# Advice Line with Justin McLeod of Hinge

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-07-17
- Length: 39m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge

## Summary

Hinge founder and CEO Justin McLeod joins Guy Raz to answer questions from three early-stage founders: Jessica Off of Guess Where Trips, Nick Kelly of Framework Doors, and Chandler Whittington of Archive 22. McLeod advises Off on market expansion strategy, suggesting she focus on depth over breadth and leverage nano-influencers rather than expensive broad campaigns. He helps Kelly drive word-of-mouth for his steel security doors by creating 'unreasonable hospitality' moments and interactive features like handbells. Finally, he guides Whittington on how to better communicate the hand-drawn, licensed nature of his sports posters to online customers, suggesting a shift toward fan-centric storytelling and limited editions.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge#t=0) Introduction: Justin McLeod and Hinge's Mission
- [6:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge#t=406) Jessica Off and Guess Where Trips: Market Expansion Challenges
- [18:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge#t=1083) Nick Kelly and Framework Doors: Driving Word-of-Mouth
- [28:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge#t=1714) Chandler Whittington and Archive 22: Storytelling and Product Design
- [38:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge#t=2318) McLeod's Advice to His Younger Self

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Hinge (product)
- Guess Where Trips (company)
- Framework Doors (company)
- Archive 22 (company)
- U.S. Bank (company)
- Dragon's Den (other)
- Spanx (product)
- U.S. Open (other)
- PGA of America (other)
- National Hockey League (other)

## Related episodes from other shows

- [176: How Hardware Founders Should Represent Their Product](https://hardwarepodcasts.com/podcast/product-startup/2023-05-18-176-how-hardware-founders-should-represent-their-product) (Product Startup)
- [179: Maximize the Value of your Design Agency Partner](https://hardwarepodcasts.com/podcast/product-startup/2023-06-08-179-maximize-the-value-of-your-design-agency-partner) (Product Startup)
- [066: E-Commerce Platforms for Launching a Consumer Product](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product) (Product Startup)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [109: Landing Page Sales Funnels for Consumer Products](https://hardwarepodcasts.com/podcast/product-startup/2022-01-12-109-landing-page-sales-funnels-for-consumer-products) (Product Startup)

## Citing this page

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