I love this story, not because Sara is a friend of a friend, but because she made a billion dollars reinventing the girdle. Talk about building a better mousetrap. Also, living in Miami, I really appreciate where she found her inspiration while working door-to-door selling fax machines in Florida: “Uncomfortable in the sticky humidity she was desperate to find a pair of pantyhose that didn’t have seamed toes and that didn’t roll up the leg when she cut them.”
Does Sara invent Spanx if she is selling fax machines in North Dakota? Who knows, but I love that she took an old product and used her ingenuity, and guts, to solve a problem that was very real to her.
Also, the story says that she has never advertised and never raised a penny of financing. So she owns 100% of the company. Unbelievable. Mark Zuckerberg can’t say that. Of course, there was marketing genius along the way (“Spanx” is a great brand name…funny and memorable), luck (Oprah made the brand an overnight sensation) and a brilliant ability to create an emotional connection with her customers (As they say in the video, “We thank God for Sara and Spanx.”)
Sara’s connection to Richard Branson goes beyond having been on his TV show, “The Rebel Billionaire”, to sharing some marketing DNA as well. “No butts left behind,” is how Sara positions her future, global ambitions. That could just as easily be on a Virgin advert as one from Spanx.
Good luck, Sara. $1 billion worth of girdles and still going strong.