky to get started today. After you sign up, they will ask where you heard about them. Please support our show and tell them that our show sent you. Go to r u l a.com Lucky and take the first step towards better mental health. Today you deserve quality care from someone who cares.
- [48:03]
B
I know. I've heard you talk a lot about treating your customers like influencers. If listeners haven't heard you talk about that, can you tell us more about what you mean?
- [48:10]
C
That's been a core tenet of the brand from right when we started. So you know, pre array I used to be an influencer and so I would get packages all the time and I remember when I would open a package there was like all these bells and whistles or even just like a really personalized touch. We'd feel like so excited and more likely to share the brand and just feel more emotionally connected to it. And so I was like, these Brands are doing all this for their influencers. What about the customer? And so when we launched the brand, we would do this thing where we'd send a Polaroid and we did this for the first year and a half, I think. So every customer got a Polaroid. And by the way, way the customers and the influencers would get the same box because it was the same level of like personalization and we wanted the customers to feel just as excited. Now obviously as the brand has grown, our policy is that we dedicate a big chunk of our marketing budget to community events and community efforts as well. So for example, PR boxes that we do, we also have some set aside for a community events that we do. We always have community events as well. Anytime we're launching something, we want the consumer to feel really a part of that launch as well. Because thing is that you know, number one, your customer is an influencer. Because the analogy that I like to give is yes, I will buy something if someone on the Internet recommends it. But my best friend told me about the Dyson Air wrap and she was the one who raved about it. And let me tell you, I've never bought something so fast. And I had heard all these girls on the Internet talk about it, but I was like, ah, you know, it's expensive, I don't know if I should. My best friend told me, damn, bought it just like that. So that's what I mean. Like my, my best friend has no followers, but she's influential to me.
- [49:58]
B
Yeah, you trust her?
- [49:59]
C
I trust her. And so treating your customers like influencers, it makes them feel like number one, important. And your customers are giving you the dollars so you most important, they're the most important. Okay? So you better have something out there to make them feel feel special and appreciated. And if you do, obviously a good product is like baseline. I'm not even going to bring that in because if you have a bad product, no one's going to talk about you. But I think making the customer feel like an influencer just gives them the extra push or motivation to then tell their friends about it as well. They just feel valued. And why would you not want them to feel that way?
- [50:35]
B
Yeah, especially when people are spending their hard earned money and they're inundated with so much information. Having them receive something that makes them feel good.
- [50:44]
C
So important difference, so important.
- [50:46]
B
Something else that I really appreciate about array and I think you guys do so well is that your products not only solve a problem, but it is so easy to understand.
- [50:55]
C
Yes.
- [50:55]
B
And I thank you Making things too complicated and making things difficult to understand. And I've even fallen into that trap where I have a podcast episode and I give it this cutesy little poetry title and I'm like, girl, nobody knows what that means. Like, say what it is. And so for your products, what, where it's calm, it's bloat, it's sleep, it's tone, like you can look at it and immediately know what it's going to help you with. Can you talk to me more about, like, that strategy and why it's been important?
- [51:24]
C
We really wanted to be particular about that because you're right, people don't know, you know, And I think that when you are working on something, you're so in it that you overcomplicate it. But the thing was that for me as a consumer, I wanted things that were easy to understand. Just tell me what it does. Just tell me and then I'll make the decision. And so that's what we really wanted to bring into the brand. We also wanted our brand to feel really personable. You know, I think that so many brands, their languaging leans so science heavy that no one really gets it and you feel intimidated by it. I don't think the level of science that you have needs to be correlated to how you speak to the consumer. Our thing was that we want to speak to the consumer like they are our best friends. If I'm going to explain a product to my best friend, I'm not going into the details of the science that they may not understand. Of course I have that in there. So if they're like, okay, you know, tell me more about the ingredient, I can talk about that. So we have the ingredients section for that, but we're not going to lead with all of this language that someone may not understand and then they feel intimidated by and they're like, okay, maybe it's not for me. Like, I don't know what to do. The simplicity was always core to our brand. It's how we like our brand. Voice is very approachable. It's our identity. We've solved the problems and we're very science heavy. But our voice is cheeky. It's easy to understand. It's like your best friend who has no judgment.
