Transcript

How Baby2Baby stepped up as LA wildfires raged

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0:53 Hey folks, Jeff Berman here. I am thrilled to share some of the new names who will be joining us at this year's Masters of Scale summit. This may be our biggest stage yet. Reed Hastings, Meredith Whitaker, Van Jones, Amjad Masad, and more. Will be there with us October 20th through 22nd in San Francisco. If you're building something great, or you want to build something great, We want you there with us too.

1:20 Join us at masters of scale dot com slash apply twenty six. That's mastersofscom slash apply. Twenty six. Hey folks, Jeff Berman here. This week marks one year since the devastating wildfires in Los Angeles.

1:40 And as someone who has lived here for nearly twenty one years, and whose family was affected by the fires and As anyone who lives here knows, it has just been

1:55 an extraordinary Devastating experience for us to go through here, and yet Angelinos are resilient. The city is resilient. People have come together in really extraordinary and beautiful ways.

2:09 To make things better. to help others get through it. It's really the best of who we are. And to the people. Who are among the very best of who we are. are baby to baby CEOs Nor Weinstein and Kelly Sawyer Patrikov.

2:26 They lead an exceptional organization that really started with a a very simple insight. Which was that the resources for new parents to take care of their babies, the most basic resources, diapers, formula, etcetera, were not getting to them. As Antelino's They were especially focused on stepping in.

2:48 To address the needs coming out of the fires in Los Angeles. From literally day one. Baby to baby was on the ground providing essential items to families in direct Need.

3:03 These are two phenomenal human beings, and I had the opportunity to be in conversation with them last year on stage. Discussing what it was like to face a disaster in their home town and how they continued to scale their impact not just in Los Angeles, but around the world. You gotta have incredible talent at every position. It's like this gives a huge push. There are fires burning when you're going out. Can you believe it? Such an idiot. And then you go back to, this is totally gonna be amazing.

3:37 There are so many easy ways. I have no idea what to do. Sorry, we made a mistake. But you have to time it right. Oops. Just how you do it. This is masters of scale. Kelly, Nora, welcome to Masters of Scale. I can't imagine a more fitting and important conversation for us to have on this stage in LA.

4:13 I've been here for twenty years in LA. It's home for me. And the fires that we had at the top of the year were devastating for I'm sure everyone in the room. If you weren't personally affected, someone you You love some member of your family, um, lost their home, lost their business, lost their community. And so I want to take us back to January seventh.

4:31 Where was each of you when you when you first heard about the fires? The news obviously started unfolding slowly. So it was I was talking to colleagues, I had Friends calling, I live in Brentwood. And um baby to baby. Has now responded to a hundred disasters, but this one was different because this was our

4:53 Backyard. It was our home. So while we're used to saying, okay, everyone, we're having a huddle. There's a hurricane, or this is hitting Texas, or this is happening in Florida. This was The Manager of our warehouse has now just been evacuated or

5:11 I was figuring out where my kids were in school and finding out what was happening. So it was so personal from the get go. We had to kind of juggle dealing with the personal and dealing with the professional, which was our jobs in this moment, were to take what we had learned in 14 years and apply it where we're looking out for children and families in disasters and apply. All the lessons we've learned. into this moment where it probably mattered the most. Kelly, where were you?

5:42 I was sadly in bed with the flu. On the fire relief huddles. On Zoom. And you know, we're watching each of our employees be evacuated, one of our employees lost their home. Their sister lost their home, they evacuated with their children with just the clothes on their back. So we were really in it in a way we'd never been in it before.

6:03 But that felt so different to us and personal to us because they're all around us, not only friends were losing their homes, but also our staff who we care so much about. And what was so amazing was that the community came together and baby to baby became this kind of like hub. of like what can we do? How can we help? We've never had like volunteer sessions so full people like beating down our doors to come and there were hundreds of people multiple times a day coming and wanting to help. And many of the people who came had lost their own homes. And they just you know, would cry and say like I want to do something, I don't know what else to do, I just want help. And so people are putting together fire relief packages for children and you know families who've lost everything, and it was So scary and sad, but also so inspiring to see LA and the community come together in that moment and to have the space to be able to hold that. So how did you flip from we've got to deal with ourselves and our people to we've got to serve the community? How did you transition into that mode?

