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Letting Go on Purpose: A Founder’s Guide to Exiting Right with Julie Cole
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What happens when your business becomes your identity, and you sell it?
Julie Cole, co-founder of Mabel’s Labels, went from lawyering to label-making, raising six kids while helping build a household name from her sister’s basement. She opens up about the unexpected acquisition, how her team navigated co-founder dynamics, and the emotional complexity of stepping back while staying connected to the brand.
Expect stories of scrappy beginnings, smart business moves, the real challenges of exiting with multiple partners, and how to redefine purpose after the deal is done. If you've ever wondered what success looks like on the other side of the sale, this conversation pulls back the curtain.
[01:26 – 07:26] From Basement to Brand
- Intro & Vision: Julie introduces herself and the idea
- Bootstrapping: Four founders and personal drive kickstarted the venture
- Real Need: A product born from personal challenges
- Validation: Early word-of-mouth proved the concept
[07:26 – 16:44] Building the Machine
- Team Dynamics: Clear roles and communication were key
- Growth: Evolving from the basement to professional facilities
- Market Response: Early press and customer love validated the idea
- Scaling: Strategic hires helped avoid burnout and silos
[16:44 – 24:18] Exit Strategy in Real Time
- Acquisition Offer: Avery’s unexpected proposal turned real fast
- Valuation: Negotiated to reflect future growth
- Due Diligence: Smooth process with the right advisors
- Transition: Julie shifted to a brand evangelist role post-sale
[24:18 – 32:00] Life After Exit
- Identity Shift: Founders faced new emotional challenges
- New Paths: Some moved into coaching, real estate, and mentoring
- Relationship Changes: Less frequent, but meaningful connections remain
- Community: Speaking and mentorship filled the post-exit gap
[32:00 – 43:00] Legacy Building for Founders
- Plan Early: Your exit strategy shapes your growth
- Advisors Matter: Surround yourself with trusted experts
- Stay Focused: Avoid deal fatigue; keep the business thriving
Key Quotes:
“When you start your company, you should be thinking about your exit… That’s your JOB.” — Julie Cole
"Surround yourself with people who are smarter than you—and never try to navigate a sale on your own." — Julie Cole
Connect with Julie!
Website: https://mabelslabels.com/
LinkedIn: https://www.linkedin.com/in/julie-cole-llb-ma-3794671/
Ready for your next chapter?
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