Going Viral: What we learned about Growth and our Limits

Join host Molly Baker and our guest for a candid conversation about the moments that reshape a career and the courage it takes to start over. From losing a corporate job to building a business alongside her husband, our guest shares the highs and lows of entrepreneurship, including navigating rapid growth, making tough leadership decisions, and redefining success on her own terms. This episode explores what it really means to build something meaningful, manage growth responsibly, and stay aligned when the pressure is high. Whether you are questioning your next career move, building alongside a partner, or learning to trust your instincts, this conversation offers insight, honesty, and perspective.

MB (Molly Baker): Without telling us who you are yet, what’s top of mind for you professionally?

NJ (Nicole Beck Januario): Growing my business and scaling, but doing it responsibly. I think a lot about how to grow without relying heavily on outside capital, which is tricky.

MB: What are you really good at?

NJ: Thinking a few steps ahead. It helps in business and in life. Anticipating what’s coming means you’re less likely to be caught off guard, even though it doesn’t always work out the way you plan.

MB: What’s been the most pivotal moment in your career so far?

NJ: Losing my job. As a high achiever, I never expected that to happen, but it turned out to be a huge blessing in disguise and pushed me into entrepreneurship for the first time. Rejection really was redirection.

MB: What’s the biggest challenge you’re facing professionally right now?

NJ: Making money. It’s hard. When you start seeing sales come in, it feels amazing, and then you realize how much scale it actually takes to sustain a business and your life. That realization can be intimidating.

MB: What’s something about your job people might not expect?

NJ: Working with your husband is both a blessing and a curse. We’ve worked together for two years, and overall it’s been very positive, but we could definitely write a book on what not to do. Your business personalities are not the same as your home personalities.

MB: What’s the biggest lesson you’ve learned about working together?

NJ: Stay in your lane. Don’t get involved unless you’re asked. Therapy helped us define who owns what, and that clarity has been everything.

MB: You had to make a tough leadership call when your business went viral. What happened?

NJ: We had to turn off orders. We were already operating on a month-long backlog, and we knew we couldn’t compromise product quality or customer experience. It was stressful, but ultimately it was the right decision.

MB: What relationship has had the most impact on you professionally?

NJ: My husband. Even before we worked together, he was my biggest supporter. He gave me the security to take risks, leave jobs that weren’t right, and try something new. That support has made everything possible.

MB: Okay, now tell us — who are you and what do you do?

NJ: I’m Nicole Beck Januario , and along with my husband Artie, I’m the co-founder of Artie Bars. We’re a gourmet millionaire shortbread dessert company operating primarily direct-to-consumer online.

MB: Artie Bars went viral. How did that happen?

NJ: Artie had lost his job, and we had just moved to Raleigh. He baked a batch of millionaire shortbread for a holiday party, and people wouldn’t stop asking about them. The next day, someone placed a paid order, and that’s when we realized we were onto something. A year later, The Wall Street Journal covered us. Artie had built a genuine relationship with a reporter on Instagram who was also a customer. The article ran early, and we sold out a year’s worth of bars in three days.

MB: What surprised you most about entrepreneurship?

NJ: How hard it is and how isolating it can feel. No one is telling you you’re doing a good job, especially if you’re used to being a high performer in a traditional work environment.

MB: What’s been the most rewarding part?

NJ: Seeing something you built actually grow. We did that. That sense of fulfillment is unmatched.

MB: Where do you sell Artie Bars today?

NJ: Mostly online, but we’re starting to expand into retail through local shops and a marketplace called Faire. Retail is a whole different world and a big hustle.

MB: What’s the craziest thing you’ve done as a founder?

NJ: We joked about Artie getting a job at one of the coffee shops that sells our bars just so he could upsell them. You have to be a little crazy to build momentum.

MB: What’s one thing you wish you’d known earlier in your career?

NJ: I spent too much time worrying about making the “right” moves. Prestige matters less than relationships. Building and maintaining genuine connections is what really lasts.

MB: Did 21-year-old you ever imagine you’d be doing this?

NJ: I always hoped I’d be an entrepreneur. I just didn’t think it would be a cookie company.

MB: What advice would you give someone just starting out?

NJ: Done is better than perfect. Just start. And be honest about whether your idea can actually make money.

Find Nicole on Linkedin and visit Artie Bar on Instagram and their website!

As for us, follow @namedrop.pod on Instagram & LinkedIn and@molbakes on Instagram for all future episodes and insights.