This CEO's company nearly failed – now it's worth $4 billion
When Joe Kudla, 45, left his consulting job in 2014 to launch his activewear brand, Vuori, he didn't anticipate burning through his bank account less than two years later.
Kudla raised $700,000 from friends and family to get Vuori off the ground. He put his clothing in local yoga studios and fitness centers across California, but it barely sold.
"We were left with few options, and we were running out of money very fast," Kudla says. "I was really frightened we were going to lose the business."
Kudla knew he needed to make a change — and fast. He requested feedback from Vuori customers, who told him his vision was off-base. Fixing the problem meant switching to a direct-to-consumer e-commerce model, with social media ads targeting an audience with broader interests.
The shift would be pricey and deeply risky, but Kudla was determined to keep his company alive — so he took the leap.
Within months, the company saw $2 in sales for every dollar spent on advertising. By the end of 2017, Vuori was profitable.
Today, the company, which has a $4 billion valuation, operates 30 retail stores across the U.S. and U.K.. It plans to open 100 more.
Get Ahead: How to fix 3 common cover letter mistakes
There's plenty of advice out there about what to put on your resume, but cover letters may seem less straightforward. Sometimes it's hard to know what to include.
Cover letters are like "written introductions" or "a personal sales pitch," according to Gorick Ng, a Harvard career advisor. Here's what to avoid in writing yours:
"To whom it may concern." If you know who the head of talent acquisition is or whoever is in charge of hiring for the particular team or role, address your cover letter to them. If not, try doing a Google or LinkedIn search to find names.
Not mentioning the name of the company. Include details about the employer in the first paragraph of the cover letter after you've introduced yourself.
Using language that doesn't reflect the company's culture. You want to give the company a sense that you've done your homework. Peruse the employer's website, blog and any reviews previous or current employees have written to get a sense of how buttoned up or loose the company is.
Child psychologist: How to raise 'gifted' kids to be successful
Most parents are capable of raising happy, healthy and emotionally grounded kids, but many struggle along the way, especially if their children's minds work differently than other kids. Here are the six most extraordinary and gifted types of kids, and how to understand them better.
Senior work editor Hanna Howard answers all your pressing career questions.
Q: Help! I got ghosted by HR 'after going through a million rounds' of job interviews
A: There are many events that may have led to your lack of response. Yes, they could have hired someone else and not let you know, which is rude but often just business as usual. But there could also be budget updates, a hiring freeze, or staff changes going on behind the scenes that have affected their timeline or what they're looking for.
As someone who has also been ghosted by a hiring manager in the past, I'm going to give you three pieces of advice.
Reach out
Work your connections
Don't take it personally
Only reach out to anyone you sent a thank-you email to after your interview – and only do it once.
With working your connections, you have to be a little bit more careful. If someone you know referred you for the job, definitely reach out to them. They'll want to know what's going on because they might have a referral bonus on the line and could be incentivized to help you out.
If your connection is someone you only worked with once or met through networking, consider how much you want the job before you reach out. On the fence about the job or just want some closure? Keep your less-than-close contacts out of it.
The last thing to keep in mind is that when a recruiter or hiring manager ghosts you, it's very rarely about you. Don't let being ghosted feel like a reflection of your worth as a job candidate.
Want your work question featured in a future column? Send an email to askmakeit@cnbc.com.
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