# Advice Line with Jon Stein of Betterment

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-02-05
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment

## Summary

Jon Stein, founder of Betterment, joins host Guy Raz to advise three founders on scaling physical product businesses. Dan from Heretic Yerba seeks guidance on prioritizing growth channels for yerba mate products, Mike from MTS Woodworking asks about expanding his custom furniture business without excessive debt, and Maggie from Floofball discusses managing rising customer acquisition costs for her soccer-themed dog toys. Stein emphasizes focusing on one primary growth engine, raising prices to improve margins, and leveraging wholesale channels for scale while maintaining brand connection.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment#t=0) Introduction: Jon Stein and the Advice Line Format
- [6:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment#t=400) Dan from Heretic Yerba: Prioritizing Growth Channels
- [19:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment#t=1196) Mike from MTS Woodworking: Scaling Without Debt
- [33:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment#t=2003) Maggie from Floofball: Managing Customer Acquisition Costs
- [45:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-05-advice-line-with-jon-stein-of-betterment#t=2712) Final Advice: Finding Product-Market Fit

## 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)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies, founders before launch

## Mentioned

- Betterment (company)
- Heretic Yerba (company)
- MTS Woodworking (company)
- Floofball (company)
- Chewy (company)
- Guayaki (company)
- U.S. Bank (company)
- Liquid Death (company)

## Related episodes from other shows

- [079: How To Start Selling Your Product Then Scale](https://hardwarepodcasts.com/podcast/product-startup/2021-06-09-079-how-to-start-selling-your-product-then-scale) (Product Startup)
- [92: We’ve Hit Our Ceiling](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-01-12-92-weve-hit-our-ceiling) (Thoroughly Considered)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [382: Shmorts and shmeels](https://hardwarepodcasts.com/podcast/making-it/2022-12-23-382-shmorts-and-shmeels) (Making It)
- [085: Scaling Your Product Up After Crowdfunding](https://hardwarepodcasts.com/podcast/product-startup/2021-07-21-085-scaling-your-product-up-after-crowdfunding) (Product Startup)

## Citing this page

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