# Advice Line with Gary Erickson of Clif Bar (May 2024)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-12-05
- Length: 57m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024

## Summary

Clif Bar founder Gary Erickson joins Guy Raz to advise three early-stage founders: James of Stoke Plastics and Opolis Optics, who recycles ocean-bound plastic into performance eyewear; Valerie Franklin of Artisans Cooperative, a member-owned marketplace challenging Etsy; and Elsie of Lily Brush, who invented a reusable pet hair remover. Erickson advises James to position his material as the 'organic' of plastics and target competitors directly, suggests Valerie differentiate her platform by curating unique gift categories rather than competing on fees, and recommends Elsie leverage word-of-mouth and strategic retail partnerships to scale her lean operation.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024#t=0) Introduction: Gary Erickson and the Advice Line format
- [6:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024#t=413) James of Stoke Plastics and Opolis Optics: Scaling sustainable plastic eyewear
- [23:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024#t=1394) Valerie Franklin of Artisans Cooperative: Challenging Etsy with a co-op model
- [38:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024#t=2291) Elsie of Lily Brush: Scaling a pet hair removal tool after a career pivot
- [57:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-05-advice-line-with-gary-erickson-of-clif-bar-may-2024#t=3421) Episode wrap-up and updates on the founders

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Clif Bar (product)
- Stoke Plastics (company)
- Opolis Optics (product)
- Etsy (company)
- Artisans Cooperative (company)
- Lily Brush (product)
- Power Bar (product)
- PetSmart (company)
- Container Store (company)
- Amazon (company)
- TRX (product)
- Bissell (company)
- Shark (company)

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- [Founder Feature: Max Luthy of Plink!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink) (The Startup CPG Podcast)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
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## Citing this page

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