435 | Follow Your Art with Katie Johnson and Ilana Griffo, Goodtype

This week I am joined by Ilana Griffo and Katie Johnson, the founders of Goodtype and the authors of the new book Follow Your Art.  If you're not familiar with Goodtype, it started as a platform celebrating lettering artists and creatives around the world. Over time, it's grown into a community that encourages artists to develop their voice, share their work, and support one another in their creative process.  In today's conversation, Ilana and Katie share their story behind the new book and the deeper message at the heart of it— that building a creative career isn't just about making art. It's about learning to trust yourself and your perspective as an artist.  We talk about what it actually looks like to find your creative style, especially when you feel like the market is already crowded. They share their thoughts on identifying your special sauce as an artist, why perfectionism can keep so many creatives stuck, and how putting your work out into the world before it feels ready is often the thing that helps your voice emerge.  If you've ever struggled with confidence in your creative voice, or you just needed a reminder that your perspective in art matters, this conversation is for you. Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today! SIGN UP You can view full show notes and more at http://prooftoproduct.com/435  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

This week I'm welcoming back Pinterest marketing expert Heather Farris to the podcast for a conversation about what's really happening on Pinterest right now, especially if you sell physical products.  Heather first joined me back on episode 385 where she shared some incredibly practical strategies for product-based brands that are using Pinterest to drive traffic and sales.  A lot has changed since then, particularly with Pinterest rolling out more AI-driven tools and features.  In this episode, Heather breaks down what's actually new, what's just a rebrand, and what product-based businesses should be paying attention to right now.  We talk about tools like the new Pinterest Assistant, the growing influence of generative AI on the platform, and what all of this means for brands that make handmade or small batch products.  Heather also shares how businesses can stand out when so much content online is starting to look and feel AI generated. You'll hear practical advice on getting started with Pinterest, optimizing your product listings, tapping into trends, and using the platform in a way that actually supports your sales. If you've been wondering whether Pinterest is still worth your time, or if you're adapting to all the new AI changes, this conversation will give you some clarity. Today's episode is brought to you by our Proof to Product LABS coaching program. LABS is where product-based business owners come to get support with real decisions behind growing their business.  We're talking sales, marketing, operations, and just being in community with other people who understand what you're going through. Inside of LABS, we do talk about things like using Pinterest to drive direct-to-consumer sales, building out welcome sequence sequences for your emails, cleaning up your bookkeeping systems, and a whole lot more. Plus, you'll find us doing website audits, peer masterminds, and coaching calls with me. Join us! REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/434  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Biff Ulm of Nice Enough Stickers who I recently hosted a Paper Camp call with last week. During this replay episode, Biff and I had a lot to catch up on, but one thing that stood out was that his observations at the Las Vegas gift show were about product development strategy. He has much to say about it, and I'm excited for you to listen in.  For background, Biff's stickers are now in over 300 stores with 8,000 locations, so he knows a thing or two about creating products that people want to buy. Biff also owns a wildly successful retail shop, which provides him with a unique viewpoint as both a wholesale buyer and seller.  In this episode, we discuss the importance of patience, iteration, and customer feedback in developing successful products. We also discuss how to leverage data and understand buying behaviors. This episode is brought to you by our Email Marketing For Product Makers guide. 49% of our customers want to hear from us consistently, yet, only a small percentage of product-based business owners are actively sending monthly emails to their customers.   If you've struggled with what to say, when to send, or how to plan out your email marketing strategies, we've got just the tool for you. This tool and the optional training have helped hundreds of product makers plan out an entire year's worth of emails.  And, the best part… they are creating templates that they can rinse & repeat year after year.   DOWNLOAD NOW You can view full show notes and more at http://prooftoproduct.com/361  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Seth Godin who needs no introduction, but it would be a complete disservice to not share all of his accolades.  He's an author, entrepreneur, and most of all, a teacher.  In addition to launching one of the most popular blogs in the world, he has written 22 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and This is Marketing, which was an instant bestseller in countries around the world.  