Podcast Summary: The Product Boss, Episode 724

Title: From Idea to On Shelves At Nordstrom: How to Get Your Product in Front of the Right Buyers with Courtney Johnson
Date: October 9, 2025
Host: Jacqueline Snyder
Guest: Courtney Johnson (Host of Slay the Gatekeeper podcast, former product-based business owner, personal branding expert)

Overview

This episode dives deep into the journey of taking a product from initial idea all the way to landing on the shelves of major retailers like Nordstrom. Host Jacqueline Snyder interviews Courtney Johnson about her experience as a young founder of the yoga mat brand Soulmat, the importance of spotting market gaps, and tactical approaches for selling to retailers and leveraging personal branding for product-based businesses. The episode is packed with actionable advice, real-world stories, and “cheat codes” for creative, female entrepreneurs looking to expand their reach and boost product sales.

Key Discussion Points & Insights

1. From Idea to Product: Spotting Market Gaps

[00:00-05:07]

• Finding Your Product Opportunity:
  Courtney emphasizes that the simplest way to develop a product idea is to notice something you need or want and can’t find, then create it yourself.

  “If you are going to find something and you cannot find it, it is your duty to create it.” — Courtney [00:00]

• Courtney’s Soulmat Story:
  At 22, Courtney wanted a yoga mat that was neither plain nor overly spiritual. Spotting a gap, she created Soulmat, with fun, bright designs that served an “in-between” audience.

• Bringing Your Own Perspective:
  Both hosts stress that what may seem like a minor frustration or a quirky personal need may actually represent a significant market opportunity.

  “There’s only one of you. There’s only one version of what you’re gonna create and bring out to the world.” — Jacqueline [03:56]

2. Authenticity and Unique Selling Points

[05:07-09:54]

• Lean Into What Makes You Different:
  Whether it’s vanity, humor, or a unique aesthetic, playing up those traits can be a strength, making your brand memorable and relatable.

• Brand Identity Through Personality:
  Products can be differentiated even in crowded markets by infusing them with the founder’s attitude and story. For example, fun sayings on goat milk soap or bespoke pajama sets.

  “What’s making her different is probably something that she could have totally leaned out of… But actually, these are the things that make us unique.” — Courtney [08:47]

3. Personal Branding: Humanizing Your Product Business

[09:54-14:56]

• Making Your Story Part of the Product:
  Personal branding is presented as a shortcut to building trust and connection, especially in the early stages when a business itself doesn’t yet have “identity capital”.

  “People buy from people, not brands. Until the brand creates its own identity, and especially when you’re starting out, that brand has nothing to attach to.” — Courtney [12:01]

• Practical Ways to Show Up:
  Share founder stories, use behind-the-scenes content, and ask your customers for their input on product decisions—even if you don’t use their suggestions, the engagement builds loyalty.

• Alternatives to Social Media Creation:
  If you dislike making social content, leverage podcasts, webinars, other people’s audiences, and delegate social posting to a VA.

4. Getting In Front of Buyers & The Power of “Healthy Stalking”

[14:56-20:23]

• Expanding Outside Social: Partnering for Visibility
  Don't just rely on building your own audience—tap into others' by collaborating with micro-influencers, partnering with people linked to buyers, and targeting strategic events or retail placements.

• Courtney’s Approach to Retail Access:
  She used LinkedIn “stalking” to find buyers, influencers, and decision-makers, targeting those who had connections to retail gatekeepers.

  “I would deep stalk on LinkedIn every single buyer, every single decision maker… and find the influencers that were in the circle of that buyer or decision maker.” — Courtney [15:39]

• Examples of Creative Gifting:
  She would send products to a buyer’s social circle (like spa directors at hotels, buyer’s relatives) to increase the odds of getting into stores.

5. LinkedIn as an Untapped Channel

[17:01-20:23]

• Effective Buyer Outreach:
  Use LinkedIn’s messaging tools, especially video or voice messages, to bypass typical email clutter:

  “Not a lot of people get cold outreach on LinkedIn, especially not voice or video messages… The curiosity is really high.” — Courtney [17:47]

• Build a Professional Profile:
  Even if you’re small, positioning yourself as a “serious” business on LinkedIn (with a detailed, niche-specific profile) helps buyers and retailers take you seriously.

• Timing Your Outreach:
  Buyers are often browsing LinkedIn at the end of the day; Courtney notes this as an opportune time to reach out.

6. Smart Influencer Gifting & Outreach

[20:51-23:05]

• Gifting Outside Your Niche:
  Don’t just chase niche influencers already flooded with similar products. Broaden your outreach:

  “If you send the lip gloss to the fitness influencer who has never posted about a lip gloss ever… There’s so much higher trust and a higher likelihood that they are going to post organically.” — Courtney [21:19]

• Crafting the “Ask”:
  When gifting, always include a personalized message and a clear—but optional—ask, ideally tying it into your mission.

  “If they have a clear ask that’s not a demand, I’m a lot more likely to post it… Personalize your message, and tie it back to your mission.” — Courtney [21:56]

Notable Quotes & Memorable Moments

• On Creating Products Out of Necessity:

  “If you are going to find something and you cannot find it, it is your duty to create it.” — Courtney [00:00]

• On Market Uniqueness:

  “There’s only one of you. There’s only one version of what you’re gonna create and bring out to the world.” — Jacqueline [03:56]

• On Creative Brainstorming:

  “Just start to bank all of those ideas, even things you would never do. That is such a way to unlock creativity around product.” — Courtney [07:22]

• On LinkedIn Outreach Cheat Code:

  “Send them a voice memo on LinkedIn or send them a video message… The curiosity is really high. The open rates are super, super high.” — Courtney [17:58]

• On Influencer Gifting:

  “If you send the lip gloss to the fitness influencer… There’s so much higher trust and a higher likelihood that they are going to post organically about your product.” — Courtney [21:19]

Timestamps for Key Segments

• 00:00: Courtney’s golden rule for product ideation
• 02:11: Soulmat origin story and identifying market gaps
• 05:07: Standing out via product personality
• 09:54: The importance of personal brand and storytelling
• 12:01: How personal stories humanize brands
• 14:56: Leveraging other people’s audiences for exposure
• 15:26: How Courtney approached buyers and strategic influencer partnerships
• 17:01: Top LinkedIn strategies for getting in front of retail buyers
• 20:51: The art and psychology of influencer gifting
• 21:56: Best practices for pitching influencers (what works and what doesn’t)

Actionable Cheat Codes & Takeaways

• Keep a running list of everyday frustrations or gaps for inspiration.
• Infuse your product brand with your quirks, personality, and authentic story—don’t shy away from what makes you unique.
• Leverage your personal brand to quickly build connection and trust, especially when your company is new.
• Delegate social media if it drains you; use guesting, content repurposing, and other people’s audiences to build reach.
• Deep-dive into LinkedIn, using direct video or audio messages for higher open rates with buyers/retailers.
• Target influencers outside your direct niche for more authentic, organic product exposure.
• Always personalize gifting: Send clear, mission-aligned messages with each product you send to influencers—clear ask, but optional.

Final Thoughts

Courtney and Jacqueline deliver a fast-paced, strategy-packed masterclass for any product-based entrepreneur looking to break through retail barriers or stand out in a crowded market. The key: blend authentic personal stories, smart brand-building, untapped outreach methods, and the courage to show up as your full, unique self.

Courtney’s platforms:
Search “Courtney Johnson social media” or listen to her podcast, Slay the Gatekeeper.

If you’re ready to create a product that stands out, connect with buyers, and leverage your story for success, this episode is a must-listen.