7:07 I feel like we have seen it before because through our disaster relief work, we're constantly around people in these other cities who are having similar circumstances. Our team over 14 years has built this expertise. And we've built it in fifty states and three hundred cities, but in Los Angeles, our team knows this city. Every inch of it. Ан війно where children are and we know where the most vulnerable children are.

7:34 How do you know that? Is there data telling you that? Is it because you've got partners? Where's that coming from? Fourteen years ago when the two of us took over the leadership of baby to baby and built what baby to baby is today. We've always been a model where we don't serve families and children directly on a regular basis. We've always known that in order to scale. We had to serve.

7:58 Partners Serve their Serve Clients. So what that means is we've been building for fourteen years.

8:06 A network of organizations in Los Angeles and all over the country. So speaking about Los Angeles. We have a програm team. that is working with Hospitals. foster care agencies

8:19 Хомлес шелтерс, скулс, коммунітний ресурс центр. And one by one, we onboarded them. To serve them on a regular basis. so that we might have a tiny homeless shelter in the valley and They have eight beds and we know that regularly they need supplies for the

8:40 Rotating eight families that might be coming in and out. Then we also serve the entire Los Angeles Unified School District. Where we're serving tens of thousands of students. who go to school and they're identifying who the students are who are most in need, who are experiencing homelessness, who might be in foster care, et cetera. We know which shelters to be looking out for to think well that shelter must have burned down. So we need to get to these kids, and they probably would have gone here. Or we know the principal at this school, so we're gonna know who to contact. We were able to activate very quickly.

9:14 Kelly, help us understand the scope and scale of what the relief efforts required and what baby to baby did in in that moment. I think you know we have this huddle in the morning, it's 9 a.m. the whole team is on and it's every department and everyone's coming in. We're like, okay, this is what we need to do today. We're gonna do a pop up distribution outside of our own parking lot at baby to baby, and we're gonna serve families with here are the top needed items. And it's diapers, formula. baby food and people are coming through and they're driving through and we're putting everything in. We're also sending to these shelters that are already housing people who have lost everything, and we're making sure those shelters have everything they need because what we know is in these emergencies and in disasters. adults are really sort of the ones that people focus on. And we're there to focus on the babies and children. So if you have lost your home and you're in a shelter and you're a parent, there's no crib, there's no diaper, there's no formula, there's not a toy, not a book, there's nothing. So imagine being in that moment and being a mom or dad and being like, okay, but what about my

10:18 Kid, what am I doing? So we are there to provide those items. We have sixty two members of our team. We're like, Okay, we're all gonna break up, we're all gonna conquer this and we're gonna handle it. And so we did pop ups around the city. We were sending truckloads of items, and then we had our thousand partners sending him requests. Saying okay, like this is what we need in this moment, and what we always do at baby to baby is we ask and listen, and in those moments we're asking what is needed, not just imagin what people might need, but making sure we're asking and listening. We had this incredible outpouring of support from the community, and our corporate partners are are lifeline and they were donating millions of items from

11:01 Hygiene items to Diaper bags and clothes and just people were being so so generous. Yeah. Okay, so let's go back fourteen years. very few people know what baby to baby is fourteen years ago. How do the two of you come in to lead the organization?

11:16 Well, I was a model and I lived in New York and Nora was a lawyer and lived in New York and in fact I hate to give him credit, but I will. Um my father in law introduced us. Uh it set the two of you up. Yes, it set the two of us up because we'd both moved from New York to LA and we went to dinner and we were talking about like our next phase in life and what we wanted to do. And during my time modeling when I was in New York and not traveling, I was volunteering at a Head Start Center in Harlem where I got to Spend time with so many children who couldn't really even focus on their schoolwork or do any of their schoolwork without basic essentials. So there'd be a little boy there with shoes that were three sizes too small, and he couldn't do his math work sheet. Kids that hadn't eaten breakfast, so they weren't able to focus on school. And it was sort of this thing that like inspired me. I wanna work with kids. I wanna do something to help. And Nora had a similar s sort of situation when she was a lawyer, working with children and mothers and pro bono work that she was able to do. So we sort of met and bonded over this. It didn't happen right away, but we were like Maybe start something.

