666: Angie Hicks (Founder of Angie's List) - The Power of Selling Door-to-Door, Executive Presence, Being Told She Was 'Too Nice,' and Her 2-Question Career Filter That Kept Her at One Company for 30 Years

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My Guest: Angie Hicks, co-founder of Angie's List (now called Angi). She started the company at just 23, going door-to-door as a self-described introvert and non-salesperson, and turned it into a national platform trusted by millions. During our conversation, we discuss what it takes to lead with authenticity and build lasting impact.

Key Learnings

Lead by listening and showing up. Whether it's knocking on doors as a 23-year-old or meeting employees during office hours as CEO, Angie reminds us that being present, paying attention, and seeking feedback is the heart of leadership.

Focus on people and learning. Angie's career filter is simple: Do I like the people I'm working with? Am I learning new things? If yes, keep going. If not, it's time to reconsider. Excellence isn't just about results. It's about the environment and growth around you.

Take your work seriously, but not yourself. Confidence, humility, and authenticity go hand in hand. Angie shows us that you can be ambitious and driven without losing sight of the human side of leadership.

From Angie...

My co-founder, Bill Osterle, came to me when I was a senior in college and said, "Hey, I've got a crazy idea. Your parents are gonna hate it. But why don't we start a business?" I talked to my parents, talked to my friends, and then I ended up talking to my grandfather who was incredibly conservative. He grew up in the Depression, very fiscally responsible.

"What do you have to lose? You're 22, your parents aren't going to let you starve, and you're not trying to support a family, so why don't you try it?"

I was so taken aback by his response that that comment was probably what pushed me over the edge. I think young people can do this a lot, as we tend to overthink decisions. Sometimes people see things in you that you don't see in yourself, and you've gotta have a little faith. What better time to have a little faith than when you're young and carefree?

Work hard, and things will come your way.

We started in 1995. It was an offline world. We started as a call-in service and a monthly newsletter. The first name of the company was Columbus Neighbors. We left it like that for a year, and people just didn't get it. They thought the newsletter was the list. We decided to do a rebranding nine months in. We had two options: The List or Jackie's List (Jackie was the mother of one of our investors who knew everybody). At the last minute, Bill said maybe it should be Angie's List. "She does answer the phone."

Going door to door was hard. There was a lot of crying, I will be honest. I was selling something that wasn't concrete. "Hey, so when you need a plumber, you're gonna call me and I'm gonna help you find a plumber. And then when you hire someone, you're gonna tell me about it." I viewed it as a numbers game. I need to knock on so many doors every day, and that's just what I'm going to do. Hopefully, if I stay on my pitch and I knock on enough doors, I will sell the right number of memberships. If I was selling one or two memberships a day, that's great. No business was gonna be built on me selling one or two memberships a day, but that's where we were.

Sometimes you have to do the hard stuff. Sometimes you have to do the stuff you're not good at, and you have to figure out ways to work around it.

Because no matter what you do in your career, there's gonna be stuff you don't love. I broke it down by like, I'm gonna do it for these two hours. I'm a believer in the you can do anything for a year philosophy. I could do anything for an hour a day. So you have to kind of disconnect and treat it that way, as this is like taking my medicine. But you do win every once in a while. And it is fun when you win. It is fun when you sell something. The day Patty gave me her church directory was the best day ever.

You gotta celebrate the little wins as well in life.

Starting a business is a long journey. It is more of a marathon than a sprint. There's usually not this burst of momentum where everything rolls your way. It's building blocks along the way. If you don't celebrate those little wins and you only focus on, oh, I'm not gonna be happy until we're at 10,000 members, that could be years. You need things to keep you going every day.

Patty lived near Bill, so she kinda liked him too, but I think there was a little bit of entrepreneur in Patty. Patty needed nothing from us. She had lived in Columbus her entire life. She had renovated a 1920s house. All she was able to do was give. She knew everybody. But I think she just loved the spirit.

You don't know whether that's door seven, door one, door 57, you don't know.

But there is typically a breakthrough. Staying true and persistent, you know, there probably weren't a lot of women starting businesses going door to door in 1995, and Patty was like, look, she's got some gumption. She's tackling a business that in many ways is a man's world. Construction is a man's world.

Whether that's starting a business or finding the right boss, or finding the right position, that same lesson is the same. I talk to young people, I say, Hey, you can do marketing anywhere. There's any company you can do marketing. When it comes to me... Go where you're gonna be with somebody who believes in you. That's gonna invest in you, because that's actually what's gonna change your trajectory.

It's not the name on the company that's gonna change your trajectory. It's actually who's got your back, who's coaching you, that's going to make the biggest difference.

The next inflection point for me was when we opened in Cleveland the year after that. It was the first market we had opened from scratch. I remember I went one morning and picked up the newspaper, picked up the Plain Dealer at the bagel shop across the street from my office. And there it was, our little two-by-three ad that said, "Tired of lousy service" with some clip art. I was so excited. I was like, This is amazing. We're in Cleveland. This is gonna be so great. And then I remember telling Bill, "We're gonna get so many calls." And he's like, "We're gonna get so many calls." And I don't think we got any calls that day.

The transition from individual contributor to leading others was a horrible transition. It's actually really hard. I tell people that all the time because if you think about who do we promote in companies, we promote really strong individual performers.

The skills that make us really good individual performers do not necessarily make us good leaders, managers, et cetera, because it's actually a whole different skillset.

I was that overachiever kind of controller, let me just do it type person. You have to actually train yourself to not do those things because no one's ever going to be successful and learn if you're just over there stepping in. The early days when I was young and trying to manage people, not good. Not good at all. I ended up leaving for a year and a half to go to business school. I was pretty burnt out on the business, and I probably would've left the business had I not gone. It gave me a chance to reflect on where I've been and step back. Now I understand, I'm not in the pressure cooker. I can see where I've mistepped.

I left when I was 25, three years in. The business had gotten big enoug,h and we decided to bring in a CEO because the 22- 23-year-old was kinda like, maybe we need some leadership here. My co-founder joined full-time at that point and came in as CEO. I joke around, I'm like, take a break. I was still keeping the books.

The TV commercial was a hundred thousand dollars, which I had to convince our board on. I was like, look, either we try this or we just close Cleveland because there is no scenario here that we're gonna build a business with door-to-door sales at the rate we're moving. We basically took everything on Cleveland, which was $100,000. I would've been devastated had it failed. People started calling. I was so excited. Then all of a sudden it just kinda went bananas. You realize there's a lot of people with this problem. Doors slammed in my face at that point, not as much of an issue. And then we ended up being in Boston and Washington, and a bunch of other cities. Every time we'd go to a city, I'd fly in, and I would open the paper, and I would get all happy.

The TV commercials themselves were funny because I can't do anything for fun anymore without seeing myself in the commercial.

I did the first one, and they're like, listen, we're just gonna, we're not gonna tell anybody. It's just gonna go on, you know, we're just gonna do it really quietly. I was like, great. Okay, fine. And then it kind of took off. I had young kids at the time. I wouldn't let us advertise on kids' shows. There was never us on Disney Channel or Nickelodeon because I didn't want that. But the kids would see me on TV. You know, they would see me doing interviews. It happened for them at such a young age that they just kind of thought that's what parents did. I remember one of my kids coming home in middle school and being like, I can't believe you didn't tell me you were famous because it was finally, the friends had grown up enough that they were like, you know who her mom is, right?

I became a little more closed off in my personal life as I became more public. Kids deserve to grow up