00:00 Two brothers turned their struggling t-shirt business into a $100 million brand by embracing the simple slogan "Life is good."

06:11 Growing up in a chaotic and challenging household, the two brothers maintained a close bond through humor and shared interests, ultimately leading them to pursue entrepreneurship.

11:59 After a cross-country road trip, the brothers decided to start a business selling t-shirts with various designs, initially focusing on holiday-themed concepts in Boston.

17:08 The Jacobs brothers hustled by selling t-shirts on college campuses in Boston, where they quickly learned that the best sales happened in the middle of the week and evenings, surviving on minimal profits and basic necessities.

22:25 Bert and John Jacobs persevered through years of uncertainty and failed ideas, until stumbling upon the concept of "Life is Good" during a street fair in Cambridge, Massachusetts, which quickly gained popularity and changed their lives forever.

28:15 The Life is Good message resonated with a wide range of people, despite the initial skepticism and eye rolls, because it focused on optimism and celebrating the good things in life, inspired by the founders' mother's positive outlook and intentional choices in the face of limited resources.

34:04 The Life is Good founders started gaining traction with their optimistic t-shirt designs in 1994, leading to increased revenue and the need for their first hire.

40:15 The Life is Good founders secured a trademark for their brand after multiple failed attempts, with the help of a pro bono trademark attorney, leading to significant growth and a major order from a sporting goods chain.

45:53 Life is Good experienced significant growth and success after securing a major order from a sporting goods chain, leading to a substantial increase in sales and the need to invest in infrastructure and technology for the business.

51:37 Life is Good founders Bert and John Jacobs are committed to maintaining ownership of the business, valuing the emotional connection with customers over potential financial gains, and envisioning a future where the company's positive message continues beyond their lifetimes.

57:06 Bert and John Jacobs reflect on the positive impact of their success on their parents and attribute a significant portion of their company's growth to luck, resilience, hard work, and timing.

01:02:40 Jim, after losing his job at an animation studio, started making furniture from reclaimed bowling lanes and eventually grew his company, Counter Ev Furniture, into a successful business with clients like Shake Shack and Obama.