#112 Sara Sugarman: Empathy Is Your Competitive Advantage

Sara Sugarman is the founder and CEO of Lulu and Georgia, a leading online home décor brand that democratizes access to beautiful, designer-quality furnishings at accessible prices. Coming from a third-generation design family—her grandfather founded a pioneering rug company in Los Angeles in the 1950s—Sara initially worked in magazines at O Magazine under Gayle King before joining her family's decorative carpet business. She launched Lulu and Georgia as a side project in the early 2010s, naming it after her grandfather Lou and father George, with the mission to make high-end design accessible to everyday consumers rather than just interior designers. The company experienced explosive growth, particularly during COVID-19, and has become known for its successful influencer collaborations and empathy-driven customer service. As a working mother of three, Sara leads with an entrepreneurial philosophy focused on trusting employees, avoiding micromanagement, and creating a company culture where people can make meaningful impact. Her journey represents a modern evolution of family legacy, transforming traditional design industry practices for the digital age.

In this episode we discuss:

1. Trust People and Let Them Fail

Sara's father taught her that "any decision is better than no decision" and the importance of not micromanaging. She learned that failure isn't actually failure—it leads to success and opportunity. As a leader, giving people autonomy to make decisions (even wrong ones) builds stronger, more capable teams than controlling every outcome.

2. Follow Your Passion, Not a Predetermined Path

Sara studied English and Psychology without a clear career plan, worked in magazines, and eventually found her way to entrepreneurship organically. She didn't follow traditional business school routes or entrepreneurial playbooks, proving that authentic success often comes from pursuing what genuinely interests you rather than forcing a prescribed formula.

3. Experience Trumps Formal Education

When Sara wanted to attend business school, her father refused to pay for it, telling her "if you want to learn business, you're going to work for me." She acknowledges that while she missed out on some formal skills like accounting, the hands-on experience taught her invaluable lessons that couldn't be learned in a classroom. Real-world application often provides deeper learning than theoretical study.

4. Empathy is Your Competitive Advantage

Sara's approach to customer service centers on understanding that home décor purchases are tied to important life moments—parties, new babies, family gatherings. By genuinely empathizing with customers' disappointments and taking authentic action to fix problems, you build lasting relationships that differentiate your business from competitors who treat interactions as transactions.

5. Constraints Can Force Better Decision-Making

Having three children while running a company taught Sara the power of intentional time management. Working mothers, she notes, "know how to prioritize" and "spend their time really wisely" because time is limited. Rather than seeing constraints as limitations, they can force you to focus on what truly matters and make more decisive, efficient choices in both life and business.

SHOW NOTES:

Time Stamps

[00:00 - 02:30] Family Design Legacy

• Sara's grandfather started a rug company in LA in the 1950s (Decorative Carpets)

• How her father expanded the family business into high-end design and hospitality

• Early exposure to the design world and her father's desire for her to join the business

[02:30 - 05:45] Early Career and O Magazine

• Moving to New York after college to work in magazines

• Working in circulation at First Corporation and learning direct mail marketing

• Landing at O Magazine under Gayle King and working with Oprah

• The joy of calling contest winners and announcing life-changing prizes

[05:45 - 08:15] Education and Career Philosophy

• Why she studied English and Psychology without a clear career plan

• Her father's advice against business school: "If you want to learn business, work for me"

• Learning business through hands-on experience vs. formal education

[08:15 - 12:00] Transition to Family Business

• Moving back to LA and learning the rug business through a sales rep in New York

• Understanding the high-end design world and showroom system

• Building relationships in the industry before joining the family company

[12:00 - 15:30] Key Lessons from Influential People

• Gale King's leadership style: making everyone feel heard and valued

• Oprah's influence on manifestation and "The Secret"

• Her father's leadership philosophy: "Any decision is better than no decision"

