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Transforming the Game with Kristina Katsanevas is the podcast for game-changers, risk-takers, and industry shakers. Don’t hate the player—hate the game? Not here. These leaders are rewriting the rules. From high-net-worth entrepreneurs, founders of Australia’s most iconic brands, and those disciplined enough to keep stacking those habits to success. We dive into the minds of pioneers innovating in media, business, fashion, sport and transformation.
Want to know how to break the mold and redefine success in your career, business, and life?
Tune in and start transforming the game.
For those who are living under a rock, where did you get the idea from to build what is now a billion dollar brand?
Brian:Well, I never intended to come to America and stay. We were following all the California trends. I was surfing one afternoon up at Malibu, and I was pulling on my UGG boots and just this massive dose of goosebumps went, oh my god. And so it was sort of like a no brainer. This is gonna be unbelievably big, but, boy, we had no idea that Americans did not understand.
Kristina:Brian Smith, the founder of the iconic UGG boot, knows what it takes to turn a simple idea into a global sensation. His book, Birth of a Brand, is packed with raw, real stories about the ups and downs of building a multimillion dollar company, and the tough decisions to step back so it could grow into the billion dollar powerhouse it is today. With his laid back style and unforgettable stories, Brian has become one of the most inspiring voices in business and entrepreneurship.
Brian:Good for you. I've I've never had anyone put it in those words be because they think, but I've had times where it was like, get out of this, Brian. Get away from here right now.
Kristina:I love that, and I think that's really important from anyone listening is to really start to get there is one question I wanna ask. Back in the day, the three gentlemen from Anaheim. Right? Yes. Yes.
Kristina:I guess what I wanna know is where were those It's
Brian:the best deal I could find. Otherwise, the company would have gone out of business.
Kristina:Hello, Brian. What a privilege to be talking to you, and thank you for coming on Transforming the Game.
Brian:My pleasure.
Kristina:UGG is such an iconic name here. It's like UGG and Vegemite. I love it. Totally. So let's start at the beginning for those who are listening, been living under a rock with their UGG boots on their feet.
Kristina:Tell me, where did you get the idea from? I know. But for those that might not know, where did you get the idea from to build what is now a billion dollar brand?
Brian:Well, I never intended to come to America and stay, but I did intend to come to America and look for a business to bring back to Australia because, you know, we were following all the California trends of water beds and Levi jeans and the surf brands and skate brands and things. And I had quit being a chartered accountant after ten years and decided that wasn't for me. And so I went to California and started looking for the next big thing. And I was up there, like, three or four months looking at billboards and newspapers and all the products I I could see at retail. And it wasn't until, like, after four or five months, it was October, late late October, and the first storm had sort of come down and hit the coast.
Brian:And that's when Californians think, oh, it's winter. Right? And I was surfing one afternoon up at Malibu, and I was with a buddy. And I and we finished surfing, and I was pulling on my UGG boots that I brought from Australia, and just this massive dose of goosebumps went over me like, oh my god. There are no sheepskin boots in America, and I knew that one in two Australians had had some sort of sheepskin footwear.
Brian:You know? And so it was sort of like a no brainer. It was like, oh my god, Doug. We gotta go into business. We gotta be instant millionaires.
Brian:Right? Because that's what entrepreneurs do. You know? I was thinking about this 20,000,000 people in America in in Australia, Two Hundred Million in America. This is gonna be unbelievably big.
Brian:But, boy, we had no idea that Americans did not understand sheepskin, and they did not wanna put it on their feet.
Kristina:Like, I love your curiosity from the start. So you're like, I actually don't wanna be an accountant anymore. I'm gonna go out into the world and work out what it is I wanna do. So that curiosity is really what stemmed everything. And then when you speak of those goosebumps, I just got them then all over me, actually.
Kristina:Right. Got it. Like, physiologically, when you've got fear or when you've got excitement like that, it's kind of the same feeling in your body.
Brian:Very good.
Kristina:Throughout your journey, you talk about you've obviously got a very good intuition and self awareness. How have you distinguished between goosebumps that were exciting and about to make your life thrive and rocket to ones that are more of a warning sign to go, well, hang on. That's like my gut saying maybe it's not a good idea.
Brian:Good for you. I've I've never had anyone put it in those words be because they think goosebumps are great. Right? But I have had warned that to me, we've all got this, you know, fragment of god in us, and it it it has perfection of knowledge, perfection of everything. Right?
Brian:And the only way it can communicate with us is through this electrochemical body, and it comes out as goosebumps. Right? So I I I like to encourage everyone listening. Every time you get the goosebumps, just stop for a second and think, what did I just think? What did I just see?