12:25 And um we started meeting with nonprofits in LA to sort of see what the need was, like what was missing. We didn't want to start something to start something. Everywhere we went, we were so shocked. It was like you know what we don't have, you know what we're doing these services. We aren't able to provide diapers, and everyone kept saying diapers, diapers, and we were like what diapers? That's so interesting. Now we know that like One in two families in America are struggling to afford diapers for their children. People are choosing between food and diapers for their babies. But at that moment we really didn't know, and it was so interesting learning from a children's hospital, a homeless shelter, a domestic violence shelter, a school, and it was All across the board it was the same answer. So it was this

13:11 question that we asked that we kept hearing the same answer for and we're like, we can do something about this. So it's one thing to say we have a a shared mission here to then go and meet and gather the data and identify this core problem and decide to do something about it. It's another thing to say, we're gonna be co-CEOs of an organization and we're going to build something That has the potential to scale to national or potentially even global impact. So what was the inflection point where you said this actually has to be a thing, right? We can't just do this by going to our friends and raising some money and maybe talking to uh you know a big CPG company and getting some diapers donated. What was the foot point?

13:50 It was the two of us, and we had one intern, and we were sitting in this like six hundred square foot tiny space on Pico Boulevard. And Collecting gently used items from the community. Maybe you'd uh your baby would outgrow the size two diapers and you might drop off like one or two packs. And that was sort of like The beginning of it all. And we were sitting there and we were like let's like announce That baby to baby is, you know, the two of us, and we're doing something, and we would like see a vision for it. So we've scraped together a little.

14:21 event and asked a friend to donate alcohol, found a free space, we had a publicist friend Who got a photographer, and we had an event and it was twenty women. And luckily We had invited Jessica Alba and Nicole Richie. They ended up coming. As one does. Oh we do live in LA, I don't know. So they came and a photo ran in Us Weekly and it said the Baby to Baby event.

14:46 So we're sitting in our little six hundred square foot space and we got a phone call and it's Edelin PR. And they're like, Hi, um, we saw your photo in Us Weekly, and we'd love to do an event with you, and we'd like to give you a hundred thousand dollars and a hundred thousand diapers. And we were like, What? At that point. We'd had like two thousand dollars and two packs of your diapers, maybe you dropped off And we were like, Okay, this yeah, we'd love to do an event with you. Sure. They're like, Can you just repeat what you did? And we're like, Yeah, great, we'll do it. So they're asking us like Do you accept

15:20 Palettes and we're like, yes. And we're like, what is a palette? Like Googling, what is a palette. And then they're like, Do you have forklifs? And we're like, of course! We have so many forklifs. And we're like, How do you rent a forklift? And we just sort of started, you know, we were saying yes to everything, and we had this event, we got the hundred thousand Dollars. The truck showed up, the biggest truck we've ever seen. We were in heels just like this, and we got on it with our intern, unloaded ourselves without No forklibly. No forklift. No foreclips. We did not have one. We didn't rent one either. And we unloaded them. The truck driver was really nice. Thank God he helped us. And those diapers flew out the door.

15:58 In One day. Wow. And it was like Wow, we're really on. How is that possible? Because because you you weren't scaled at that point. All of a sudden you have this because when the need is that dramatic, people show up.

16:11 So we made a few calls. We didn't know how this word spread, but they heard the word diapers and they needed them, and they showed up in cars and they packed them till they were totally full, and they tied them to the tops of their cars. And we watched, it's like if someone need something and needs it for their baby, they will drive far, they came with their friends, they came after work, they came before work, and word got out. And we could have kept going. When there's something valuable, people show up. So I I love this moment of yes, sure, poets, forklifts, all of it,'cause it it's such Every startup, every entrepreneur knows this feeling of like, oh my god, I just have to say yes. Like I'll figure it out. I'll build the airplane on the way down. The a hundred thousand diapers, the hundred thousand dollars, but all of a sudden you're you're out of product and the demand is still there.

16:59 What happens the next day? I think now we were off. Like this is kind of I think what binds the two of us and you hear that, you know It's not always the model and the lawyer and the th that doesn't necessarily make sense, but we've had this vision of making this huge. And people, you know, we would ha it would we we'd have very early interviews of someone saying, Oh, what's the goal? And we'd be like To provide every child in the world with diapers and basic essentials, and it was kinda like Silly does like that's not and we were like, Okay, you can think that's silly. Like we had really big hopes for it. Well, maybe less silly and more audacious. Sure. Yeah. Yes.

