You Can't Build a Consumer Brand Behind a Laptop | Goodwipes Co-Founder Sam Nebel

WEBVTT
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You can't run a consumer business behind a laptop.
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You gotta be in the streets.
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This is the Elevate Collection Podcast, where influence meets legacy.
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Conversations with the people shaping sports, entertainment, business, and culture.
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Welcome back to the Elevate Collection.
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We're so excited.
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We've got some really good things going today.
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We've got Sam Niebel, co-founder and chief commercial officer of Good Wipes with us today.
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Welcome, Sam.
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That's right.
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Thank you for having me here.
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Thanks for coming to the Goodwipes HQ.
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It's so cool, guys.
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We're so happy to be here and we're so grateful that you are here.
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But I want you to take us back because we've been doing dope shit, but we can't do dope shit without Good Wipes.
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So tell us the story of Good Wipes.
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How did we get here?
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How did we get to where we are today, sitting in Goodwipes HQ?
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Charlie, my co-founder, and I met at a fraternity house at Florida State University 17 or 18 years ago.
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We're in this upstairs bathroom of a fraternity house.
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We meet each other by accident.
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We both have a huge bag of baby wipes.
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We bond over the fact that we are both using baby wipes.
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We share with all of our friends who initially think we're absolutely crazy.
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And within 30 days, we're the baby wipe dealers.
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People would come back to us and say, I need these.
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We're at a tailgate, we're at a football game.
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We're actually on campus at the library, believe it or not, we did go to class at least once a week.
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Okay.
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And so we were the baby wipe dealers.
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I am obsessed with the concept of a baby wipe dealer.
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So when you go back and you guys have these ideas, of course, as founders, as anyone that's creative, we always are coming up with ideas.
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We turn our hobbies into jobs and revenue lines.
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It's what we do.
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So how did you differentiate being a baby wipe dealer, a wipe dealer, to it actually being able to become a business?
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The next part of the story is I have ravenous IBS.
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Charlie has very sensitive skin, so extremely ingredient conscious.
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And we realized that there were a few pain points that not only did we have, but our peers, our friends at College had.
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And they were embarrassed to go to the Publix or Walmart or Target and actually check out.
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At that time, maybe 100 million or 200 million.
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And we said, hey, let's let's revolutionize this.
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Let's modernize this.
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Let's make this cooler to wipe with breaking down the taboos and making better ingredients and a better product, making it something that's actually flushable.
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One way that you have really shown in this game is by your cheeky marketing.
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And we love to see it.
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You've got us a hat.
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This feels good.
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And we've got poop with butt cheeks.
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Like, I love what you're doing.
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I love how you're showing up in the market.
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Why is it important to you, especially in this day and age, with the age of authenticity, to show up your like whole authentic, cheeky, good wipe self?
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If we were an insurance company or cardiac surgeons, I would say we need to be 100% serious all of the time.
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But we're not.
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Right.
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We're a butt wipes company.
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So we need to play our role, and that is having fun.
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We're very serious about the job to be done.
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We you need to make sure that after you wipe your butt, it's 100% clean.
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Good wipes are bigger, wetter, softer, better than anything else you could wipe your butt with.
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Period.
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Period.
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And after that, why not just have fun with it?
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I love that.
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So your peers, when you're saying, okay, this is what we're really gonna do, what did it take for the quote unquote market to validate what you were doing?
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And how much of that validation did you think you needed?
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The validation took a number of steps and milestones for us to feel truly confident.
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We always felt confident in what we were doing, but we really had to make sure that the retailers, big mass retailers, so your HEBs, your targets, eventually your Walmarts, and it took us seven or eight years just to get into some of those retailers and to continue to prove that consumers were purchasing the product and then repeat buying the product and doing that again and again.
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So we believe that consumer validation requires those steps.
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And I would say it was almost an eight to ten year validation cycle for us to really prove that we could scale this company and that consumers on a mass scale would resonate with this product and this brand.
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Eight to ten years is a lengthy amount of time.
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How did you hold firm in your belief that you were doing the right thing while waiting eight to ten years?
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The daily feedback that we would get from consumers provided us all of the momentum and the internal confidence that we needed to continue moving forward every day.
