HATTIE: It's not the T-shirt, it's the message and the cause on the T-shirt that people buy. It has taken 20 years, discipline, focus and a never-veering-off-mission commitment from Jim for this company to get where it is today.
Michael Gerber's books are popular: "The E-Myth" and "The E-Myth Revisited." He would probably laugh at Jim Morris because Jim comes into work every day. Gerber says your business and your life are two totally separate things. His message is we're stupid if we make our business our life. We say that's true only for business owners who don't care what business they're in. Jim's business and personal life are seamless. He lives the life of an environmentalist. And remember, he doesn't sell T-shirts, he sells saving the Earth. This same person attracts employees who ride their bikes to work and prefer to be at a place where they feel they are making important contributions. It's OK if your business and your personal life are totally integrated. If your goal is simply to get rich, read Michael Gerber. But if your goal is to build a business in perfect sync with your life values, as Jim Morris has done, that's a solid business strategy.