17:35 But I think like we didn't back down from it. We were like, we just gave out a hundred thousand like Great, what's next? When can we double that? You know, we had to make some key decisions quickly, which gets to the point of scaling, and what we were saying before about how we weren't serving individuals, because I think we realized quickly if there had been a line of people who needed the diapers themselves, it would have been much more complicated. Because we weren't gonna ever

18:02 decide who gets what and how many and what size. And we knew if we really wanted to serve the numbers we wanted to serve, we had to. Have a layer in between where one group could say, you know, that we had established this group is picking up for eight children, this group is picking up for A hundred and twenty thousand children. And that was a key decision early, because we were like, if we want to just incrementally grow. we can just keep having a few friends in the space and have moms themselves show up. Like we could have given out the stuff that way. And it was like no, we quickly wanted to go

18:35 fast and furious and we were like we have to we are gonna have to do this through organizations. Still ahead. How Kelly and Nora learn to leverage LA's celebrities to explode baby to baby's growth. Hey, listeners, Bob here. If you listen to Rapid Response on Masters of Scale, you may be missing half the show because every Friday we release a second Rapid Response exclusively in the Rapid Response feed. The guests and topics are just as compelling and timely. From Ford CEO to NASA's administrator to the lessons from The Devil Wears Prada. It takes about 10 seconds to find, just search rapid response wherever you listen to podcasts and hit follow to make sure you never miss an episode.

19:31 I hope to see you there. Humans will never be more intelligent than AI. There can be two types of companies. Those were great at AI and those that went out of business because they weren't. How do we build a future? That is human centered.

19:48 I'm Rana El Chayubi. And on my podcast Pioneers of AI, we answer that question and so many more. As an AI scientist, entrepreneur, and investor, I know what it takes to build AI that works for everyone. Every week, I sit down with the pioneers shaping our future. And we take you behind the scenes of the AI that's transforming our lives. Find pioneers of AI wherever you tune in. You can find this conversation and more.

20:21 on our YouTube channel. Since it began more than a decade ago, Baby to Baby has given out two hundred fifty million diapers. It's a number that they are justifiably proud of, but quick to follow up with this one. This year alone.

20:36 They've received requests for one point seven billion. Diapers. That unrelenting need. That diaper gap.

20:46 Drives Kelly and Nora. To keep scaling. Once we started raising the$100,000 and then raised a little bit more, we started putting together a team. Our team has always been predominantly women, and we just put a lot of smart women together in the room and kept figuring out the next step. Some of it happened because of the celebrity. Now there was the next picture of the next celebrity and the next celebrity and the next event, and that helped because that Provided for some incoming phone calls. So we'd get a call saying, I own a baby bottle plant, or my friend does, and they connected us to them.

21:20 And we have a hundred and twenty six thousand extra baby bottles. We heard you could do something with them. And again, we're like Yes. Yes. We also then had decisions made based on these things coming in, like the plant was in Philadelphia. We said well Don't ship them to Los Angeles.

21:38 I'm sure there's someone on the east coast who could use them, and we could use some. And so this was sort of how we started serving children outside of Los Angeles came from an incoming call where we said, We're getting all of this. notoriety from some of our celebrity relationships that's giving us press and attention. But now we can share the wealth. When we have excess, let's share it. So instead of saying Let's expand to Philadelphia today. It was really a call that started out saying why don't we look for an organization that does similar work or could be able to do similar work in Philadelphia or a neighboring city? And I'm sure they can use half those bottles, and then why don't you s ship half of the bottles to us? So some of our scaling decisions happen because We get really good phone calls. It sounds like you effectively built a flyway, you built a virtuous cycle where you'd have a celebrity show up that would get some attention, that might lead to a donation. Is that kind of how it evolved?

22:32 Yeah, part of our job we would joke sometimes like we're nonprofit CEOs, but we're also like Agents were like doing endorsement deals. That first Huggy's call, we got a hundred thousand diapers and a hundred thousand dollars. Our next one, we were like, Well, Jen Garner will do it for five million diapers and five million wipes. And she did. And now we 14 years later just got an eight million dollar grant from Huggy's. In kind and cash, yeah. So it's sort of like a full circle moment, but we really did see like okay, we can use celebrity to our benefit. Also makes the celebrity look good. Probably their agents and managers hate us because they don't get the percentage. But that's fine. And this corporate partner is happy we get to serve children with the basic essentials that we need for them and so it's sort of like a win win across the board and most corporations do need a corporate partner and you know want to for their customers look charitable and want to do that anyway. So it really works.

23:36 wildfires hit Maui or a hurricane hits Texas or North Carolina or what have you. When you're talking about the disasters that are hitting these other areas where you don't have infrastructure. How did you figure out how to serve the needs there? Partnering. as we have from day one. with other nonprofit organizations so we are

23:55 In there with the Red Cross, with you know World Central Kitchen. We are side by side. We're popping up if we need to with our disaster relief team. If the Red Cross is like, we've got this, but we don't have the diapers formula and baby essentials, can you send them to us? Then we're we're the person who's providing that. I think like we're Called the Red Cross for Kids, which has been a very proud name that we've taken on, but we are that. We're trying to be there to serve the children in these disasters. And however we have to do it, we'll do it. So if we need to get there with our team and do it ourselves, if there's a partner on the ground that we work with already that is like send us the stuff and we can distribute it, we're like, great, we'll do it any which way we can. I think like being spry in these moments is like how we're able to get to the people and make sure that everyone is taken care of.

24:46 So in terms of the scale of the organization, just Picking up on the celebrity thread for a moment, can you talk about the gala and how you built that and how important that is to to what you all do, the work you all do? Yeah, I think year one we were like I guess we should have a gala. Every nonprofit has a gala. Let's have a gala. We raised one point one million dollars and we looked at each other and we were shocked. Because in that moment that was

25:10 So much money. A lot of money. We now raised almost eighteen million dollars this year. In one night. In one night. And you know, the growth of that has been exciting but even in that first year the same like Everything's still kind of like the same vibe. We were like, okay. Let's make sure

25:32 that we have an event that is fun that people want to come to. It's not a sit down rubber chicken and the side. Yeah. And uh and nonprofits that have those. We love you and I'm we're we are your partner. So great. But ours is supposed to be, you know, fun. Young, exciting. We have twenty chefs from around Los Angeles who come and cook at their own station. So Evan Funky's making you like Cacheo Pepe, John and Vinier making a lobster roll, like just things are happening and it's fun. Gwenneth Paltrose feeding you a Oyster from found oyster, I don't know. I mean if I had a nickel for every time gonna fed me an oyster. Great, it's the best thing ever. So we've tried to make it something that people want to come to, but As much as people are like oh it's the funnest event of the year and you honor Selma Hayek and Snoop Dogg perform they're like don't you have the best time or like Nope. It's work for us. We are there, we are working. This is where we raise sixty percent of our operating budget. We plan it all year long. Those donations that roll in, like the night of that are we do a live giving on the stage and you know, whether it's Nicole Ritchie and Mindy Kaling and they're joking and whatever, and we are sitting there like

26:44 Okay, like we plan that and it is part of everything that goes into our three hundred and sixty four days outside of the gala goes into that night. So it is fun. And it is something people want to come to. We were proud to be called the Met Ball of the West, so that was cool. Yeah. But um it is work and it is how we fund Serving a million children across the country every year. The other angle of your work that I'm not sure people are as familiar with is on the policy front. This is not commentary on what's happening in America today. This is historically

27:18 incredibly regressive policies with regard to maternal health, with regard to children in need. I I started my career as a public defender in Washington, DC as representing children charged as adults, and I'll never forget the first time I walked into a home and I saw a mom feeding a baby with a baby bottle, but Coca-Cola. And why? Because it's it's high calorie and it's inexpensive. And if you can't afford formula, like that's what you're gonna do, because you're gonna feed your kid one way or another. So Could you share a little bit about how you you moved into doing policy work and what the focus there has been and and where you've had some success? We pride ourselves on being in a very narrow lane.

