60% of new businesses fail within five years—but three founders on this advice line are thriving by solving everyday problems differently. Christina Tosi, Milk Bar's founder-turned-Chief Experimenter, joins Guy Raz to help a fitness-retail hybrid find bridge funding, a UK craft kit maker choose her ideal customer, and a coffee spice blender convert one-time gifters into repeat buyers. Discover why stepping back from the CEO role made Milk Bar stronger, how to pre-sell community to fund expansion, and why your best customers often tell you how to grow. Converting gifters into repeat customers requires stunning packaging that makes your product worth displaying on kitchen counters, not hiding in cabinets, plus clearly communicating multiple use cases beyond the primary one.