How I Built This ✓
@HowIBuiltThis · joined 26 Jul 2016
A podcast about innovators, entrepreneurs, idealists, and the movements they built. Created and hosted by @guyraz💡
65 620Followers
927Following
18 413Posts total
7.7KViews on collected posts
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Luck is real, but it isn't everything. Hear it straight from Nicole Bernard Dawes of @latejulyorganic https://t.co/O3Tg6VzcjZ
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At one of @latejulyorganic's hardest moments, Nicole Bernard Dawes cut a quarter of the business while her father’s health declined. Shutting down never crossed her mind. Conviction wasn’t believing everything would go to plan—it was knowing there was always another move. https:/
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For more stories and lessons from the founders I interview, subscribe to my newsletter: https://t.co/IB6t8B4J12
And to hear Nicole Bernard Dawes tell the full story of building Late July, listen to How I Built This: https://t.co/CPq3ovF5aZ
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Maybe that’s the lesson running through her entire story:
Keep going.
Tell the truth about how bad things are.
And trust that the next room you walk into might contain the person, idea, or opportunity that changes everything.
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One word in a contract can be the difference between having leverage and having none.
That’s an expensive lesson.
And one every founder should remember before signing a deal that could determine the future of their company.
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Nicole acknowledges that luck gave her an extraordinary head start.
But luck didn’t get Late July through a failed launch, a $3.5M loan crisis, or the years when the company’s future was uncertain.
Her word for what did?
Tenacity.
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5. Read the exit clause like your future depends on it
Late July negotiated the right to buy itself back if majority investor Snyder’s-Lance was ever “sold.”
Then Campbell’s acquired Snyder’s-Lance.
But the deal was structured as a merger.
The clause never triggered.
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There’s a lesson in that:
Founders are often taught to project confidence at all costs.
But Nicole wasn’t pretending everything was fine.
She told the truth to someone who happened to be exactly the right person to hear it.
Sometimes vulnerability creates opportunity.
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4. The best pivot may solve your own problem
Late July’s crackers were struggling.
Then Nicole’s son was diagnosed with a life-threatening peanut allergy—while the company’s top product was a peanut butter cracker.
Her answer?
Tortilla chips.
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They were naturally gluten-free. Naturally nut-free.
And they were the product Nicole had wanted to make since childhood.
It wasn’t an opportunity discovered on a spreadsheet.
It was a business problem and a deeply personal problem colliding at exactly the right moment.
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3. Your hardest moment can contain your rescue
With the company in crisis, Nicole spoke candidly about what was going wrong during a trade show panel.
Someone in the audience heard her story and made a call.
That connection eventually helped secure the financing Late July
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2. Insure the people your business depends on
When Nicole’s father died, a clause in Late July’s equipment loan put $3.5M into default.
She had 30 days to repay it.
Her advice now is simple:
If you carry debt and key people create financial risk, insure against it.
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Nicole Bernard Dawes watched @latejulyorganic survive a failed launch, a $3.5M loan crisis, and a Hail Mary pivot inspired by her son’s medical emergency.
The company eventually became a $100M+ snack brand.
Here are 5 lessons from the moments that nearly broke it:
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1. A big order isn’t always a good order
Late July launched in 2003 to huge retailer interest.
Then sales collapsed.
The problem? Many stores had no organic customer base.
They’d bought enthusiasm, not demand.
Buyer excitement ≠ product-market fit.
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@latejulyorganic was seven years old when one sales meeting helped change everything. After betting the company on organic tortilla chips, Nicole Bernard Dawes landed a crucial deal with Stop & Shop that helped unlock wider distribution. She calls what followed an “overnight http
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Calling all you entrepreneurs and innovators! The How I Built This shop is now open! Check out this curated collection at:
https://t.co/59F5tv3BfD https://t.co/iNx43oOVZj
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На фоне аккаунтов своего размера
16 постов за последние 90 дней рядом с диапазоном 10K–100K подписчиков. ниже своих по обоим показателям — и по охвату, и по отклику.
Медианные просмотры167этот аккаунт924медиана для 10K–100K
Охват, %0.25%этот аккаунт3.62%медиана для 10K–100K
Вовлечённость, %0.60%этот аккаунт1.52%медиана для 10K–100K
| Показатель | Этот аккаунт | Медиана для 10K–100K | Отношение |
|---|---|---|---|
| Медианные просмотры на пост | 167 | 924 | 0.18× |
| Охват (просмотры ÷ подписчики) | 0.25% | 3.62% | 0.07× |
| Вовлечённость | 0.60% | 1.52% | 0.39× |
Другие в этом диапазоне → Сравнить с другим аккаунтом → Как считаются эти ориентиры →
Growth & engagement
How the posts we collected actually performed: views and reaction rate post by post, what the audience did with them, and where the follower count goes.
Views per post
1753 Sep
2.1K
159
30
18
21
23
16
13
14
275
290
1.2K
1.5K4 Sep
Last 14 collected posts, oldest on the left. The scale is logarithmic: one post can outrun the rest a hundred times over.
Engagement rate per post
0.57%3 Sep
0.10%
0.63%
3.33%
5.56%
4.76%
4.35%
6.25%
7.69%
7.14%
0.36%
0.00%
0.00%
0.14%4 Sep
Reactions — likes, reposts, replies and quotes — divided by views. Median for 10K–100K accounts is 1.52%.
What the audience does
Likes17.6%3 in total
Replies70.6%12 in total
Bookmarks11.8%2 in total
Share of every reaction we collected for this account. Replies mean argument, reposts mean endorsement, bookmarks mean the post was worth keeping.
The follower curve appears once this account has two daily snapshots — we take one a day, and this one is on its first.
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