27:56 And I know there's leaders of nonprofits and for profits that want to have as um wider a lane as possible, but we really have a narrow lane. The reason we have a narrow lane is is that our work is not done. And we know there's this incredible need. We've taken on two very specific instances of advocacy because they were so closely tied to our mission and our lane. So the first was the diaper tax. So diapers in Many states

28:26 Are taxed and they are taxed like a luxury item. And as we always say, anyone who's ever change a diaper, would not put diapers in the category. There's nothing luxurious about changing a dirty diaper. So that considering diapers are the number one item we distribute and what kind of started this entire movement for us and keeps us up at night, the fact that diapers are taxed felt like something we wanted to go. Fight against. So

28:53 We did that. So again, we didn't have a roadmap. We didn't have someone to ask for advice. We went and we started with California because we're here, and we started advocating to remove the tax in California. We went up to Sacramento. A few times we brought celebrities because we'd were just doing whatever we could to try to get attention to get this tax repealed. And We gave out all the stats about how one in two families in the United States are struggling to afford diapers, how diapers are the fourth highest expenditure in any low income family's house after food rent utilities, how people can't drop off their children at daycare unless they have diapers. So moms are not going to work and not

29:31 going to job interview because they don't have diapers, and we explain this all to you know, the governor and the politicians in Sacramento. And we lost a few times. And then we flew back to Los Angeles and then we got right back up and we went back to Sacramento. We shifted a little bit and we kept going. And ultimately in the

29:51 January of two tausent twenty Diaper tax was repealed for the first time in state history in California. A bunch of other states followed suit. There's still twenty five states to go, so we continue to be on that road. Another phone call, a great one. From

30:12 The White House and the Biden administration and they were looking to um do a pilot in maternal health. And asked. Baby to baby to join them. So we picked um along with them the three states with the highest maternal mortality, highlighted that program. Kamala Harris came to announce the partnership at Baby to Baby headquarters and since then we have that was three states. We're now in fifteen states with With Huggy's help and support. But it's something that we're doing because obviously the need is there. We're seeing the rates of maternal mortality are growing, especially for black women. And so it's something that's really important to us that we see in our work every day. Mental health is now the number one leading cause of maternal mortality.

31:00 And so as soon as that was brought to our attention and that was We have to do something about it, just like we have to do something about the diaper need. And so it's one of those things that sparks something in us. That is narrow and in our mission, but something that we know we can get behind, that we can do something about. And so, you know, we have a lot of states left to go, but we're gonna get there. But t Kelly, in these fifteen states where this pilot program is now expanded to, what's working to reduce maternal mortality rates? So we are basically we make these maternal newborn supply kits. It's twenty items in a kit that you receive right after you've given birth to a baby in those moments. You are obviously vulnerable in so many ways, but if you don't have basic supplies to take care of yourself and to take care of your baby, then imagine the hopelessness that you feel and the hopelessness that you feel because you need to take care of this tiny person and you don't have

31:54 those basic essentials to do it. So that is what we're doing. We're giving moms in that moment these supplies. And it's not only diapers and clothes and all the things that you need for your newborn baby, but it's things to take care of yourself. Because that is also important in those moments. There's a lot of information inside, not only teaching you about those twenty supplies and how to use them. for you and your baby, but also in the case of you might be in some sort of health situation where you need help and you need a doctor, there are exactly those instructions also included. We don't, you know, pretend to be solving the maternal mortality crisis which has

32:31 So many sides to it, but we do feel like we're a real part of it now. It just strikes me that And forgive me for like trying to be logical here, but So much of what we're talking about, whether it's a 20 item kit that's going home with a new mom, along with you know sort of tips and guidelines, what have you, or it's just simply saying like, hey, if a mom's gonna be able to go to work or job interview, she's gonna be able to drop her kid at daycare or at a relative's house even with diapers. We need to make sure that they have access to diapers. These are relatively small dollars invested for potential massive returns, right? In every respect in terms of healthier families and communities, in terms of more productive members of society, all of it

33:14 What is stopping us from solving this? Is it the will, is it the broad understanding that we can do it? Why can't we get to a point where we don't need a baby to baby because we have fixed these problems? I feel like we spend so little time with that question intentionally. The problems exist. And we are solution oriented, and we need to work.

33:36 Side by side partners. We of course need the government and the for profit sector to work alongside us, but I think our thought is while other people figure out why that's not being solved. We're gonna Do our part. To Solve it.

