Your Customers Will Tell You What to Build, If You’re Ready to Listen

Hello!

In this week’s edition of Build by Sefunmi Osinaike we’ll be looking at:

1. How I listened to my customers and made 1M$ 💸💰

2. Founder-led marketing = $90 million in annual revenue for this brand! 🚀

3. Content for the week! 🎥

Let’s dive in!

How Paying Attention Turned My Idea Into a $1M Business📝

I never planned to start a company.

In fact, I actively avoided it.

I had written a book, shared everything I knew about breaking into product management, and even landed a new job because of it. It felt like enough. I had done my part, given back to the community, and could finally move on.

But then, the messages started pouring in.

Not just a handful—hundreds. People who had read the book were reaching out, not just to thank me, but to ask for more. They didn’t just want information; they wanted hands-on support. A roadmap. Something beyond words on a page.

For weeks, I ignored the flood of LinkedIn DMs. I told myself I was too tired, too busy. After all, I had already done what I set out to do.

But the messages didn’t stop. And eventually, I had to ask myself:

What if this wasn’t just noise?

What if it was a sign?

Eventually, it clicked: The people I wanted to help were already in front of me, asking for something that didn’t exist yet.

So, I rolled up my sleeves and started figuring it out.

That decision became the foundation for Co.Lab.

In hindsight, I think I got lucky. Not because I stumbled onto an idea, but because I had unknowingly set myself up to reach the right people at the right time.

And it was all because of a simple piece of advice from my friend, Chioma: “Sefunmi, remember to collect emails.”

At first, I shrugged it off. I wasn’t planning to sell anything. Why would I need an email list? But Chioma insisted, so I gave in and added a simple email form for people downloading my book.

I barely thought about it again, until the moment I realized I did want to build something.

Guess where I sent that first message?

To the email list I had built without knowing I would ever need it!

From that single email, I landed 9 customers who paid $750 each.

That list didn’t just give me validation—it gave me a launchpad. And it taught me something fundamental: Being customer-first isn’t just about listening when they come knocking. It’s about ensuring you have a way to reach them when you’re finally ready to build.

So yes, find your customers, then build.

But first, make sure they can hear you when you do.

The Builder’s Playbook 🔧

This segment breaks down powerful strategies and business models used by successful businesses to help you build and scale your businesses. This week we will be looking at Hailey Bieber’s Rhode.

Founder-Led Marketing 🚀: How Being the Brand Helps You Sell The Brand

In 2025, a great product isn’t enough. You need a face, a story, a main character. When Hailey Bieber launched Rhode in 2022, she didn’t just create a skincare brand; she built a lifestyle movement. Rhode isn’t just selling plump, dewy skin; it’s selling the dream of being Hailey. And it’s working. In just two years, the brand has skyrocketed to $90 million in annual revenue.

Here’s how she did it, and how you can, too.

1. Be the Brand: Hailey Bieber isn’t just the face of Rhode; she is Rhode. She posts about the brand all the time, that her flawless skin and effortless style are no longer just marketing tools, but have become the product itself. Now every TikTok, every “just woke up like this” selfie is an ad without looking like one.

2. Turn your followers into customers: Why spend millions on traditional advertising when you can use your existing audience? Hailey uses her 54M+ followers on Instagram to generate demand organically. She teases product drops on casual Instagram stories and TikToks, making Rhode feel personal, not salesy.

3. Ditch the over-produced ads: Today’s consumers hate ads that are too commercial. Knowing this, Hailey and her team share behind-the-scenes content, personal experiences, and product routines, making Rhode feel like a natural extension of her life rather than a cash grab.

4. Less is more: Unlike brands that flood the market with endless products, Rhode launched with just three products, and has prioritized subsequent individual releases. This scarcity model, combined with Hailey’s direct promotion makes her products sell out fast! No need for a hard sell when the hype does it for you.

Why It Works:

1. Built-in Trust: Hailey’s audience trusts her skincare choices, making them more likely to buy.

2. Free, Organic Marketing: Every post, TikTok, and interview = exposure.

3. It Feels Human: People buy from people, not faceless brands.

How You Can Apply It:

1. Show up: If you’re a founder, start building an audience online. These days, you need to be a creator if you want to sell on the internet, so put your face out there!

2. Tell a story: People connect with people, so tell your story. Your personal journey should tie into why your product exists.

3. Make it feel exclusive: Hype and scarcity create demand—use them wisely.

Rhode isn’t just a skincare brand. It’s an extension of Hailey Bieber. That’s the power of founder-led marketing.

Other Brands That Use This Model:

1. Acquisition.com (Alex Hormozi): Alex Hormozi is a master of founder-led marketing, but instead of selling beauty or lifestyle, he’s selling business wisdom at scale. His company, Acquisition.com, helps entrepreneurs scale to $100M+, and his content is the ultimate sales funnel.

2. MrBeast Burger & Feastables (MrBeast): YouTuber MrBeast turned his audience of 375 million people into customers by integrating his businesses directly into his content. His fans don’t just buy burgers or chocolate, they buy into his brand and the larger-than-life experiences he creates.

3. Fenty Beauty (Rihanna): Rihanna disrupted the beauty industry by centering inclusivity and using her global star power to amplify the brand. Fans didn’t just want makeup; they wanted Rihanna’s makeup.

Content This Week🎥

If you’d like to watch a video of the story shared in this week’s newsletter, I’m currently posting a video series on LinkedIn breaking down the highs and lows of my entrepreneurial journey.

1. On making the right hires.

2. On pitching yourself for opportunities.

3. On the power of collecting emails.

Enjoying the newsletter?

Share it with a first-time entrepreneur who would benefit from learning about how to build a solid business!

We’d also to hear your thoughts! Let me know what’s resonating with you and what topics you’d like to see more of.

Thanks for reading, and have an incredible weekend! 🚀

Sefunmi Osinaike