The Ultimate Guide for Creating Products People Trust | Seth Goldman (Honest Tea)
Most companies scale by cutting corners. Seth Goldman built a brand by refusing to.Seth is one of the founders of Honest Tea, a longtime chair at Beyond Meat, and the cofounder of Just Ice Tea. His career has been defined by a belief that business can be a force for human and environmental good. From a thermos of tea brewed in his kitchen to national distribution and acquisition by Coca-Cola, he has spent decades exploring how values can live inside systems built for profit.In this episode of The Eric Ries Show, I sit down with Seth to talk about the full story of Honest Tea, from its founding to its sale and eventual shutdown, and how those experiences shaped his approach to building again. We discuss how trust and long-term relationships helped him rebuild quickly, what it takes to embed purpose in supply chains, and why he believes even B Corp standards do not go far enough.—Brought to you by: Framer: Build better sites, faster at https://www.framer.com/design Use code "ERIC"—Where to find Seth Goldman:• LinkedIn: https://www.linkedin.com/in/seth-goldman-234bb7124• X: https://x.com/HonestSeth—Where to find Eric:• Newsletter:https://ericries.carrd.co/ • Podcast:https://ericriesshow.com/ • YouTube:https://www.youtube.com/@theericriesshow —In This Episode We Cover:(00:00) Intro(02:03) Seth’s early career in politics and how he saw business as a faster path to change(07:40) The early ideas he explored before landing on tea(11:30) How Seth connected tea to an ethical, fair-trade mission(14:31) How Honest Tea aligned profit with purpose(17:56) Honest Tea’s role in expanding organic and fair-trade sourcing(18:50) How Seth got Whole Foods on board(21:40) The next steps in scaling the business(22:27) The value of the in-person pitch (24:20) When Whole Foods’ local buyers could still take a chance on new brands(25:46) The case for mission transmission (27:05) How Honest Tea raised money from friends and family to major corporations(29:15) How the Coca-Cola deal came together(32:27) How a kids’ juice box carried Honest Tea’s mission forward(34:51) The end of Honest Tea and the start of Just Iced Tea(41:03) How existing relationships and lean habits helped Just Iced Tea move faster(44:30) The magnetic power of a shared mission to attract teams, partners, and customers(48:42) Why trust is the most valuable asset a company can build (51:15) What the Purpose Pledge is and how it raises the bar for ethical business(53:42) Why great products and purpose are not mutually exclusive(58:29) The story of Tony’s Chocolonely and Seth’s role as a mission guardian (1:01:40) Seth’s parting advice —You can find episode references at https://www.ericriesshow.com/—Production and marketing by Pen Name.Eric may be an investor in the companies discussed.
--------
1:03:38
--------
1:03:38
How the Former U.S. CTO Built a $3B Healthcare Company Powered by Love | Todd Park
Most companies optimize for profit. Devoted Health was built to serve people.In this episode of The Eric Ries Show, I sit down with Todd Park, co-founder of Devoted Health and former U.S. Chief Technology Officer, to explore what it looks like to design a company for human flourishing at scale.Todd shares how Devoted earned one of the highest trust scores in the industry and how he and his brother, Ed, built a business that treats every member like family. We talk about what it takes to operationalize love inside a system as complex as healthcare and how Devoted never saw any problem as outside its mission. In our conversation today, we talk about: • What it means to have love as an operational framework • How Devoted’s unambiguous mission became a superpower for alignment and trust• The formula Todd uses to define what world-class healthcare really means• Why Todd believes hard problems belong inside the company’s mission, not outside it• The role of trust as both Devoted’s core metric and its greatest moat• Lessons from Howard Schultz on scaling culture • What it takes to design an ecosystem where business, technology, and community all serve the same goal• And more—Where to find Todd Park:• LinkedIn: https://www.linkedin.com/in/todd-park-3232573• X: https://x.com/Todd_Park44 —Where to find Eric:• Newsletter:https://ericries.carrd.co/ • Podcast:https://ericriesshow.com/ • YouTube:https://www.youtube.com/@theericriesshow —In This Episode We Cover:(00:00) Intro(03:04) How Todd turned Devoted Health’s founding vision into a full-stack healthcare system(13:09) How Devoted’s virtuous performance cycle turns love into trust in action(20:51) Guide: the guardian angels who embody Devoted’s mission(29:21) How loyalty drives Devoted’s word-of-mouth growth(31:02) Why Devoted’s marketing materials don’t mention love(32:27) Harder is easier: Why Devoted built a full-stack healthcare system (37:54) The four powers ‘harder is easier’ unlocks(46:57) The case for radical transparency with your investors(51:20) The elements of alignment and the power they unlock (55:13) Howard Schultz’s advice for scaling culture (1:05:23) A story from Starbucks about creating culture(1:06:50) How Devoted addresses different determinants of health through separate entities(1:13:00) Inside Devoted’s Elders Councils (1:19:43) Building mission protection into Devoted’s DNA through founder control(1:25:55) Final thoughts from Eric and Todd—You can find episode references at https://www.ericriesshow.com/—Production and marketing by Pen Name.Eric may be an investor in the companies discussed.
