Several years ago, I interviewed Jeanne David, founder and CEO of Outer Aisle, in an interview originally published in Thrive Global. Here is an excerpt from our interview:

Adam: How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?

Jeanne: I was interested in business from an early age. In fact, I started my first business when I was just 10 years old – it was a summer camp at my house for kids ages 2-5. I made my own fliers and delivered them door-to-door to families in my neighborhood. It was a huge success – I hit “maximum capacity” and still have the flier today!

The idea for Outer Aisle Cauliflower Sandwich Thins and Cauliflower Pizza Crusts was born from my and my husband’s decision several years ago to change the way we ate by cutting out sugar and processed carbs and increasing the amount of vegetables in our diets. As two people who absolutely love good-tasting, rich foods, we couldn’t stand the blandness that often comes with eating more healthily. So, I experimented with vegetables as a substitute for other ingredients in our favorite foods, and my two best creations were my cauliflower sandwich thins and pizza crusts. They allowed us to keep eating the delicious sandwiches, tacos, lasagna, and pizzas we love without the carb crashes or detrimental health effects.

One of the biggest challenges I faced was my own hesitation to bring my products to market. As I started sharing my cauliflower sandwich thins and pizza crusts with the people I loved, my family encouraged me to launch my own product line. With their love and support, I finally decided that was the right path for me, and I wouldn’t change that decision for the world now.

I always try to look at any failures, setbacks, and challenges as opportunities for growth. Without those experiences, I wouldn’t be the person I am today. 

Adam: What advice do you have on selling to retailers? How were you able to get your products into chains like Whole Foods?

Jeanne: Tell your true story, but make sure you tell it in a compelling way that is built around how your specific product fulfills the consumer’s needs. Humanize your brand with your experience and tell retailers why people want and need your products.

Adam: More broadly, what are your best sales, branding, and marketing tips?

Jeanne: In sales, you have to use fact-based selling. Collect your sales data and use that data to convince buyers that they want your product on their shelves based on your velocities.

For branding, it’s all about telling your unique story and connecting with your community, whether it’s right in your own hometown or across the country.

And for marketing, you must hire the best! Build a company that attracts and can hang onto top-tier talent so you can build a solid brand.

Adam: What other advice do you have for entrepreneurs?

Jeanne: One of the best things you can do for yourself and your business is to surround yourself with people who are better than you. More specifically, find a mentor or two in the same or a similar field.

Also – you’ve heard it a million times before – but for whoever needs to hear it right now, never give up.

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?

Jeanne: Every effective leader I admire leads by example, acts as a chief motivator, is a better listener than talker, and has heaping helpings of unrelenting tenacity and commitment to excellence.

Leaders get to the ever-present “next level” by surrounding themselves with an excellent team, serving that team, communicating well and by continually practicing and displaying their gratitude.

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

Jeanne: Build with gratitude. Always be available to your team. Set clear roles and expectations. Delegate effectively and efficiently – you can’t do it all on your own.

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

Jeanne: You are only as good as the team you surround yourself with. Build a good team. One of my mentors early on helped me understand that one person cannot possibly have the skills and talents of a team. A team balances each person and adds strength to the group. A single person can only take a company so far, no matter how smart you are or how hard you work. 


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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