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526 episodes

435 | Follow Your Art with Katie Johnson and Ilana Griffo, Goodtype
24/03/2026 | 34 mins.
This week I am joined by Ilana Griffo and Katie Johnson, the founders of Goodtype and the authors of the new book Follow Your Art.
If you're not familiar with Goodtype, it started as a platform celebrating lettering artists and creatives around the world. Over time, it's grown into a community that encourages artists to develop their voice, share their work, and support one another in their creative process.
In today's conversation, Ilana and Katie share their story behind the new book and the deeper message at the heart of it— that building a creative career isn't just about making art. It's about learning to trust yourself and your perspective as an artist.
We talk about what it actually looks like to find your creative style, especially when you feel like the market is already crowded. They share their thoughts on identifying your special sauce as an artist, why perfectionism can keep so many creatives stuck, and how putting your work out into the world before it feels ready is often the thing that helps your voice emerge.
If you've ever struggled with confidence in your creative voice, or you just needed a reminder that your perspective in art matters, this conversation is for you.
Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!
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You can view full show notes and more at http://prooftoproduct.com/435
Quick Links:
Free Wholesale Audio Series
Free Resources Library
Free Email Marketing for Product Makers
PTP LABS
Paper Camp
434 | Navigating Pinterest's AI Changes & Tips for E-commerce Brands with Heather Farris, Heather Farris Co
17/03/2026 | 28 mins.
This week I'm welcoming back Pinterest marketing expert Heather Farris to the podcast for a conversation about what's really happening on Pinterest right now, especially if you sell physical products.
Heather first joined me back on episode 385 where she shared some incredibly practical strategies for product-based brands that are using Pinterest to drive traffic and sales.
A lot has changed since then, particularly with Pinterest rolling out more AI-driven tools and features.
In this episode, Heather breaks down what's actually new, what's just a rebrand, and what product-based businesses should be paying attention to right now.
We talk about tools like the new Pinterest Assistant, the growing influence of generative AI on the platform, and what all of this means for brands that make handmade or small batch products.
Heather also shares how businesses can stand out when so much content online is starting to look and feel AI generated. You'll hear practical advice on getting started with Pinterest, optimizing your product listings, tapping into trends, and using the platform in a way that actually supports your sales.
If you've been wondering whether Pinterest is still worth your time, or if you're adapting to all the new AI changes, this conversation will give you some clarity.
Today's episode is brought to you by our Proof to Product LABS coaching program. LABS is where product-based business owners come to get support with real decisions behind growing their business.
We're talking sales, marketing, operations, and just being in community with other people who understand what you're going through. Inside of LABS, we do talk about things like using Pinterest to drive direct-to-consumer sales, building out welcome sequence sequences for your emails, cleaning up your bookkeeping systems, and a whole lot more. Plus, you'll find us doing website audits, peer masterminds, and coaching calls with me. Join us!
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You can view full show notes and more at http://prooftoproduct.com/434
Quick Links:
Free Wholesale Audio Series
Free Resources Library
Free Email Marketing for Product Makers
PTP LABS
Paper Camp
Creating Products That People Actually Want to Buy with Biff Ulm, Nice Enough Stickers [Replay]
10/03/2026 | 38 mins.
Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast.
There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in.
Today's episode is a look back at an interview I did with Biff Ulm of Nice Enough Stickers who I recently hosted a Paper Camp call with last week.
During this replay episode, Biff and I had a lot to catch up on, but one thing that stood out was that his observations at the Las Vegas gift show were about product development strategy. He has much to say about it, and I'm excited for you to listen in.
For background, Biff's stickers are now in over 300 stores with 8,000 locations, so he knows a thing or two about creating products that people want to buy. Biff also owns a wildly successful retail shop, which provides him with a unique viewpoint as both a wholesale buyer and seller.
In this episode, we discuss the importance of patience, iteration, and customer feedback in developing successful products. We also discuss how to leverage data and understand buying behaviors.
This episode is brought to you by our Email Marketing For Product Makers guide. 49% of our customers want to hear from us consistently, yet, only a small percentage of product-based business owners are actively sending monthly emails to their customers.
If you've struggled with what to say, when to send, or how to plan out your email marketing strategies, we've got just the tool for you. This tool and the optional training have helped hundreds of product makers plan out an entire year's worth of emails. And, the best part… they are creating templates that they can rinse & repeat year after year.
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You can view full show notes and more at http://prooftoproduct.com/361
Quick Links:
Free Wholesale Audio Series
Free Resources Library
Free Email Marketing for Product Makers
PTP LABS
Paper Camp
This is Strategy with Seth Godin [Replay]
03/03/2026 | 27 mins.
Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast.
There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in.
Today's episode is a look back at an interview I did with Seth Godin who needs no introduction, but it would be a complete disservice to not share all of his accolades.
He's an author, entrepreneur, and most of all, a teacher.
In addition to launching one of the most popular blogs in the world, he has written 22 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and This is Marketing, which was an instant bestseller in countries around the world.
His latest book, This is Strategy: Make Better Plans offers readers a practical framework for what an effective strategy looks like and feels like in today's fast-moving chaotic, and diverse world. This strategy allows readers to zoom out and see the bigger picture and understand the systems that are shaping their lives at work, in business, and day-to-day challenges.
Seth contends that by recognizing and mastering these systems and prioritizing long-term thinking over instant gratification, we can make smart, purposeful choices today that will lead to long-term growth.
In my conversation with Seth, he shares his motivation for writing this book, the four elements that are critical for an effective strategy, and the importance of identifying and connecting with our smallest viable audience.
On a personal note, when I started my product business in 2008, Seth's work was a major catalyst in helping me gain marketing momentum. He has a no-nonsense approach. He's concise and clear with his thoughts, and that resonates and gets your wheels turning, which you will hear in today's episode.
Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!
REQUEST YOUR INVITATION
You can view full show notes and more at http://prooftoproduct.com/367
This episode contains affiliate links. You can view our affiliate disclaimer here.
Quick Links:
Free Wholesale Audio Series
Free Resources Library
Free Email Marketing for Product Makers
PTP LABS
Paper Camp
433 | How to Navigate the Seasonality of Retail with Angie Chua, bobo design studio
24/02/2026 | 30 mins.
Hiring can feel like a huge big leap. It's expensive. It's vulnerable to let other people into your business. And if you've been doing everything yourself, it can also feel maybe unnecessary.
But what if building a team isn't a risk? It's actually a smart move for stabilizing and scaling your business. That's what we're digging into today with Angie Chua of bobo design studio and bobo Palm Springs. You may remember Angie from episode 426 where we talked about what's happening with Amazon right now using AI to scrape websites.
Today's conversation is more personal. We're talking about her evolution from the digital advertising world to building a travel-inspired stationery brand and a thriving brick-and-mortar shop in Palm Springs.
Angie shares what it was really like growing her business, the missteps, the hiring decisions, the moments of doubt that we all kind of face, and also the shifts that helped her step into true leadership.
We talk about what happens when you hire your first employee, what it takes to let go of control, the reality of outsourcing to agency, and what that looked like for Angie, including what worked and what didn't, and why having a solid bookkeeper isn't optional if you want to scale a product-based business sustainably.
She also opened up about her commitment to supporting artists from marginalized communities, how she navigates the seasonality of retail in Palm Springs, and what it looks like to practice self-compassion while growing a business. This is a grounded, honest conversation about growth, not a highlight reel, but the real version.
Today's episode is brought to you by Digital Lizard, a sponsor of our Paper Camp program, which kicks off this week.
Digital Lizard is a full-service marketing and print partner offering digital and offset printing, sourcing, procurement, and logistics. Our Paper Camp and LABS students get access to a private Proof to Product print portal.
In that portal, you'll get discounted rates and a dedicated sales rep who supports project management from start to finish.
Also, Digital Lizard tends to turn stuff around same day or or next day. Many of our community members use Digital Lizard for product printing, packaging, catalogs, and marketing materials. They offer low minimum quantities and fast turnaround times, which matters when you're managing inventory and cash flow.
If you're looking for a reliable print partner, you can learn more about their capabilities at digitallizard.com.
You can view full show notes and more at http://prooftoproduct.com/433
Quick Links:
Free Wholesale Audio Series
Free Resources Library
Free Email Marketing for Product Makers
PTP LABS
Paper Camp

