I recently went one-on-one with Christine Burger, founder and CEO of Noodle & Boo.
Adam: How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Christine: My path started in a corporate role in high tech. During a leadership retreat, we were asked to consider our life’s purpose beyond work or family. Around that same time, my husband and I welcomed our first son, Andrew, after nine years of trying. Holding him, I felt an overwhelming instinct to protect and nurture him, and I thought about all the children in the world who might not have that same love or protection. That realization became my personal mission: to bridge the gap for children who don’t have someone fighting for them.
Translating that mission into something tangible took time and courage. When I eventually launched Noodle & Boo, the biggest hurdles came once the products were ready. Getting into retailers and staying there was challenging. I didn’t have a significant marketing budget, so I had to rely heavily on earned media and authentic storytelling. While I did receive kind letters from celebrities who loved the products, this was before the era of social media, so exposure came slowly, one magazine feature or word-of-mouth mention at a time. Growth was steady but organic, and in hindsight, that was a gift. It taught me patience, resilience, and the importance of building something genuine, one relationship, one customer, one moment at a time.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Christine: The idea really began with my personal mission to find a meaningful way to give back to children in need. I wanted to live that mission in a tangible, lasting way, not just through volunteer work or donations, but through something I could build and nurture every day.
As a mom caring for two little boys with sensitive skin, I saw an opportunity to create something truly extraordinary. I wanted products made with premium ingredients that were safe, effective, and beautiful, transforming daily care into a special connection between parent and child. The idea of starting a company that could also dedicate a significant percentage of its proceeds to children’s initiatives became the perfect way to merge purpose and passion.
For anyone looking to create something meaningful, start by asking what matters most to you. The best ideas come from the intersection of empathy and experience, where your heart and your purpose meet a real need in the world.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea? What are the key steps you have taken to grow your business?
Christine: To be honest, I didn’t know it was worth pursuing. I created products that I loved and wanted to use on my own babies. I chose packaging I thought was elegant and timeless, and I launched hoping that other moms would love them too. There wasn’t a master plan, just a lot of heart, intention, and faith that if I built something beautiful and meaningful, it would resonate.
The moment I felt truly validated was when Elaine Wynn told me the products were excellent. I had so much respect and admiration for her, and hearing that from someone I deeply admired gave me the encouragement I needed to dig deep and stay the course. From there, we continued to grow organically. I’ve never pulled out profits. Every dollar has been reinvested into the business to ensure we could keep growing while staying true to our purpose.
It’s taken twenty years to build the momentum we have today, but through it all, we’ve stayed true to our mission: creating products of exceptional quality while helping the most vulnerable children. The magic sauce is persistence. Never give up. It’s going to be hard at times, but it’s worth it. Building something meaningful is a marathon, not a sprint. The key is finding joy in the journey.
Adam: What are your best sales and marketing tips?
Christine: Start with service. If you focus on genuinely helping people, sales follow naturally. Marketing isn’t about pushing products. It’s about telling a story that connects.
I worked at Nordstrom while I was in graduate school, and I learned customer service from the best. I absolutely adore Nordstrom. They are a perfect example of what good business looks like. That experience shaped how I think about relationships in every part of our company. The same customer service mentality extends to how we treat our vendors, our retailers, and of course, our mamas. We offer a 100 percent satisfaction guarantee because we want every touchpoint to feel excellent and special.
Be consistent. Whether it’s your voice, your visuals, or the way you care for your customers, consistency builds trust. We wouldn’t be here without our retailers and our mamas, and we never take that for granted.
In terms of sales, we’ve relied heavily on sampling because we truly believe that if our mamas try our products, they’ll love them. Whether it’s our skincare, haircare, or laundry detergent, sampling has always been one of our most authentic and effective ways to introduce the brand.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Christine: Empathy, integrity, and humility define great leadership. Leaders who listen, really listen, build trust. They admit mistakes, stay transparent, and inspire by example.
To grow as a leader, keep learning. Ask for feedback, even when it’s uncomfortable. Surround yourself with people who challenge you to be better. True leadership isn’t about control. It’s about creating an environment where others can thrive.
Adam: What is your best advice on building, leading, and managing teams?
Christine: Hire for heart and train for skill. You can teach process, but you can’t teach someone to care. When people understand the mission and why their work matters, they bring their best selves to it.
First comes the ‘who,’ then the ‘what.’ The people you choose must be aligned with the mission. Yes, we want to constantly innovate to offer the best products for families, but the ‘why’ is just as important, to change the lives of children in need. We can never lose sight of that purpose.
Be transparent about the journey, the wins, the setbacks, and the lessons. Recognition, gratitude, and trust go a long way in building a team that is not only effective but inspired.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Christine: 1. Lead with purpose. When your ‘why’ is clear, it becomes your compass through both chaos and calm. It guides decisions when everything else feels uncertain.
2. Stay humble, even when the world tells you you’ve made it. When you create something people love, the praise can be constant, and it’s easy to start believing your own press. Don’t drink your own Kool-Aid. The moment you think you’ve arrived is the moment you stop growing. Stay grounded in reality, stay curious, and surround yourself with people who tell you the truth, not just what you want to hear. Celebrate what you’ve built, but never stop striving to do better and be better. Success isn’t a finish line; it’s a responsibility to keep raising your own bar.
3. Give back. Leadership isn’t just about growth; it’s about contribution. The real measure of success is the positive impact you leave behind in your company, your community, and the people who journey with you.
Adam: What is the single best piece of advice you have ever received?
Christine: The best advice I can offer isn’t just something someone told me; it’s a collection of lessons I’ve learned along the way. You are enough, and you are worthy of realizing the biggest, wildest dreams you have for yourself. If you can think it, you can do it.
One of my sons recently said, ‘A goal without a deadline is only a dream.’ I love that. It’s a reminder that belief is powerful, but action makes it real. So, believe that you can do it. Dream big, set goals, and then put them into motion. The combination of faith, focus, and follow-through is where true fulfillment lives.