- [52:49]
B
Yeah, yeah. It's like, okay, if I have this problem that I'm trying to solve, I can clearly see how this is going to help me.
- [52:55]
C
Yes, exactly.
- [52:56]
B
Yeah. I think especially because we're all inundated with so much information all of the time is so important.
- [53:02]
C
I agree I think, like, the simplicity and, you know, just giving something to someone at face value. If they want to dig in, absolutely. Please, like, be my guest. But then there's also so many people who are just like, I have this problem, just tell me what to do, Just tell me. I. I just want to give them the solution because I remember being that girl and not having the solutions and having to do mountains of research. Like the whole ethos behind array was that I was that girl. I've been there and I don't want you to have to do it. If you want to do it, please let's, you know, I'm there. I'll chit chat with you about it all day long, because this is the stuff that I live and breathe. But no, if you just want a solution, we're here.
- [53:41]
B
Just take it. No problem. Straight up? Yeah, straight up, absolutely. I do think it's also been cool to see the innovation behind introducing just different formats of types of supplement. Like, y' all had the tone creatine gummies that came out that I think introduce creatine in a way that's entirely different because especially as someone who used to be a trainer and in the wellness space, I associated creatine as like the white powder gym bros take. And you take like 20 scoops of it to like, bulk up a lot when now science has caught up where it's actually really great for women and women as we get in our 30s and up is actually something that we really need and it can be for us too. And it's not necessarily a bodybuilding thing. So there also has been like, those educational moments as well.
- [54:25]
C
For sure. Creatine is something that's like, very personal to me, as are many of our products. But essentially I joined this gym in la. It's called Monarch. I love it, I highly recommend it. And it's founded by a doctor. When I started there, I did my blood work and we were talking about my goals, what I wanted to improve on. And he's like, you need to start taking creatine right away. I was like, okay, fine, I'll start taking creatine. And I started to notice a big difference in how I felt. I was recovering faster, I felt a lot sharper. I was seeing more results at the gym and I was like, wow, this is actually amazing. Why are people not taking it? But it was, it was inconvenient, deeply inconvenient for me to have to use this damn powder, which I just didn't want to have on days that I wasn't having a smoothie because it had to go into the smoothie for everything else to mask the chalkiness of it all. Okay. Sometimes it would hurt my stomach. And so I started to speak to my friends about it. I was like, are you guys saying creatine? Why not? Most of them hadn't even heard of it. And then I started to speak to the girls at the gym, and I was like, are you guys taking creatine? And then they were like, like, the doctor told me I should, or my trainer told me I should. I heard about the water retention or like, you know, I took it once and it really bloated me. And so I was like, no, there's something here because it is incredible. It's so highly studied. The results are amazing. It needs to be made palatable for women. So the form factor needed to change, which was, I think we have 300 plus US working samples before we perfected R1. It was. It was such a hard product to develop. Oh, my God. I. I didn't think we would get there, to be honest. Like, there were moments where I was like, how can we ever get here? We needed to make sure the creatine was bioavailable and didn't turn into creatinine. It was very difficult to do and had still, like, the five grams of creatine in the four gummies. So you can take three to five grams, depending on how many gummies you want to put four gummies for the full 5 gram dose. Dose. And then we also put in ingredients in there to cushion against, like, the bloating that people felt. So we have ginger root in there for the digestive health benefits. And then we put a body composition postbiotic in there as well to kind of help offset some of the concerns people had with water retention. So we really created this thing that was optimized for women. And because those concerns are valid and we just wanted to make sure that everyone started to take creatine. Because it's amazing for you.
- [56:42]
B
Yeah, absolutely. And we're starting to see it more and more. I mean, I think it. We've seen the moment that protein has had, obviously.
- [56:49]
C
Oh, my God, yes, a thousand percent.
- [56:52]
B
And I think creatine and fiber are the next. The next proteins in terms of everybody talking about it.
- [56:57]
C
I. I couldn't agree more.
- [56:59]
B
I do really appreciate that example, as you said, of you being kind of customer number one of like, your own process and your own wellness process, talking to your community, being embedded in how you develop a product, because then that. How you Know that people are going to use it. You know what people need.