--------
1:32:24
--------
1:32:24
The G.O.A.T.s of Kindness on Bootstrapping a Purpose-Driven Company | Dr. Brent Ridge & Josh Kilmer-Purcell
Most companies talk about purpose. Beekman 1802 made it their operating system.In this episode of The Eric Ries Show, I sit down with Dr. Brent Ridge and Josh Kilmer-Purcell, co-founders of Beekman 1802, to explore how a small act of compassion grew into a multimillion-dollar skincare brand rooted in community and purpose.After losing their Manhattan jobs during the 2008 recession, Brent and Josh moved to a farm in upstate New York and agreed to take in 80 homeless goats from a neighbor. That decision led to their first product, a bar of goat milk soap, and to a philosophy of entrepreneurship built on kindness and long-term thinking.Together, we talk about scaling a values-driven company, turning The Amazing Race into PR that fueled their growth, and how to make purpose authentic instead of performative. We also explore why kindness and discipline can coexist, and how the best brands instill a sense of belonging. —Where to find Dr. Brent Ridge: • LinkedIn: https://www.linkedin.com/in/brent-ridge-md-0641791/• Facebook: https://www.facebook.com/brent.ridge.12/Where to find Josh Kilmer-Purcell: • LinkedIn: https://www.linkedin.com/in/josh-kilmer-purcell-956b0b10/• Facebook: https://www.facebook.com/josh.kilmerpurcell.5/—Where to find Eric:• Newsletter:https://ericries.carrd.co/ • Podcast:https://ericriesshow.com/ • YouTube:https://www.youtube.com/@theericriesshow —In This Episode We Cover:(00:00) Intro(02:18) The Beekman 1802 origin story (04:25) How goat milk soap became their first product and sparked research on skin health(05:36) How Brent and Josh partnered with a local soap maker (06:58) Why Brent and Josh bootstrapped Beekman 1802 and how they found their market(12:48) How Brent and Josh enlisted neighbors to fulfill their first national order(16:58) A heuristic for decision making (18:01) The power of thinking beyond transactional relationships (19:30) Why Brent and Josh see kindness as a competitive advantage (22:28) How to stay kind without getting taken advantage of(24:20) The business upside of Cloudflare’s decision to give its product away(25:23) The step-by-step approach Beekman 1802 used to scale without outside funding(28:33) How Brent and Josh made kindness a core operating principle at Beekman 1802(35:04) Why authenticity can’t be bought and purpose shouldn’t be confused with morality(40:44) How Beekman 1802 stays true to its values while working with investors(42:44) The crucial difference between being nice and being kind(45:54) How Brent and Josh turned The Amazing Race into a million-dollar win and free PR (49:10) How Brent and Josh’s upbringings shaped their values and resilience(50:20) The role of family, community, and optimism in Beekman’s enduring success(52:31) How Brent and Josh think about succession and protecting the brand(56:02) Other companies Brent and Josh admire(56:58) The reception to G.O.A.T. Wisdom and how timeless lessons still apply today—You can find episode references at https://www.ericriesshow.com/—Production and marketing by Pen Name.Eric may be an investor in the companies discussed.
