Habits and Hustle - Episode 17: Natasha Case – Founder of Coolhaus – Finding Your Passion, Being Scrappy, & Smart Marketing

Episode Date: June 25, 2019

Natasha Case is the founder and owner of Coolhaus ice cream. We talk in this episode about Natasha’s evolution from architect to ice cream maven, and how she and her partner, Freya, built Coolhaus from one literally broken down ice cream truck to being in over 7,500 grocery stores worldwide. Natasha also talks about the importance of building a marketable brand with proper packaging, finding your customers, and the excitement of owning a women-run business. 📺 Youtube Link to This Episode Cool Haus Website ⭐⭐⭐⭐⭐ Did you learn something from tuning in today? Please pay it forward and write us a 5-star review on Apple Podcasts. 📧If you have feedback for the show, please email [e-mail]  📙Get yourself a copy of Jennifer Cohen’s newest book from Habit Nest, Badass Body Goals Journal. ℹ️Habits & Hustle Website 📚Habit Nest Website 📱Follow Jennifer – Instagram – Facebook – Twitter – Jennifer’s Website Learn more about your ad choices. Visit megaphone.fm/adchoices

Vitamin water zero sugar just dropped in all new taste with zero holding back on flavor. You can be your all feeling. I'll play and all self-care you. Grab the all new taste today. Vitamin water zero sugar nourish every you. Vitamin water is a registered trademark of glass so. Hi everybody, welcome to Habits and Hustle. On today's episode we have former architect and current ice cream maven Natasha case. Natasha is a founder and owner of Cool House ice cream. It's the creamiest, most unique ice cream on the market. And that's not just my opinion. We talk starting a bare bones business, being scrappy, and the importance of having the perfect business partner to balance out each other's strengths and weaknesses.

If you have a business idea or looking to change careers, but don't know where to start, definitely tune into this episode. And if not, still tune in for an inspiring story and the behind the scenes insider info on making ice cream and creating delicious flavors. Hi everybody, welcome to Habits and Hustle. Today we have a good friend of mine, a new good friend of mine named Natasha Case, who is the founder of Cool House Ice Cream, which if you don't know what it is, you should know because it is very fast growing, very amazing, delicious, tasty ice cream, and it's like basically dominating the ice cream

category. So thank you so much for coming on today. Of course, it's my pleasure. We're doing something a little different on this podcast now. I don't know if you, people are completely aware, but instead of you just telling us great information and then kind of leaving it up to the listener to do with whatever they will with it, we are going to create a journal or somewhat of a PDF of all the great information that you tell us and then they could have practically applied to their lives. So it's a value added so to speak to our listener or viewers. I love it. That's so cool. A applicable knowledge. A applicable knowledge. Yeah. So with that being, you know, with that in mind, we're gonna, we're gonna start. So hello. I'm trying to make a nice

segue into this. Why don't we start with how you kind of got into the ice cream business. I know you used to be an architect. So what was, how did you transition into the food world? So it's an interesting story and kind of, yeah, an unusual journey. I had been in design and architecture for a while. I think I always got into that knowing it could be like a broad skill set that I could apply to potentially a lot of other things, but I didn't know what that would be. And one of my kind of like issues I started to have with architecture, especially in school,

was I just felt like it was like intimidating for people to learn about or understand what we were doing or it felt inaccessible like we were in a bubble. And I feel like my personal opinion is that things are cooler because you can access them, not because they're inaccessible. And so this was like a red flag to me. How do we make it more fun? How do we open this up to the outside? Because when we graduate, we're all gonna need clients. And we're gonna need people to use our buildings

that we create. And I was kind of like, well, what will this be? How will I do this? And then my whole like turning point was kind of an accident, which was I made this scale model in one of my studios, and my professor criticized it saying it looked like a layer cake. And I was like, why is that that? Layer cakes are delicious. So I baked the next iteration of the model as a cake. And that was actually my only all night or in all of architecture school, which is a whole other story.

But I just had so much fun making. And it was a much better material to work with than plywood or balsa wood. And when I presented this model made of cake to my colleagues, you could just see the level of engagement. It was way off the charts compared to anything else that I had done. And I'm sure if you asked them, what do you remember from an architecture studio?

You say that. Like, oh, someone made this like layer of cake model. So to me, that was that I was like, I can use food to talk about design. And it can engage people. And then I'll never be bored of doing it. Right. And so I kind of like played around with that intersection of food and design. And I found actually a huge scarcity in the research there.

And it wasn't like, not enough people were sort of talking about this. So I created a name for the discipline I called it, Farcatexia, food plus architecture. That's great. I saw that, that's the name. I like it. So it's to be silly. And kind of fast forward to, I played around with this all through grad school I didn't really know what it would be or what it would mean. It was more like a philosophy and then my first real job was

I was working at Disney Imagineering the recession had a lot of people were getting laid off So as part of this far-cuttex room, Brawla started baking cookies making ice cream from scratch Maybe in the combinations after architects and handing them out at work to lighten the mood. Really? Yeah, that was like the origin of Cool House, basically. Yeah. I didn't know that. So you were actually just making them at home

and just for like a fun thing to do, like on the side, just to kind of make people happy. Totally. It was a passion and hobby, I would say. And I specifically, to your original question, picked ice cream because of all potential foods, all potential things that you could use for this mission, like ice cream.

It's so comforting. It's been nostalgia. And also, there's a lot of opportunity for creativity. Once you understand the foundation of ice cream, there's so many different directions you could take it. So I think I was drawn to it on that level. Right, I also find, I don't know, in the last maybe five years, six, seven years,

I'm not sure exactly the timeframe. Ice cream has had like a resurgence. You know, like a huge resurgence. You see all these different ice cream places, like pop up now, like the nitrogen ice cream, everything else, like, is it also a part of it? Like did you see that opportunity? Is that before or it kind of just was luck or what was the?

I think the, no such a good question. So once, okay, once I had this product, and but like I said, it wasn't like a business first, but then I met Freya, who's the other founder and now my wife, and she saw the business potential. So she said, let's go to Whole Foods and write down where everything costs. Because I told her, she's like, what's your cost pre-union?

I was like, yeah, I go to Whole Foods, I spend 80 bucks, she's like, that's not a business like planning it all. And I was like, oh, this woman's like gonna be so annoying, but then it actually worked out exactly. Yeah, it worked out. Yeah, I just, you know, thank God for her. And so when we went to Whole Foods and we walked the freezer aisle, we saw like, there was really no brand that spoke to us as millennials and definitely not as women. And there was no innovation brand that spoke to us as millennials and definitely not as women and there was no Innovation it was just totally like like static. Yeah, I've been like a whole time Yeah, exactly and so I think we did see like you know

There's opportunities to make some change here and like why why wouldn't it be us? Right, let's be let's be part of that change right? I think we want to see So like that time like you're right. There's Ben and Jerry's, there's like Vaskar Robbins, the obvious one. And like you're right, you didn't see many. No. But then like so how did you take it, so how did you go from like having this idea and then having Freya of course, was she, she take care of like then like, what did she do?

What did you do? You said because you're much more the creative. Yeah. Was she more the operation, the finance one? It seems like when you were just saying that story. Yeah. In the beginning I would say, well, and what was good about each other is like we had really different abilities, but like we were aligned on this vision. Like we were going to do this, but like you have to cover so much ground, you're starting

a business, sort of like all do this stuff and you do that stuff. And for me that was definitely the creative and the design, but also like the sales marketing PR. I was like, I think I saw that there's a story here. There's like, I think that we can represent something in this like, you know, zeitgeist of like, you know, the recession and people changing their careers and being millennials doing like the great thing that we want to do. And she was more operations and finance. I will say, over time, I think with any good partner or co-founder, you start to learn a lot more operations and finance. I will say over time, I think with any good partner

or co-founder, you start to learn a lot more from each other because now I would say, like I feel like pretty, I'm drawn to the creative, but I feel like you have to understand all aspects of your business. You do, to be able to really run it. But I think honestly, just like having also another person to do it with.

I think if I hadn't met her, I just somehow even came to doing this fully on my own as a business. It's hard, it's lonely, it's a ton of work. You have each other as like kind of a support system. It's a support system, yeah, yeah. And that is really, I think, what made it ultimately possible.

No, I find that too. I think when you have not just people who also, that not only you can bounce things off of, but support you and go through the trials and tribulations with. It helps you persevere and go through it. That's how I feel with my business. When you're doing it alone, I feel like it's missing something. It's a personality maybe thing. Then you saw there was a gap in the market for sure. You've been so good at branding there was like a gap in the market for sure and then like because you What you've been so good at is branding it like it's you're branding and the way it's very creative

It's very I feel like it's like next level current like how do you like how did that go like it? What was the process with that and how can other people who are not necessarily in the ice cream world that they could be You know in the clothing space the barbershop space or any world, that they could be, you know, in the clothing space, the barbershop space, or any other space they implement these things, you know? Well, I think in a way what you said is the advantage, like I wasn't coming from like consumer products or anything like that.

So we just sort of stayed true to like what we like, like let's not do this to be like everyone else. Let's take the approach that maybe I have from architecture and Freya came from real estate development. Let's be really authentic in who we are. And that's our point of view. And I think people ask a lot, like in the beginning, did you feel like as women,

that things were harder? For I think for us, we experienced more kind of pushback just from our ages. Like they were like, oh, you're young, you don't know what you're doing, but that's what made it good because we took risks that we didn't rise. We were taking it. Yeah, even he was working for your faith on your on your side, basically. Yeah. You don't know what you don't know exactly. So you go for more stuff. Just do it. Yeah, exactly. And we were the

generation that we're trying to speak to. Like there's an authenticity there. So I think just doing like what we being being okay with like not playing by the rules Knowing the rules that you're breaking And I think for me also like as the still CEO of Cool House like my background is designed So I am super super involved in that side of the business I have done all the packaging design until like the last few months where we've like brought on a graphic person So it was like there's just a very hands-on element that maybe separates it too. It's a really, it's offensively. Yeah, it's totally offensive. If you're doing it yourself, it's coming from like it's coming from the right place and you're telling a story really well.

Yes. So that story telling. It's storytelling. How do you do that? How do you tell people to do that? Like what's a, where are some good tips to speak? Because you come by it and ask for it like you said, because you come from an architecture background and create a background. But because the story is so important in building a brand, and making it feel authentic to take things to the next level, like what would you tell somebody who's not? I think there's two ways that I think probably the story goes. One is the look and feel that you don't really say anything, but you just get a sense of it. For us, Colossus, it's very colorful and bright and shiny textures,

and that's us. It's really high quality, but that should be fun, not serious. I find a lot of the hard quality ice cream brands. It's interestingly serious. And that's okay, but that's not us. And I think you feel that from all the textures and all of those pieces. So think about all the choices you can make and what that is gonna flatter up to Because you have like a second with somebody like you have such a little time that you kind of have to almost think like if they don't read anything

What are they gonna know right? And then kind of the deeper levels like if you've got them and they're looking and they turn it over They want to read The story can like be written out, but it's got to be so snackable Right like no one wants us like long hairgrapher and we just like, yeah, you like take a little and like this is even something we've more come to kind of I was in more recently with cool houses really is still like what are like the four sentences, you know, that people we really want them that are must-haves if they're going to be part of our brand. So I would say you know that's that's like the two biggest pieces and And even just taking the time to be like, well, what is our story? And is it, how interesting is it?

You know, like a friend of mine was a real state developer. And they're saying, with one of their spaces, they want to, like instead of like renting them out to other restaurants potentially, they're like, well, why don't we just develop the restaurants we we own the land. And that's a really interesting model, but like, what's your story going to be? That's right. They kind of like can't know like that. Like, right. Maybe part of someone else somehow still, because people still want to feel connected beyond, you know. More than ever before. Yeah. Social media and all these, everything's about building communities. Yeah. I feel like you guys know that really well. Yeah, I can feel it.

You know what you have. I mean, how do you, how do you do it though? Like, are you very, do you have like, that has to, is there a plan? Like, what can you do it? Yeah. Because I feel like your brand does have a lot of like, not just the coolness factor, but a community feel.

Yeah. Yeah, totally. And no shit, that was true, but no other real, I mean, I can't really think of like we're talking about all these different like I felt like when you're starting like I said, I just can be having like a resurgence with all the different kinds, but really besides yours, I can't really think of or pinpoint any other name of a company or brand. That's okay. You know, which is quite interesting. You and Ben and Jerry, that's all. No, I think that's a really good point.

I think it was really helpful for us that we started with trucks and then eventually a couple of scoop shops because the trucks are like community machines. Yeah. They bring to life spaces that were kind of like dead or dying or they show up at like a party and create this whole like magical moment. Right. Kids and adults still like love are blown away by. Because they're blown away by the ice cream by the way. Yeah. It's like, actually, it's like, it's so true. It's like, it's like, it still like love are blown away by.

Like, I feel like ice cream by the way. Yeah, like I should be. Adults, like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like, it's like the single person pretty family yeah but we actually found like like two kids in a household young young parents is actually like the core core driver really thing which is great because it

gives you like we now in product development we talk all about like occasion of use like what's the occasion when you're having a pint versus a sandwich versus like a bar yeah what is it by the way what is the occasion so a pint is usually more on your own and it's more like a long time quiet. Like a whole family. Like a whole family. Quite a quiet world stuff. Yeah, like I'm having a...

Yeah, don't bother me. A sandwich is really much more of a shareable weekend, daytime, or it can be obviously night too, but it's thinking. There's a different kind of celebration element than with the pint, and a bar could kind of may fill in between, so it's like there's these different moments that are... It's true, actually.

No, it's true. People are always like, when I take out the ice cream sandwiches, and I'm like, it's really happy, and you just put them in half, and it was like, oh, it's very joyous. And I do feel you're right, the pint, kind of reminds me of like when you're like having

an emotional breakdown, you're watching Netflix, and you're like, exactly right the pine kind of reminds me of like when you're like having an emotional breakdown You're watching Netflix and you're like you need to binge on something like there's like a very different feel for each kind of Area and you have like basically like have you have a comp you have like different things for both like yes Yeah, what's the other way to that? We have bars bars and working on multi packs too so that you know the non-cutting yeah But it's kind of the kind of the sandwiches great, but we'll make it easier for people. So, yeah, smaller, they'll be like 30% smaller. Okay, I like the cutting.