- [57:15]
C
Yeah. I think you understand their frustrations because as you said earlier on, someone may not know they need a solution. Like with the Henry Ford example, if they're asking for faster horses, it means that they're asking for faster transportation. So it's up to you to figure out what the nuance of that request is. You know, so, you know, when I'd speak to women, it's like they wanted the benefits that creatine had to offer, but they weren't willing to take creatine because they had all these concerns. And so it's. It was up to us to figure out the solution.
- [57:41]
B
That's such a good nugget for anybody who wants to start a business, has an idea being super clear on what is the actual problem that you're trying to solve, and is it really easy for people to understand the benefit and that you are providing the solution to their problem.
- [57:56]
C
Exactly.
- [57:57]
B
I think sometimes we get a little. That gets convoluted and we have ideas that are good ideas, but we're not packaging it the right way.
- [58:03]
C
It's very important to figure out how to package it and. And, you know, say it in a way that makes sense to people. Yeah.
- [58:08]
B
There's also just so much trial and error.
- [58:10]
C
Yes.
- [58:10]
B
With all of that. Also in terms of array and array's growth, you know, what role has social media played in. In what you all do? I know you had mentioned earlier about, like, not doing Facebook ads in the first year because it, like, wasn't the priority. But I think we've seen social media change in so many ways. Ten years ago, Facebook ads were huge, and so many D2C brands really exploded because something like a Facebook ad was really cheap and they were able to convert a lot of customers. Now we have things like TikTok where it's like anybody can go viral talking about something at any moment, so they don't necessarily need to be an influencer. Or you have something like a TikTok shop where people are able to buy directly off of platform. How do those factors also play into array and how y' all do business?
- [58:57]
C
I think social media is probably one of our biggest growth levers. And I don't just mean performance social media like Facebook ads and all of that. By the way, extremely important. We just didn't know how to do it the first year and we had grown without it, and so we had minimal capacity. Very important. But so is your organic channels. You know, it's how you speak to the customer, it's how you put your best foot forward. Everything should be 360 is like how I like to say it. When we have a launch, our social media, our email, everything needs to align and everything needs to, to work like a well oiled machine. But social media is everything. Without social media we wouldn't even be where we, we wouldn't even have like started because it was Melissa Wood who is an incredible wellness creator and expert I would call her. She was the first one who talked about us and if it wasn't for her and if it wasn't for Instagram, we wouldn't even exist. We would just be an idea in, in our little apartment. So social media is so, so important. Important. It's important to get to customers, it's important to speak to customers, it's important to put your vision forward. It's important to acquire new customers, it's important to be able to test things. I mean the list goes on and on and on. But like I think having a strong social strategy is imperative for all brands. And also when something new comes around like TikTok Shop, go try it. I think it's really important to be quick to adopt new things because you know I, I met a lot of brands who were really resistant. Ah, tick tock Shop. I don't even know if it's going to work. If they are pushing it. You better get on it because it's going to work with or without you. So you may as well get on it, try to figure it out because they're pumping dollars into it which means that it's going to work.
- [60:42]
B
I think there can sometimes be this resistance to new platforms, new features and it's like actually the new thing is exactly what you need to be focusing on to be an early adopter in that new feature.
- [60:51]
C
A thousand percent. Couldn't agree more.
- [60:53]
B
And also as you've scaled what does your team look like now and, and what have been some of your priorities in terms of where you invest in your team?
- [61:00]
C
Our team is 33 people now, I believe inclusive of Nish and I. We are a lean team considering the size of our company, but that's always how we've been. We are a very close knit team and we really, really care. Like every single person cares as deeply as Nish and I and I think if people don't understand and deep for the mission of the company, they're not a good fit for us in terms of how things are structured. Essentially Nish and I sit on two different sides of the Business, which is why I think we're able to function like we do, because we divide and conquer. And I think it's been probably our biggest superpower. And so we oversee different parts of the business as a result. So different people report to us, and then those people have their own teams. We give a lot of autonomy to the people on our team teams. We actually have really good communication with everyone on our team. It's not just our leaders, because we actually need to know if everyone is happy with their leaders. And so if the. The. Even the intern doesn't feel comfortable chatting with you or your new coordinator is too afraid to come speak to you, then you lose it, because then you don't know how everyone's actually performing. So that's something that we've done right from the beginning. I can tell you, like, I am them. Like, I would say friends with every single person on our team, no matter how long they've been with us, no matter how junior or senior they are. That's something that founders should be comfortable with, speaking to as many people on the team as you possibly can. And I understand, you know, when you get to 200 people, you probably can't speak to everyone all the time, but as long as you can try to stretch that and like, having that close connection with everyone on the team, I understand. Maybe I won't be able to scale it when we're at. At hundreds of employees, but up until then, I'm speaking to everyone.
