Today’s callers: Alec from California wonders if it’s time to bring production for his beef tallow skincare brand out of his kitchen to a co-manufacturer. Then, Jessica from California has a hit horse care product on her hands: is a major pet distributor a dream partnership or a brand-killer? And Eli in Minnesota is curious if he should tweak his signature anti-inflammatory coffee blend for bulk brewing or protect the original taste?

Plus, Chieh reflects on his exit from Boxed and how his latest venture helps people through similarly significant career transitions.

Thank you to the founders of Surfing Cow, Tail Cinch, and Makor Coffee for being a part of our show.

If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to Boxed as told by Chieh on the show in 2021.

This episode was produced by Rommel Wood with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.

You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Colin Angle didn’t start out trying to clean people’s floors.

He started out trying to shape the future–with robots.

In the early days of iRobot, there was no business model. No steady funding. No clear customer.

Just a belief that robotic technology would one day make the world a better place.

In the early days, the company built babbling toy dolls for Hasbro, and roving bomb-detectors for the military.

But for more than a decade… nothing truly took off.

Until one idea—a robot vacuum—finally did.

With the Roomba, iRobot created a category from scratch, and a product that felt almost like a member of the family. Tens of millions of units sold, and the Roomba became part of popular culture.

But to avoid stagnation, iRobot had to sell to a bigger company. When a lucrative deal with Amazon fell through, the company hit a wall–and never recovered.

This is a story about building a business in survival mode, creating a household icon, and eventually getting bested by forces beyond your control.

What You’ll Learn

• How to launch a company when you’re not sure who your customers are
• Why iRobot engineers underestimated marketing (and paid for it later)
• How piles of Cheerios helped sell the Roomba
• How iRobot shored up customer loyalty when the Roomba faltered
• Why even a hero product is not enough to sustain a company
• How competition–and regulation–can unravel a business

Timestamps

7:25 - “What have you built?”: The robotics lab job application.

12:25 - iRobot’s early business model: contracts, not consumers.

25:05 - Breaking into the toy market: The doll with a mind of its own.

36:10 - A key cleaning insight: people will pay hundreds—but only if it vacuums.

39:10 - The office Cheerios demo that won a retailer.

44:20 - A soaring launch, then stagnation: 250,000 vacuums stuck in inventory.

46:10 - The ad (for Pepsi!) that turbocharged Roomba.

55:55 - The need to diversify: robotic scrubbers, mops, pool cleaners?

58:00 - The $1.7 billion offer from Amazon–and how it unraveled.

1:03:40 - Life after Roomba.

This episode was produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Noor Gill. Our engineers were Patrick Murray and Kwesi Lee.

Follow How I Built This:

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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today’s callers: Rebecca from Australia wants to make her small-batch spirits stand out in a crowded market. Then, Sri from England wonders how to balance commercial and humanitarian interests for her heated mats. And John from Pennsylvania hopes to reach younger customers with his Italian wines despite declining alcohol consumption.

Plus, Steve talks about the evolving role of robots in food service—and how he hopes to find his next rocketship in a fresh take on the sandwich shop.

Thank you to the founders of Streaky Bay Distillers, Mat Zero, and Cantina Di Rosina for being a part of our show.

If you’d like to be featured on a future Advice Line episode—where Guy and former show guests take questions from early-stage founders—leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.

And be sure to listen to Chipotle’s founding story as told by Steve on the show in 2017.

This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.

You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.