Like I said, it feels like your chair. Yeah, it's like, yeah, everyone gets excited. Yeah, it is. Totally. I don't know. Sorry, I didn't see interruptions. No, no, no. It's an important, that really besides kind of the creative

and the event side, I run the product development side. So, it's always on my mind. I'm always glad to talk about it. No, no, it's like a great. Okay, but we're saying, no, I know we talked about the kid that I kind of interrupted you, but we're saying something about when you were marketing it and branding it. Yeah. And what was they saying to you? That's a one of the... And I'm thinking before this, you told me I had a good memory.

So I had to tell you. I know, you do have. You've never had an elephant in your life. I told you what a tangent. And now I got to think about it. No, you do have. You've never had an elephant, and now I took you on a tangent, and now I got to think about it. No, I think we were just talking about how to brand it. Oh, the kids. Who's the core person? Who's the core person?

How do people, when they're not, someone who's very creative on their own, how do they get help or how do you practically do this on their own in any business? Well, I think one thing is creativity sort of gets falsely kind of like restricted into like, oh, someone who's good visuals or like design or like, oh, you're have this like artistic element, like, I actually love entrepreneurship because I feel like it's all

about being creative and being creative can mean a million different things. It can mean like how you solve the problem or seeing a different way out or finding like a really special way with digital strategy to connect with a different audience. Like so I would say first is like like it's hard for me to think that there's not some creative element in all of us. It's just like how we how it plays out you know because it's it's it's a much more abstract thing than like being a good artist for example. So first I think about like thing about what is your creativity,

what's your creative spirit, trying to get in touch with that, and really lean into that instead of being like, I'm not creative, I'm gonna find someone else, or that's not gonna be part of my business. And also what's the story behind it, right? Your childhood authenticity, I think we have a true story that they can like,

take share, and then you can build upon that. That would be something also, right? Definitely. That's how I feel like you were saying earlier, that's how you really kind of built the brand and right out of the story. You know, totally. The story was the kind of thing people are drawn to. And the story can also change over time.

Like in the beginning, it was very much about coming out of the recession. Right. And that's what people were drawn to. Oh, I may also have to reinvent my career. Right. Here's to like,'s to, we were 25 young women who did something different. And it took off.

And that was a huge part of what we would put out there, but now it's so much more about women leaders. That's what people want to hear about. What does that experience been for you? It's so true. I feel great. There's always different things that take a precedent. Right now to all about like women leadership and women empowerment. Yes. And now you have that to kind of like play with a little bit.

Right. How has that changed your business or grow in your business? I should say. I think it's made people connect on a different level. They feel really really invested in the brand and people today really want to vote with their dollar. So like they see the women founded and led CLR packaging. It's like They feel really really invested in the brand and people today really want to vote with their dollar So like they see the women founded and led seal are packaging. It's like yeah I especially believe in that that represents me right and we are the biggest women founded in lead ice cream brand and grocery So it's like a pretty big deal Yeah, you know, and I want there to be more of us But like we are being the pioneers there, so we really have to stand for that

So it's just about like making that really I think powerful connection and then I also think but we are being the pioneers there, so we really have to stand for that. So it's just about making that really, I think, powerful connection. And then I also think it can become more things than just being a woman later. We were just talking, I probably should not say this until the idea is more developed. No, please stay.

I think that's through my whole information that you have to tell any of the things about executions, all the execution. But we were talking about the catchphrase yesterday and this meeting about a different direction. We might, or an evolved direction. We're going to take things empowered to indulge. So like taking the empowering element,

but making that about not just like being a woman later, but like I'm also empowered in the choices I make for when I do want to eat something delicious. Yeah, you know, it's bigger than just being. So I get what you're saying. You're using that empowerment and it's overall like, I love that. Yeah, yeah, it doesn't have to be like about, you know, that one identity. Yeah.

Just being powered in general. Like, that's not how I love that. I think it's so timely too. Yeah, it is so timely. Keep coming back. You got plenty of space. Oof, not how you would have done that. Keep coming back. You got plenty of space. Oof, not how you would have done that.

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meetings and classes, live video enhances every conversation. Go live on your terms with Vonage. Learn more at Vonage.com. like, let's do that. Yeah, you know, yeah, opportunity. Is that how you, or how I'll tell me how you got the buzz around you guys like that? I think, I think that it was being, in the beginning, a big part was being first to market because there was really no other, like, like, as far as an ice cream truck, like, we were the pioneering ice cream truck really nationally in terms of like reinventing it for our generation. How many trucks did you start with?

Just one non-dribble postal van that we towed to Coachella. Really? It was our first truck. Yes, we figured out that if we joined AAA Platinum, we got one free toner mile tow and that took us to the desert. Seriously? Yeah, it was the ultimate food strapping. That's so-

Even think about that as I was like, oh well, this is just, it was just creative solve, yeah, solve as always. This is just how we're going to get there. I wasn't like trying about that as I was like, oh, well, this is just, it was just creative solve, but I was always like, this is just how we're gonna get there. I wasn't like trying to make it a thing. I was like, oh, well, this is, we don't have money, we don't have a toe policy, like this is. So being totally scrappy. Yeah. So the first time's at the cello, okay.

And then that obviously went well. Yes, it really went viral after Coachella. And I think that was because there was nothing like it in terms of ice cream being reinvented, you know, millennials being behind it, two young women who had like kind of reinvented their computers and done something different, the social media component. The street food component was so huge. Also a huge one. It was also a big phenomenon. It was just about to take off. Yeah. We looked up when we were thinking of doing the idea, Coachella, we Googled hipster ice cream truck and like nothing came up.

Really? We were like, we gotta do this. So that was a big part. I think like there is something to be said like if we just launch exactly How we did then today when we had the same outcome? Non-assert. Right. There are some things about but you know at the end of the day I think that got us started. It takes a lot more. Yeah. And I also think like in the beginning when you're just so hungry and you're going for it, you might not know, like we said, you know, you don't know. We're not know what you're doing in lights so special or magical or doing all these things, but you can feel it. And then you kind of go through like a self-awareness phase where like it's easy to kind of, I think people kind of

want to run from that first phase because they're like, oh well, we didn't know we were doing, they want to distance themselves, you know what I mean. And then it's kind of like the third phase, which is like actually what we were doing was like, so awesome, because we just like, you know, didn't give a shit. Yeah, you give a shit. Yeah, you're saying it's like, don't, right?

You're gonna say whatever you want over here. But like, so it's kind of like full circle, like, and I think we're now kind of in phase three with Cool House. Not that phase two was like this huge dilution at all. But I think I can see now looking back, I maybe started to get a little conservative with some flavor choices or some things we did. As far as packaging, being aware of all the voices

that are starting to talk to you. And then you kind of say, wait a second, actually, we know in our core that we how to do something special, and we just need to lean into that instinct and put research and put real thought behind it instead of just being like, we're doing it. Right, right, right, right. So, did you think of all these different flavors,

like the milkshake and the French fries? What was it, milkshake and free? Like, did you actually thought of all those on your own? Like, I was like higher people to come up with these concoctions and, you know, totally. And you just did them those on your own. Like, that's like higher people to come up with like, these concoctions. You know, like, no, totally. And you just did them all on your own. I, um, I have, I, the way that the flavor development works is, um, like, either has been on my own,

and, or now we have, um, ornate in her official titles, R&D Queen, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or, or or or or or or or, or or or, or or, or or, or, or, or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or or Now we partner together, Courtney McBrue. She kind of like a ran like Milk Bar and did a huge amount of development for them. And has done some amazing things on her own as far as different products. But she's on the Cool House team, usually I have an idea of what I want to do as far as something really different.

