There are some “rules” of business success most entrepreneurs abide by. But many also have their own “secrets”—things they do or believe that helped them achieve success. In “Secrets of Success,” a weekly interview series here at Web.com’s Small Business Forum, I ask some of today’s smartest, most innovative, most successful business owners to share their insights and success secrets with you.
Meet: Lori Caden (above, right), who along with her sisters Jodi (above, left) and Kari (above, center), founded Belly Bandit, which manufactures and sells shapewear, in 2008. After Lori’s first pregnancy, they created the niche business to help new moms reclaim their pre-pregnancy shape.
Today Belly Bandit is the top post-pregnancy shapewear collection recommended by physicians, nurses, hospitals, doulas, fitness experts and, of course, new moms. The products are available in more than 75 countries.
The brand has cultivated a huge celebrity following, including Christina Aguilera, Christina Applegate, Selma Blair, Julie Bowen and Molly Sims, and has received press coverage in numerous major fashion and lifestyle publications.
Lori is also the CEO of Caden Concepts, a promotional branding, products and design company she started with her sister Kari in 1998.
You can reach Belly Bandit on Twitter @BellyBandit.
Rieva Lesonsky: What did you want to be when you grew up?
Lori Caden: An ice cream lady—I loved the white truck that played music—you knew the ice cream man was near. Kids would run with smiles to greet him and buy ice cream.
Lesonsky: Why did you start your own business?
Caden: Simply out of necessity. I already had a business, I was not looking for another!
Lesonsky: Did you experience a pivotal moment on your way to success?
Caden: Opening our first box store, as well as our first celebrity partnership with Kourtney Kardashian.
Lesonsky: What’s the best small business advice you ever gave and/or received?
Caden: “If it doesn’t challenge you, it doesn’t change you.”
Lesonsky: What’s one “best practice” more entrepreneurs should be embracing?
Caden: Be so good, they can’t ignore you!
Lesonsky: Do you have a prediction for small business?
Caden: We hear (and see) it’s becoming more difficult for small businesses to stay afloat. But a good product can find success no matter what. I also see small businesses spending more marketing money online and on social channels. Things have definitely shifted—print is becoming a “ thing of the past.”
Lesonsky: What’s your favorite book?
Caden: Where the Sidewalk Ends by Shel Silverstein. It’s the kid in me that never wants to grow up. Now it’s my children’s all-time favorite book.
Lesonsky: Is there a quote you find particularly inspiring?
Caden: “Sometimes good things fall apart so better things can fall together.”
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Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at email@example.com, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.