Innovation and Adaptability Are the Only Way Forward: Interview with Ryan Lupberger, Co-Founder and CEO of Cleancult
I recently went one-on-one with Ryan Lupberger, co-founder and CEO of Cleancult.
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?
Ryan: My formative younger years were spent in Boulder, Colorado, where I grew up immersed in the outdoors. Society has a natural affinity for nature and all things there, and so I grew up with an appreciation for organic and responsible practices that weren't just a trend but a way of life.
Green living is more baked into the Boulder lifestyle, but even there, the homecare/household category remained relatively untouched from a sustainability perspective. Just think of the large, plastic orange and blue jugs of detergent and the harsh chemicals that go into cleaners. The household category creates huge environmental impacts, not only in generated plastic waste but in the use of unregulated ingredients used in cleaners, soaps, and detergents.
Upon completing high school, I landed my first job at the Unreasonable Institute, a social venture accelerator dedicated to tackling global challenges. It was here that I discovered my passion for entrepreneurship and the profound impact it can have in addressing pressing issues—a passion that continues to drive me today.
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?
Ryan: It all stemmed from simply noticing a glaring omission. Where are the ingredients on the bottles of our cleaning products? Often nowhere to be seen!
With blurry regulation and a lack of transparency on what’s in the homecare products we use on our bodies, our belongings, and in our homes, I knew there was work to be done. With the simple principles of clean–yet powerful–ingredients and packaging with less planetary impact, along came Cleancult. Our brand truly is a fearless leader when it comes to tackling the big plastic problem plaguing the cleaning aisle.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Ryan: The sheer lack of eco-friendly home and personal care products available to consumers says it all. Recognizing the need for sustainable cleaning products wasn't just a realization; it was a conviction born out of observing a glaring gap in the market and a deep-rooted belief that there had to be a better way.
We set out to disrupt the status quo and redefine the standards of clean.
Through a lot of research and development, we formulated products that not only deliver exceptional cleaning power but also prioritize sustainability at every step of the manufacturing process. From carefully sourced ingredients to innovative packaging solutions, every aspect of our business reflects our unwavering commitment to creating a more sustainable future. After all, why should we sacrifice effectiveness for sustainability, or vice versa, when it comes to cleaning products?
In the early days, before we developed and launched our first-to-market carton packaging, we were obsessed with arts and crafts. We wanted to understand how customers actually reacted to soap being packaged in a milk carton. Would they get it, be open to it, and understand the sustainability angle? So, we made fake milk cartons and filled them with uncooked macaroni. The weight was similar to soap and actually felt pretty real. Those insights led us to have the conviction that the market was ready for this packaging and people understood it. My main advice is to test, talk, and live with customers in the early days as much as possible.
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?
Ryan: We have had the perfect balance of being nimble and adaptive as well as backing from investors to bring our visions to life and keep pushing to bring sustainable cleaning routines to the mainstream.
In the earlier days, our focus was mostly direct-to-consumer and small retailers across the US. To help imprint better cleaning practices into more mainstream households, we’ve since shifted our focus to a retail-centric approach; a pivot that’s been instrumental in amplifying our impact and accelerating our growth trajectory.
By partnering with retailers, we've significantly expanded our reach and accessibility across the country through names like Walmart, Kroger, Albertsons and Amazon. Placing our sustainable products on shelves nationwide has enabled us to democratize sustainable options for a broader market.
We are curious by nature and as we continue to grow our crowd of no plastic fanatics, innovation remains at the heart of our strategy. We've invested in research and development to enhance our product offerings, ensuring they not only meet but exceed consumer expectations for efficacy and sustainability. This includes our latest addition to the lineup -
Adam: What are your best sales and marketing tips?
Ryan: I've learned several invaluable lessons when it comes to sales and marketing that have propelled our brand forward. Here are some of my best tips:
Authenticity is the only way: In today's market, consumers are seeking authenticity and transparency. Be genuine in your messaging and communication with customers. Show them the real value of your product or service and how it can positively impact their lives.
Know who you are trying to reach: Understanding your target audience is fundamental. Conduct thorough market research to identify their needs, preferences, and pain points. Tailor your sales and marketing strategies accordingly to resonate with your audience on a deeper level.
Content marketing is everything: Content is king in the digital age. Create high-quality, relevant content that educates, entertains, or inspires your audience. This could be blog posts, videos, infographics, or social media posts. Provide value first, and sales will naturally follow.
Leverage social media: Social media platforms are powerful tools for reaching and engaging with potential customers. Establish a strong presence on platforms where your audience spends their time. Consistently share compelling content, interact with your followers, and utilize paid advertising to expand your reach.