Or sometimes it's seeing something that's really popular and thinking how do we make that a cool house flavor? How do we take a hybrid a lot together? The milkshake and this, how do you get a flavor? How do you get a sample of something like that? Well, so that one was literally on just a Friday and I was just walking around the grocery store and I had the idea. And so I bought like, whoppers and like these little shoe-string french fries and then we just like played around with them in ice cream. So that was like literally just, you just sometimes well, I don't know when ideas are gonna hit you. But you have to be really open. Yeah. You have to really like always just be in that space where something good could come your way.

And then give yourself downtime to to walk around the grocery store. Right, because it's gonna be harder to think that when you're catching up on email. Well, absolutely. Yeah, which is the most popular flavor now? Well, the most popular item of anything is the chocolate chip vanilla sandwich. Really?

So still the most traditional one is the top seller. So you have to do the classic really well. But people will discover your brand because of the note-shaken fries or the street carture of dough. Right. Or with this new one coming out called Anclatus yellow cake batter. What was that? I'm sorry? Anclatus yellow cake batter. What is that even? What is that? Exactly. I'll tell you the back story in Anclatus. It's very niche. Okay, tell me. But it was originally called Anclatus surprise. and it was called that because we have this whole story Do you remember that Gladys? I actually know but I don't know what we will do

I was gonna say I feel like everybody has an Aunt Gladys, so I feel like that's why you have that name Like she's like an aunt that is like synonymous with like some like is stodgy old woman It's like woman is someone's family, right? Right, like Gladys. And we said like well, Aunt Gladys she never brings a date to any of the family you know she has nine hares yeah she's a lot of cats and then one year she says she has a surprise and you think it's that she's gonna come out as being a lesbian yeah she just shows up at this cake that's the surprise so it was like this whole weird LGT angle flavor yeah very very me I was I took a turn that wasn't expecting

and like I came out as a lesbian, I'm not expecting that. Yeah, so. But we like, it's called, we're like, Angla had a surprise, truly, no one's gonna know what that is. So it's called Angla had a scale of cake batter. But we're building this whole persona around her on social media that we're about to start with.

And I'm super excited. See, this is what I'm talking about. This is what you need. This is what I'm talking about. All the things that you're saying, it's like the way you're just saying, like, you're creating that whole thing about empowerment and glad a story. Like, these are super creative ideas that probably 99% of people don't ever think about. And the other people who do think about, they don't execute on it.

Like 99% is, you know know execute what it's like execution first-person yeah first one percent of the book inspiration inspiration and like but you like think of these like super cool creative things and then you implement like really well and that I think what set you apart too like like enough I'd say like is that just what goes on in your brain like this anglatt is thing enough to be a lesbian yeah baby she has cats yeah like how do you bottle that and like teach that to somebody like that I just want to go on in your brain, this anglatt is the thing about it. It's gonna be a lesbian, baby she has cats, she has cats, she has cats, she has cats. Like how do you bottle that and teach that to somebody? That's the thing I'm trying to work out in my brain.

It's like that to me has to be innate a lot of that. Some people are just naturally better at that, but because this is a podcast about giving people tangible shit that they can then use on their own. Right. How are there ways that people can get better that you've seen or I think look at that stuff? Yeah, I know. I think one thing is just like, Not just like Bob, but not at all.

I think something that I'm proud of at Cool House is I do think it's a place where people start to feel more creative and I think that's because they feel free and they think it's a place where people become, like, start to feel more creative. And I think that's because they feel free and they feel it's safe place. And that ideas are accepted. You know, that it's not like this place culture to be part of it. Yeah, like, one is, I think, even if it's not going to come from you, if you at least want to have

more creative ideas on your team, you have to create a place where, like, they don't feel like they're out of line for saying an idea. Or there isn't time in the day that can be devoted to crazy brainstorming. Our marketing meeting every week ends up being roaring laughter. Of course, saying like, I've got this story. Yeah, like, yeah, in Anglottis, and I was talking about on social, we're going to have all these like, what are the bits about Anglottis, one we were happy about. Like what would be all the things that she does and we're saying like one is like drop a pen in like a Columbia with no explanation and say that it's texting that that wasn't an accident.

And I'm like, oh, like who's this person? But I think that that's it too is like it should be fun. Like I think a lot of people think work is better when like there's work and there's fun. But like the more work can be fun, actually the harder you will work. Yeah, I agree with you. I think like it's like it's about people are like so like Nervous about making a mistake. They operate in a fear mode We don't even try shit out. You know, like just have fun. It's trying to just be more loose and like get like kind of Kind of like just give it a try Kind of like you don't know unless you just try exactly and in being then being in an environment that's conducive to that,

right? If you're in a very stodgy, kind of like conservative, like, a box is something to happen. So I like to tell people, and this is what I think I do well, not to to my own home, but the one thing I do well is I surround myself more. No, no, no, no, this is only one thing. And there's to be right there.

Is that like I surround myself with people who are better than me, right? Because if you don't do something, well, what a good, you know, maybe a possibility for people is to like, you know, what you're weak in, get other people to be strong in. So it's a good balance. It's supposed to happen to be working from each other. Right. So it's not like everyone's the really, like when you're in partnership and in business, not everyone should be great at the same thing. There should be people who

are good at this if you're about at that. And that, that way you balance each other out, right? So, if you're not someone who's like very creative, but you really have big, lofty goals to produce something, find a partner or surround yourself with somebody who is super creative. Yeah. And then you can do what you're really good at. Because I do think everybody has qualities that, make down like a superstar. They have to find it within themselves and not everyone knows the value you're bringing. Right, right. You know the value. I'd be like you have to have some kind of self-awareness to know the value that you're bringing, right? And like be like have a kind of like

come to Jesus moment, but okay I'm not so great at this. But you know what I could do? I could do that. Yeah, definitely. So I'm going to go back okay, I'm not so great at this. But you know what I could do? I could do that. Yeah, definitely. So I'm going to go back to lattice, who could be really great at this. It's going to be a lot of things. She's good at a lot of things. Yeah, I'm sad she's a lesbian. I mean, there's a lot of other things. We don't know. It's a surprise.

Oh, I'm aware, right. We would, we only know about her. Um, that's a good question. She's actually about a year. We're going to find out in that flavor in the meanwhile. We're going to get there eventually. Exactly. We're going to take a vote. Okay meanwhile. We got there eventually. Exactly. What did they take a vote?

Okay, okay good. After like 10,000 kinds of work. That's right, exactly. The challenge of some kind, you're like a poll. What do you think she should be? What is the flavor though about your business? Oh, that's so good. That's the thing.

Like I've had so many people that they tried that flavor. Like when it was at the shops, even before and gross, right? Like they had the same text message from like six people ball and says like, Aunt Gladys, you bitch. You know, because they're like, it's so good that they're like mad about it. Yeah, it is. So it's like a yellow cake batter in the ice cream, but it's a food and free cake batter.

So it's a food and I have to do this. And then it's like a rum raisin swirl and candy ginger. So it's almost like, like, this free cake, but the batter, like not baked, an unbaked, free cake in a way or an unbaked pantomayer oh and it sounds like in a way of crazy mixer things but when you try it you'll know I'll send some of my hands. Could you please? Okay I want to try that one. So can you tell okay then how to do like you know kind of like kind of zigzag around here so then you have these food trucks at the gachella.

Then what happens? Then you come to go viral. And then how did you get yourself into whole foods? I think it's not kind of like the holy grail of, I guess, of a consumer product, right? Everyone wants to be in, was that? Yeah, I think that definitely. It's like a right-of-passion.

It's a right-of-passion. You feel like that is, you know? Like, you know, people think you're, now people know you're real, if you're the real deal. Yeah, it's true, right? It legitimizes. I do feel like that. You know, like people think you're... Now people know you're a real... You're the real deal. It's true. Right? It legitimizes you.

All the people said at the time, well why will they book the trucks if you're at Whole Foods? They could just go buy the product for their wedding. It just shows you that, again, the occasions and the usage is so different. Right. A truck is a very meaningful special experience. Buying the sandwiches at Whole Foods is a very meaningful special experience, but they're for like very different kind of set of certain senses. So they only grew our business off one another. But so basically like a few years into running the trucks, we're like, we've got something that

people love and it's scalable and it's right, it's a sustainable business in terms of like the brand, people are, are, there's demand, but how do we turn this into a more scalable, you know, how much are you selling so far before you got into the open? At that, at that point I think it was about a million dollar business. Oh, that was so much. Yeah. We had, we had, we had a few ice cream trucks, right? Exactly.

Exactly, yeah. So, by the way, so where was your second ice cream truck if it was after Coachella? So we had the, the, the OG truck, as we we called it, and then we had a second truck in LA. And then we had also open one in New York. Oh, okay, so you saw it in New York, yeah. So now you're in both coasts, yes. Okay, yeah, so that was probably where we were getting, I think by the time New York was really running,

Paul again, closer to $2 million or a couple of million. Okay, and then, but, you know, we said like, okay, like we've got this brand, like how do we kind of take things to the next level? And so one of those, you know, channels that we've got this brand, how do we take things to the next level? And so one of those channels that we hadn't really explored, I think because in the beginning, it was just, we just didn't understand the model was free.

So I literally wandered into my local food one day. Like I just showed up with a nice pizza. I remember I wasn't even feeling that great, so I was kind of out of it. And I just found the guy stalking the freezer aisle. I said, how do I become one of the brands that you're stalking? And he connected me to, at the time, it was called the Regional Forger.

And she was the one who was sort of like the liaison between like, you know, upstart brands and Whole Foods and helping that process along. So it was really cool that whole foods had that position because that's part of it allowed a lot of emerging brands to make it to their shelves. And they took a real interest in it. And I think whole foods is very special for doing that.

And she sat down with me and asked me about my vision and you know, what flavors we were gonna do in the price. And I told her, you know know that I wanted to not compromise Anything about the product for Whole Foods Right because I feel as a child in the 90s like so many like fancy chefs brought things into grocery that were totally like bastardized Yeah, it's true like they their version was like so dumb down I I think water down to smart for that. Yeah, and so I'm so dumb. I'm so dumb down. Yeah. And she said, OK, and I can tell her about the five flavors.

And she has since told me that she wanted to believe because she liked the idea, but I actually thought it was not going to work out at all. Really? Which just shows you that sometimes you just have to kind of power through that. Yeah. She didn't think it was going to work.

She was like $5, or architecturally inspired ice cream sandwiches. Like, yeah, good luck with that. I'm surprised because I think Whole Foods is like the exact spot for it. You know, everything there is very expensive, you know, and it's more high on it. Super high on it. And it's also like, everything is like, I feel it's very artisanal. It's not. It's a surprise that she would say that.

Yeah, I think, well, the most expensive novelty besides us was at 349, 369, already considered quite expensive. We're gonna have that five bucks, you know. And there's so much brand awareness that has to happen for some agency to exceed that grocery. But we had that with the trucks. But, you know, I think just sometimes it's hard to imagine that leap for people. Right.

And not to say she was like, she made it happen. She was an advocate for us, I think. She was like, yeah. But she still makes it interesting. But she still let you guys come in and try it out. Even though she didn't think it would succeed. Yeah, so what does that tell you? I think it tells me a lot.

I think that, if someone likes you, they'll give you a shot. That's true, there's a personal connection. And we did really have, like, she actually had some architecture, like she had studied it, you know, and we had both. You had like a personal, yeah, I would personally. We had some stuff like my mom's from the East Coast,

so we had, we used to go to Martha's Vineyard, like with her family out there, and Kimberly had some, you know, it was like, yeah, all these kind of funny coincidences, but it's true, I think there's like a more personal connection. But I think also it's just like the whole thing was like you just, we just sort of did it and went for it. We didn't overthink like how are we gonna do this or who do we have to call it? It's just like kind of show up and you know, just, just ask people.

Really? Well, yeah, I just think it's very interesting because when you say that to me, like here she is, a woman who's supposed to like make sure Things sell in her store versus maybe fail and flop of course, but she still takes it still takes a chance Like because I always talk about this. I think so much of success is relationships Yeah, it really is like to even get that shot to get that chance Yeah, so like I think honing someone's people skills and like learning how to connect to somebody is so crucial and critical. Totally. You know to take your shit to the next level.

And it's true. And it's true. Like why are we going to go to the extra mile for you? Absolutely. And like being like kind and feeling like it's kind of also and I'm glad that we have like the truck and the scoop shop side of the business is like hospitality But like everything hospitality is about making someone else like joyful and happy right So you just bring that into your business in general with the the culture of like serving and like doing something for someone else They're gonna do they're gonna do it for you too one day. Yeah, absolutely. Yeah, but you're obviously I mean this had the relationship alone she gave you that if that woman for whatever reason, you know Didn't have the same vacation spot

or didn't have this or that, you'd be kind of screwed right now, man. I don't know where you got like, so like they basically helped build your, you know, retail business, right? I guess, like, what was a huge gatekeeper, like totally, right? Because then if it's not,

I didn't, you tell me, I, this is your business, but not mine, but from what I, when I kind of know from the food world, like if you don't get that holy, holy, holy food, what is your, I guess you have other places, you have sprudges, you've guessed it, but I do feel like whole foods, like if you don't get that,

people don't take you seriously a lot of times. Yeah, I think it's a really, like especially in that generation of brands, like was really the incubator. Things are gonna evolve, you know, like things are growing as in terms of their partner with Amazon and however the next job ever is. But I think,

but you weren't telling us what it is. Yeah, yeah. You weren't telling on Amazon back then. Not back then and it was just the trucks and the whole foods, right? Yeah, we had the trucks and the scoop shops. And then with the scoop shops, we kind of started at the same time as the way I went into grocery. Like, because we were like, let's kind of test both of these.

But I still think, because people worry a lot about that with whole foods. Like the spirit and the culture is still a huge, it still is very, very special. And they did sort of make this next generation of brands and grocery stores possible. They were like a huge, huge pine here in that way. Vitamin water just dropped a new zero sugar flavor called with love. Get the taste of raspberry and dark chocolate for the all warm, all fuzzy, all self-care, zero self-doubt you. Grab a with love today. Vitamin water's zero sugar, nourish every you.

Vitamin water is a registered trademark of glass O. So what happens if they put you in and obviously you blew it out of the water? Well, okay, it's not exactly what happened. We're here to tell you what happened. So we did well,. We did well, like Totally We did well, but it was funny because, so as I said, I did all the design and told very recently. So like the packaging, my idea was like,

the trucks are really having people know us, so we have to really reference that in the packaging at shelf. So what I wanted to do was like these chipboard boxes that looked like the truck and then this and would also protect the sandwiches from breaking or whatever. But these boxes they were like really expensive. So I couldn't make them like shiny and metallic like the trucks and they all had to be the same color scheme because we couldn't afford for all of them to be different. Yeah, you know, like look different from one another

and then I put the like flavor the only flavor differentiator that was the sticker that said that the flavor was and the only place for that to live was on the top of the box, which was also the only place that had below though. So basically like you've seen them on shelf and it looked like this like mad and gray line. Like it was almost like Whole Foods Best kept secret. Like we're trying not to be discovered. Not good. No one to blame the screen. The sign one I saw down low with that screen. We're going to go in and go in and go in. The scavenger. We can find us here at Truth In. So, after a few months, Matt was able to check in again and she was like, so you definitely got something, like people

are really looking for you at the grocery store. We we had built this from the buzz and from the trucks. But yeah, she's like, I think you could do better with the packaging, you know? So you have to be, I think it was good to get minimum viable product out there, but you have to always be ready to change and embrace doing something new and do it quickly. So we ditched the box and we went to this like foil bag,

which we could actually make shiny and pop. It was way less expensive. We could differentiate the box and we went to this like foil bag, which we could actually make shiny and pop. It was way less expensive. We could differentiate the flavors a lot more and our sales instantly, like not even getting like a thousand percent job. Really? Like huge, huge change. So just from changing and tweaking,

and packaging. Yes. That's why I think a branding is so, it's so important. Yeah. That's like what makes a brand go from like, you know, okay, brand to like a great brand or a multi multi million dollar brand right. Yeah it's amazing so when you change that packaging so

then what happened. So then you yeah so then then they were able to like add us in more stores and how it holds it so they started you really small right three store tests then that jumped to about two dozen and then then you're ready for a distributor. And that's what really takes you to the next level is then you're getting into various warehouses and then they can fulfill stores, you know, potentially, well in different regions and then all around the country. Right. And it's funny because also the first woman, Cindy, who let us into the first warehouse

with Whole Foods distributor, which is called Unify, She has also told me since then that she did not think that it would succeed. Seriously? That Whole Foods told her that did really well. So she should try that she was like, $5 ice cream sandwiches. I don't know if this is just bonkers. Wow.

It's this brand. And she's also been like, it proved me wrong. So you had all these people who believe they hated the product, basically. But yet gave you a chance because you had a likeability and you had something like your having a thing with them. And the people who are not, their job is not necessarily, maybe to some degree, but they're not

the real, real risk takers. Oh, of course not. That's the entrepreneur, that's the creator. So sometimes you kind of know you're on to something big when people, it's like a combination of people are really excited about your idea. and then maybe there's some hesitation out there in the market, like that could be a recipe for like I've been about to do something amazing and really new and really big.

So right, so then what was that you break through a moment basically when you got, was it called UNFI? UNFI? That definitely, then things really started to build. To build. Maybe it could shell a thing because that was when people kind of did that. That was another one. I feel like there's these different points.

Yeah, I don't think one single moment where like, oh, this is everything, but there's a couple major milestones. Like even when we wanted to get our second truck, it just, it sounds like financially it was like what was such a small and out back then was like not possible for us. Right. And this micro lender called OpportunityFind, they were able to give us this loan that was like leveraging our other truck as our asset in 30 days. So we could get the second and then the third truck. If we hadn't found them, like we could have stuck. So that was a really big catalyst also.

So there was always moments that I think. I feel like with your story a lot of it, a lot of it is like opportunity and timing. Yeah. Really worked well together. Like you hit it on so many levels, even with your story as a woman, a millennial, there's so many points that work for your advantage.

You know what I mean? But it makes a difference. I think there's so many points that like work for your advantage You know what I mean like but it makes it different. Yeah, there's so many variables, right? True and then because of course this podcast is habits and hustle right like I need to talk about you Personally like your habits your house. Yeah, we obviously know your hustler I know you like machete Female and hustle my hustle. Okay. Good. So like let's talk with it What is your like day-to-day look like Like give me a day in the life of you. Yeah.

Well, what I like is no two days are exactly the same, which is kind of nice. And that is the normal in a way. Yeah. I think come to enjoy that. But the morning, yeah, I always start with Macha T. What time do you wake up in the morning? What time?

What time? Well, if I worked out at 6.30. I usually work at 7.30 a.m. Workouts. Do you have a very strict morning routine? Or do you say everything's not really the same every day? Yeah. But the morning is pretty set in terms of the match of the p-m-out. Yes, I know.

Can I put this in there? Okay, start breaking down for me. I know, I watch at p-m-mel. I want to know this concoction. Yeah. Is it gonna be a flavor, by the way? Yeah. Well, we do have a matcha mochi. It's mo matcha mochi pint. Okay. So, it's matcha ice cream, which was great,

because like getting all the different matcha samples. Some of them, like, so fancy. I'm like, I'm just gonna stop. Yeah, I'm just trying it there. Oh, they're like, oh, what happened to sample? I don't know. let's get another one. And Gladys took it actually. Yeah, that's right. Probably she would be a monster.

Exactly. And, in case you wish her much, it's matcha in the base and then mochi. Like, like those like, no, that's for your morning routine or the lots of flavor. Oh, so that was great. That just launched this year. So for me, the routine is the matcha,

and it's like ceremonial grade and like culinary grade hybrid, which I've spent the last two years like getting the right mixture of the matcha from matcha outlet. If you want to try the most different ones, that's a really good place. And then the peach outlet, and then the pymelk is inspired me for the dairy-free line, which I know that you've had I think, because that's peas, brown rice, and cocoa butter. So I think that, like this, this peat milk that I use in the matcha, it's really good, and that kind of gave me the idea. No one's

really using this as a base and ice cream. No. No, you know, grocery. We could do something really different. Yeah. It's really clean, and it delivers a lot more protein, like per, you know, unit of the plant base than a lot of the other forms. But anyway, I put like maca in there. It's like, oh, it's like a catch-all. It's like everything's in there. I'm telling you more, I always see. La Cuma, it's really good.

So did you drink, did you give you, is it like you're alternative to coffee? Yeah, there's no coffee. I've had coffee for a couple of years now. Really, yeah. It gives you enough energy. And it gives me energy. And what I like about the tea energy is it's like it totally picks you up but it's also calming and kind of this like mind

mind expanding, mind opening feeling instead of um I know the huge problem with coffee but like there can be agitation or that it can make stress worse and this is like a calm pick me up like what a great combination. Wow. Yeah. I'm going to try that. Yeah, it's really good. OK. And then we do either I do this yoga sculpt class or I love Rice Nation. The yoga sculpt is playlist. Oh, yeah. Wait, wait, wait.

You do the, yeah, you do Rice Nation, too. Rice Nation's great. That's a Merstic climber for people. Exactly. I don't know. Which I didn't realize is the bronze. It actually. It is.

Yeah. I believe it's the bronze. It actually. It is. Yeah. I believe it's the owner of the presentation. There's rise nations everywhere when he's like played basketball. Well, I mean, there's Cleveland. I think in Jason, it was right. Maybe there's maybe a guy or maybe a guy or maybe a guy. I think it's maybe a guy.

It's like almost everywhere where he's played basketball. Probably. I used to have an easy idea. He probably used to invest. Yeah. I mean, I have to fact check. Fact check everything. No, I mean, I have to fact check. Fact check everything we did in the summer. No, but I am a sad.

So I'm not talking to you. My employee who knows like sports facts, I'm talking to her. Okay, I'll take your words out. Yeah. And then, or we do spin, we say we, you and Freya, right? Those three work out together. So even though I was just saying the co-founder, who is also your wife, right? But she's not day to day anymore, right?

So when she says she or us together, we're going to your recording. Good point, yes. And we're very, we have that morning routine together. Yes, I call her the first lady of Cool House. She's not on the payroll, but she has my ear. She has the voice. Yeah, so that's great.

Yeah, she's very kind of a flavor, too. Yeah, that's actually a really good idea. That's actually very good. I'm full of them. We're on your payroll, too. Yeah, that's it. That's great. Yeah, she's very kind of flavor too. Yeah, that's actually a really good idea. That's actually a good idea. We follow them. We are in your payroll too. Yeah, that's it. That's okay. So, and then we come back.

We're very lucky to have full-time nanny, you know, help with caring for our son, Remi, who's tutors all. Right. Who's very flexible, and when the day starts, so that we can go and work out, and then we come back, and then he's like up right You know she's still there watching him. What time do you do your work up then if you wait 7 30 I'd say okay, and he's usually not awake. Right. He's obviously said he's so like 8 30 oh good

Yeah, come back. He's awake. He's awake and then we can have breakfast together, okay? Um, and then what do you have for breakfast? Uh, we have uh, uh, C- either like I love like soury over like Greek yogurt Icelandic yogurt with like enough butter dairy in your life Consolent taste test it I rarely have a whole serving because it's just like I guess not necessary I don't know that sounds strange like it's not a thing that I like oh I take a bite and I can't stop It's like everything's like you know It's like I would have been in your sick of it probably because it's been like in your face and it round you all the time

It's incredible. I think because we have so many different flavors of amazing products and new things in development I never sick of it. So you still leave it. Do you ever probably miss it when I go out of town? I'm you know for these next seven days like then I start to like really crave it. Do you would you ever like God God forbid anybody else's ice cream? Would you ever have like a hot connoisseur? Oh my God. I think you have to always run it out there. Right, so you do have to like do your market research.

Always be known in the know. I will say I may not be the most fun person team I've been with anymore because I'm like, you know, taking apart like the overrun and is there an ice factor and what's the butter fat? Always sure. Just sort of like demystifies all the excitement and imagination of ice cream.

Of ice cream, but I do always, you always have to just see what other people are doing. Right, you know, I guess you have to, right? Try the business, I guess. And know and clarify your point of view. Right. I don't know why. Why is something going to buy yours, why is it special?

Like, so important always. You have to put yourself in the shoes of the customer. And you're constantly, I feel like expanding on it. Like, there's a lot of these stories and these other things, like keeping all these, like, unique ideas kind of flowing all the time to keep your brand, like kind of on the forefront, right? But in a way, definitely.

It feels like, I think, it's like, you know, I want to, there's so much that we put out there. You want to make it like the best it can possibly be. So that's sort of like one set of tasks. And then it's just feeling like, I really feel like we are truly on a mission. Like, I think you having a really strong sense of purpose, like when you're going to be an entrepreneur or grow a business, because it is a hugely demanding thing. Like, yeah, you have to be as purposeful as possible.

Like, I kind of feel like you have to be like, I was put on this planet to do this. Like, you are carrying out a mission. Like, yes. And I think that's a great way to like, because then it's like, oh, I have to keep going, you have to do all these things because like,

this is our, it's almost like it's your responsibility. Right. You know what I mean? No, it's true. I had Tom Billeu, do you know what he is on the podcast? He created Quest Nutrition. Oh, of course. Right. And now he's doing this thing called Impact Theory.

But he was saying someone I really, I like believe, I thought he was 100% right, which was like you have to be like obsessed with what you are doing and your mission to really become that successful, right? Because if you're not, things will wane and things, you know, it just doesn't, and I believe that. Like you have to believe it's your mission, you're going to be obsessed with it. And if you're lucky enough to get to a place where you're not scrambling the day to day, but you actually have the time, the space, to really think on the vision. Right. Meditate on it.

Then our product development is a year or two out. Then you're like, okay, we know what we want to do. We really are making it happen. I just so badly want to deliver on these products that we're working on. Because I know so deep in my soul. You believe in it so much. Yeah, so I have another, away from that for a second, I want to talk to you about you being a working mom. I think having this really big growing business, like do you believe it's,

can you have it all, like is it hard to balance it? Like I know it's a place, I was like, where's my balance right now? Like I don't know how to ask that question without saying it and like everyone else, either like asshole out of the block here, but like I do believe that like I don't believe, this is me and I'll stay at first when you can chime in to get the guest of the podcast, but like I don't think it's so easy to have both. And when people say yeah you can bet, it's worth my balance. Yeah, what is your take with this whole thing? I think it depends on how you define having it all. I think if your definition of that is like having certain things that you want more of, you may always want more of them.

But if your definition is maybe some core things like for me, a big thing for me is like being in control of my schedule and having the flexibility that I want, because then it allows me to prioritize time more so the way I want to, it's never gonna be perfect. Of course, you know, there's gonna be things I have to go to town for this or this day went long or whatever it may be or even today, like it was planned to just go into the house so, no, no, no, no, no, that. Like it was really, everyone, it goes in the opposite way.

Like I got a little late, start to my day a little bit because Remy is like, and he kind of oscillates between me and Freya, like, he's like, going into a little more, I'm like, right now, he was kind of playing Demy and it was like really hard to leave. Not in this, like, sad, like, it was just like really funny, he was like, so, just to hug me and see. Yeah, so sometimes it's like, obviously, it goes the other way where you're like, oh, I got kind of late to start, because, but I think, you know, if it's, so sometimes it's like, obviously it goes the other way where you're like, oh, I got kind of a way to start. Right.

But I think, you know, if it's for me, it's like having my family, you know, Freya, having someone like that be my partner who I admire so much and who is my, is such an inspiration and my biggest advocate and critic, you know, and like, and have that role and then Remi, who is definitely an inspiration, because like you want to do, when you have kids, like you want to do things for them. Right. I'm like, I'm an ability that most badass ice cream

number. Right, right, right, you're doing it. I'm trying. So those things are meaningful and like, yeah, do we want to like, you know, get a bigger house as we're trying to grow our family? And like, you know, yeah, we're not going to be there on every goal. We did buy house in Palm Springs. and like, you know, yeah, we're not gonna be there on every goal.

We did buy house and palm springs. Oh, you did? Super excited. Oh, yeah, so that's an advantage. And like, I changed, like, you know, but I think, so you just have to like, really consider like, what are the things that you can kind of say that are core core things

that you are grateful for? And then what are the things that are always gonna be probably more work and you may never get to that, like, and point with them them right see those maybe kind of slightly different way well yeah like I think yeah yeah I mean that makes sense yeah I feel like when you start when you where you are now I don't maybe now it's gonna calm down but I don't think so you're still like the beginning you don't have balance you have no balance yeah first two years I

don't know any pop songs that came out I always smell the cookies and ice yeah like you're probably like yeah yeah's okay. Yeah, yeah, it's part of it. Yeah, but like, I have to imagine, you know, your schedule more, like it's still probably like, oh, you probably work still a ton. Yeah. There's still like the balance of work, like how many hours would you say that you're working still? Well, a day.

