Advice Line with Steve Ells of Chipotle

In this episode of How I Built This Lab's Advice Line, host Guy Raz brings back Steve Ells, founder of Chipotle, to help listeners solve real-world business challenges. The first caller, Rebecca Smith from Streaky Bay, Australia, runs a small-batch distillery making gin, vodka, and whiskey using foraged local ingredients and a deep connection to her remote community. Steve advises her to double down on her unique story and place-based differentiation, suggesting she focus on her gin as a flagship product and explore U.S. markets through Australian bars in cities like Los Angeles and New York. The second caller, Sri Halima from London, founded MatZero, a company making energy-efficient, low-voltage heating mats for outdoor, humanitarian, and healthcare use. Steve and Guy encourage her to prioritize the outdoor enthusiast market to build a sustainable business while maintaining her mission, using partnerships and storytelling to scale. The final caller, John Rarick from Italy, owns Cantina di Rosina, a family-run organic winery in Abruzzo with a century-long legacy. Facing declining wine consumption and Gen Z disinterest, Steve suggests leveraging personal storytelling through a valuable newsletter, hosting exclusive events, and partnering with chefs and athletes to build emotional connections and brand loyalty. Steve reflects on his own journey, sharing that he would have prioritized work-life balance earlier in his career. The episode underscores the power of authenticity, storytelling, and focused differentiation in building resilient, mission-driven brands.