An Interview With Fotis Georgiadis
Think Big and Be Bold — Permit yourself to think ambitiously about your future business goals. As an entrepreneur, you must always ask, “Why not?” I was repeatedly told that killing pests is simply better, faster, and cheaper. But I knew there were others out there who wanted “better” than that.
As a part of our series called “Making Something From Nothing,” I had the pleasure of interviewing Kari Warberg Block.
Kari Warberg Block’s journey of entrepreneurship began out of necessity. What started at her kitchen table has now become a major multi-million dollar national brand.
As the Founder & CEO of EarthKind®, Kari discovered that 98 percent of pest control products sold were poisonous kill methods, so she set out to invent a better solution: plant-based pest control powered by nature. She was the first to develop, manufacture, and commercialize poison-free rodent and pest repellents for farm and home use. Kari has built EarthKind® into the seven-figure company it is today by looking for innovative solutions and adopting unconventional approaches to break into an industry that was resistant to change. As a highly respected businesswoman and pest prevention expert, Kari has achieved significant personal and professional success, including the launch of her debut novel Gathering Around the Table: A Story of Purpose-Driven Change through Business, nationwide product distribution, being selected as an Ernst & Young “Entrepreneurial Winning Women,” working with the National Women’s Business Council to advise the SBA, Congress and the White House on policy that impacts women in business, and receiving the 2019 GMDC Retail Champions of Change award for her role as an inspirational industry leader.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?
My life was unconventional from the start. Born in Logan, Utah, to a teacher mom and an up-and-coming Entomologist dad, I moved around a lot. Mostly landing in urban areas where I was the minority, I learned early that I wanted to lead my life with kindness.
When I was about five years old, I woke up to my purpose, although I didn’t know it at the time. While living in Cherry Hill, NJ, I watched the garbage men pick up the trash and take it “away.” One day I asked my dad, “Where is away?” He took me to the largest dump in Staten Island: the Fresh Kills Landfill where I watched people working and living in huts infested with rodents, and cockroaches. This experience created some disharmony and chaos, sending me down the path to being an environmentalist.
Shortly after that, I watched a shampoo commercial of a young blonde girl washing her hair. She looked so happy and cool that I decided I wanted to be that girl. Naturally, I begged my parents to buy me the shampoo, I just had to have it. When I finally got it, the promise given to me by the sweet little blonde girl was broken — I was met with utter disappointment as the chemicals in it burned my skin and scalp. I was let down. Now, with hatred for chemicals and plastic, I knew I had to develop products that used natural ingredients. That’s when I became a conscious consumer, wanting to bring everything about a product’s brand promise and life cycle into the light.
When it came to my career path with pest control, my farm, like many farms across the country, suffered greatly from rodent infestations and the costly damage that came with it. At the time there was only one solution for this — poison and kill pest control methods. Understanding the damage and hazardous effects pesticides have on not only the pests, but also on the health and safety of ourselves, our pets, and our environment, I was tired and angry that this was the only answer. To make matters worse, I learned that 98 percent of pest control products on the market were poison-and-kill based.
Like many entrepreneurs, I started out of necessity. My “a-ha” moment occurred when a mouse ran up my leg! My first instinct was to repel it, not kill it. I had extensive knowledge of herbs and essential oils, so I thought, “What if scents in nature could repel pests?” And with that, and with a lot of tenacity, passion, patience, and hard work, EarthKind® was born!
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I have two “Life Lesson Quotes” that have molded and shaped my life.
“Do what you can, with what you have, where you are” — Teddy Roosevelt.
Many of Teddy Roosevelt’s quotes have been an inspiration to me. This quote means to me that you can impact the world, no matter how big or small, from anywhere.
The following quote is from Mother Teresa. She is also an inspiration to me.
“If each of us would only sweep our own doorstep, the whole world would be clean.” — Mother Teresa.
She defines this quote to mean let us be the change we want to see; then we can change the word, together.
I, of course, have my interpretation, that taking care of your own home is the first step you can take in bettering the environment and, ultimately, the world.
Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?