Brian:What did I just experience? Because it is a message coming from from inside. And most of mine have been positive, but I've had times where it was like, get out of this, Brian. Get away from here right now. And that gives the same it doesn't have as a goosebump, the skin selection, but it has the same internal warning.
Brian:So, yeah, I've I've become very, very powerful believer that there's this fragment of god in us that always knows the right thing to do. And and our mission, if we can, is to relax and tune in, and most people do that through meditation. But just you know, I I do it through meditation, but now I've got to the point where I will stop and think and just get quiet and go, what feels right here? And so you can you can always every time you turn to it, it will respond.
Kristina:I love that. And I think that's really important from anyone listening is to really start to get in tune with yourself and your body and look at what your body is trying to tell you. Is it you know, if if you're getting some sort of element, if it's stress related, you're going, well, what is stressing me and what is that stimulant that's stressing me right? And is it good and is it bad? Should I go towards the lighter against the lighter again?
Brian:Yeah. I've read a lot of, you know, spirituality and philosophy. And one of my favorite quotes is that the five mental poisons are fear, anger, envy, jealousy. Oh, there's gonna be six. Suspicion and intolerance.
Brian:Right? Fear, anger, envy, jealousy, suspicion, intolerance. Anytime I'm uneasy with feeling like shit, it is one of those things. So I have to go through and identify which is I'm anxious. Jealousy, no.
Brian:Intolerance. God damn it. I am so upset with my kids. Right? I'm angry.
Brian:I'm yelling, and my life is shit because of intolerance. So then I work on that one. And then a week later, it could be something totally different. But I I feel if you can sort of isolate which one of those mental poisons is bugging you, you'll be able to sort of weed it out pretty quickly.
Kristina:I love that. But what about when, there is one question I wanna ask. Back in the day when you were signed, you kept getting these partners and partners, and then you got the three gentlemen from Anaheim. Right? Yes.
Kristina:Yes. I guess what I wanna know is where were those goosebumps in, or how did they actually sign you out of the company initially, which in the end, you know, it's all worked out. But how did how did that happen?
Brian:Well, I didn't get signed out. Otherwise, I would never would've would've done that deal. We were four there there were three new investors and me, so we were gonna split the company 25% each, which wasn't a great deal, but it's the best deal I could find. Yeah. Otherwise, the company would have gone out of business.
Brian:Right? So the proviso was, though, that I didn't get my actual stock certificate issued until I finished a trademark lawsuit that I was in with a company called UGHS. And I knew I was gonna win that, so I signed the deal thinking, okay. We're we're in my mind, you're my three new partners. In their mind, they just bought the company from me, and at some future time, if I ever did the trademark thing, they would give me 25% of it back.
Brian:So it's a mind very subtle mind shift like you know? And we all look at the world from our position at the center of our universe. Right? Yes. And next person's got their universe, and the next person's got their and you multiply that by millions and millions and millions of people, and there's all these different ways of thinking that that is you know, it's that's how, you know, elections get won by two or 3%.
Brian:You know? You got 50,000,000 here and 51,000,000. Boom. It's but it's everyone looking at at how does the how does this affect me at the center of my universe?
Kristina:Absolutely. Everyone has these different, realities. Right? And you've always gotta be aware of their perception. So I guess one of my last question for you, because this has been absolutely amazing is how important was it, your wife is the one that, like, slapped you out of that phone.
Kristina:How important as an entrepreneur was it to have such a support network around you, such an inner circle, your wife there going through all those years?
Brian:Yeah. It's it was critical for me. I would not recommend that anyone start out to do an entrepreneurial venture who can't afford it. I I would say don't do that because when I met my wife, she was really well paid secretary for an architectural firm, and she kept me for several years. But that was very stressful, and I wouldn't recommend doing it that way.
Brian:If you have a good job, start your new venture on the side, like, on the weekends and at night, and only give up your day job when the new business is absolutely demanding your attention. Having that person by my side was critical for me and anyone who's going into an entrepreneurial venture. You know, you better have the support of of your spouse or girlfriend or whatever because there's gonna be tough times that will test you.
Kristina:Oh, I love that, and that's a great way to end. Brian, I have been so excited to talk to you. I really appreciate your time. Thank you so much for a wealth of knowledge. I can't wait to meet you in person one day.
Brian:Yeah. Hopefully, June in Australia.
Kristina:Excellent. June in Australia, guys. Love it. Thank you, Brian.
Brian:See you, Christina.