Don’t Rely on Assumptions: Interview with Brynn Snyder, Co-Founder and CEO of Slate Flosser

I recently went one-on-one with Brynn Snyder, co-founder and CEO of Slate Flosser.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth? 

Brynn: I started experimenting with businesses at a very young age. When I was 13, I co-founded a bounce house company with my siblings, and it became really successful! I learned a lot along the way—my mom taught me how to do the books, and jumping right into entrepreneurship was a huge learning experience. This early start laid the foundation for me to understand the building blocks of running a business.

I went on to earn a BFA in product design at BYU, where I learned how to launch a product—an experience that was instrumental in my career. But the biggest lesson I took away from BYU was grit. Problem-solving, resilience, and the ability to keep pushing forward despite setbacks have been key to getting where I am today. I’ve learned to embrace challenges and failures as part of the process and use them to improve. That mindset has shaped the way I approach both business and life.

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas? 

Brynn: Well, it all started with Dr. Snyder and his patients. He noticed that while people knew they needed to floss, most either didn’t do it or didn’t do it effectively. We wanted to make flossing so easy that it removed the technique barrier entirely. That’s how we came up with a device that uses sonic vibrations to massage the gums and clean areas your toothbrush can’t reach.

As for advice, I think great ideas are only great if people are willing to buy them—especially in consumer goods. You need to make sure that even if *you* think it’s a good idea, other people are actively looking for a solution to that same problem. One of the hardest parts of inventing something is overcoming the challenges along the way. My advice? Ask for feedback from people who aren’t your family or close friends. Get honest opinions from those who aren’t afraid to tell you the truth.

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea? 

Brynn: I touched on this a bit earlier, but for us, it was all about validation. We had 500 dental hygienists try our product because I didn’t want to invest time and energy into something that professionals in the field couldn’t stand behind. When we saw that hygienists loved it and were recommending it to their patients, that’s when I knew we had something worth pursuing.

My advice for testing a business idea is to find your target audience and get their feedback early. Don’t rely on assumptions—validate your idea with real people who would actually use your product or service.

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level? 

Brynn: Growing a business is all about learning as you go. If you don’t know how to do something, find someone who does. I’m a big believer in networking and asking for advice. For example, if you’re running a $100,000 company, find someone who’s running a $500,000 company and learn from them. Once you hit that mark, find someone running a million-dollar business. What works at one stage won’t necessarily work at the next, so you need to adapt and grow as you go.

Adam: What are your best sales and marketing tips? 

Brynn: This is a tough one because I’m so passionate about helping people floss that it naturally comes through in how I talk about our product. But I think the key is to test, test, test. Try different strategies, see what works, and double down on those. If something doesn’t work, move on.

Social media platforms like Instagram and TikTok have been huge for us. Start small—we began with a small ad buyer and scaled up as we grew. Don’t get ahead of yourself; focus on what works for your current stage and expand from there.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level? 

Brynn: I’m a big believer in continuous learning. I read a lot of books—like 10x Is Easier Than 2x and Who Not How—and they’ve taught me that you can’t build a successful company alone. You need a team, and you need to surround yourself with people who know more than you do.

One thing I’ve learned is that not everyone needs to be micromanaged. I prefer working with people who can think for themselves and take initiative. As a leader, your job is to empower your team, not control every detail. Trust your people, and let them grow.

Adam: What is your best advice on building, leading, and managing teams? 

Brynn: I wish I had all the answers, but I’ve learned that a good leader focuses on their team’s strengths. When you tell people what they’re great at, they thrive. People also want to feel appreciated, and when you have great employees, they’re invaluable. You can’t put a price on the right people.

Invest in your team. Understand their career goals and help them grow. As a CEO, I’ve learned to step back and let my managers manage. If you can’t trust someone to do their job, they probably shouldn’t be in that role.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders? 

Brynn: First, don’t get so caught up in your product that you forget about your consumer. Simplify your message—if a fifth-grader can’t understand it, it’s too complicated. Second, repetition is key. You might feel like you’re saying the same thing over and over, but that’s how you teach your audience. Third, who you take money from matters. When securing funding, make sure you look into donors and make sure your board helps you.

Adam: What is the single best piece of advice you have ever received? 

Brynn: Someone once told me, “If the money is available, take it.” That stuck with me. I was nervous about raising funds, but having financial stability has been a game-changer. It’s better to secure funding when you’re in a strong position than to wait until you’re in a tough spot.

Adam: Is there anything else you would like to share?

Brynn: Yes—take care of yourself. It’s easy to get hyper-focused on work, but if your mental health is suffering, you won’t be an effective leader or entrepreneur. Go to therapy, exercise, and make time for self-care. Hustle is important, but it’s not everything. Hire the right people, trust them, and let them help you succeed.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

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