It is too hard to pick just one book, but if I had to choose it would be “Animal Farm” by George Orwell. This book first came across my desk when I was in high school and was required to write a book report. It caused me to question grown-ups and their motives for using and abusing people, animals, and societal circumstances for their own gain. The story just didn’t leave a great taste in my mouth. I couldn’t understand why others would allow bad things to happen and not help or get involved somehow. It became clear that there is great power in listening to your own heart rather than what society dictates to you. Little did I know that I’d grow up and invent a new kind of factory farm that works with nature, not against it.
Ok super. Let’s now shift to the main part of our discussion. There is no shortage of good ideas out there. Many people have good ideas all the time. But people seem to struggle in taking a good idea and translating it into an actual business. Can you share a few ideas from your experience about how to overcome this challenge?
I believe that there are specific questions that you must ask yourself as you embark on the entrepreneurial journey and create your successful business.
- Is there a niche market for the invention, idea, or solution, and will people pay for it?
There is a market for practically any idea out there, but are people willing to pay for it? Do they have the money available to buy? Is there a sense of urgency to bring this idea to the market? If you get past these first questions, you may be on to something.
- Next, ask yourself these questions:
How much did it cost you to make it? Was it a success? Is this a price you are willing to spend consistently?
It’s always best to fail fast and fail cheap to learn what’s needed to address the market need better, faster, or cheaper. Experience teaches us that one can never assume anything. It may take a few tries.
- Lastly, ask yourself is this the right time for the idea?
It’s good to know if the desire for what you have is growing or declining. Timing is everything!
Often when people think of a new idea, they dismiss it saying someone else must have thought of it before. How would you recommend that someone go about researching whether or not their idea has already been created?
You must know your idea inside and out. Start by “Googling” it. Use multiple keywords that describe your idea and see if it exists anywhere. Know your audience and the pros or cons of bringing this idea to life.
To research the name, use these websites
- Tech scout: Go to USPTO.gov and do an IP search.
- Trademark library to see if the name has been taken.
- A patent search can also be done.
Check Amazon. If you find prior article or technology, you may be able to improve upon it or find out that the idea was abandoned. Knowing “why” might save you a lot of time and money. Or it might lead you to an even better idea!”
For the benefit of our readers, can you outline the steps one has to go through from when they think of the idea, until it finally lands in a customer’s hands? In particular, we’d love to hear about how to file a patent, how to source a good manufacturer, and how to find a retailer to distribute it.
To file a patent, I recommend following patent experts. Listen to their podcasts, read their blogs and books. I suggest reaching out to them and asking for referrals.
To source a good manufacturer, reach out to your state’s Small Business Association (SBA) office. They have a wealth of knowledge and resources. If they don’t know someone, they will know who to ask. Also, reach out to the US Manufacturers Association.
My best advice when looking for a retailer to distribute your product is to start local. Then, go statewide, regional, then national. It’s easier to sell to retailers once you’ve had successes that can be shared. Better yet, get a referral. That’s how my business grew. I’d ask my retailer for names of other retailers they knew who they thought would do well with our product. They were more than happy to help.
What are your “5 Things I Wish Someone Told Me When I First Started Leading My Company” and why?
When I started my company, I wished someone had told me a couple of things. These are the best five I can relay to up-and-coming entrepreneurs.
- Think Big and Be Bold — Permit yourself to think ambitiously about your future business goals. As an entrepreneur, you must always ask, “Why not?” I was repeatedly told that killing pests is simply better, faster, and cheaper. But I knew there were others out there who wanted “better” than that.
- Work on the business rather than in it — Most businesses start as a side hustle, working after work and on the weekends. Entrepreneurs must continue cultivating their plans and home in on the right strategy for each growth phase. Creating a solid and capable team is necessary to assist you in transitioning fully into your business venture. Hire people smarter than you.
- Establish Key Advisory Networks — Establishing relationships with other business leaders in and out of your business area is important to secure advice and counsel. I utilized the SBA, local universities, and the Women’s Business Centers like the Women’s Business Enterprise National Council (WBENC). These networks determine your net worth, literally.
