EPISODE · Sep 4, 2025 · 53 MIN
From Toilet Paper to $100M, The Story of Who Gives A Crap | # 8
from Hot Takes Big Stakes Business · host Natalie Holloway and Lana Elie
Danny Alexander, co-founder and Chief Product and Purpose Officer of Who Gives A Crap, shares how a cheeky name, clever packaging, and an audacious mission turned a humble household product into a $100M brand. The team bootstrapped for nine years, then cracked growth by treating every touchpoint as marketing and by learning to land initiatives, not just launch them. Highlights include the infamous 51-hour toilet livestream that powered their IndieGoGo debut, and why donating 50% of profits builds real retention and trust. Danny also breaks down the pivot from a multilingual EU push to a focused Canada relaunch and how DTC plus selective retail keeps the brand experience tight. More Hot Takes Big Stakes Instagram: www.instagram.com/hottakesbigstakes/ TikTok: www.tiktok.com/@hottakesbigstakes/ More on Danny Alexander LinkedIn: https://www.linkedin.com/in/dalexdalex “Who Gives A Crap” Website: https://us.whogivesacrap.org More on Natalie Holloway: Personal Instagram: www.instagram.com/natalieholloway/ “Bala” Instagram: www.instagram.com/bala/ “Balacize” Instagram: www.instagram.com/balacize/ Substack, “Working Out in Heels”: natalieholloway.substack.com Book a 1-on-1 Call: intro.co/NatalieHolloway More on Lana Elie-Meyers: Personal Instagram: www.instagram.com/lanaelie/ LinkedIn: www.linkedin.com/in/lana-elie-875b383a/ 00:00 Intro 00:49 Danny’s background in industrial design and social impact 05:12 The name “Who Gives A Crap,” testing and why it stuck 08:20 Packaging as marketing, paper wrap insight 10:00 The stripe concept and present-style unboxing 11:35 Mission talk, 50% of profits to impact 15:56 Bootstrapping for nine years, why investors said no 16:53 IndieGoGo strategy and the $50K threshold 17:48 The 51-hour toilet livestream 24:58 Early UK retail moment and momentum check 26:18 “Everything is marketing,” touchpoints that spread 27:51 One big thing per year, the focus thesis 31:06 Second brand experiment and hard tradeoffs 34:53 Launch vs land, scaling lessons 36:10 Europe attempt, translation reality check 36:44 Pivot to Canada, partnerships and pre-launch plan 37:25 DTC first, selective retail like Whole Foods 52:31 Wrap up and call to action
What this episode covers
Danny Alexander, co-founder and Chief Product and Purpose Officer of Who Gives A Crap, shares how a cheeky name, clever packaging, and an audacious mission turned a humble household product into a $100M brand. The team bootstrapped for nine years, then cracked growth by treating every touchpoint as marketing and by learning to land initiatives, not just launch them. Highlights include the infamous 51-hour toilet livestream that powered their IndieGoGo debut, and why donating 50% of profits builds real retention and trust. Danny also breaks down the pivot from a multilingual EU push to a focused Canada relaunch and how DTC plus selective retail keeps the brand experience tight. More Hot Takes Big Stakes Instagram: www.instagram.com/hottakesbigstakes/ TikTok: www.tiktok.com/@hottakesbigstakes/ More on Danny Alexander LinkedIn: https://www.linkedin.com/in/dalexdalex “Who Gives A Crap” Website: https://us.whogivesacrap.org More on Natalie Holloway: Personal Instagram: www.instagram.com/natalieholloway/ “Bala” Instagram: www.instagram.com/bala/ “Balacize” Instagram: www.instagram.com/balacize/ Substack, “Working Out in Heels”: natalieholloway.substack.com Book a 1-on-1 Call: intro.co/NatalieHolloway More on Lana Elie-Meyers: Personal Instagram: www.instagram.com/lanaelie/ LinkedIn: www.linkedin.com/in/lana-elie-875b383a/ 00:00 Intro 00:49 Danny’s background in industrial design and social impact 05:12 The name “Who Gives A Crap,” testing and why it stuck 08:20 Packaging as marketing, paper wrap insight 10:00 The stripe concept and present-style unboxing 11:35 Mission talk, 50% of profits to impact 15:56 Bootstrapping for nine years, why investors said no 16:53 IndieGoGo strategy and the $50K threshold 17:48 The 51-hour toilet livestream 24:58 Early UK retail moment and momentum check 26:18 “Everything is marketing,” touchpoints that spread 27:51 One big thing per year, the focus thesis 31:06 Second brand experiment and hard tradeoffs 34:53 Launch vs land, scaling lessons 36:10 Europe attempt, translation reality check 36:44 Pivot to Canada, partnerships and pre-launch plan 37:25 DTC first, selective retail like Whole Foods 52:31 Wrap up and call to action
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From Toilet Paper to $100M, The Story of Who Gives A Crap | # 8
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