Bert Jacobs on The Power of Optimism with Lewis Howes

Growth Milestones

Bert Jacobs recounts the pivotal moments that propelled Life is Good from a small business to a major lifestyle brand. He emphasizes the importance of keeping things simple and staying passionate about the product, which helped them grow from $78 to $3 million in six years 1. A significant turning point was licensing the brand, which allowed them to leverage experienced sales teams and grow to $40 million in just four years 2.

We borrowed 26 and a half million dollars, 16 and a half million to buy the license back and the brand and the company, and another 10 million. We had to invest in inventory to run the business because now it was a $40 million business.

--- Bert Jacobs

This strategic move eventually led to them reaching $100 million in revenue 2.

   

Customer Feedback

Listening to customers played a crucial role in Life is Good's expansion. Bert Jacobs explains how feedback from various audiences, such as outdoor enthusiasts and team sports lovers, helped them tailor their products and grow 3. Hiring specialists in areas where they lacked expertise also contributed to their success.

We didn't have the answers. The retailers gave them to us. One of the first retailers asked us if this character Jake likes ice cream. I didn't even understand what she meant.

--- Bert Jacobs

On a personal note, Bert shares his goal of finding balance between professional growth and personal fulfillment, including building intimate relationships and a family 4.

   

Social Integration

Integrating social causes into their business model has been a cornerstone of Life is Good's philosophy. Bert Jacobs argues that businesses should incorporate giving back from the start, as it not only helps others but also strengthens brand loyalty 5. He believes that aligning the business with a social cause can be the best marketing strategy, provided it is authentic and meaningful.

Takers eat well, but givers sleep well. So you want to feel good about your life. Everybody wants to, right?

--- Bert Jacobs

Bert advises entrepreneurs to choose a cause that resonates with their brand and to integrate it into their business from the beginning 6.

   

Purpose-Driven Business

The tragic events of September 11, 2001, marked a turning point for Life is Good, inspiring them to use their business for greater good. Bert Jacobs recalls how they created a T-shirt to raise funds for families affected by the tragedy, which galvanized their employees and customers 7. This initiative led to the realization that their business could be more than just a commercial venture.

We sold well. We raised in profit $207,000 with that one shirt in 60 days. Wow. That was the breakthrough. That was when we realized this business could be much more than a business.

--- Bert Jacobs

Since then, they have consistently supported various nonprofits, focusing on children facing violence, poverty, and illness 8.