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One of the things that we did was through Target, we had a feedback system where you could email Goodwipes with feedback and receive some sort of credit.
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And we would get several hundred pieces of feedback a day of a day of what exactly why these people liked Goodwipes.
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And so we were able to build up a database.
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Internally, it gave us the feeling and the vibe that we're doing the right thing.
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Examples include these wipes are the only wipes I could use that are hypergenic, that don't irritate my sensitive skin, that are actually flushable.
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And that transcended into okay, we actually have amassed true data points here that we know we can then continue to scale this business.
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What does actually flushable actually mean?
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I am actually glad that you asked.
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So glad you asked.
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There's a few things that constitute actually flushable.
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The number one being do you pass the most stringent flushability test?
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The most stringent flushability guidelines.
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And it's IWSFG.
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It's an international wastewater agency that uh basically makes it the hardest, uh, most difficult way for you to prove that your wipe will actually break down in a decently maintained sewer receptive system.
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We always recommend only flush and well maintained, but they they mimic sewer systems that are not the best to prove that you can actually move through and fully biodisintegrate at the end.
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It's a really difficult test to pass.
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It's very expensive.
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The fibers and the way that you bind the product uh has to be 100% made with plant-based fibers.
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Gets very technical, but the simplest way that I could describe it is you must pass that test.
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And it's very expensive to create a product that does so.
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So with you having a partnership, so you have that bond, you have this materials that make it flushable.
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What makes your partnership not flushable?
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When you say partnership with Charlie, like being able to co-found like that, that's a dynamic.
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So I'm sure there have been moments inside of your partnership as you were growing and you're the validation's coming, the validation's going, you're getting the feedback, you were passing these tests to ensure that your product is flushable.
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But what do you make sure with internally between you and your partner that it's not?
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That is the best and most creative way I've ever heard that question be asked before.
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That that is that is obviously that is really clever.
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You have to be willing to lean in and have tough or challenging conversations and continuously strive for alignment.
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And I think one of the challenges that Charlie and I may have had over the course of our time was that we do actually have several overlapping skill sets.
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So we're by nature sales and marketing guys, we're externally focused, we're cheerleaders, we can rev people up, motivate people.
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And so we really had to work hard to delineate who would do what because we were both pretty talented at the same things or similar things.
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And from that, one of the things I learned from him is just watching him continue to elevate his skill sets, which then made me say, wait a second, we're not just the same guys from college or the same guys from party degree or complete nutrition or this phase of good wipes.
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We need to continue to elevate.
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And so when I would watch him just rev up skill sets with leadership or organization and org dev, it made me dig deep and say, I gotta get better too.
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And I I am eternally grateful to him for that.
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And I think we can see that cascading across the entire company as well.
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What is where does that conviction lie to do better?
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Like where where is it, where is it sitting in?
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Is it sitting in in places that you feel like you are strong and need to be stronger in, or places that you're like, I am not inferior, but I know I could do better here and need to is there a specific space that that comes from from you?
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I think over time you'll get feedback, or really it just comes from watching other people and seeing, whoa, our head of marketing is so great at poetically moving through a room or navigating a topic, and then you just begin to register that.
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Kobe Bryant used to do this, and I'm not gonna try to fully extrapolate myself to Kobe, but he would play with everybody on the team, he would schedule time with the rookies, he would play one-on-one or three on three or five on five, watch all of their moves and just observe them and start practicing their moves that he wanted to incorporate into his game.
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And that's the exact same way I look at it for across our entire team.
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Everyone, junior, senior, peer.
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I'm always doing that.
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I think it's beautiful because it sounds like you operate in a place of what I call like rear leadership, where you're not necessarily leading with everybody behind you, but leading with the intention to push everybody else up, but then also learning from all of the drippage that you're capturing and wiping up at the back end.
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We love drippage here at Kublex.
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Drippage, seepage, anything, we'll take it, we'll clean it up, we'll mop it up.
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I think that's a good point.
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We will leadership is not just leading from the front, it's yeah, finding ways to lead across the right altitude and from the side, front, and rear.
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I like that.
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Fuck it, baby.
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Pocket.
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We're Gen Z on this couch.
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We might be Gen A.
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We might be alpha.
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We might be alpha over here.
