# Wirecutter: Brian Lam

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-10-10
- Length: 1h 09m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam

## Summary

Brian Lam, founder of Wirecutter, explains how he launched a product review site in 2011 after leaving his role as editor-in-chief at Gizmodo, where he famously broke the iPhone 4 story. He details the decision to reject the standard blog advertising model in favor of an affiliate revenue structure, allowing the company to grow slowly with a small, remote team. The episode covers the rigorous testing methodology, the strategic acquisition by the New York Times for $30 million, and Lam's reflections on consumerism and craftsmanship.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=0) Introduction: Brian Lam and Wirecutter
- [4:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=271) Early Life, Boxing, and Career Beginnings
- [23:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=1403) The Gizmodo Era and the iPhone 4 Scoop
- [38:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=2309) Conceptualizing and Launching Wirecutter
- [46:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=2776) Testing Methodology and Affiliate Revenue Model
- [1:02:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=3720) Growth, Hiring, and the New York Times Acquisition
- [1:07:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam#t=4022) Reflections on Consumerism and Craft

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Wirecutter (product)
- Gizmodo (company)
- New York Times (company)
- iPhone 4 (product)
- Steve Jobs (other)
- The All (company)
- Amazon (company)
- Consumer Reports (product)
- Wired (company)
- Maximum PC (product)
- Gawker (company)
- U.S. Bank (company)

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- [10: The Press](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-03-17-10-the-press) (Thoroughly Considered)
- [Episode 043: Tell us how you really feel, Jimmy..](https://hardwarepodcasts.com/podcast/making-it/2015-10-30-episode-043-tell-us-how-you-really-feel-jimmy) (Making It)
- [134: Kevin Kelly Remains Undefeated](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-06-24-134-kevin-kelly-remains-undefeated) (Thoroughly Considered)
- [159: Build a Community to Sell Your New Product Invention](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention) (Product Startup)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-10-wirecutter-brian-lam. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.