His latest book, This is Strategy: Make Better Plans offers readers a practical framework for what an effective strategy looks like and feels like in today's fast-moving chaotic, and diverse world. This strategy allows readers to zoom out and see the bigger picture and understand the systems that are shaping their lives at work, in business, and day-to-day challenges.  Seth contends that by recognizing and mastering these systems and prioritizing long-term thinking over instant gratification, we can make smart, purposeful choices today that will lead to long-term growth. In my conversation with Seth, he shares his motivation for writing this book, the four elements that are critical for an effective strategy, and the importance of identifying and connecting with our smallest viable audience. On a personal note, when I started my product business in 2008, Seth's work was a major catalyst in helping me gain marketing momentum. He has a no-nonsense approach. He's concise and clear with his thoughts, and that resonates and gets your wheels turning, which you will hear in today's episode. Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!  REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/367  This episode contains affiliate links. You can view our affiliate disclaimer here. Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Hiring can feel like a huge big leap. It's expensive. It's vulnerable to let other people into your business. And if you've been doing everything yourself, it can also feel maybe unnecessary.  But what if building a team isn't a risk? It's actually a smart move for stabilizing and scaling your business. That's what we're digging into today with Angie Chua of bobo design studio and bobo Palm Springs. You may remember Angie from episode 426 where we talked about what's happening with Amazon right now using AI to scrape websites. Today's conversation is more personal. We're talking about her evolution from the digital advertising world to building a travel-inspired stationery brand and a thriving brick-and-mortar shop in Palm Springs.  Angie shares what it was really like growing her business, the missteps, the hiring decisions, the moments of doubt that we all kind of face, and also the shifts that helped her step into true leadership.  We talk about what happens when you hire your first employee, what it takes to let go of control, the reality of outsourcing to agency, and what that looked like for Angie, including what worked and what didn't, and why having a solid bookkeeper isn't optional if you want to scale a product-based business sustainably.  She also opened up about her commitment to supporting artists from marginalized communities, how she navigates the seasonality of retail in Palm Springs, and what it looks like to practice self-compassion while growing a business. This is a grounded, honest conversation about growth, not a highlight reel, but the real version. Today's episode is brought to you by Digital Lizard, a sponsor of our Paper Camp program, which kicks off this week.  Digital Lizard is a full-service marketing and print partner offering digital and offset printing, sourcing, procurement, and logistics. Our Paper Camp and LABS students get access to a private Proof to Product print portal.  In that portal, you'll get discounted rates and a dedicated sales rep who supports project management from start to finish.  Also, Digital Lizard tends to turn stuff around same day or or next day. Many of our community members use Digital Lizard for product printing, packaging, catalogs, and marketing materials. They offer low minimum quantities and fast turnaround times, which matters when you're managing inventory and cash flow. If you're looking for a reliable print partner, you can learn more about their capabilities at digitallizard.com. You can view full show notes and more at http://prooftoproduct.com/433  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Today, I want to share one last case study with you featuring one of our Paper Camp alums, Ashleigh Evans of InBooze. I hope you've enjoyed this series. If you haven't listened, check out the last 3 great stories of founders in our community doing really cool things, links to those below. What I love about this is showcasing how each has done it in their own way and at their own pace. Today's episode is brought to you by our Paper Camp program which is now open for enrollment. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit. Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.  Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions.  SIGN UP FOR PAPER CAMP NOW LINKS MENTION IN THIS EPISODE: Ashleigh's website | Follow on Instagram  297 | Building a Handmade Food & Beverage Brand with Ashleigh Evans, InBooze 429 | Fix the Wholesale Foundation Before You Scale, Case Study with Zeba Parkar, Treleaf 430 | From One-Off Orders to Predictable Wholesale Sales, Case Study with Taylor Carroll, The Stray Shop 431 | Growing Wholesale Orders by 400% in Just 5 Months, Case Study with Brianna Reagan, Brianna Reagan Creates You can view full show notes and more at http://prooftoproduct.com/432  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Today I'm sharing another Paper Camp case study, and I'm especially excited about this one because it is from a recent Paper Camp student. Brianna Reagan of Brianna Reagan Creates just went through Paper Camp in August of 2025, so it's only been about 6 months since she's participated in our program, and she has seen some incredible results. She took what she learned, put it into action, and she is thriving. Can't wait for you to tune in. Today's episode is brought to you by our Paper Camp program which is now open for enrollment. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit. Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.  Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions.  SIGN UP FOR PAPER CAMP NOW You can view full show notes and more at http://prooftoproduct.com/431  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

