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3:04

Hey, it's Guy here. This week we're rerunning our

3:06

first episode of the How I Built This

3:08

Advice line, just in case you missed it the

3:11

first time. Each week on

3:13

the Advice line, we're bringing back one

3:15

of your favorite guests on the show

3:17

to join me in answering questions from

3:20

early-stage entrepreneurs. In this first

3:22

episode from April, I was joined by

3:24

Phan Weaver, the founder of Uncle Nearest

3:26

Premium Whiskey, and she gave some awesome

3:28

advice on business storytelling to our callers,

3:30

so stick around. Oh, and

3:32

by the way, if you're looking for great business advice

3:34

and wisdom from some of the

3:37

world's most accomplished entrepreneurs, sign up

3:39

for my free newsletter. You can

3:41

do that at guyroz.com. Okay,

3:44

on with the show. Hello

3:53

and welcome to How I Built This Lab. I'm

3:55

Guy Roz. So on this show,

3:57

as you know, we talk with founders behind...

3:59

and some of the best known brands in the world.

4:01

And the thing is, a lot

4:04

of founders come onto the show because

4:06

they want to share their knowledge, their

4:08

mistakes, their fumbles, their failures, and the

4:10

lessons they learned along the way. So

4:13

today on How I Built This Lab, we're

4:16

starting a new project, a kind of

4:18

mentors edition of the show. And

4:20

on the lab for the next few

4:22

months, we'll invite a former guest, someone

4:24

who built an iconic brand, back

4:27

onto the show to give advice to people

4:30

like you. And by the way, if

4:32

you are building something and you need advice, give

4:34

us a call and you might be the

4:36

next guest on the show. Our number is 1-800-433-1298,

4:42

and it's also in the podcast description if you missed

4:44

it. Okay, let's

4:46

go. So

4:50

today our guest mentor is Fawn

4:52

Weaver, the founder of one of

4:54

the fastest growing whiskey brands in

4:56

the world, Uncle Mirrist. Fawn, welcome

4:59

back to the show. Thank you for having me, Guy.

5:02

So we first had you on the show in 2021 to

5:05

tell us the incredible story behind your

5:08

whiskey brand. It's actually a story of

5:10

a guy named Nearest Green. He was

5:12

a formerly enslaved man who

5:14

actually taught Jack Daniel. Yes, that

5:16

Jack Daniel, how to distill Tennessee

5:18

whiskey. You were so inspired

5:21

by the story that with no distilling experience,

5:23

you took a massive leap. You built a

5:25

whiskey brand in his name and his honor.

5:28

And so Fawn, one of the reasons why we

5:31

asked you to come on to be our first

5:33

mentor is because, aside from of course being

5:35

a great whiskey maker, you

5:37

are an awesome storyteller as well. And all

5:39

the startup founders who are gonna call in

5:42

today, I think they

5:44

need some help refining the story of

5:46

their brand. So, in

5:49

general, when you think about storytelling around

5:51

a brand, where do you start? Yeah,

5:53

I think it has to come from the heart. A

5:56

lot of times founders will go

5:58

outside of themselves. to build a

6:01

story and you can't

6:03

replicate heart. If it hasn't really

6:05

touched your own soul, you're

6:07

not going to be able to make

6:10

that resonate with other people. I don't

6:12

care how many people you go

6:14

to or how much money you spend, it

6:16

really has to start from your own heart.

6:19

So the storytelling, the art of storytelling from

6:21

me is, is it touched your own

6:23

soul and you're able to share it with

6:25

other people in such a way that it touches theirs. There's

6:28

a word that I use, and I've written

6:30

about this in my book, when thinking

6:32

about story and it's why, why

6:34

did I make this? Why does the

6:36

world need to hear about it? Why

6:39

does it add value to your life? And

6:41

those are questions, right? You have to answer

6:43

when you're starting to think about the product,

6:45

the brand that you're putting out into the

6:47

world. Absolutely. And why does

6:49

it matter to anyone else? Exactly.

6:51

Because something can matter to you.

6:54

And if you don't cause it to

6:56

resonate with other people, it doesn't

6:58

matter that it resonates with you. That's

7:01

not going to help you with whatever it

7:03

is that you're trying to sell or give,

7:05

or it has to be something that you

7:07

have connected to the heart, mind, soul, body

7:10

of other people. Yeah. Well,

7:12

I think we've got some callers

7:14

who are waiting, excited to talk about

7:16

the brands that they're building. And here's

7:18

how this is gonna work. We're gonna

7:20

take three calls from early stage founders.

7:23

We're gonna get a little background on each of them.

7:25

And then they'll ask a specific

7:27

question about their business. So let's bring

7:30

our first caller who is

7:32

on the line. I think it's Kevin. Is Kevin there?

7:34

Hello, Guy. Hello, Ms. Von, how's it

7:37

going today? Hi, Kevin. Kevin, please introduce

7:39

yourself. Tell us where you live, what

7:41

your business is. Yes, hello. My name

7:43

is Kevin Arida. I'm the co-founder of

7:45

Puente Coffee Co. It's a small coffee

7:47

trailer here in Southwest Austin. Puente

7:50

actually means bridge. And our goal is

7:52

to be the bridge between the actual

7:54

farmers and

7:57

consumers. I actually grew up on a coffee farm in

7:59

Honduras. Oh, wow. Stop

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