• Learning to trust people and let them fail

[15:30 - 19:45] The Birth of Lulu and Georgia

• Identifying the market gap: beautiful design at accessible prices

• The website crash on launch day from overwhelming traffic

• Balancing the side project with family business responsibilities

• The difficult decision to choose between the two businesses

[19:45 - 23:00] Early Growth and Scrappy Beginnings

• Manual processes: handwritten orders, printed shipping labels

• Building waitlists and managing inventory challenges

• The first million-dollar month celebration at The Abbey in West Hollywood

[23:00 - 27:30] Influencer Marketing Success

• Early gifting strategy with bloggers and influencers

• The first collaborative rug with Taylor Sterling that "couldn't stay in stock"

• Sarah Sherman Samuel as the "Michael Jordan for Nike" partnership

• Evolution from gifting to strategic design collaborations

[27:30 - 32:15] COVID-19 Challenges and Growth

• The pivot from planning cuts to emergency hiring in one week

• Operational challenges: being unprepared for massive growth

• Supply chain issues, white glove delivery problems, and remote work challenges

• Learning the importance of investing in infrastructure and technology

[32:15 - 36:00] Leadership and Company Culture

• Looking for "entrepreneurial spirit" as the top hiring criteria

• Building a team where 80% of leadership are working mothers

• The value of working parents: prioritization and time management skills

• Creating an environment where people can make meaningful impact

[36:00 - 40:30] What Makes Lulu and Georgia Unique

• Product-first, design-focused approach

• Not subscribing to one style but seeing beauty in all design

• Handmade products and sustainability focus

• The shift from retailer to manufacturing their own exclusive products

[40:30 - 44:15] Customer Service Philosophy

• Leading with empathy and compassion

• Understanding that home décor connects to important life moments

• The launch of free design services to help overwhelmed customers

• Positive feedback and sales impact from personalized service

[44:15 - 48:00] Work-Life Integration

• Learning to delegate after her first daughter was born

• Operating on 5 hours of sleep while managing three kids and the business

• Taking time during the day for kids, working at night

• The trade-offs of entrepreneurship and motherhood

[48:00 - 51:30] Career Advice and Entrepreneurship

• The importance of "leaning into leadership" and understanding your role

• Building trust with employees so they can grow and develop

• Not following traditional entrepreneurial playbooks or reading business books

• Finding your own organic path rather than disrupting for disruption's sake

[51:30 - 54:00] Learning from Peer Groups

• The value of entrepreneur groups for sharing experiences

• Why there's no formula for success in business or parenting

• The importance of supportive communities when making difficult decisions

• Learning from others' similar experiences

[54:00 - 56:30] Misconceptions and Future Focus

• Many people don't realize Lulu and Georgia designs and manufactures their own products

• The trade business (interior designers and architects) as a significant revenue stream

• Addressing competitors who claim to offer "Lulu and Georgia at half the price"

• Focus on quality, handmade products, and sustainability

[56:30 - 58:00] Rapid Fire Personal Questions

• Her husband's work as a comedy writer for American Dad

• No formal self-care routines or wind-down practices

• The reality of being an "in the weeds" CEO who wants to understand everything

• Why she'd love to learn coding but doesn't have the time

Key Takeaways

1. Trust and Autonomy: "Any decision is better than no decision" - let people fail and learn

2. Empathy in Business: Understanding customer emotions drives better service and loyalty

3. Experience Over Education: Hands-on learning often trumps formal business education

4. Organic Growth: Following passion and solving real problems beats following formulas

5. Working Parent Superpowers: Constraints force better prioritization and decision-making

Connect with Sara Sugarman

• Company: Lulu and Georgia

• Website: www.luluandgeorgia.com

#111 Sam Vander Wielen: The Million Dollar Pivot

Sam Vander Wielen is the founder of a multimillion-dollar legal templates business and author of "When I Start My Business I'll Be Happy: A Practical, No-BS Guide to Successful Online Entrepreneurship." As a former corporate attorney turned entrepreneur, Sam provides legal templates and education to online business owners, helping them protect themselves and their businesses without the anxiety or expense of hiring a lawyer.

After pivoting from a brief stint as a health coach, Sam discovered her niche when fellow entrepreneurs kept asking her legal questions at a wellness conference. Today, her signature product, the Ultimate Bundle, has generated over $8 million in revenue, while her weekly newsletter "Sam's Sidebar" reaches more than 47,000 subscribers.

