Spanx Was Going Under Until Sara Blakely Did . . . What?!

We always strive to improve his newsletter, so your feedback is vital. If you take a moment to answer the poll below we sure would appreciate it. Thank you!

Sara Blakely was not destined for a conventional path.

Long before she became a household name, Sara was selling fax machines door-to-door in Florida, hustling through rejection after rejection.

It was grueling work, but Sara learned two invaluable lessons: persistence pays off, and you have to believe in yourself when no one else does.

Eureka!

The idea for her revolutionary product - Spanx - came out of a personal frustration.

Sara struggled to find undergarments that worked under white pants without visible lines or discomfort.

One day, she had one of those amazing “Eureka!” moments.

Armed with a pair of scissors, she cut the feet off her pantyhose. That insight, that small act of ingenuity, planted the seed for what would eventually become a billion dollar brand, Spanx.

But it sure didn’t come easily.

The birth of a business

Entrepreneur at heart that she was, and without a background in fashion or manufacturing, Sara nevertheless dove into uncharted waters.

She spent her nights researching fabrics and her days cold-calling hosiery mills. Most laughed her off. They could not see the market for her product, and the male executives she spoke to did not understand the problem she was solving.

Sara pressed on.

She finally convinced one mill owner in North Carolina to take a chance on her idea. With $5,000 in savings and boundless determination, Sara went to work, perfecting her prototype and pouring her heart into the Spanx brand.

Sara hits a brick wall

Spanx was a different sort of product, that’s for sure.

It was not just about slimming garments—it was about confidence. Sara understood that women wanted to feel good in their clothes, not constrained by them. Her product promised a smooth silhouette, comfort, and empowerment, which set it apart in a crowded market.

Still, she ran up against brick walls.

Lots.

Retail buyers generally were skeptical, and male executives in particular dismissed her innovation.

Her bold breakthrough

Sara’s breakthrough moment came during her meeting with Neiman Marcus.

Running out of time and options, exasperated and nervous, she boldly she asked the female buyer in the room to to follow her into the bathroom.

There, she demonstrated Spanx herself, showing the buyer exactly how Spanx transformed the fit of clothes.

That live bathroom demo sealed the deal, and Spanx got its first major retail order.

From that point on, Spanx took off. Celebrities began endorsing it, women everywhere embraced it, and Sara’s once-laughed-at idea became - yep - a billion-dollar empire.

Takeaway

Entrepreneurs are part visionary, part tactical businessperson.

So no, not everyone is not going to see what you as an entrepreneur see. Your job, and the job of any great entrepreneur, is to figure out how to translate a vision into a product or service that makes sense, that people want to buy. Whether that takes a pair of scissors, or a clever video, or a marketing campaign, that is the secret (or one secret!)

The Daily Newsletter for Intellectually Curious Readers

If you're frustrated by one-sided reporting, our 5-minute newsletter is the missing piece. We sift through 100+ sources to bring you comprehensive, unbiased news—free from political agendas. Stay informed with factual coverage on the topics that matter.

Join for free today!

Steal This Strategy!

📖 Book - The Spanx Story: What’s Underneath the Unstoppable Success of Sara Blakely
A deep dive into Sara’s journey and lessons for entrepreneurs.

🎥 Video - Sara Blakely’s Masterclass
Masterclass: Learn Sara’s bootstrapping strategies for creativity and small business success.

📅 SCORE Webinar - 7 Steps for Building a Business on a Shoestring Budget

🌐 Website - Spanx
Explore the brand.

Overnight Challenge

Think of one creative way to demonstrate the unique value of your product, service, business, or idea. It could be a live demo, a video, or even a bold meeting strategy. Implement it within a week and see what happens.

About Steve

Steve Strauss is the best-selling author of The Small Business Bible (and 17 other books), Inc.’s small business columnist, a lawyer (non-practicing), and an entrepreneur. He sold his last venture, TheSelfEmployed.com to Mark Cuban & Zen Business. Need a ghostwriter or a newsletter for your business? Contact Steve!