Julie Cole, co-founder of Mabel’s Labels, didn’t just survive the boys’ club of business—she doubled her valuation and sold to industry giant Avery. In this episode, she reveals the messy truth about co-founders, the brutal tricks buyers use to wear you down, and why staying passionate after the sale might be the ultimate win.


4:29 Turning a Simple Idea Into a Scalable Business  
6:56 Why Mental Health Support Matters for Founders  
7:30 Teaching the Market About a Product No One Knows Yet  
8:11 Leveraging Word of Mouth to Drive Early Growth  
10:12 The Real Challenges of Co-Founding With Multiple Partners  
13:08 Why Equity Decisions Matter So Much  
14:06 Recognizing When It’s Time for a Change  
15:01 The Unexpected Phone Call About an Acquisition  
16:14 Negotiating Hard to Protect the Brand and Staff  
19:34 The Exhaustion and Fatigue of Negotiation  
20:06 Staying Passionate About Your Brand Through It All  
21:02 Staying Actively Involved After the Acquisition  
24:25 Evolving the Business to Meet Changing Customer Needs  

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