# How I Built Resilience: Bert and John Jacobs of Life is Good

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-09-17
- Length: 28m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good

## Summary

Bert and John Jacobs, co-founders of the Boston-based apparel company Life is Good, explain how they pivoted from a wholesale-dependent model to a direct-to-consumer strategy during the COVID-19 pandemic. They detail their investment in direct garment printing technology, which allowed them to shift from a 12-18 month supply chain window to on-demand production, effectively doubling their e-commerce revenue. The brothers discuss how their brand's core value of 'rational optimism' and strong community connection helped them navigate retail closures and avoid bankruptcy.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=0) Introduction: Bert and John Jacobs of Life is Good
- [2:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=176) Office closures and the wholesale crisis
- [7:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=462) Investing in direct garment printing technology
- [10:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=621) Pivoting to e-commerce and on-demand production
- [13:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=786) The power of optimism and community stories
- [21:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=1269) Rational optimism and healthy coping mechanisms
- [26:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-17-how-i-built-resilience-bert-and-john-jacobs-of-life-is-good#t=1580) Leadership lessons: listening and hiring for resilience

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

companies scaling up

## Mentioned

- Life is Good (company)
- U.S. Bank (company)
- Visa (other)

## Related episodes from other shows

- [Quality, Resilience and Open-Mindedness: Winning the Long Game w/ Paul Lordan and John Lordan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-02-18-quality-resilience-and-open-mindedness-winning-the-long-game-w-paul-lordan-and-j) (The Manufacturing Executive)
- [382: Shmorts and shmeels](https://hardwarepodcasts.com/podcast/making-it/2022-12-23-382-shmorts-and-shmeels) (Making It)
- [#331: 28 Days To Save The World: Lessons Learned from a Pandemic Month of Supply Chain Issues](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2023-08-10-331-28-days-to-save-the-world-lessons-learned-from-a-pandemic-month-of-supply-ch) (Global Medical Device Podcast)
- [#65 Mid-Day Squares - National Target Launch, Business Therapy, and Dance Vibes with Jake Karls](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-18-65-mid-day-squares-national-target-launch-business-therapy-and-dance-vibes-with) (The Startup CPG Podcast)
- [Restoring Glory and Dignity to Manufacturing w/ John Kramer and Marc Braun](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-06-29-restoring-glory-and-dignity-to-manufacturing-w-john-kramer-and-marc-braun) (The Manufacturing Executive)

## Citing this page

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