We couldn’t be more excited to welcome Lauren Sudeyko, founder of Sleep or Die, as the very first guest on Into The Unknown. She’s filling in for Sera this week, who just welcomed her beautiful baby (huge congrats, Sera!).
If you haven’t heard of Sleep or Die yet, trust us—it’s a brand you’ll be obsessed with soon. In fact, we’ve been following its journey since before it even launched, captivated by Lauren’s mission to change the way we think about (and prioritize) sleep.
Lauren’s story is one of bold pivots, unwavering instincts, and the relentless pursuit of a vision—despite the skepticism she’s faced along the way. In our conversation, we chat about what it takes to build a brand that challenges cultural narratives and why sleep is so much more than just another wellness trend.
Some of What We Cover:
✨ Knowing When to Pivot – Lauren shares how she recognized it was time to step away from her last company and take a leap into something new. Spoiler: It wasn’t about ‘failure’, but about trusting that she had something bigger to build.
✨ Lessons from PepsiCo & Google – Starting her career at two corporate giants gave Lauren a foundation in brand-building and strategy that has shaped the way she approaches entrepreneurship today.
✨ The Power of Skepticism – Lauren talks about why only facing skepticism actually confirmed she was onto something groundbreaking with Sleep or Die.
✨ The Hardest Part of Being an Early-Stage Founder – From constant decision fatigue to navigating the unknown, Lauren gets real about the biggest challenges of entrepreneurship at this stage.
✨ Tackling Retail Strategy – The question of DTC vs. retail is one every founder faces. Lauren walks us through how she’s approaching distribution and why she’s thinking long-term.
✨ Being Selective About Advice – When everyone has an opinion, knowing who to listen to is key. Lauren shares how she navigates unsolicited advice, avoids distractions, and seeks guidance only from those who truly understand her vision.
✨ Her Favorite Resources - Lauren shares the books and practices that keep her grounded, including You Are A Badass, The Mountain Is You, and a daily gratitude practice.
Lauren’s journey is a masterclass in resilience, vision, and trusting your gut—even when (especially when) the path isn’t clear.
Listen in, take notes, and let us know—how are you redefining your relationship with sleep?
Florencia & Sera x
