Brian: Exactly.
You know what, you’ve got to tell the story about the little old lady who became one of your customers because of Rush Limbaugh. Andrew: I’m seeing on my screen here a later version, a Jimmy Choo UGG boots, which has all kinds of design on it. What do you guys think of UGGS?
Do we really need this footwear? I’m not going to buy the company or work hard for it. Andrew: What about the colors and trims, who does that, did you hire someone to do it?
So we set up a PR firm that took me on tours through Boston, New York, Philadelphia. How did you deal with that? I’ve seen it spelled, UG, UGG, UGH. I knew that if I loaded them up with 50 pairs of boots and they had 45 left on hand by the end of the season they were going to hate me and hate UGG boots. Brian Smith is the man whose vision created these boots that you know and have seen around the world.
It’s a well written book called, “The Birth of a Brand.” It’s available everywhere. Unhappy with the brand, Smith trademarked UGG.
Brian: There two answers. Brian: It’s a difficult product to mail order from a tiny little town in Australia and I had a bigger vision. Andrew: They were so proud of it and what I remember, when I first heard about them, there was a pride. If you were asked how many refrigerator advertisements you’ve seen this week, you would go “None.” But the minute you start to need a refrigerator, you will see the damned things everywhere. Brian: Yeah. So the word of mouth business was really, really strong. Brian: Well, the three guys that had bought me out, they got into a dispute because two of them couldn’t come up with the money to bankroll it.
The total cost of one minute spots, five times a week for three months, nearly half a million dollars for radio. Ice hockey rinks was great in the Midwest up to the Northeast but that was a very localized, I wanted to get into the mainstream. So there was nobody willing to take a risk and that’s when I realized I’ve got to get out of here and start something new. Andrew: You know Brian, I can’t believe you had that kind of a reach. Brian: I owned about 25% of the business. Andrew: So here’s the thing though. Team building, company culture, growth challenges, are all presented through a lens of vast experience, combined with a vision of a spiritual approach towards the future of business today. So every month I get my daily planner and I bring forth all of the stuff that has to be done but most of all, I do my priorities and it’s those priorities that sort of bring me back into alignment with what I’m trying to do. I invited him here to tell the story of how he did it and to teach us how he built this mega brand.
I wouldn’t think of all those celebrities and Rush Limbaugh being in the same world. Everywhere there is an advertisement for a refrigerator and the point is, all the information is out there in the universe but until you tune into one aspect of what you want to do or what you want to buy or what you want to have for your life, only then, does the universe sort of kick in and put in front of you everything you need. And by a fluke of really bad mistakes inside my company, when I had new investors, we missed that sort of boom and so we got left behind. Feast upon uncertainty, fatten upon disappointment, enthuse over apparent defeat and invigorate in the presence of difficulties. But the insurance policy allowed me to buy the business back from his wife, his widow. And so, it got so bad that one night, I was like lying on the floor after watching TV with my wife and we turned the TV off and I rolled over on all fours, I started crawling to the bedroom and she said, “You don’t, don’t you dare crawl to the bedroom, get up now and walk like a man.” And I did and just the act of doing that and her shocking me so much was like, okay, shrug it off. There were all these variations because no one knows what it is but you kind of, once you go with it, it’s hard to change. That is the last thing I wanted. Andrew: Give me an example of one that was a disappointment that turned out to be a blessing. So it was easy to store them on top of the shelves taking up no floor space, no shelf space and a great image. UGG has so many shoes in the range now, you’re quite okay. He had tried to buy me, you recall in the book how he and I were selling products out the back of the vans at Malibu Beach, right? I mean, in Australia, it hadn’t even become a business yet, it was just a craft industry with lots of little sheep skin factories turning out all different types of products. I can’t work this hard to send you one pair.
So that was really what drove me.
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