TRUFF: Nick Guillen and Nick Ajluni

What started as two college friends chasing side hustles and building an Instagram account called @Sauce has grown into one of the most recognizable premium food brands in America. Today, TRUFF can be found in more than 17,000 retail locations nationwide, with an innovation pipeline stretching far beyond hot sauce. Co-Founders Nick Guillen and Nick Ajluni join Starting Small to share how they set out to create the "Cîroc of hot sauce," spent nearly two years perfecting their original recipe, and turned a digitally native brand into a retail powerhouse. They unpack the early days of packing orders themselves, landing on Oprah's Favorite Things in year one, pioneering viral food content, and recently refreshing the brand with new packaging, Mild Sauce, and a line of Aioli & Dipping Sauces. Make sure to check them out at: https://www.truff.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes mid-break sponsor, Kichler Landscape. For more than 85 years, Kichler has been designing lighting that doesn't just illuminate a space—it transforms it. And for over three decades, they've been pioneers in landscape lighting, creating some of the most comprehensive and innovative outdoor lighting solutions available today. What I love about Kichler Landscape is that they think beyond simply putting lights in the ground. Their philosophy is all about intentional illumination—using layers of light to highlight architecture, showcase landscaping, create ambiance around gathering spaces, and make outdoor living feel just as inviting after sunset as it does during the day. Visit Kichler.com and discover how thoughtfully designed lighting can completely transform the way you experience your home after dark.  

Before Yes Way Rosé became one of the best-selling rosé brands in America, it started as an Instagram account. Long before they sold a single bottle, Erica Small and Nikki Huganir were building a community around a simple idea: wine didn’t have to be intimidating. It could be fun, approachable, design-forward, and still be high quality. That audience eventually became Yes Way Rosé. Since launching the brand in 2018, the duo has sold more than 13 million bottles, grown into the fourth best-selling French rosé brand in the U.S., and expanded into sparkling, canned, and most recently, non-alcoholic rosé. The newest launch was personal. After both becoming pregnant at the same time, Erica and Nikki searched for a non-alcoholic rosé that delivered the same experience as the French wines they loved. They couldn’t find one. So they spent nine months testing more than 50 formulations to create their own. Make sure to check them out at: https://yeswayrose.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes sponsors, Sylvox and The Best Adirondack Chair Company. You can find them below! https://thebestadirondackchair.com/ https://sylvoxtv.com/

Angela Caglia spent decades behind the scenes as one of Hollywood’s most trusted estheticians before launching her own skincare brand. Her career started treating celebrity clients in Los Angeles, including Barbra Streisand, who once asked Angela what her dream was after a facial appointment at her home. Angela told her she wanted to create her own skincare line someday. Streisand’s response? “Why aren’t you doing it?” That moment stayed with her. After years building her reputation through hands-on treatments and opening her Bel Air spa, Angela launched Angela Caglia Skincare in 2016 — combining luxury spa treatments with regenerative skincare science. Most recently, the brand introduced its patent-pending Human-Derived Stem Cell Technology designed around exosomes, growth factors, and peptides aimed at supporting skin renewal at the cellular level. Her Cell Forté Serum quickly became the #1 selling serum in its category after launch, with unusually high subscription retention for a luxury skincare product. In this episode, Angela breaks down the evolution from celebrity esthetician to founder, how skincare has shifted from surface-level beauty to longevity and regeneration, and why trust matters more than trends in luxury wellness. Make sure to check them out at: https://angelacaglia.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes sponsors, Backyard discovery, Sylvox, and The Best Adirondack Chair Company. You can find them below! https://thebestadirondackchair.com/ https://sylvoxtv.com/ https://www.backyarddiscovery.com/   Starting Small is powered by Riverside.fm, the AI-powered platform that lets you record, edit, repurpose,and distribute studio-quality content as easily as if you had a crew behind you. Check them out now at https://creators.riverside.com/CameronNagle  

