How to build a cult-like brand | Laura Modi (Bobbie)

2023-04-13 · 61 min · 40 entities

episode page audio

Asserted relationships

→ references Outlive Longevity Peter Attia MD book

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Outlive-Longevity-Peter-Attia-MD/dp/0593236599
→ references Purple Cow Transform Business Remarkable book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X
→ references Cribsheet book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Cribsheet/dp/1788164490
→ references Great Choice Uncertainty Thrive Despite book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Great-Choice-Uncertainty-Thrive-Despite/dp/1847940889
→ references Metabolical Processed Nutrition Modern Medicine book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Metabolical-Processed-Nutrition-Modern-Medicine/dp/0063027712
→ references Expecting Better Conventional Pregnancy Wrong book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Expecting-Better-Conventional-Pregnancy-Wrong/dp/0143125702
→ hosted by Lenny Rachitsky person

0.55

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
→ founded Bobbie company

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co-founder of Bobbie
→ founded Bobbie company

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evidence rules-v4
co-founder of Bobbie
→ works at Bobbie company

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evidence rules-v4
co-founder of Bobbie
→ works at Bobbie company

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evidence rules-v4
co-founder of Bobbie
→ discusses Technology company

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evidence rules-v4
Feed category: Technology
→ discusses Business concept

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evidence rules-v4
Feed category: Business
→ discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
→ references penname.co website

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://penname.co/
→ references Careers website

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/pages/careers
→ references Bad Sisters person

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://tv.apple.com/us/show/bad-sisters
→ references hibobbie.com website

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/
→ references World Economic Forum Annual Meeting company

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://weforum.org/events/world-economic-forum-annual-meeting-2023
→ references milk-drunk.com website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://milk-drunk.com/
→ references Nosefrida website

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evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://frida.com/products/nosefrida

Entities found in this episode

books 12

mentioned Outlive Longevity Peter Attia MD book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Outlive-Longevity-Peter-Attia-MD/dp/0593236599
mentioned Purple Cow Transform Business Remarkable book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X
mentioned Cribsheet book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Cribsheet/dp/1788164490
mentioned Great Choice Uncertainty Thrive Despite book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Great-Choice-Uncertainty-Thrive-Despite/dp/1847940889
mentioned Metabolical Processed Nutrition Modern Medicine book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Metabolical-Processed-Nutrition-Modern-Medicine/dp/0063027712
mentioned Expecting Better Conventional Pregnancy Wrong book

0.90

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Expecting-Better-Conventional-Pregnancy-Wrong/dp/0143125702
references Outlive Longevity Peter Attia MD book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Outlive-Longevity-Peter-Attia-MD/dp/0593236599
references Purple Cow Transform Business Remarkable book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X
references Cribsheet book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Cribsheet/dp/1788164490
references Great Choice Uncertainty Thrive Despite book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Great-Choice-Uncertainty-Thrive-Despite/dp/1847940889
references Metabolical Processed Nutrition Modern Medicine book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Metabolical-Processed-Nutrition-Modern-Medicine/dp/0063027712
references Expecting Better Conventional Pregnancy Wrong book

0.77

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://amazon.com/Expecting-Better-Conventional-Pregnancy-Wrong/dp/0143125702

websites 10

mentioned penname.co website

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://penname.co/
mentioned Careers website

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/pages/careers
mentioned hibobbie.com website

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/
mentioned milk-drunk.com website

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://milk-drunk.com/
mentioned Nosefrida website

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://frida.com/products/nosefrida
references penname.co website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://penname.co/
references Careers website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/pages/careers
references hibobbie.com website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://hibobbie.com/
references milk-drunk.com website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://milk-drunk.com/
references Nosefrida website

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://frida.com/products/nosefrida

companys 9

mentioned Bobbie company

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evidence rules-v4
co-founder of Bobbie
founded Bobbie company

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evidence rules-v4
co-founder of Bobbie
founded Bobbie company

0.54

evidence rules-v4
co-founder of Bobbie
mentioned Technology company

0.50

evidence rules-v4
Feed category: Technology
works at Bobbie company

0.50

evidence rules-v4
co-founder of Bobbie
works at Bobbie company

0.50

evidence rules-v4
co-founder of Bobbie
mentioned World Economic Forum Annual Meeting company

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://weforum.org/events/world-economic-forum-annual-meeting-2023
discusses Technology company

0.40

evidence rules-v4
Feed category: Technology
references World Economic Forum Annual Meeting company

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://weforum.org/events/world-economic-forum-annual-meeting-2023

concepts 5

mentioned Business concept

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evidence rules-v4
Feed category: Business
mentioned Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
mentioned Laura Modi (Bobbie concept

