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#055: The Sh*t They Don’t Teach You in Business School – Brian Smith UGG Founder

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Brian Smith – UGG Founder, Author & Speaker   – @briansmithugg – San Diego, California

*Podcast recorded above the butcher shop at Valley Farm Market in Spring Valley, California.


  • Innovator and world class entrepreneur. UGG sheepskin boot founder. Media Guest, Inspiring Speaker and Author of “The Birth of a Brand”.
  • Pink Floyd’s Dark Side of the Moon helped inspired Brian to get motivated.
  • “When you want something in life, the universe conspires in helping you achieve it.” – The Alchemist  
  • “You Can’t Give Birth To Adults.” – The Birth of a Brand Theme
  • Brian brought UGG to America by educating his customers through his experience.
  • How using community feedback helped to redefine the brand and led him to more authentic marketing.
  • Brian explains you have to sell and market the benefit of your product, not just your product.
  • Using competition between vendors to increase brand awareness and market share helped create a new category.
  • “A Rising Tide Lifts All Boats.”
  • Realizing that he could be a benefactor for other young businesses (Sash Bags).

Links Mentioned in this Episode:

Brian Smith








Sash Website

Northwestern Mutual Life Insurance – Garrett Bleakley

Purchase Brian Smith’s “The Birth of A Brand”

Shawn’s Business Book Recommendation – “McDonald’s: Behind The Arches

@BBQWarStories Weekly Social Shout Out:



Winner of a sexy new #BehindTheSmoke Mug. Be sure to tag @bbqwarstories in all your #behindthesmoke photos and interact with the podcast on social for your chance to win. Remember…if we can’t tag you then we can’t pimp you.

Shareable Quotes From This Podcast:

“I’ve been running on the spot for 10 years.” {5:30} – Brian

“Oh my god! There are no sheepskin boots in America!” {6:35} – Brian

“Until all the specialty stores were just blowing out of UGGs the big malls stores aren’t going to take the risk” {19:50} – Brian

“A rising tide lifts all ships. We have always admired what the craft beer industry has been able to accomplish here in San Diego. This is our guiding example of what we want to see for the West Coast BBQ Movement. {38:30} – Shawn

“Cooperation will always beat out competition.” {40:15} – Brian

“Doug and I both took out life insurance policies (at a crucial time in our business) and (when Doug passed) it was just enough to buy back the business.” {1:11:19} – Brian

“Businesses today are realizing that they have to get back to their “why”. The bigger the brand, the harder it is to get back to it.” {1:13:01} – Shawn

“Your brand is not the logo. Your brand is not your trademark registration. Your brand is not your product. Your brand is what your customers think of you.” {1:13:35} – Brian

“She’ll be right mate.” {1:15:26} – Brian

“Derek and I almost died in Del Mar during a BBQ explosion and unfortunately it takes tragedy to start thinking about life insurance and what happens to the company if you pass.” {1:16:00} – Shawn

“The surest way for a tadpole to become a frog is to live every day happily as a tadpole.” {1:32:00} – Brian

UGGs in Popular Culture


Mike Parsons Ugg’s Ad


Pamela Anderson’s Baywatch Ugg Image

Get in Touch:

Derek Marso –

Shawn Walchef –

Cory Wagner –

Behind The Smoke Media

Valley Farm Market

Cali Comfort BBQ

Honorable Mentions & BBQ Business Resources:

Behind The Smoke Media BBQ Business Resources

3rd Annual Turf & Surf BBQ Championship @DelMarRacing #BETonBBQ

  • Sunday, August 19, 2018
  • Kansas City Barbecue Society Sanctioned State Championship Event
  • Limited to 70 BBQ Comp Teams
  • Request our Sponsorship Deck:

9th Annual Spring Valley Tailgate & BBQ Festival #SVBBQFest

  • California’s Largest Annual Amatuer Tailgate & BBQ Competition
  • Tentative Date: Sunday, October 28, 2018
  • Request our Sponsorship Deck:

BBQ Pits & Grills we use at Cali Comfort BBQ & Valley Farm Market

Ole Hickory Pits:

Big Green Egg:

Grill Grates:

Weber Grills:

BBQ Pits by Klose:

BBQ Podcasts We Recommend

  • Best Barbecue Show – Austin, Texas
  • Man Meat BBQ – Chicago, Illinois
  • BBQ Central Show – Cleveland, Ohio
  • Meat & Metal NO – Norway
  • Smoking Hot Confessions – Australia

Sports Entertainment Podcasts We Recommend

  • The Dave & Jeff Podcast
  • Scott Kaplan’s Solo Podcast
  • SDSU Sports MBA Podcast
  • The Joe Rogan Experience

Digital Marketing and Business Podcasts We Recommend

  • The GaryVee Audio Experience
  • Flip The Switch Podcast by Power Digital Marketing
  • EntreLeadership Podcast
  • The Tim Ferriss Show
  • Podcastification

Thank you to Jet West Band for our epic podcast intro jingle.

Contact Jet West for custom podcast intro music today!

Jet West:

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About the author, Bryan Abou Chacra

Passionate about all aspects of media production with over 15 years experience.

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