May 4, 2023
Episode 21

Courtney Toll, Founder & CEO of Nori

In this episode, we meet Courtney Toll, the founder, and CEO of Nori. 

Nori in an innovation on the traditional iron that has the form factor of a hair straightener.

In this episode, we hear how Nori was born from Courtney’s own pain and went from no product to over $5M in sales in 2 years..  

Topics covered:

  • Product innovation
  • Customer pain points
  • Defying iOS 14 changes with DTC and Meta 
  • Amazon launches
  • In-store demos
  • Adding consumable parts to products


  • Great product opportunities lay in categories that are boring and lack innovation
  • Customers are likely to resonate with products that demonstrable and solve an acute pain
  • A brand should have an appropriate spend level where acquisition is profitable, there is sufficient data to learn and improve ROAS
  • Seasonal buying periods are a great time to launch Amazon. 
  • Amazon has its own ecosystem of influencers and affiliate partners
  • New form factors need to be tried out in the store
  • Omnichannel is not just distribution, it’s marketing too

Please let us know your thoughts about the episode!

Where to find Courtney Toll:



Where to find Kait Stephens: