# Advice Line: What’s Your Value?

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-03-19
- Length: 37m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value

## Summary

Guy Raz is joined by former guests Miguel McKelvey (WeWork), Alexa Hirschfeld (Paperless Post), and Pete Maldonado and Rashid Ali (Chomps) to advise three early-stage founders on communicating product value. Megan Downey of Shiki Wrap discusses the trade-off between experiential pop-ups and retail for her reusable gift wrap. Amanda of Woofsie seeks help positioning her deck of dog enrichment cards, while Mark Goldfarb of In Mark's Kitchen asks how to hire for growth without compromising his premium artisanal pesto quality.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=0) Introduction and Shiki Wrap: Pop-ups vs. Retail
- [5:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=303) Shiki Wrap: Value Proposition and Manufacturing
- [15:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=918) Woofsie: Positioning Dog Enrichment Cards
- [20:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=1207) Woofsie: Marketing Strategy and Testimonials
- [26:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=1586) In Mark's Kitchen: Scaling and Hiring
- [32:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value#t=1929) In Mark's Kitchen: Gross Margin and Brand DNA

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

early-stage companies

## Mentioned

- Shiki Wrap (product)
- WeWork (company)
- Woofsie (product)
- Paperless Post (company)
- Chomps (product)
- In Mark's Kitchen (product)
- U.S. Bank (company)
- Fair.com (company)
- Solex Foods (company)
- Obviously Awesome (other)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [226: Maximizing Your Invention’s Perceived Value Through Marketing](https://hardwarepodcasts.com/podcast/product-startup/2024-05-16-226-maximizing-your-inventions-perceived-value-through-marketing) (Product Startup)
- [210: Using Ad Funnels for D2C Product Sales](https://hardwarepodcasts.com/podcast/product-startup/2024-01-19-210-using-ad-funnels-for-d2c-product-sales) (Product Startup)
- [We're launching Founders & Formulators - Here's Why](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-18-were-launching-founders-formulators-heres-why) (The Startup CPG Podcast)
- [59: I’ve Always Wanted to Do a Bleep](https://hardwarepodcasts.com/podcast/thoroughly-considered/2020-05-20-59-ive-always-wanted-to-do-a-bleep) (Thoroughly Considered)

## 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/2026-03-19-advice-line-whats-your-value. 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.