Episode #4: Barbecue Sauce and Brand Superfans With Tracey Richardson

Written by

Ben Goldstein Former VP of Marketing, Nutshell

Last updated on: May 7, 2026

someone's gotta make it: tracey richardson , co-founder & ceo of lillie's of charleston

‍

How can your company succeed in a crowded industry when you have a fraction of the resources of the well-established market leaders?

On this episode of Someone’s Gotta Make It, Lillie’s of Charleston Co-Founder Tracy Richardson tells us how she built a rabid following for her barbecue sauce company by focusing on local buyers and differentiating her brand with a compelling story.

Competing against mega-brands means you have to be scrappier and more creative than the big dogs, and Tracey shares what that looks like in the real world. She also explains how barbecue sauce gets its saucy consistency.

Plus: The one weird trick that will transform your Thanksgiving leftovers.

////////‍

Read the episode transcript here.

Listen to episode #5: Injectable Pharma and Team Communication with Eric Merle