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About Proof to Product

Ranked in the top 1% of ALL podcasts, the Proof to Product podcast is your trusted resource for sustainable business growth - especially if you make and sell physical products! Join Katie Hunt, each week as she shares strategies & solutions to enhance your sales & marketing so that you're building a business that supports your best life. If you've ever asked yourself can I make money selling physical products? Am I ready to sell my products wholesale to stores like Target, Anthropologie, Nordstrom or Barnes & Noble? When should I consider hiring a sales team or sales reps? Can I really turn my passion into profits? Whether you're a just starting out on your business journey or you've been at it a while growing an empire, this show is for you. Proof to Product is like on-demand business school for product sellers spanning a wide range of industries. Whether you're in home decor, apparel, beauty, food & beverage, hand-made items, jewelry, consumer gifts or the stationery world, you'll gather new ideas each week to help you grow your profit, build your team and lead with integrity. Host Katie Hunt and her guests bring you actionable ways to expand your product line, manufacturing overseas, optimize your e-commrce websites on Shopify, Faire, Etsy, Abound, Tundra, Squarespace or in brick & mortar locations. How to start or scale wholesale sales including pitching stores, wholesale outreach, trade show exhibition, working with sales reps, managing inventory, warehousing product, sales systems, wholesale follow-up strategies and working with key accounts. Marketing strategies for small businesses including content creation, leveraging tik tok and instagram tactics without feeling burned out, why you can't rely solely on social media for sales and why email marketing systems on platforms like Klaviyo, Flodesk and Active Campaign are so powerful. Listen in as Katie and our guest experts help you strategize and tackle your biggest business goals. Host Katie Hunt brings a unique perspective to entrepreneurship. Since 2011, she's helped thousands of product brands get their products on the shelves of their favorite retail stores through her Paper Camp program (www.prooftoproduct.com/papercamp). Prior to that she worked in the corporate world for over a decade leading business development and marketing teams. She has two MBAs - one in finance and one in marketing. And, she owned & operated her own product based business for over 8 years, selling her products to stores throughout the world from her garage. Katie knows the struggles you face as a product based business and she's here to pull back the curtain and share her best kept secrets so that you don't have to learn things the hard way. Find our free trainings & resources for product based business owners at www.prooftoproduct.com/resources

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