Naming Spanx and the K Sound

Episode Description:

To launch our “From the Archive” series, James revisits his candid talk with Sara Blakely about turning fear into fuel, reframing failure, and selling a simple product with language and grit. You’ll hear the bathroom demo that won Neiman Marcus, the three-part courage engine she still uses, and how to protect the thinking time that sparks real ideas. 

What You’ll Learn:

• A usable framework for courage: how gratitude, mortality, and mission help you act when you’re anxious.
• Cold-call tactics that open doors: lead with humanity, humor, and a clear benefit; remove “doubt language.”
• Naming and language as strategy: why one word, cadence, or sound (“K”) can change response and recall.
• Prototype → proof → order: how to create momentum before the back office exists—and survive it.
• Idea hygiene: protect thinking time, keep an “idea log,” and test small, real-world demos fast.

Timestamped Chapters:

• [02:13] “What did you fail at this week?” — redefining failure at the dinner table.
• [03:13] Why this conversation outranked a big news assignment.
• [04:25] Mission beyond profit — Belly Art Project and maternal health.
• [06:17] Empowering women: the through-line from day one.
• [08:00] Gratitude and anxiety — learning courage in real time.
• [10:12] Mortality as perspective; the loss that changed her trajectory.
• [12:19] Purpose larger than self—doing the scary thing anyway.
• [14:50] The Warren Buffett premiere pep talk: “Get over yourself.”
• [17:08] Stand-up as training for product storytelling.
• [19:00] Seven years of cold calling: rejection as reps.
• [21:33] Wayne Dyer and “how to think” vs. “what to think.”
• [26:16] The “fake commute”: protecting thinking time.
• [30:00] “Are you my idea?” — from cut-off pantyhose to a canvas under clothes.
• [33:00] The value of a word: comedy, cadence, and copy.
• [34:03] Why she bet on a name with a hard “K.”
• [42:52] The Neiman Marcus call, the in-person pitch, and the bathroom demo.
• [49:31] “We don’t have crotches” — surviving ops chaos on the first big order.
• [52:00] Tears in Office Depot and learning the bill of lading.

Additional Resources:

• SPANX — official site. https://spanx.com/
• The Belly Art Project (book). https://www.amazon.com/Belly-Art-Project-Moms-Supporting/dp/1250121361
• Belly Art Project — official site. https://www.bellyartproject.org/
• Every Mother Counts — a nonprofit founded by Christy Turlington Burns. https://everymothercounts.org/
• Sara Blakely Foundation — mission overview. https://www.spanxfoundation.com/about/
• Sara Blakely — Instagram. https://www.instagram.com/sarablakely/

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