I'm back sharing another case study with you featuring one of our Paper Camp alum, Taylor Carroll of The Stray Shop. Before we dive in, I wanted to remind you about the free workshop that I'm hosting on February 18th at 10:30am Pacific Time. This wholesale buying season has been really eye-opening.  I've been in this industry for 17 years and I've worked with tens of thousands of brands. I've seen a lot of the same patterns show up again and again. Usually, these patterns tie to missed opportunities, outdated strategies or even small changes that we can make to enhance our sales. In this free workshop, I'm going to talk about how you can land consistent wholesale orders without over-relying on Faire without using bad wholesale pitches or discounting.  I'm going to share strategies, templates, you name it, and we're going to answer your questions live. I'm also going to tell you about our upcoming Paper Camp program which we will be opening for enrollment soon!  You can RSVP for this free workshop at http://prooftoproduct.com/RSVP  LINKS MENTION IN THIS EPISODE: Taylor's website | Follow on Instagram You can view full show notes and more at http://prooftoproduct.com/430  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Today I want to share a case study with you featuring one of our Paper Camp alum, Zeba Parkar of Treleaf.  Before we dive in, I wanted to tell you about a free workshop that I'm hosting on February 18th at 10:30am Pacific Time. This wholesale buying season has been really eye-opening.  I've been in this industry for 17 years and I've worked with tens of thousands of brands. I've seen a lot of the same patterns show up again and again. Usually, these patterns tie to missed opportunities, outdated strategies or even small changes that we can make to enhance our sales. I will also say the market is changing. Things are happening in the economy and in the world, and that's affecting sales and we can't be using the same playbook.  In this free workshop, I'm going to talk about how you can land consistent wholesale orders without over-relying on Faire without using bad wholesale pitches or discounting.  I'm going to show you what you should be doing and how you can optimize.  I'm also going to tell you about our upcoming Paper Camp program which we will be opening for enrollment soon!  You can RSVP for this free workshop at http://prooftoproduct.com/RSVP  LINKS MENTION IN THIS EPISODE: Zeba's website | Follow on Instagram  320 | The Challenges Of Bringing A New Product To Life With with Zeba Parkar, Treleaf 388 | Leveraging Funding to Expand Your Business with Zeba Parkar, Treleaf You can view full show notes and more at http://prooftoproduct.com/429  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Our Paper Camp alumni are doing incredible things and growing their wholesale businesses in a very intentional and meaningful way. Today's guest is Lesa Muehlstein from Birdie Mae Designs, and she is no exception.  I've been keeping tabs on Lesa's progress ever since she attended Paper Camp in early 2022.  Lesa added 200 new stores within 2.5 years of attending Paper Camp, and as she will share today, that number is even higher now.  Lesa came to Paper Camp in early 2022 and before our 4 weeks were up, she had secured 5 new stores, bringing her total count to 15. During that time, she also raised her prices and refined her sales system. August 2023, she messaged me to say that she was now in 100 stores and that her brand had been featured in a national magazine in August 2024. Just one year later, she shared that she was in 200 stores! This growth did not happen overnight and it was not without its challenges, but it is worth celebrating Lesa's successes every step of the way. On today's episode, Lesa shares her startup story and we talk about inventory and product challenges, particularly balancing how much inventory to order when space and cash flow are constraints. She shares what sales data she's tracking and how she uses that data to make decisions in her business, including what to discontinue or what to buy more of.  We also talked about the benefits of wholesale, specifically how we can systematize the sales, production, and fulfillment of wholesale orders in a way that makes the business work around personal responsibilities. Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit. Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.  Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll. SIGN UP FOR THE WAITLIST You can view full show notes and more at http://prooftoproduct.com/428  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp