Good Work with Barrett Brooks Craft Over Scale: The Quiet Pursuit of Meaningful Work with Jeff Sheldon
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Dec 4, 2025 Jeff Sheldon, the designer and founder of Ugmonk, shares his journey of prioritizing craft over scale. He reveals why he declined a Shark Tank opportunity, emphasizing the importance of staying true to his vision. Sheldon discusses his creative roots from childhood and how perfectionism has shaped his work ethic. He delves into the emotional costs of mastery, the role of his supportive wife, and the deeper meaning behind his designs. Ultimately, he advocates for creating meaningful products that enhance daily life without sacrificing personal values.
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Turning Down Shark Tank After A Viral Launch
- Jeff launched a modular desk organizer on Kickstarter with an $18,000 goal and raised $430,000. He declined Shark Tank because the product wasn't manufactured yet and the scale would pull him away from making things.
Work As A Lifestyle, Not A Ladder
- Jeff's work ethos is to blend life and creative work so daily work is fulfilling, not just a means to weekends. He prioritizes making things he loves over scaling for scale's sake.
A Childhood Wired To Make
- Jeff was the kid who always drew, took things apart, and combined Lego sets to make new creations. His parents and grandmother supported art classes and supplies which helped that creativity flourish.
