# Advice Line with Bill Creelman of Spindrift

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-11-27
- Length: 48m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift

## Summary

Bill Creelman, founder and chair of Spindrift, joins Guy Raz to answer questions from three early-stage entrepreneurs: Josh Jankowitz of Donna's Pickle Beer, Zach Will of Kona Brand, and Jean-Pierre Terrence of Soma Kombucha. Creelman advises Jankowitz to maintain authenticity with fresh pickle brine to defend against copycats, encourages Will to delay hiring and document his brand voice, and suggests Terrence simplify his four revenue streams to focus on high-margin consulting and wild probiotics. The episode highlights the tension between product integrity and cost, the challenges of scaling without overhead, and the importance of simplification for struggling founders.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=0) Introduction: Bill Creelman and Spindrift's recent sale to Griffin
- [3:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=220) Spindrift's ingredient philosophy: Fresh juice vs. natural flavors
- [4:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=299) Dropping the sugary product to focus on sparkling water
- [7:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=429) Donna's Pickle Beer: Josh Jankowitz's ingredient dilemma
- [12:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=724) Advice on defending Donna's Pickle Beer against copycats
- [20:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=1212) Kona Brand: Zach Will's flannel shirt business and hiring struggles
- [25:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=1523) Advice on delaying hires and building a brand bible
- [34:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=2056) Soma Kombucha: Jean-Pierre Terrence's four revenue streams
- [37:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=2235) Advice on simplifying Soma Kombucha's operations
- [47:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift#t=2863) Creelman's retrospective advice to his past self

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies, founders before launch

## Mentioned

- Spindrift (product)
- Griffin (company)
- Donna's Pickle Beer (product)
- Pilot Project (company)
- Kona Brand (product)
- Soma Kombucha (product)
- Trader Joe's (company)
- Whole Foods (company)
- Albertsons (company)
- Total Wine (company)
- Bevmo (company)
- U.S. Bank (company)
- Corona (product)
- Sam Adams (product)
- Boston Beer Company (company)

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- [#186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-11-186-bootstrap-heroes-bumpin-blends-lentiful-and-drink-wholesome) (The Startup CPG Podcast)
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