33:53 As much as we can without that help because it it's not going away. And I think we all kind of know it's not going away completely. But we're doing these creative things where In the case of these maternal health kids. Does have a government arm. It does have huggy. I want to bring us to a close with a handful of sort of rapid fire quick questions for you. What is one great thing about having a co CEO? Well I call Nora my lawyer face because there's many things that I do that might be good, but

34:24 We may have gotten sued or taken down if it was for me, if it wasn't for her. Because Nora makes sure to dot the eyes. And cross the T's and make sure that we're always keeping everything on point and so I appreciate that as a person who maybe isn't that way. So I think the yin and the yang of us has really benefited baby to baby and our partnership Wouldn't have been possible without our different personalities, but our different personalities bring such different things, but the combined Combination of the two of us brings everything to baby to baby. One piece of advice you would give to an entrepreneur, again, for profit, not for profit, doesn't matter.

35:05 Who's identified a problem and wants to go solve it. I think we've said it a million times, but saying yes really worked in our benefit. And we said yes a lot in the beginning. And we had a lot of incoming support, but we said yes every time and then just figured it out. And that's really how we grew in the beginning. And then we started saying no. So we did say yes for a long time. We st I s we still believe in the power of yes, but there are some very difficult times where you have to say no. I think we have we've had to say no. When

35:37 Ar donors wanted to Keep giving us gently used things. And we realize that Ізпensive наскалаво. Енне сам щодо, бо так би This organization where we're reaching so many people. I think in a in a disaster when someone wants to drop off.

35:57 Beautiful puzzles, and we have to say Right now If you give us puzzles, we can't get out this water quickly enough. And so we have had to learn in the very hard way because we're so Used to saying єс, that you do also. Have to sometimes say no.

36:13 One thing that the Hundreds of people here. tonight and the hundreds of thousands of people who will listen to or watch this when we release this. can do to support your mission. Our Instagram is

36:26 at baby to baby with a number two. Our website is baby to baby dot org. But I think not only is it donating funds, because of course every nonprofit needs funds, but we do love volunteers coming in and helping, as we said, like our maternal newborn spy kits are packed purely by volunteers. So when I'm telling you that they are going out to fifteen states now that new moms are receiving these every day, that is because of our volunteer force. And then I think besides that, corporate partners have been a huge part of how we have grown and these Donations of bottles, it's formula, it's diapers, but it's also socks and shoes and clothes. And these have really allowed us to distribute half a billion items since we have started. So that is really a number one thing, these corporate partnerships and the in kind donations really go a long way for the children we serve. And just to Add it sounds cliche, but the idea that in helping us that there's no donation too small

37:24 Is really true. And I think we almost suffer from a reputation that comes along with our celebrity supporters that. We don't need help, or we only need help on such a massive scale. And so that someone sitting in the audience or with a company that doesn't have eight million dollars Or eight million diapers, that there's no place for them, but it's Really not true.

37:47 And it's the forty thousand donors that Gave to our Firefund that allowed us to give out. The twenty million items. And the fires. Any amount of funds, it really does add up and it has led to where we are today.

38:02 I love that as a place to bring us to a close that you have no idea the impact that every small action can have. On behalf of Los Angeles, on behalf of every community that Baby to Baby serves, thank you for the work you do. Thank you for being with us tonight. Thank you for having us. Thank you. Okay. From a scrappy start that nearly every entrepreneur can identify with. Баби та беби хаз евовд інтурд на фор профит.

38:35 With an enormous impact. Norris and Kelly's story is a valuable reminder that the most essential ingredient for scaling your idea is an unwavering belief that the problem you target is worth solving. А надстанди в естроодиний скел. That Kelly and Nora have reached. There is so much more to do.

39:00 Special thanks to our vent team and the team at Noye House in Los Angeles. I'm Jeff Berman. Thank you for listening. Masters of Scales await what original. Our executive producer is Eve Tro.

39:22 Our senior producer is Trisha Bobida. The production team includes Masha Makutunina and Brandon Klein. Our senior talent executive is Stephanie Stern. Mixing and mastering by Aaron Bastanelli and Brian Pew. Original music by Ryan Holiday.

39:39 Our head of podcasts is Letal Lalad. Visit mastersofscale.com to find the transcript for this episode and to subscribe to our newsletter.