# The Life Is Good Company: Bert and John Jacobs

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-09-02
- Length: 1h 01m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs

## Summary

Bert and John Jacobs, co-founders of the Life Is Good Company, recount how they transformed a struggling t-shirt hustle into a $100 million brand by pivoting to a simple optimistic message. They detail their early days selling shirts from a van, the pivotal moment they created the 'Jake' character and trademarked the phrase 'Life Is Good,' and their strategy of securing key retail accounts like Galleons to scale distribution. The episode also highlights their decision to remain independent and their reflections on how their dysfunctional childhood and mother's optimism shaped the company's core philosophy.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=0) Introduction: Bert and John Jacobs and the Life Is Good Brand
- [4:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=253) Childhood Roots and the Decision to Start a Business
- [11:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=717) The Van Hustle: Selling T-Shirts from College to College
- [23:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=1389) The Pivot: Creating the 'Jake' Character and 'Life Is Good' Phrase
- [33:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=1993) Early Operations: Trademarking, Manufacturing, and First Hires
- [41:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=2482) Scaling Up: The Galleons Deal and Reaching $1 Million in Sales
- [49:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=2940) Brand Philosophy, Independence, and Family Legacy
- [57:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-09-02-the-life-is-good-company-bert-and-john-jacobs#t=3479) Postscript: Jim Malone and CounterEv Furniture

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Life Is Good Company (company)
- Galleons (company)
- Dick Sporting Goods (company)
- Midland Graphics (company)
- CounterEv Furniture (company)
- Shake Shack (company)
- Starbucks (company)
- Sweet Green (company)
- Jake (product)
- Life Is Good (product)

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