Bert Jacobs, co-founder of Life is Good, shares his inspiring journey from street vendor to a $150 million brand promoting optimism. He reflects on how his mother's positivity shaped their family's resilience. Bert discusses the transformative power of humor and hope in t-shirt design during challenging times, and the importance of nurturing personal relationships within a business. He also delves into navigating optimism after trauma, emphasizing a genuine outlook that balances challenges with positivity.
Bert Jacobs credits his childhood experiences with financial struggles and family resilience for shaping his optimistic outlook on life.
The entrepreneurial journey of Bert and John, starting with limited resources selling t-shirts, exemplifies resilience and community connection for brand success.
Life is Good's commitment to social good, through its Kids Foundation, highlights the importance of integrating community support with brand values.
Deep dives
The Roots of Optimism
Burt Jacobs shares insights from his childhood, which shaped his optimistic outlook. Growing up in a large family with financially struggling parents exposed him to both optimism and depression. His mother's openness about her struggles and her focus on celebrating good moments taught him and his siblings to find joy in daily life despite challenges. This practice of identifying positive experiences laid the foundation for the optimistic mindset that became the core of the Life is Good brand.
The Journey of Entrepreneurship
Burt and his brother, John, embarked on their entrepreneurial journey with a spirit of adventure and resilience. With limited resources, they sold t-shirts on the streets of Boston, embracing their struggles and leveraging their experiences to expand their business. Their travels in a used van enabled them to connect with diverse communities and understand their market better. This grassroots approach instilled a strong work ethic and a commitment to their brand's values that continues to drive Life is Good today.
The Emergence of Jake
The character Jake became the face of Life is Good after a serendipitous moment at a party. Initially a drawing meant to represent an artist, Jake evolved into a symbol of optimism after friends recognized his potential to embody positive energy. The simplicity and relatability of Jake resonated with various demographics, leading to a surge in sales. This pivotal moment demonstrated how creativity and community feedback can shape a brand’s identity and appeal.
Community and Social Responsibility
Burt emphasizes the importance of community in building a brand that prioritizes social good. Life is Good integrates its mission to promote optimism with a commitment to supporting children through its Kids Foundation. The foundation dedicates a portion of profits to assist underprivileged children and foster emotional health, reinforcing the brand's core values. Collaboration with communities has not only allowed the company to thrive but also imbued a sense of purpose in its employees.
Adapting to Challenges
In the face of adversities like the COVID-19 pandemic, Lifes is Good leveraged its core values of optimism to adapt and thrive. The company pivoted its marketing strategy to emphasize positivity and humor while addressing the hardships many faced. These efforts resonated with customers, leading to increased support and sales as communities sought uplifting messages. Burt's perspective underscores that true optimism involves acknowledging difficulties while focusing on constructive solutions, fostering resilience amid uncertainty.
Bert Jacobs is the co-founder of the $150 million lifestyle brand Life is Good. When he and his brother John started the company in 1994, they had $78 in their pockets, lived out of their van, and sold t-shirts on the streets of Boston. It has been over 30 years since they sold their first t-shirt, but Bert and John championed the same mission: to spread the power of optimism. On their journey, they’ve been inspired by a vibrant community of resilient optimists—people from all walks of life who identify deeply with the brand and who constantly demonstrate the depth and meaning behind the three simple words, “life is good.”
Bert joins Google to discuss how to develop an optimistic mindset and tips on building a vibrant community and a brand that will stand the test of time.