• In this episode, you'll learn how Sam discovered her multimillion-dollar business idea by listening to her audience at a wellness festival, where people lined up for legal advice instead of health coaching

• You'll discover why Sam believes starting with a viable business concept is more important than just "following your passion" and how differentiation beats trying to be better than competitors

• You'll hear about Sam's ingenious "broccoli and mac and cheese strategy" that helped her grow an email list of 47,000 subscribers by balancing necessary legal content with topics people actually want to consume

• This conversation reveals why Sam intentionally keeps her business streamlined around one core offering (her "Ultimate Bundle") rather than constantly expanding - and how this approach supports both profitability and work-life balance

• You'll understand the central message behind Sam's book title "When I Start My Business I'll Be Happy" as she challenges the "when-then" mindset and explains why external success doesn't automatically bring happiness

Show Notes:

01:00 - Introduction and book launch experience: Sam discusses her first week after book launch and seeing her book in Barnes & Noble stores

06:00 - Background on Hudson, Sam's Bernedoodle: Sam talks about how her dog Hudson has helped her through difficult times

11:00 - Sam's parents and their influence: Sam shares about her mom's journey from figure skater to physician and her dad's work with racetracks

16:00 - The journey from lawyer to entrepreneur: Sam explains why she pursued law and how corporate law recreated childhood dynamics

19:30 - The 'When Then' virus: Discussion of the book's title and attaching happiness to external outcomes

23:00 - The pivot to legal templates business: How Sam discovered her business idea at a wellness festival

28:00 - The 'broccoli and mac and cheese' strategy: Sam's approach to growing her email list and making legal content engaging

33:00 - Building a successful marketing funnel: Sam explains her simple but effective marketing funnel that generates over $1.5 million annually

36:30 - Money and happiness: Insights on whether financial success brings happiness

41:30 - Maintaining focus in business: Why Sam keeps her business streamlined rather than constantly expanding

45:00 - Working with a mindset coach: Sam discusses working with Jennifer Diaz and key lessons learned

48:30 - Book recommendations: Fiction books Sam recommends and why fiction helps with business thinking

52:00 - Finding gratitude in difficult times: Discussion about 'glimmers' and finding things to be grateful for during grief

55:30 - Career advice for young professionals: Sam's advice for those early in their career who want to make a difference

Links & Resources Mentioned:

• When I Start My Business I'll Be Happy: A Practical, No-BS Guide to Successful Online Entrepreneurship

• Sam's Sidebar Newsletter

• The Ultimate Bundle

• Jennifer Diaz, Mindset Coach

• Books mentioned:

  • The Invisible Life of Addie LaRue by V.E. Schwab

  • The Midnight Library by Matt Haig

  • Horse by Geraldine Brooks

  • Small Things Like These by Claire Keegan

  • Moving On Doesn't Mean Letting Go by Gina Moffa

#110 Garry Ridge: A Masterclass in Culture Building (CEO, WD-40)

In this enlightening conversation with Garry Ridge, former CEO of WD-40 Company, you'll discover powerful leadership insights that transformed an ordinary product into an extraordinary company. Here's what to expect:

1. How values create freedom - Gary explains his hierarchical value system that empowered employees to make independent decisions anywhere in the world without "quacking up the hierarchy."

2. Embracing "learning moments" rather than failures - Learn how reframing mistakes revolutionized WD-40's culture and encouraged innovation without fear.

3. The ego-empathy balance - Discover why letting "empathy eat your ego" instead of the reverse is crucial for effective leadership.

4. The power of authentic humility - Gary shares his mother's wisdom: "Even the Queen sits down to pee" and how staying grounded shaped his leadership style.

5. Why "coach" should replace "manager" - Understand the fundamental difference between managing and coaching that transformed WD-40's organizational structure.

6. The "Maniac Pledge" for accountability - Learn about Gary's antidote to the "Na-Na-Na Disease" of finger-pointing that builds true responsibility.

7. Not ignoring your "alarm bells" - A personal story illustrates the importance of paying attention to warning signs in both business and life.

The interview offers a masterclass in building cultures where people feel they belong, know they matter, and can contribute meaningfully - all proven through 25 years of leadership without a single layoff.