# Live From The HIBT Summit: Sara Blakely Of Spanx

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-12-05
- Length: 19m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx

## Summary

Sara Blakely, founder of Spanx, explains how she protected her idea by keeping it secret for a year to avoid discouragement, leveraging her background selling fax machines to build resilience against rejection. She details the 'ask for forgiveness, not permission' strategy, including moving products in Neiman Marcus and buying her own inventory to create social proof. Blakely also discusses the operational chaos of early fulfillment, such as sobbing in Office Depot while learning logistics, and her deliberate choice to run Spanx with kindness rather than 'war' tactics.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=0) Introduction: Sara Blakely and Spanx
- [1:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=105) Protecting the Idea and Family Skepticism
- [3:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=238) Building Resilience Through Fax Machine Sales
- [7:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=453) Courage, Permission, and Neiman Marcus Tactics
- [9:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=594) Creating Traction and Oprah's Endorsement
- [12:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=752) Kindness vs. War and Office Depot Breakdown
- [14:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-12-05-live-from-the-hibt-summit-sara-blakely-of-spanx#t=886) Managing Self-Doubt and Negative Self-Talk

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Spanx (product)
- Neiman Marcus (company)
- Office Depot (company)
- Oprah (other)
- Forbes (other)

## Related episodes from other shows

- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)
- [023: Making Personal Connections to Customers with the Cheerbox, Tamar Lucien of Mental Happy](https://hardwarepodcasts.com/podcast/product-startup/2016-10-18-023-making-personal-connections-to-customers-with-the-cheerbox-tamar-lucien-of-m) (Product Startup)
- [075: Launch a Product Big, with Host of QVC & ShopHQ](https://hardwarepodcasts.com/podcast/product-startup/2021-05-12-075-launch-a-product-big-with-host-of-qvc-shophq) (Product Startup)
- [Kickstarter, Copycats, and Comebacks: RiutBag’s Rise](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-07-01-kickstarter-copycats-and-comebacks-riutbags-rise) (It's Only a Prototype)
- [002: Prototyping, Manufacturing & Selling a Men's Shirt Accessory](https://hardwarepodcasts.com/podcast/product-startup/2016-03-09-002-prototyping-manufacturing-selling-a-mens-shirt-accessory) (Product Startup)

## Citing this page

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