I recently went one-on-one with Darren Litt, co-founder and CEO of Hiya Health.
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?
Darren: The idea for Hiya didn’t come from a whiteboard – it came from conversations. I kept hearing the same thing from parents: “My kid’s vitamins taste like candy, and I’m not sure they do anything.” It wasn’t a complicated insight, just one that no one seemed to be acting on.
Great ideas often live in plain sight. The key is to listen carefully to what people are saying, especially when it sounds repetitive. If a problem keeps coming up, and no one’s solving it in a way that feels modern or thoughtful, that’s usually a good place to start.
Don’t sit around trying to be clever. Just be curious. Ask questions. Talk to people. Look for what feels broken and then ask yourself what a better version might look like, in particular what would appeal to you.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Darren: With Hiya, nearly every parent I spoke to said the same thing about other kids’ vitamins: “My kid loves them, but they just feel like candy, and I’m not convinced they actually do anything.”
When you keep hearing the same problem from different people, it’s worth digging deeper.
That said, it wasn’t just about solving a need. The metrics made sense: strong margins, high repeat rates, and a large market.
As for testing a business idea, don’t overthink it, just start. You’ll learn more in a week of real-world effort than months of planning.
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?
Darren: To grow Hiya, we moved fast, launched a single product, and put everything behind making it the best version of itself. We ignored distractions, said no to a lot of tempting opportunities, and focused relentlessly on what worked.
Urgency and focus – that’s what drives momentum. Without both, you stall.
Adam: What are your best sales and marketing tips?
Darren: Customers are sharp. Before you use any sales or marketing tactic, ask yourself: Would this work on me? If not, don’t do it.
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?
Darren: Effective leadership starts with confidence, not ego, but clarity about who you are and what you stand for.
Be transparent, but that doesn’t mean sharing every doubt or fear. It means showing up as your real self and owning your perspective, yet also being open to changing your mind or being proven wrong.
Adam: What is your best advice on building, leading, and managing teams?
Darren: There’s no one-size-fits-all leadership style. Be yourself. People follow people, not personas.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Darren:
- No task is beneath you. Do the small things. Your team will notice.
- Treat people fairly – employees and vendors alike. If you squeeze them, they’ll eventually leave.
- Don’t hire jerks. Even if they’re talented, they’ll make hard times harder.
Adam: What is the single best piece of advice you have ever received?
Darren: Pay attention to what feels obvious to you but invisible to others – that’s usually where your edge is.