Long before SIMPLi hit shelves at Whole Foods, Sprouts, Erewhon, and Wegmans, Sarela and Matt were traveling globally working directly with farmers to source regenerative organic ingredients and rebuild transparency at the root level of food production. What started as a sourcing mission eventually became SIMPLi — a pantry brand focused on traceability, regenerative agriculture, and proving that better food systems can scale without cutting corners. In this episode, Sarela and Matt break down how they built relationships with farming communities around the world, why most consumers have no idea where their pantry staples actually come from, and what it takes to create a mission-driven food brand in a category dominated by massive incumbents. Make sure to check them out at: https://eatsimpli.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes mid break sponsor, Terramor Outdoor Resort. I just got back from Terramor Outdoor Resort in Bar Harbor, Maine, and I have to tell you — it's the first time in a while I've genuinely felt reset. Terramor is a luxury glamping resort with 64 upscale tent accommodations tucked into the woods near Acadia National Park. The food was incredible, the amenities were dialed in, and their guy, Omar,  took us through this private saltwater immersion experience in nature that I did not see coming — cold, but completely shifted my body and mind - followed by a robe and hot tea right on the ocean. It's one of those places where you're fully immersed in nature, but you're not sacrificing comfort. You just... decompress. If that sounds like something you need right now, go check them out, they’re open May-October and whether with the family, special event,couples retreat… you have to take my word on this experience— TerramorOutdoorResort.com.

Lauren Corugedo grew up watching Chef Merito operate like a hidden gem in Los Angeles kitchens long before the rest of the country caught on. Founded in 1985 by her Cuban immigrant grandfather, Chef Merito started with a single carne asada seasoning and built a loyal following through word of mouth, neighborhood markets, and authentic flavor that didn’t compromise to fit trends. Now, nearly 40 years later, the brand has expanded far beyond Southern California — landing in Costco, Amazon, major retailers, and even Dodger Stadium — while still staying rooted in the same recipes and cultural identity that built it in the first place. In this episode, Lauren shares what it’s like stepping into a second-generation family business, modernizing a legacy brand for a new generation of consumers, and balancing growth without losing authenticity. Make sure to check them out at: https://chefmerito.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Dr. Kyle Landry wasn’t trying to build another skincare brand. Before Delavie Sciences, he was doing postdoctoral research at Harvard studying extremophiles — organisms capable of surviving radiation, extreme heat, and even the vacuum of space. That research eventually led him to a microorganism connected to NASA and the International Space Station that could withstand conditions most life forms couldn’t.' What started as a government and biosecurity research project turned into something completely different: a patented skincare ingredient called Bacillus Lysate. Today, that ingredient sits at the center of Delavie Sciences — a company bringing space-tested biotechnology into consumer skincare. Their Aeonia serum became the first biological cosmetic recognized as Certified Space Technology™, with studies showing major increases in hyaluronic acid production, hydration, and skin elasticity. Make sure to check them out at: https://www.delaviesciences.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Working full-time while studying for a professional certification, Peter realized the real problem wasn’t intelligence — it was the format. Most working adults were trying to study late at night, squeezed between jobs, bills, and family responsibilities, using outdated materials built for people with unlimited time. So in 2012, before “edtech” became a category everyone chased, Peter and his co-founders built a simple mobile study app to solve their own problem. None of them were developers. None were designers. They mocked up the first version in PowerPoint, pooled together less than $2,000, and launched an app that sold just two copies on day one. That app became Pocket Prep. Today, the company has helped more than 8 million learners prepare for over 140 certification exams across healthcare, IT, cybersecurity, finance, and the skilled trades — quietly becoming one of the most widely used study platforms for working professionals. In this episode, Peter breaks down the early years of building Pocket Prep, why consistency beats cramming, and how mobile learning changed the way adults prepare for high-stakes exams. Make sure to check them out at: https://www.pocketprep.com    Check out my new book on Amazon: https://amzn.to/4kRKGTX  Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO  Visit Starting Small Media: https://startingsmallmedia.org/  Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup    Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/  Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour  LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes mid-break sponsor, Eclife Premier.  I recently installed their 30-inch Canyon vanity, and it completely changed the look of the bathroom. The fluted wood finish, the clean design, the storage — it honestly looks way more high-end than what you’d expect at the price point. What I liked most was that it showed up ready to go. No complicated setup, no hunting for separate pieces that hopefully match. Eclife has vanities in all different sizes and styles, whether you’re redoing a powder room or a full primary bath. Use code STARTINGSMALL50 for $50 off your next purchase: https://www.eclifeusa.com/discount/STARTINGSMALL50   Starting Small is powered by Riverside.fm, the AI-powered platform that lets you record, edit, repurpose,and distribute studio-quality content as easily as if you had a crew behind you. Check them out now at https://creators.riverside.com/CameronNagle  

