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Ever bought something you loved so much, you had to tell your friends about it? What if your entire business could be built around that kind of energy; where your customers don’t just shop, they stick around, support one another, and become your brand’s loudest cheerleaders?

That’s exactly what Bianca Gates has done as the founder and president of Birdies, the stylish-yet-comfy footwear brand that’s built a cult following. 

What started in Bianca’s living room has grown into a brand loved by women everywhere… not just because of the product, but because of the feeling it gives you. Connection. Confidence. Community.

In this conversation, we’re talking about the real story behind Birdies’ growth. How Bianca built a community-first brand from day one, how authentic storytelling shaped Birdies’ success, and how you can apply her approach to your own business—even if you’re starting from scratch or feel like you’re late to the game.

So if you’ve ever wondered how to rally people around your product and create a movement, not just a moment, this episode is for you!

The Truth About Community: Why Most Brands Get It Wrong

“Build a community” is advice tossed around like confetti in the entrepreneurial world. But what does that actually look like? And why do so many brand “communities” feel empty, disconnected, or just plain dead?

Bianca believes the key difference is authenticity. Real communities grow one person at a time. Not from a slide deck, not from a viral campaign. They grow from conversations, vulnerability, and consistency. 

When she started Birdies, all she had was an idea and her people. So she showed up, over and over again, asking friends for help, hosting trunk shows, begging for support. That organic energy created buy-in and momentum that couldn’t be faked.

Bianca didn’t launch a brand and then try to build a community around it. The community was the brand from day one.

“It wasn’t an invitation. I begged them. Trunk show at your house. You’re in.” – Bianca Gates

The takeaway here? Start with people. Before you perfect the product, before the website goes live, bring people into the process. Let them care. Let them contribute. That’s how you build something people feel part of.

Stop Building in Stealth Mode: Say It Out Loud

So many women are sitting on incredible ideas, waiting for the “perfect moment” to share. Holding them close to the chest out of fear. Fear of being judged. Fear of failure. Fear that someone else might steal the idea and run with it.

But Bianca’s entire journey flips that narrative on its head. She talked about Birdies from the beginning. Before it had a name, before it had a prototype, and before there was any proof it would work. 

And because she spoke it out loud, people got on board. They believed in it. They believed in her!

Bianca shared how the startup culture around her often praised the idea of “stealth mode” — the belief that you need to protect your idea at all costs. She calls BS. Her take? Ideas are cheap. Execution is what matters. And you can’t execute alone.

By inviting people into the messy middle, she created something that people wanted to champion. Not just buy, but be part of.

“Execution starts with the people you surround yourself with. Not with the perfect plan.” – Bianca Gates

How to Start Your Own Lean-In Circle (And Why You Should)

If there’s one thing I want you to take from this conversation, it’s this: start a Lean-In Circle!

Bianca started hers 13 years ago. It still meets once a month in her home. Same time. Same format. Same powerful conversations.

These gatherings were born out of a moment of desperation. She was working at Facebook, raising two kids, and starting a business. She didn’t know how to balance it all. 

So she invited a group of women into her home, and together, they created a structure that gave each of them space to speak the hard stuff, the hopeful stuff, and everything in between.

Here’s the structure she follows:

• Groups are between 6 and 10 women
• Monthly meetings, always in person, ideally within a few miles of each other
• Each meeting starts with a 2-minute update per person: the top and bottom 5% of their life that month
• No surface-level chit-chat. This is where real talk lives
• Two absences per year are allowed. More than 5 minutes late? You’re marked absent
• One person moderates, and one keeps time. The structure keeps it sacred!

It’s not a book club. It’s not a vent session. It’s not casual. It’s intentional, and it changes lives.

Want to start a Lean In Circle of your own? Click here to learn more about the organization. 

The key is to pull together a few women in your area, order takeout, pour wine, and set the dates. You don’t need a fancy dinner party. You need a consistent space to go deep!

Building a Brand That Feels Like a Hug

Let’s talk about the product itself. Originally, Birdies weren’t created to be worn outside. Bianca originally designed them to solve a simple problem: what do you wear on your feet when people come over and you want to feel put together, but still cozy?

She noticed her friends felt awkward taking off their shoes at her house during Lean-In Circles. Slippers were too casual, and socks were too uncomfortable. There was a gap… and she filled it.

Eventually, customers began wearing Birdies outside the home. She resisted at first, but ultimately listened to what people wanted. They weren’t buying a shoe. They were buying a feeling: comfort, confidence, and the warmth of community.

So Birdies evolved. They got sturdier soles, the branding shifted, and it paid off in a huge way!

This evolution wasn’t failure, it was surrender. It was tuning into what people actually wanted, even when it didn’t match the original vision.

Final Thoughts: From Delusion to Devotion

Bianca calls herself a “fail-up” founder. The success of Birdies didn’t come from having the perfect roadmap. It came from showing up, failing forward, and being resilient enough to keep going. 

She reminds us that entrepreneurship isn’t about control. It’s about persistence, connection, and surrender.

One of my favorite lines from this episode?

“If you want to do 10 years of therapy, do one year of entrepreneurship.”

Can we get that stitched on a pillow?!

If you’re in a season where you feel stuck, siloed, or unsure how to rally people around your idea, let this be the nudge to open your laptop and text five women to come over. Start your Lean In Circle. Order the wine. Talk about the real stuff. That’s how big ideas come to life!

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