The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business

923: The Lean-In Circle That Changed Everything (And How to Start Your Own)

5 snips

Oct 20, 2025

Bianca Gates, founder of Birdies and former Facebook executive, dives into building a community-first brand. She highlights the importance of authenticity and sharing early to spur growth. Bianca shares insights from her monthly lean-in circles, revealing how they helped her navigate decisions. She discusses her 'aha' moment for creating stylish, comfy footwear and explains how customer feedback shaped her product line. With a focus on genuine connections, she encourages listeners to craft messaging for real people and to embrace resilience in entrepreneurship.

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ANECDOTE

A Circle That Lasted 13 Years

Bianca started a monthly Lean In circle in 2013 after Sheryl Sandberg invited her to similar dinners.
That original circle still meets monthly 13 years later and shaped her decisions and Birdies' origin.

ADVICE

Run Structured Local Circles

Limit circles to 6–10 members, meet in person, and set strict attendance and punctuality rules to keep them accountable.
Use a moderator, timekeeper, and focus only on the top and bottom 5% of updates to keep conversations deep.

INSIGHT

Product Built Around A Social Moment

Birdies began as a response to the social moment of inviting people into the home rather than a footwear gap.
The product's purpose was anchored in creating comfort for communal living spaces, not just fashion.

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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.

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