--------
1:01:47
--------
1:01:47
From Fired CEO to Billion-Dollar Exit: How Lukas Biewald Turned Failure into the Future of AI
Lukas Biewald has been shaping the future of AI for nearly two decades. In this episode of The Eric Ries Show, we explore how his early passion for the board game Go, his hard-won lessons as a founder, and his focus on alignment and culture helped him build Weights & Biases into a trusted toolmaker in machine learning.In our conversation, we discuss: • Lessons Lukas drew from Go about pattern recognition, persistence, and the power of computation• The hard-won lessons Lukas took from CrowdFlower about timing, focus, and staying in the wrong role too long• How Lukas created his own unpaid internship at OpenAI to sharpen and expand his technical skills• The pain point that inspired Lukas and his cofounders to build Weights & Biases• Practical ways Lukas kept his board aligned• Why caring deeply about your product and users beats clever hacks and pitch decks every time• How W&B’s ‘Year in Review’ showed that delight can be a moat in enterprise software• Why the CoreWeave deal feels fundamentally different for Lukas than the sale of CrowdFlower• And much more!—Where to find Lukas Biewald: • LinkedIn: https://www.linkedin.com/in/lbiewald/• X: https://x.com/l2k• Website: https://lukasbiewald.com/—Where to find Eric:• Newsletter:https://ericries.carrd.co/ • Podcast:https://ericriesshow.com/ • YouTube:https://www.youtube.com/@theericriesshow —In This Episode We Cover:(00:00) Intro(02:05) How Go shaped Lukas’s view of AI(08:32) How large language models actually work, and why they still feel mysterious(12:58) Why AI’s abilities force us to rethink what intelligence means(14:55) Key lessons from Lukas’s time at CrowdFlower(23:59) What Lukas gained from teaching AI and interning at OpenAI(28:28) Weights & Biases initial product(30:06) How Lukas and his cofounders turned a pain point into a company(32:18) What Lukas learned about the reality of raising money(34:30) The non-negotiables in startup building (37:00) Why genuine care outperforms every other growth strategy(39:11) How caring about AI research and delighting users created W&B’s moat(43:47) How a contrarian culture helped W&B preserve its ethos as it scaled(47:00) The challenges of being a middle manager and how to identify the right bold ideas(55:07) How Lukas knew W&B had achieved real traction(56:36) How Lukas built alignment and transparency with his board(59:05) Why the acquisition of W&B feels less stressful than Lukas’s previous company(1:03:09) Why Lukas believes skepticism about AI is premature—You can find episode references at https://www.ericriesshow.com/—Production and marketing by Pen Name.Eric may be an investor in the companies discussed.
--------
1:05:54
--------
1:05:54
How to move beyond bureaucracy, not waste talent, and innovate faster | Michele Zanini & Gary Hamel
Bureaucracy was once a breakthrough. Today, it’s become a costly drag on innovation, human potential, and business impact. In this episode of The Eric Ries Show, I sit down with Gary Hamel and Michele Zanini, authors of Humanocracy, to explore how organizations can move beyond outdated management models and unlock true human thriving.Hamel and Zanini have spent years researching and advising some of the world’s most forward-thinking companies. Together, we make the case for replacing top-down control with systems that maximize contribution, creativity, and ownership at every level.We dive into how to rethink management from first principles, why employee engagement is at historic lows, and what leaders can do to build organizations that unlock the full potential of their people.—Where to find Gary Hamel: • LinkedIn: https://www.linkedin.com/in/garyhamel/• X: https://x.com/profhamel• Website: https://www.garyhamel.com/Where to find Michele Zanini: • LinkedIn: https://www.linkedin.com/in/michelezanini/• X: https://x.com/michelezanini• Website: https://www.michelezanini.com/—Where to find Eric:• Newsletter:https://ericries.carrd.co/ • Podcast:https://ericriesshow.com/ • YouTube:https://www.youtube.com/@theericriesshow —In This Episode We Cover:(00:00) Intro(02:02) The importance of human-invented management concepts(04:20) How Gary came up with core competencies (07:15) The benefits of bureaucracy (a brief history of labor and management)(13:00) The General Motors near-bankruptcy story(15:00) Why management is the greatest human concept, but due for reinvention (23:20) Outlier companies with unconventional structures(24:00) Why management needs new paradigms and principles(29:55) The lost opportunity of Mary Parker Follett’s management philosophy(35:45) The dominance of ‘left-brained’ leadership in management philosophy(38:52) Core ideas behind Humanocracy (55:44) Tips for building healthy, efficient organizations (1:03:36) The overlooked lessons from outlier companies like Vanguard(1:12:21) What Harvard Law’s startup study reveals about founder control(1:15:55) Why unlocking human potential is a CEO’s core mission(1:19:42) Advice for founders on avoiding the pitfalls of bureaucracy(1:22:15) Why every great company is driven by a great purpose(1:27:00) Examples of companies operating from first principles (1:31:14) Why productivity matters, and how it’s linked with bureaucracy —You can find episode references at https://www.ericriesshow.com/—Production and marketing by Pen Name.Eric may be an investor in the companies discussed.
Founder, entrepreneur, and best-selling author of The Lean Startup Eric Ries discusses how to build profitable companies for the long-term benefit of society. Ries talks with world-class technologists, thought leaders, executives, and others working to create a new ecosystem of trustworthy organizations with limitless potential for growth and a deep commitment to purpose. Together, they uncover the tools and methods to ensure the next generation of companies are designed to maximize human flourishing for generations.
Ireland