Shahab Elmi didn’t come from the wellness industry. He came from building and exiting companies — from telecom retail to media — before turning his focus to something much bigger: fixing a broken supplement industry. In 2019, he stepped into Cymbiotika with a simple idea — people shouldn’t have to guess what they’re putting into their bodies. What followed was one of the fastest rises in modern wellness. Cymbiotika went from a single product to a full line of liposomal supplements, generating millions in revenue early and eventually scaling to over 100 million supplement packets sold worldwide. The company grew rapidly while staying focused on transparency, bioavailability, and rebuilding trust in a space known for low-quality products. That approach helped drive massive retention and positioned Cymbiotika as one of the most talked-about brands in the category. Make sure to check them out at: https://scarlettchase.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Sandra Powers Murphy spent decades building a career in finance — running her own firm, working with institutional clients, and raising six kids along the way. She wasn’t planning to start a footwear company. Then one night in New York, caught in the rain trying to make a train, she had to take off her heels and run ten blocks barefoot just to get there. That moment stuck with her. After years of traveling, networking, and watching her male colleagues move through long days comfortably while she rotated between shoes, she decided to solve the problem herself. That became Scarlett Chase — a luxury footwear brand built on over five years of R&D, combining high-end craftsmanship with orthopedic-level support. The brand launched in 2023, went fully direct-to-consumer, and quickly found traction with repeat customers who hadn’t found anything like it before. Make sure to check them out at: https://scarlettchase.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episode’s sponsor, Aluminum Artisans. They make handcrafted aluminum sculptures — everything from wildlife pieces to custom designs for homes, offices, and outdoor spaces. I’ve got their brown bear here in the studio, and the level of detail stands out right away. I’ve looked EVERYWHERE and you kept coming across 2 things. Either look very cheap or are outrageously expensive. I was super impressed at the incredible quality and value of Aluminum Artisans. Check them out - The work speaks for itself…  You can check them out at aluminumartisans.net and use code STARTINGSMALL10 for 10% off.

Mary Hagen knew early she wanted to build something — launching her first business at 20. Today, she’s the CEO of Colossal, a company that’s quietly reshaped how fundraising works. Since joining, Mary has scaled Colossal by over 1000%, helping generate more than $207 million for nonprofits like the National Breast Cancer Foundation, Baby2Baby, PAWS, and the James Beard Foundation. But the real shift is how that money gets raised. Instead of relying on a few major donors, Colossal built a model around digital competitions and community participation — turning thousands of small contributions into millions raised. In this conversation, Mary breaks down what it actually takes to grow a purpose-driven company, why she believes leadership is about showing up — not just saying the right things — and how modern fundraising is moving away from exclusivity toward something far more accessible. Make sure to check them out at: https://colossal.org   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle    Starting Small is powered by Riverside.fm, the AI-powered platform that lets you record, edit, repurpose,and distribute studio-quality content as easily as if you had a crew behind you. Check them out now at https://creators.riverside.com/CameronNagle