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Okay, well, it's very obvious you've got the right team in place because you guys are moving leaps and bounds right now, and you've had some really amazing brand partnerships come to life.
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Tell us about Olipop and of course now your latest one, Liquid Death.
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Congrats.
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Right, and thank you so much.
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Thank you.
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Olipop, we felt was very natural, guts and butts, makes perfect sense.
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It's a three-step system.
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You drink your fiber, you drink your prebiotics, deliciously tasting, of course.
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Delicious.
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Peaches and cream specifically.
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Then you do a little dance.
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We like to insert a step, then you go to the bathroom, and in the bathroom, what do you do?
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You wipe up with an Ollipot peaches and cream good wipes.
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Peaches are great also.
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Can I just say the peaches and cream, and being that we are sitting here filming this in Atlanta, is just everything.
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Sorry.
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Peace that's right.
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Okay, that makes so much sense, and I'm so glad you described that to me because now you've had two drink collaborations, and I'm like, why are all of these wipes flavored as drinks?
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And it it caused some tantalizing thoughts in my mind.
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And in your husband's mind.
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He's like, what are you guys gonna do?
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Suck on the wipes.
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Whoa, love it.
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Hey, we can get PG 13 over here, Gen Z.
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Yes, we're we we hit we fly at all altitudes, okay?
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Well, with liquid death, it also worked out very well because they're death to plastic.
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We are death to dry, and so we were able to marry around, especially with the purity of their water, tell that story around wetter is better, death to dry toilet paper.
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Very simple.
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Well, we uh actually have a really fun story.
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So we were in Chicago last week, and you know, we we run in a lot of lanes, right?
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We're elevating the lives of everyone around us.
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So we were helping um one of our athlete clients in Chicago get integrated into their new home, and it was really fun because we got to go to Walmart and pick up the liquid death good wives and the last one on the shelf, mind you.
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They were all gone.
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There was only one, and we put it in his bathroom, and so now he's got a pack in every single bathroom.
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But how fun is it to like truly get to know the brands who you're supporting and then integrate them into the lives of the people that you're surrounding yourself with?
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It's for me one of the most gratifying elements of running a brand, and especially now at scale, where the more people we talk to, the more people use good wipes.
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One of the things that I do probably 20 to 30 percent of my time is interfacing with as many customers as possible.
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I'll go to Walmart, I'll go to Target.
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We threw an event this weekend in in New York, partnered with the New York City Health Collective, about 50 influencers that are all in the wellness space in New York City.
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And the theme of the event was fiber, high fiber.
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So we had a bunch of fiber supplements that night, and I had all of them.
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And what happens?
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We've already we've already reviewed this.
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What happens?
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What comes right after the dance, fiber ingestion, the dance, the boogie to the bathroom, and you finish off with your liquid death scream soda flavored good wipes.
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And it's really gratifying to be able to talk to consumers and just be one with them and hear what they have to say and have fun with it.
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I can't stress how important that is when it calls when you're talking about being in alignment and and being in conversation with the consumer.
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I believe as granted, I am definitely Gen Z presenting.
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We're we just discussed that we're Gen Z Gen Alpha presenting.
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And a true, but as a millennial, we didn't consume products the same way that this next generation has.
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They want to know who is behind it, what do they believe in?
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How do they move?
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How do they groove?
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How do they boogie to the bathroom, apparently?
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So do you take that as an intentional move when you're trying to move through and know the con know how the conversation is happening around the products?
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Is that marketing or is it genuine like curiosity?
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Both.
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Both.
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It has to be genuine curiosity.
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For my perspective, is number one, you can't run a consumer business behind a laptop.
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You cannot like we gotta clock that.
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You can run it a little bit, but you're there's always too much of a barrier.
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You gotta be in these streets, you gotta be in the streets.
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Tomorrow morning, I'm going to run easy run club, 6 a.m.
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I'm gonna be waking up at 5 41 a.m., guys, to go and market, but also get that feedback.
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Why have one?
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Why for why 40?
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I did I we can't go.
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540 is too early.
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But 541 makes it acceptable.
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It makes it it's closer to six.
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You know what?
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Understood, and I I get it.
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I'll probably push to 542, snooze it to 547, and then I gotta go.
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It's giving girl math, and I'm so here for it.
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Yep.
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That's the math I run on.
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I love that it's so important to you to meet your customer, whether it's from the marketing feedback or or just you know, whatever it is, because we're firm believers in that people want to do cool things with people that they like.
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And when you're putting a face to a name with a customer and they're meeting the co-founder, and they're like, wait, this means so much to you that you're willing to come and meet me in my space.
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Like, that's gonna create a forever fan, and that's gonna create massive brand loyalty.
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And it's working.
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I like I liken CPG companies to sports teams.
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There's people that like poppy, there's people like that like Olipop.
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Yeah.
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For the record, I like both.
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Love the Olipop collab, I'm big Ollipop.
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I do ingest Poppy as well.
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But there are people that pick a side, that pick a lane, and they will not waver from it.
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Unless maybe they meet the founder of the other brand or meet some people and have and develop a deeper connection than just an impression from a social media account.
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And so that's one of the things that I think the Goodwipes team does better than anyone is it's not I'm not the only one in the streets.
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Our field team is in the streets.
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We had members from finance, two for marketing, myself and field marketing, all at the event this past weekend.
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People fight to go to our events.
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That's amazing.
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And the entire crowd, we we touch between five of us, every single person there.
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So it's a company culture DNA thing, and that's how you create lifelong loyal fans of your sports team.
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You're pouring so heavily into your client base.
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One of the things that you've talked about is how important it is to balance personal and professional.
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And we personally know that founder burnout is real.
00:18:01.599 --> 00:18:06.400
What's one thing that you're doing in this season of your life to make sure that Sam stays good?
00:18:06.799 --> 00:18:21.200
When you realize that it's not a three-year journey or five-year journey or a get rich quick scheme, you are able to start extending the time horizon of the project or the brand that we're you're working on.
00:18:21.519 --> 00:18:37.119
And that happened very early on for me, but there were a few milestones personally where I was able to reflect and say, I don't have any hobbies outside of good wipes and going to the gym, which is not a real that's maintenance to stay alive.
00:18:37.359 --> 00:18:47.119
So I've worked really hard the past few years to fall into hobbies, one of them being free diving and spearfishing, which we're landlocked here in Atlanta.
00:18:47.279 --> 00:18:52.799
So I have to travel for that, and I do dry land training for that as well.
00:18:53.359 --> 00:18:57.039
And got getting back into ceramics pottery.
00:18:57.279 --> 00:19:05.599
And that I was an award-winning ceramist in high school and always thought it was such a distant dream to ever be able to get back in.
00:19:05.680 --> 00:19:08.480
And finally, I met a coach here in Atlanta, Coach Jen.
00:19:08.559 --> 00:19:09.359
Shout out, Coach Jen.
00:19:09.599 --> 00:19:10.240
Hey Coach Jen.
00:19:10.480 --> 00:19:12.319
We're on our third project, wrapping it up.
00:19:12.400 --> 00:19:13.839
I'm really excited for it.
00:19:14.000 --> 00:19:17.359
It's a hawk, it's a black-collared hawk from Brazil.
00:19:18.000 --> 00:19:28.240
And it's big, and just finding different things to keep my brain busy and enjoy myself, enjoy my time.
00:19:28.720 --> 00:19:35.519
What you protected for Sam five years ago versus what you protect for Sam now.
00:19:36.480 --> 00:19:41.920
What are you currently protecting that you did not protect five years ago?
00:19:42.319 --> 00:19:42.799
Protection.
00:19:42.880 --> 00:19:45.359
That's a interesting way.
00:19:45.519 --> 00:19:47.279
It's an interesting framing on it.
00:19:47.599 --> 00:19:48.720
And not just your butt.
00:19:49.440 --> 00:19:51.680
Definitely my butt every single day.
00:19:52.160 --> 00:19:59.279
More cognizant of my gut health as well, which is proactively protecting your butt.
00:20:00.559 --> 00:20:05.519
I think what am I that's a really good question.
00:20:06.240 --> 00:20:22.880
I think it comes from this place of what was important to even me as a business owner five years ago and what I protect, protected then is not the same thing that I would probably emphasize protecting now or advise someone on a personal level and a professional level.
00:20:23.039 --> 00:20:29.119
So I think for myself, I could say, you know, five years ago I would protect my time.
00:20:29.440 --> 00:20:31.119
Five years I protected my time.
00:20:31.359 --> 00:20:54.079
And then now I still protect my time, but the how I protect my time and how I silo my time is completely different than what I would have done five years ago, or how I protect the how I protected the brand five years ago is completely different than how we protect the brand now, even from a legal perspective of like, okay, that's I we talked about it before we started recording.
00:20:54.240 --> 00:20:54.640
IP.
00:20:54.799 --> 00:20:56.000
IP is immediate these days.
00:20:56.079 --> 00:20:59.440
We're like, hey, we need if we are serious, granted, we get a lot of ideas.
00:20:59.519 --> 00:21:01.839
But if we are serious about this idea, ADHD.
00:21:02.079 --> 00:21:02.480
Exactly.
00:21:02.720 --> 00:21:05.759
We need to call the attorney and be like, all right, do we need to trademark this?
00:21:05.920 --> 00:21:06.319
Yeah.
00:21:06.559 --> 00:21:10.559
We well, IP, we've always been dogs about that.
00:21:10.799 --> 00:21:11.519
Have to.
00:21:11.839 --> 00:21:18.720
We we've we know that the brand that we're building has so much brand equity and value that there has to be something that's protected.
00:21:18.960 --> 00:21:21.519
That's always going to be near and dear to our hearts.
00:21:21.920 --> 00:21:27.680
I think protecting priorities, time, energy, attention is always gonna be top of mind.
00:21:27.839 --> 00:21:30.000
But like you mentioned, it evolves over time.
00:21:30.079 --> 00:21:30.559
Right.
00:21:30.880 --> 00:21:40.240
And now for me, I'm able to, because of the team we have in place, go externally facing and go to these more events, which you could make an argument.
00:21:40.400 --> 00:21:41.599
Does it move the needle?
00:21:41.680 --> 00:21:43.680
Is it really a a big lever?
00:21:43.759 --> 00:21:49.599
Because if you're meeting five people at a time or 20 people at a time, I'm not really worried about that.
00:21:49.839 --> 00:21:53.599
I I know intuitively it's the right thing to do and it creates momentum for me.
00:21:53.759 --> 00:21:55.200
So it is a protection of my time.
00:21:55.279 --> 00:21:57.440
It's actually a catalyst of my time and energy.
00:21:58.319 --> 00:21:59.039
Say it one more time.
00:21:59.119 --> 00:21:59.759
It'd say what?
00:22:00.480 --> 00:22:07.839
Catalyst of my time and energy to get out in the streets, get out in the field, and interact with our consumers and our fans.
00:22:08.000 --> 00:22:09.119
That's so good.
00:22:09.759 --> 00:22:11.359
We got to put that on the t-shirt, y'all.
00:22:11.440 --> 00:22:12.160
That was so good.
00:22:12.559 --> 00:22:13.039
I'm here for it.
00:22:13.279 --> 00:22:14.720
That's his IP, though, so don't try to steal it.
00:22:14.799 --> 00:22:15.279
Yeah, that's mine.
00:22:15.599 --> 00:22:16.160
Trademarked.
00:22:16.400 --> 00:22:17.279
Trademarked.
00:22:18.720 --> 00:22:24.160
As we move forward in this next season of life, like what are you looking forward to most?
00:22:25.599 --> 00:22:30.880
I'm really excited and proud of what the team has done with Liquid Death, with this collaboration.
00:22:31.440 --> 00:22:49.440
What I is really cool that we do that is unique to collaborations is we will embody this personality, this energy of Liquid Death meets good wipes and ride it through every touch point of our brand for the next 60 days.
00:22:49.680 --> 00:22:54.880
What that means is we have a series that we just launched on Instagram.
00:22:54.960 --> 00:22:58.960
It's going to be a six-part short series that is in the theme of Liquid Death.
00:22:59.440 --> 00:23:02.720
We just launched a commercial two weeks ago with the Butler.
00:23:02.960 --> 00:23:05.599
We continue to bring that butler in New York.
00:23:05.759 --> 00:23:07.440
He came to that fiber event with us.
00:23:07.599 --> 00:23:12.799
We brought him to hand deliver this product to influencers' doors in New York City.