0.42

evidence rules-v4
How to build a cult-like brand | Laura Modi (Bobbie)
discusses Business concept

0.40

evidence rules-v4
Feed category: Business
discusses Entrepreneurship concept

0.40

evidence rules-v4
Feed category: Entrepreneurship

persons 4

mentioned Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
hosted by Lenny Rachitsky person

0.55

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
mentioned Bad Sisters person

0.45

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://tv.apple.com/us/show/bad-sisters
references Bad Sisters person

0.38

evidence rules-v4
Link in episode "How to build a cult-like brand | Laura Modi (Bobbie)": https://tv.apple.com/us/show/bad-sisters

Episode description as stored

Brought to you by Vanta —Automate compliance. Simplify security | LMNT —Zero-sugar hydration | AssemblyAI —Production-ready AI models to transcribe and understand speech — Laura Modi is the CEO and co-founder of Bobbie, the first woman-owned, organic infant formula in the U.S. Previously, Laura spent over five years at Airbnb, where she served as Director of Hospitality. Before that, she spent over four years at Google in finance and operations. In today’s podcast, we discuss: • Biggest lessons from five years at Airbnb • Lessons about building great culture • The power of naivete • From growth to “slowth”: Why Bobbie prioritized existing customers over growth during the height of the formula shortage • The importance of momentum above all else • Finding work-life balance with the right infrastructure, support, and frameworks • The importance of brand, and how to build a brand • What it takes to win in DTC — Find the full transcript at : https://www.lennysnewsletter.com/p/from-growth-to-slowth-the-making — Where to find Laura Modi: • LinkedIn: https://www.linkedin.com/in/laurahughes6/ • Email: Laura@hibobbie.com — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — Note: Lenny is a small angel investor in Bobbie. — In this episode, we cover: (00:00) Laura’s background (04:20) What Laura worked on at Airbnb (06:22) The director of hospitality role (07:08) How supporting hosts led to growth at Airbnb (08:28) Lessons from Airbnb around culture and storytelling that impact how Laura runs Bobbie (09:44) How Laura builds a strong culture at Bobbie (11:45) The risk she took in starting her own company (13:41) Advice on taking risks (15:10) What is Bobbie (17:15) The scale of Bobbie (17:55) The infant formula shortage crisis (19:49) How the growth team pivoted to being the “slowth” team (23:23) Lessons from the crisis (25:16) Building a brand (31:12) Branding internally (33:58) The time the FDA shut Bobbie down over labeling (36:45) How Laura balances her busy mom life with being a founder (40:17) The power of naivete (44:03) Why Laura hires optimistic doers (45:56) Growing a DTC company (47:14) How Bobbie leverages content, community, and commerce (49:42) Bobbie’s pie chart of growth (50:43) Emily Oster’s influence (52:40) The importance of momentum and how to create it (54:15) Lightning round — Referenced: • Bobbie: https://www.hibobbie.com/ • Davos: https://www.weforum.org/events/world-economic-forum-annual-meeting-2023 • MrBeast’s YouTube channel: https://www.youtube.com/channel/UCX6OQ3DkcsbYNE6H8uQQuVA • Josh Miller on Lenny’s Podcast : https://www.lennyspodcast.com/competing-with-giants-an-inside-look-at-how-the-browser-company-builds-product-josh-miller-ceo/ • Milk Drunk podcast: https://milk-drunk.com/ • Emily Oster on Twitter: https://twitter.com/ProfEmilyOster • Cribsheet : https://www.amazon.com/Cribsheet/dp/1788164490 • Great by Choice : https://www.amazon.com/Great-Choice-Uncertainty-Thrive-Despite/dp/1847940889 • Metabolical: The Lure and the Lies of Processed Food, Nutrition, and Modern Medicine : https://www.amazon.com/Metabolical-Processed-Nutrition-Modern-Medicine/dp/0063027712/ • Purple Cow: Transform Your Business by Being Remarkable : https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X • Expecting Better : https://www.amazon.com/Expecting-Better-Conventional-Pregnancy-Wrong/dp/0143125702 • Outlive: The Science and Art of Longevity : https://www.amazon.com/Outlive-Longevity-Peter-Attia-MD/dp/0593236599 • Bad Sisters on AppleTV+: https://tv.apple.com/us/show/bad-sisters • NoseFrida the Snotsucker: https://frida.com/products/nosefrida • Careers at Bobbie: https://www.hibobbie.com/pages/careers — Production and marketing by https://penname.co/ . For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com . This is a public episode. If you'd like to discuss th