Turning a cure for high-heel pain into a business

I love shoes. And I love a good heel . . . even if I have to end the night hobbling to the nearest cab or, worse, walking barefoot with my shoes dangling off my fingertips.

Which is why, when I heard that Chicago entrepreneur Danielle Lutz had designed an invisible balm to combat my most painful fashion problem — think Chapstick for the feet — my first thought was, “Why didn't I think of that?” Turns out, she gets that a lot, and her response offers some insight into what differentiates the entrepreneurial mind from, well, everyone else.

Ms. Lutz, who launched Sole Goddess in December, took time recently to talk with me about making the leap from good idea to marketable product, why she loves a good challenge and, of course, cool shoes. Her blister protection stick is available online and in about 18 boutiques and spas — and it launched Friday, May 25, at Nordstrom's Michigan Avenue store and on Nordstrom's website.

Those of us who love high heels know a thing or two about pain. Is that what inspired Sole Goddess — pain?

Absolutely. I think we can all relate. I own a styling business, and style is really important to me, and I've always loved beautiful shoes. I noticed whenever someone compliments me on my shoes . . . the very next thing they say is, “Are they comfortable?” It's a universal problem that I wanted to solve.

Give us a peek into the entrepreneurial mind. Why aren't we all turning simple ideas like foot pain into new businesses?

If you're an entrepreneur, you know it, it is in your DNA, it is in your blood. It's just the way you think and your energy and how you go about your day. I have met a lot of people with really great ideas, but they end up stopping after the idea. They never execute them. That's the difference between an entrepreneur and someone with great ideas. When you've got this sort of DNA and you come across a good idea that you really believe in, that's what your passion becomes. You have to see it through. There's nothing that stops you, and you feed off the challenges along the way.

Some people see those challenges and stop dead in their tracks — and you're talking about challenges actually making you more excited.

Exactly — as weird as it is. (She laughs.) I always tell myself nothing is rocket science. I prefer to have a challenge that I need to figure out. Sole Goddess is a really good example because I had never manufactured anything before. I really don't have any friends who've manufactured anything. . . .I had no contacts in the manufacturing world. But I have quite a few contacts in a lot of different industries.

And that was something you didn't hesitate to do — ask others for advice. Talk to me a bit about the importance of reaching out to other business owners for support.

The community of entrepreneurs here in Chicago is huge, it is paramount. When you're an entrepreneur you just “get” each other. It's being surrounded by these other entrepreneurs. (Ms. Lutz sought the advice of numerous contacts, including one of the founders of Redbox. He urged her to go as long as possible without investors). That was something different than what I thought I was going to hear. (Self-funding meant) I'd have more control, and when I do turn to investors, it will be valued higher.

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