00:23:13.039 --> 00:23:14.559
Gabby Bryan, one of them.
00:23:14.640 --> 00:23:17.359
Shout out Gabby, very famous comedian.
00:23:18.240 --> 00:23:27.200
And we are going to reskin our today, our Goodwipes Porto Palace that we take to music festivals.
00:23:27.359 --> 00:23:38.960
And it will be in the theme of the Liquid Death Goodwipes Collaboration Scream Soda for Running Man, for Breakaway Haunted House festival in October.
00:23:39.279 --> 00:23:43.759
And we will just embody this and ride it all the way for 60 days.
00:23:44.000 --> 00:23:50.960
So we're not just getting the sales from the exclusive Walmart collaboration, but we're also getting that brand halo effect.
00:23:51.039 --> 00:23:57.680
And it makes the other partner, Liquid Death, happier and more excited to partner and push the partnership as well.
00:23:57.920 --> 00:23:58.480
I love.
00:24:11.119 --> 00:24:16.000
Number one, you can't build a consumer brand behind a laptop.
00:24:16.480 --> 00:24:24.480
Number two, get really good at your supply chain operations and finance.
00:24:25.039 --> 00:24:25.920
Really good.
00:24:26.160 --> 00:24:26.880
Figure it out.
00:24:27.039 --> 00:24:28.960
AI makes things so much easier.
00:24:29.279 --> 00:24:37.759
And number three, I would start any brand on Amazon and TikTok shop and build copious amounts of content around it.
00:24:38.079 --> 00:24:40.319
Copious amounts of content around it.
00:24:40.480 --> 00:24:40.720
Yep.
00:24:40.880 --> 00:24:41.200
Okay.
00:24:41.519 --> 00:24:43.599
So, Sam, you've given us nuggets.
00:24:43.680 --> 00:24:49.920
You've given us gifts, but now tell us how people, under the sound of our voices right now, can help move your needle forward.
00:24:50.000 --> 00:24:53.680
How can people show up and serve your community and serve your vision?
00:24:54.000 --> 00:24:55.519
It's a big needle to move.
00:24:55.680 --> 00:25:01.759
We still really want, let's see, several hundred million more Americans to learn about us.
00:25:02.000 --> 00:25:07.039
We're in, I don't know, I think we wipe close to 10 million butts a year now and growing.
00:25:07.200 --> 00:25:09.440
Probably 13 or 14 by the end of the year.
00:25:09.599 --> 00:25:11.359
We need to get that number to 300 million.
00:25:11.680 --> 00:25:12.400
300 million.
00:25:13.440 --> 00:25:21.200
So you can tune in at Goodwipes, G-O-O-D-W-I-P-E-S on all social medias.
00:25:21.359 --> 00:25:23.519
Instagram's the best, TikTok's the best.
00:25:23.759 --> 00:25:34.720
Go there and then go to www.goodwipes.com, check out the liquid death content, and click Walmart and buy it right at Walmart Connect to your door the same day.
00:25:34.960 --> 00:25:35.920
That's it.
00:25:36.319 --> 00:25:36.880
We can do that.
00:25:36.960 --> 00:25:38.079
I think that's doable, you guys.
00:25:38.160 --> 00:25:44.000
We'll make sure all the links to all of the things that we have mentioned are in the show notes and we'll tag them appropriately.
00:25:44.319 --> 00:25:47.200
But this has been such a good time.
00:25:47.519 --> 00:25:47.839
Thank you.
00:25:48.000 --> 00:25:48.480
Appreciate it.
00:25:48.720 --> 00:25:49.519
Thanks for joining us, Sam.
00:25:49.680 --> 00:25:50.079
Thanks, guys.
00:25:50.160 --> 00:25:50.720
Thanks for coming.
00:25:50.880 --> 00:25:53.279
Thanks for coming down to uh Goodwipes HQ.
00:25:53.599 --> 00:25:54.480
Having me on the show.
00:25:54.720 --> 00:25:55.279
Sounds good.
00:25:55.519 --> 00:25:56.160
Cool.
00:25:56.880 --> 00:25:57.200
Cheers.
00:25:57.440 --> 00:25:58.000
Cheers.