Launching Patrón and Creating Ultra-Premium Tequila

John Paul DeJoria went from being homeless twice to building two global billion-dollar brands, Paul Mitchell and Patrón Tequila, using nothing but resilience, sales mastery, and a refusal to quit. This interview breaks down how he launched Paul Mitchell with just $700 while living in his car, created the ultra-premium tequila category from scratch, and built companies that now operate in 130 countries. For any entrepreneur, ecommerce founder, or business builder searching for lessons in persistence, sales, brand building, and navigating adversity, this conversation is a masterclass in turning nothing into something extraordinary. What you’ll learn: • How John Paul DeJoria survived homelessness and built Paul Mitchell from a $700 investment • How he mastered door-to-door sales and used it as the foundation for building lasting companies • His “reorder business” philosophy and how it drove global distribution and long-term growth • The exact strategy behind creating Patrón’s ultra-premium tequila category • How he convinced suppliers, salons, and distributors to take a chance on an unknown brand • Why kindness, culture, and loyalty became the backbone of his leadership philosophy • How he scaled without email or a computer and why thinking time is his greatest advantage • The mindset tools he uses for stress, pressure, rejection, and forgiveness • How he evaluates people, partners, and investments with clarity and intuition • His approach to philanthropy, legacy, and why success means nothing unless it’s shared By the end of this episode, you’ll understand how an entrepreneur with no resources created two iconic global brands, built teams that stay for decades, and turned rejection into momentum—giving you the mindset, grit, and practical strategies to scale your own business with absolute conviction.

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