Build relationships: Focus on building long-term relationships with your customers rather than solely focusing on making a sale. Provide exceptional customer service, listen to feedback, and prioritize customer satisfaction. Happy customers are more likely to become loyal advocates for your brand.
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?
Ryan: In my experience, I've found several defining qualities of an effective leader that have been instrumental in guiding our team and company to success. Firstly, effective leaders possess strong communication skills. They can clearly articulate their vision, goals, and expectations to their team members, fostering understanding and alignment. Additionally, they are excellent listeners, valuing input from their team and actively seeking feedback to continuously improve.
Another crucial quality is empathy. Effective leaders understand the importance of connecting with their team on a personal level, recognizing their individual strengths, challenges, and aspirations. By demonstrating empathy and compassion, leaders can build trust and foster a positive work environment where team members feel valued and motivated to perform at their best.
Furthermore, adaptability is key. In today's rapidly changing business landscape, leaders must be flexible and open-minded, willing to embrace new ideas and pivot when necessary. They anticipate challenges and proactively seek solutions, inspiring confidence and resilience within their team.
To take their leadership skills to the next level, leaders and aspiring leaders can focus on continuous learning and self-improvement. This could involve seeking out mentorship, attending leadership workshops or seminars, reading relevant literature, and actively seeking feedback from peers and team members. Additionally, practicing self-awareness and reflection can help leaders identify areas for growth and development.
Moreover, leaders should prioritize developing their emotional intelligence, as it plays a significant role in effective leadership. By understanding their own emotions and those of others, leaders can better manage interpersonal relationships, resolve conflicts, and inspire trust and collaboration.
Ultimately, effective leadership is about empowering and enabling others to reach their full potential while driving towards a common goal. By embodying these qualities and committing to continuous growth and development, leaders can truly make a positive impact within their organizations and beyond.
Adam: What is your best advice on building, leading, and managing teams?
Ryan: Building, leading, and managing teams is a multifaceted endeavor that requires dedication, strategy, and empathy. My best advice:
Culture fit hires first: When building a team, prioritize hiring individuals who not only possess the necessary skills and qualifications but also align with your company culture and values. A cohesive team with shared values fosters collaboration, trust, and mutual respect.
Cultivate a culture of open communication: Encourage open communication within your team by creating a culture where feedback is welcomed and valued. Regularly check in with team members, listen to their ideas and concerns, and provide constructive feedback to facilitate growth and development.
Set the right example: As a leader, your actions speak louder than words. Lead by example by demonstrating integrity, accountability, and a strong work ethic. Show your team that you're willing to roll up your sleeves and tackle challenges alongside them.
Empower and delegate: Trust your team members and empower them to take ownership of their work. Delegate tasks and responsibilities based on each individual's strengths and capabilities, allowing them to grow and develop professionally while freeing up your time to focus on strategic initiatives.
Celebrate wins and successes: Acknowledge and celebrate the achievements and milestones of your team. Recognize their hard work and contributions, whether big or small, to foster a culture of appreciation and motivation.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Ryan: Innovation and adaptability are the only way forward: In today's fast-paced and ever-changing landscape, the ability to innovate and adapt is crucial for success. Entrepreneurs, executives, and civic leaders alike must be open to new ideas, technologies, and approaches. Stay ahead of the curve by fostering a culture of innovation within your organization, encouraging experimentation, and being willing to pivot when necessary to seize new opportunities and overcome challenges. Think next generation, always.
Have a purpose and impact at your core: Beyond just profitability, prioritize purpose and social impact in your endeavors. Entrepreneurs can build businesses that address pressing societal issues, executives can lead companies with a strong commitment to corporate social responsibility, and civic leaders can advocate for policies that benefit their communities. By aligning your actions with a greater purpose and making a positive impact on society, you can inspire others, attract top talent, and build a lasting legacy.
Continually nurture networks and relationships: Success in business and leadership often hinges on the strength of your relationships and networks. Entrepreneurs can benefit from mentorship and strategic partnerships, executives can leverage their networks for business development and career advancement, and civic leaders can collaborate with stakeholders to drive positive change. Invest time and effort into building meaningful connections, both within your industry and beyond, and prioritize fostering trust, collaboration, and mutual support.
Adam: What is the single best piece of advice you have ever received?
Ryan: The single best piece of advice I've ever received is to "embrace failure as a stepping stone to success." This mindset shift has been transformative in both my personal and professional journey as the CEO and founder of Cleancult.
Failure is inevitable in any entrepreneurial endeavor. It's easy to become discouraged by setbacks, but viewing failure as a learning opportunity rather than a roadblock has been crucial to my growth and the success of my company. Each failure presents an opportunity to reflect, learn, and improve. It's through these failures that we gain valuable insights, refine our strategies, and ultimately pave the way for greater achievements.
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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