- Build A Public Profile — Put your brand to work. Take every opportunity to speak publicly, write about what you know, share your story. Create your voice so that you become the guru for your industry. This was a big step for me. I am a natural introvert; however, doors opened for me, and many understood my purpose and mission for EarthKind ®. Building my public profile really catapulted my business.
- Evaluate Financing for Expansion — Consider your capital needs as you grow and align yourself with potential investors for financing options. Most entrepreneurs use their resources such as credit cards and family loans. That’s what I did. However, traditional bank loans are good to start with and remember; when something goes sideways, contact the banker first.
Let’s imagine that a reader reading this interview has an idea for a product that they would like to invent. What are the first few steps that you would recommend that they take?
It is important that you imagine how your product will impact people’s lives positively. Ask yourself this question “Will it make the world a better place in some way?” This answer encourages you to see things as they really are and challenge you to be different. Once you have your answer, you can make your next move.
Consider these following questions as you move forward. “What would change if this invention was on the market?”
For me and my business, I knew that I would be introducing safe and healthier ways to get rid of pests and remove toxic chemicals from homes.
Then ask yourself, “What would happen next?” As we have seen, toxic chemicals are the link to most adverse health effects. Some children who have encountered toxic chemicals can develop chronic diseases such as cancer.
Ask yourself once again, “What would happen next?” In my case, with our Harmony Heroes program, we are seeing a change for the better, where protecting the environment and the world around us can happen.
Continue to ask yourself this same question. As you find your answers, you will see that your purpose will start to be defined. This is an essential factor as you bring your invention to life.
There are many invention development consultants. Would you recommend that a person with a new idea hire such a consultant, or should they try to strike out on their own?
This is a very simple answer. Do your research. Each entrepreneur must decide what is best for them. No one else can do that.
What are your thoughts about bootstrapping vs looking for venture capital? What is the best way to decide if you should do either one?
I bootstrapped EarthKind®. My idea was before its time. We built market awareness for many years. However, today this may not be the best option for EarthKind® because the adoption of non-toxic pest options is exploding everywhere. I came out 15 years ago when 98 percent of the products on the market were kill-methods.
Check out your industry before you make your decision. As previously mentioned, it is essential to do your research before making any decision. Depending on what your idea is, that will influence your choice.
Ok. We are nearly done. Here are our final questions. How have you used your success to make the world a better place?
On July 8, 1995, I was hit by a motorcycle. I died for three minutes and was bedridden for nearly a year. My doctor, who was truly affected by his experience saving my life, commented that there had to be an angel looking out for me. This made me deeply reflect on my purpose in life.
The name ‘Earthkind’ kept playing in my head while I lay in this hospital bed. I knew there was a pest problem nobody cared about, so educating people on better habits became my first goal. The simple things that many forget or ignore are important. For example, cover your garbage can, protect your pet food. My next goal was to get rid of toxic products. You don’t always have to kill things.
Earthkind® has solved 30 million infestations, preventing property damage (i.e. clothes, food, cabinets,) and not killing any pests. This is my first impact on the world.
My next impact is to retrace my roots of leading with kindness. This is why at EarthKind® we have a special program dedicated to 20 percent of EarthKind’s factory workforce, which includes employees with characteristics typically attributed to learning disabilities. We provide fulfilling long-term jobs that maximize their unique skills. Anyone can find a home at EarthKind®.
You are an inspiration to a great many people. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
I have already started my movement with the Harmony Heroes Program I created. I decided to devote an entire year in 2021 to supporting eco-education initiatives in schools. Teachers across the country have been heroic champions for eco-education’s long-term social and cognitive benefits. Highlighting a Harmony Hero each month illustrates the importance of getting kids back to nature.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US, with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.
If I were given the opportunity to meet anyone in the world for a private breakfast, my choice would be the incomparable Jane Goodall. She is the expert on the interactions of chimpanzees in the wild, learning about their humanlike behavior and their influence on the world. She has impacted my heart because she has identified the need for their care and has made it her life’s work to teach others about them. For me, it is the care for all nature that I love most about her.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Making Something From Nothing: Kari Warberg Block Of EarthKind On How To Go From Idea To Launch was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