So, I actually don't get into the office until almost 11, a lot of days, but I am working before obviously. Like you're still doing stuff like that. Yeah. And I try to leave it like 5, 5, 30, because Remi is so little that he's, that he's going to bed a little bit later because he's being a party animal, but like, you know, they go to bed at 8, 30, you want to spend the time party animals. Woo, he's having a lot of fun.

He's having a lot of fun. He's having a lot of fun. He's having a lot of fun. He's having a lot of fun. He's having a really good dancers. Yeah, it's just Filipino side. Oh, wow. I'm gonna take part for that. I'm gonna do that from the top portion. I think more of the spirit of science.

I thought it'd come here. Oh, maybe I can hang here that, alright. But true. But yeah, so like, and when we're, like, I really try to like be less on my phone then and less doing work, like wait till it goes to bed and then catch up maybe for an hour or two. So a lot of times, yeah, I do a little work.

Before I go to bed, but sometimes you stay off your phone. No, you actually do that. I think that that one is lucky. It's not hard for me to turn it off. I do really believe in my team and now 10 years and it takes time. But 10 years and I feel like I can trust them to, with the right systems in place, do what they need to do and be experts in ways that I can learn from them.

Right. Those phenomenal things. So, like, going out of town right now for seven days, I'm not, like, fretting that things are going to fall apart at all long gone. Right. Well, I want to check here and there and just see what's going on, because it's a really fun ice cream world, probably. Right.

And of course, it's also, you're like, you're like slightly obsessed with it a little bit. And you should be. If you're not life and death, well for some people, I've learned ice cream is life and death. It is. I was gonna say for a lot of people to be honest, it could be. Mostly adults.

Actually, my kids probably too, I'm gonna say, I have a lot of tantrums when I say no ice cream. So I would say it's for everybody. Let me just go as any holds the freezer door. Like versus the French door. Yeah, yeah, now we're all like just go as any holds the freezer door, like versus the French door, and you just hold the freezer door and just waiting. That's so funny. Something's gonna open this and give me ice cream.

Oh, that's so cute. No, we're not. No, exactly. Do you give her a kiddie ice cream every day? No, just not every day, but he's definitely becoming a well-versed expert and he's at ice cream with all flavors. And I guess one last thing, so is there anything

you do to kind of, because you're already very productive, you create this, that you kind of, to keep you on point, like, what, besides drinking your machete and the female, and do rise nation once in a while, is there anything else that you kind of like, or like, oh, I have, this is my, I'm also your schedule, you're a little bit for you, want to have your own schedule. Yes, you know that. Well, okay, I'll say even after the workout, like, you know, and breakfast and shower, like I'm lucky that I live pretty close to my office, about two and a half miles.

So, especially this time of year, I'm so beautiful. I almost always walk or ride my bike. And that time, first of all, like to be, to show up to the office, like literally energize versus in a car, when you're not moving and then all of a sudden you gotta turn everything on. That is awesome, meditative time. Like, I love to just have that time.

And especially if I'm walking, I'll take calls or I use a time reductively, because it takes me like 40 minutes minimum to get there. But it's just like really nice, like, just be outside and enjoy it. So like I love that and not even can do that I'm lucky. Right. But yeah, you can. I think you know, try it like or even public transportation. Like try an alternative method of transportation I think. It does like put you in a very different state, which is nice. Other routines like I'm really

really into gardening. We have six veggie boxes at the house. Really? That's a veggie box. Like the wood box where you just grow different, different ways to eat. Oh, I see. Okay. And you can build them lots of different ways.

But we grow right now. We have kale and chart and lettuces and herbs and cabbage. I'm kind of at war with the cabbage. But I picture that like an Eastern European lady. and cabbage, I'm kind of at war with the cabbage, but I'm just small. I picture that like an Eastern European, a war with that. Like the end of the race, like mean,

I was gonna say it, that's another character, you feel? You should have like a whole farm of characters. You should just like have like, I don't know, like a village, like a new Disney. You should create a Disney of this, a vice-president. Totally, to me, that's a great idea. No, I'm sorry, I'm sorry. A time, yeah. A few ideas there, Natasha. I hope you should put me in the No, I'm sorry. I'm telling you. Yeah, a few ideas there, Natasha.

I hope you should put them in. It's a safe, productive space where we can share ideas. Exactly. It's a very creative space, right? Yeah. Okay, so that's good to garden. So I think, is there anything else you want to give us that maybe? If you're in a lay or in a warm climate, or really on a lot of different places, like growing

a few things, it is the most meditative. If you can not everyone has the setup and either the department let's say but like but that box something about it yeah like do that with a can you do you need to let us base to have this you have a much smaller one especially for herbs like you can totally but watching something grow and then harvesting it and like using it for food or drink there's something so satisfying about it. Like, there's something spiritual about it. Like, I can't even explain. It sounds like the dullest thing, like watching something,

but like really, but it works for you. Yeah, and they can work for you too, or someone else, okay? And for kids to show kids that, like, grab me now, pick strawberries, yeah, or we drove them in, like, for them to see, like, oh, it doesn't come in like a Driscoll's box.

Right. Right, exactly. Yeah, they come from the beach over there. Some of them are really ugly looking, and they're still delicious. Yeah. I like that. They both do that with my kids. Yeah.

Yeah. That's a good idea, actually. Well, I think that's good. I think, unless you want to add anything to this, this hour podcast, you know, plus. It was just part one, I think. I don't, wait, it is, was just part one, I think. It is really part one. We're doing a series with, well, next and glad as hopefully we'll come on.

Yeah, like a caricature of ours. Sit here and melt. Exactly. Yeah, I think it's great. I loved our conversation. No, well, thank you. I really appreciate your listeners do as well. I really appreciate you coming on.

Where would people find you at Cool House? So, everywhere. I really appreciate you coming on. Where would people find you at Cool House? So everywhere find us lots of places where it's 7,500 grocery stores. So I'm on the country. So everywhere from the whole foods to a crogr, safe way, publics, Amazon fresh and you know, Amazon fresh and well yummy fresh direct in New York if you're looking for an on-demand. And then we're also in the Caribbean, the Middle East, and Asia as well. So it's a little bit international. But yeah, grocery stores everywhere, or if you're in LA, or Dallas, we have scoop shops. And then if you're in LA Dallas, here we have two.

Right. Old Town Paschina and Pulver City, Dallas is at the Dallas Farmers Market. If you're in LA, Dallas, or New York, you can go to one of our trucks. It's amazing. Congratulations on your success. It's amazing. Thank you. And congratulations with Ann Gladys.

I'm going to be very, I'll be very excited to hear what happens with her. We all are. Yeah, we all are exactly. Well, thank you so much. Thank you. And I think that's about it. My dear, so. Thank you for coming on.

Yeah. Bye. I never got to end these things. I'm like, dear, so thank you for coming on. Yeah, bye. I never go on an empty stage. I'm like, look, it will get on in here. Bye. Bye. Yeah. Yeah.

Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah.

Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. I hope you enjoyed this episode. I'm Heather Monahan, host of Creating Confidence, a part of the YAP Media Network, the number one business and self-improvement podcast network.

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