- [62:49]
A
Yeah.
- [62:50]
B
And you mentioned you and Nish overseed two different parts of the business. What does that division look like?
- [62:54]
C
I handle brand, creative, vision, voice, all of those things. Nish and I both oversee product development together, so that's the big one that we both sit in on. And then retail, the nuts and bolts, niche handles, those are the things that are, like, extremely detailed. But when it comes to overarching strategy, I still sit in on that with him so that we can make joint decisions on what's right for the brand. He oversees all finance. He oversees, like, retention, web, all of basically, like, the nitty gritty things that are required for the business to continue to grow as well. So I would say that's kind of how it's divided. And we love it because I feel like he's really good at the things that he does, and I'm really good at the things that I do and the things that we do together with. We each bring a really important perspective too.
- [63:45]
B
So, yeah, that you're each able to play to your strengths. For solo founders who maybe don't have a co founder who can balance that out. Do you recommend them having team members who are really strong in those areas?
- [63:55]
C
Absolutely.
- [63:56]
B
Yeah.
- [63:56]
C
You need really strong team members. Like, even our. Our existing teams, like, we have people who are there who are much better at us than, you know, certain things, and that's how it should be. Like, if you're not hiring people who are better than you, I think you're holding yourself back because there is absolutely no way in hell that one person is perfect at everything. There's. There's just no way.
- [64:16]
A
Yeah.
- [64:17]
B
And I think there can be a lot of value also in. In training and, you know, coaching people, but they're limited by how much, you know and I know I've run into that issue.
- [64:25]
C
Yeah, absolutely. I completely agree with that. So I think a mixture of, like, people who you train and coach and then also people who have experience that you just don't have, especially in things that you have no idea about, I think is really important. And then also, also empowering your team members to argue with you. I don't want a bunch of yes men. I want people to check me if I am doing something that's off or if my idea is wrong. I want that perspective. And when people join array, sometimes they'll see Nish and I debating about something and they're like, oh, my God. But we do that because we want other team members to also feel empowered to do that. They are absolutely able to and empowered enough to come tell me if they disagree with me, and that's okay. That's how we come to the right conclusion.
- [65:13]
B
Because if they see things you may.
- [65:15]
C
Not be seeing, if, if you have a bunch of yes men, I mean, you're. You're not always right. Sorry to break it to you.
- [65:21]
A
It's true.
- [65:21]
C
And so if someone shares a perspective, I think it's really helpful to have.
- [65:26]
B
Before we wrap up, I would love to talk a little bit about your personal brand and kind of how you differentiate your personal brand from array, which is something that I think you do really well. And I'm excited to kind of get. Get in your brain about, because I think when it comes to founders and how they tend to show up publicly, especially women founders, I think that there's this expectation that women founders need to be influencer number one for their company, and in a lot of ways, almost like a walking billboard where they're expected to build in public and they're expected to share every little thing that they do on social. I also think male founders are not Expected to show up in the same way. But that is a rant that I will go on another time time. But I think what I really appreciate about the ways that you use your platforms is that of course array is a big part of what you do and what you share, but you also share so much more than that. You have a lifestyle platform, is what I would consider it. As someone who follows your content, as someone who listens to your podcast, you interview people about all different types of things. So I would just love to hear your approach about how you manage your personal brand with a rest way.
- [66:32]
C
In simple terms, I share what I feel will bring someone value. And truth is I, like everyone else, am a very multifaceted human being. You know, I share things that I think are valuable. And truth is that all of those other things have culminated to me being the person who runs this company. You know, it's all the mindset work. It's the fact that I care about my performance at the gym and I prioritize that. It's the fact that I have non negotiables that allow me to show up as the best, the best version of myself. It's the fact that I value my relationship and prioritize my relationship with my husband. I share these things because we aren't one dimensional. No one is, whether you're a founder or not. And I think it's important to share all of these things about you where you think you can be of service and of value to other people because hopefully they learn and adopt some of those things and then they go on their way and be successful as well.
