EO Products

EO Products is the natural personal-care company founded by Susan Griffin-Black and discussed in Advice Line with Susan Griffin-Black of EO Products. The episode references the company’s earlier origin story from a 10-gallon pot in a garage and then focuses on the post-2019 period, when COVID created a huge hand sanitizer surge followed by a sharp demand decline.

EO’s crisis path adds a resilience case to the wiki’s CPG branch. Demand growth created inventory and vendor exposure, then falling demand forced layoffs and negotiation. Susan’s story highlights how Relationship-Led Growth can matter inside operations, not only in sales: trust with a packaging supplier helped EO turn a large obligation into a workable repayment plan.

Connections

• Susan Griffin-Black - founder and Advice Line guest.
• How I Built This and Guy Raz - show and host context.
• Relationship-Led Growth, Sustainable Growth Pace, and CPG Distribution - concepts reinforced by EO’s crisis and channel experience.
• Seventh Generation and Justin’s Nut Butter - adjacent values-oriented consumer-products cases in the wiki’s How I Built This branch.