- [67:29]
B
Well, yeah, definitely. And I'm sure it's helpful to also have your other channels as creative outlets.
- [67:35]
C
Exactly. Listen, it has to be fun for me. If I'm not having fun, I'm. I'm not gonna do it. You know what I mean? Like, so my, my social media, my podcast, those are like, I consider them my hobbies. Why would I, why would I do it if I'm not having fun? So I share what's fun. To me, if that is, you know, a little tidbit on mindset, I will do that. And you know, if it's something about business, I will do that also. But truth is, it's, it's both. And I think also what it does is it, it gives a founder credibility as well, because they're not just talking about their product, their business at all times. Like, come on, we're more than just that one thing. That's my thought process at least.
- [68:13]
B
Absolutely. I love it. Before we wrap, I would love to hear about the last time you felt lucky. That could be a moment of luck you created for yourself or when something felt. Felt aligned for you.
- [68:26]
C
I love this question. I think I feel lucky every day. Truthfully, yesterday I was like, oh, I'm so lucky because my flight took off on time. I had the most comfortable flight. I landed in New York. There was no traffic whatsoever. I got to everything I needed to get to on time. I was so lucky. And then there's also big things. Like as an example, we just launched our new product, MB140 35 plus, where Pamela Anderson is the face of that product. How lucky that we were able to work with someone like her. How lucky that I'm Canadian and she's Canadian and that was the through line that, you know, connected us. Like how lucky that we were able to take over Prince street subway station. But that's crazy stuff, you know? So I think I feel lucky every day. I've also trained myself to be a very grateful person who seems sees the good and sees how I'm lucky every day. And I think it's something that everyone should adopt because you go through life a lot happier.
- [69:24]
B
Yeah, definitely. It's like the red car theory. It's like when you see opportunities to feel lucky and to feel grateful, you start seeing more.
- [69:31]
C
A thousand percent.
- [69:32]
A
Yeah.
- [69:32]
B
So thank you so much for being here. Please let our audience know where they can find you.
- [69:36]
C
Thank you for having me. You are an incredible interviewer. Wow. I had so much fun. Okay, so you can find array array.com array across all social media platforms. My podcast is the dream bigger podcast and you can find me at sif hider on all platforms.
- [69:50]
A
Amazing. And we'll have all of that linked in the description so it's easy to find.
- [69:53]
C
Amazing. Thank you for having me.
- [69:55]
B
Thanks for being here and thank you all so much for tuning in. So if you enjoyed this episode, make sure you leave us five stars. I heard that if you rate the show five stars, something lucky happens. So test that theory, leave us a five star review and make sure you're subscribed on Apple, Spotify and YouTube.
- [70:12]
A
Thanks for tuning in and I'll see you next week.
- [70:17]
C
Foreign.
- [70:21]
A
Thank you for tuning in to this week's episode of she's so Lucky. If you're ready to create your own luck, hit that subscribe button wherever you get your podcasts or on YouTube so you don't miss an episode and head to the show. Notes for resources, links and discount codes and if you are really feeling lucky, we would appreciate your rating and your review.
- [70:40]
B
It really helps us be able to.
- [70:41]
A
Improve the show to to get great guests and to understand what you want to hear more of. Thank you for tuning in and I'll see you next week.
- [70:58]
D
Hey, I'm Josh Peck. And I'm Ben Soffer. And we're the Good Guys. On our show, every week we talk about buzzy pop culture stories, maybe answer a couple of your voicemails and go into a moment of the week that makes you say, what, are you nuts? And I swear it's so much better than this promo. Anyway, there's a lot of guys out there, but we're the good ones. Stream Good Guys every Monday. Wherever you get your podcasts, Apple, Spotify, anywhere. Neil, don't listen.
- [71:28]
B
Please note that this episode may contain.
- [71:30]
A
Paid endorsements and advertisements for products and services.
- [71:33]
B
Individuals on the show may have a.
- [71:35]
A
Direct or indirect financial interest in products.
- [71:38]
C
Or services referred to in this episode.