Key Moments
John Paul DeJoria — From Homelessness to Building Paul Mitchell and Patrón | The Tim Ferriss Show
Tim FerrissKey Moments
From homelessness to building global empires like Paul Mitchell and Patrón, embracing positivity, and lifelong learning.
Key Insights
Resilience and positive mindset are crucial for overcoming adversity, as demonstrated by DeJoria's journey from homelessness to success.
True success and wealth are defined by happiness, health, and a giving heart, not solely by financial accumulation.
Building strong relationships and believing in the value of your product or service are key to business growth.
Continuous learning, adaptability, and learning from failures, like those in the tech industry, pave the way for future success.
Philanthropy and helping others are integral to a meaningful life, providing a sense of purpose and fulfillment.
Personal growth often involves self-reflection, setting boundaries by saying 'no', and practicing mindfulness.
THE POWER OF THE MIND AND BODY
John Paul DeJoria emphasizes that age is merely a number if one's mind remains vigorous. He demonstrates this by maintaining remarkable physical fitness, even performing advanced gymnastic moves at 75. His philosophy, inspired by blues legend John Lee Hooker, is that "you will always be as old as your mind leads you to believe." DeJoria credits his fitness to a simple routine of Navy SEAL push-ups and the belief that consistent, achievable actions can lead to extraordinary results, a principle he applies to all aspects of life.
HEALTHY LIVING THROUGH DIET AND PROBIOTICS
DeJoria advocates for a largely vegetarian diet, incorporating fish and occasional free-range chicken, aligning with his belief that strength doesn't require meat, citing elephants and apes as examples. He starts his day with oatmeal and apples for a nutritious boost and relies on a probiotic supplement called 'Daily Restore' for immune support, crediting it with his remarkable lack of colds over decades. He also enjoys red wine, appreciating good vintages from various regions.
THE TRUE MEANING OF WEALTH AND SUCCESS
Drawing from a childhood memory of his mother pooling 27 cents with him and his brother, DeJoria defines true wealth not by money but by happiness, health, and a giving heart. He learned early that success is performing one's best when unobserved. This perspective shifts the focus from material possessions to inner fulfillment and contributing positively to the lives of others, a principle that guided his philanthropic endeavors.
NAVIGATING HOMELESSNESS AND STARTING FROM SCRATCH
DeJoria recounts two harrowing experiences of homelessness. The first occurred at age 22 with a young child and an ex-wife who took everything, forcing him to survive by collecting bottles. The second instance was when he and Paul Mitchell started their hair care company with only $700. These experiences underscore his incredible resilience and ability to build businesses from absolute zero, teaching him invaluable lessons in survival and entrepreneurship.
MASTERING SALES THROUGH BELIEF AND REORDER BUSINESS
DeJoria's sales acumen was forged through years of door-to-door encyclopedia sales, teaching him to overcome rejection and maintain enthusiasm. He stresses the importance of being in the "reorder business" – providing such exceptional products or services that customers return, rather than just focusing on initial sales. This philosophy, combined with honesty and a genuine belief in what he's selling, formed the bedrock of his business success.
BUILDING PAUL MITCHELL AND PATRÓN FROM THE GROUND UP
The creation of Paul Mitchell Systems began with minimal funds, relying on vendor trust and innovative strategies like sample runs to manage initial production. Similarly, Patrón Tequila was launched despite skepticism due to its high price point. DeJoria's approach involved convincing distributors and retailers by proving the product's quality and unique value proposition, ultimately creating demand for premium offerings in saturated markets.
THE STRATEGY BEHIND ULTRA-PREMIUM PRICING
DeJoria championed an ultra-premium strategy for Patrón, pricing it significantly higher than competitors. He educated retailers on how to position it as a premium choice, suggesting small upcharges in mixed drinks to highlight its superior quality. This customer-centric approach, focusing on value and the customer's desire for the best, defied conventional market wisdom and led to immense success. It proved that a well-executed premium product could command a higher price.
BUSINESS PHILOSOPHY: PERSONAL CONTACT AND THE VITAL FEW
Despite technological advancements, DeJoria eschews email and extensive computer use, preferring personal contact via phone and fax. This allows him to focus on the "vital few"—crucial matters—and avoid the "trivial many." He believes in direct communication, building relationships, and understanding that while businesses are often computerized, his personal touch remains paramount for effective interaction and decision-making.
PHILANTHROPY AS A LIFE'S WORK
Over 80% of DeJoria's time is dedicated to philanthropic efforts, including supporting Sea Shepherd's marine conservation, Grow Appalachia to help people get off food stamps, and developing housing and entrepreneurial centers for the homeless in Austin and Los Angeles. He financed a Coast Guard cutter for Sea Shepherd and developed an innovative food recovery program in Austin, demonstrating his commitment to making a tangible positive impact.
THE IMPORTANCE OF RETREAT AND SELF-REFLECTION
DeJoria practices periodic retreats, using them for deep self-reflection. He lists things he's doing, people he's involved with, and critically, identifies situations and people that don't bring him happiness. His goal is to consciously remove these negative influences, enabling him to focus his energy on what truly matters and to continually refine his life's direction, ensuring happiness and well-being.
LEARNING TO SAY 'NO' AND EMBRACING EXISTENCE
A key habit DeJoria has cultivated is the ability to say 'no' gracefully but firmly, protecting his time and energy for essential matters. He also emphasizes the practice of "just being"—existing in a space without the need for constant interaction. This allows for expanded consciousness and a deeper connection with oneself and the world, promoting inner peace and a more profound understanding of life.
LESSONS FROM FAILURE AND INNOVATION IN TECHNOLOGY
DeJoria shares his experiences with failed ventures in telecommunications, which taught him valuable lessons about market pricing and the importance of accessible, high-quality products. This led to the creation of Rocket IT phones, offering advanced features like 3D displays and telemedicine at affordable prices. His partnership with NASA highlights his ability to innovate and leverage cutting-edge technology for broader benefit.
GUIDING PRINCIPLES FOR A FULFILLING LIFE
DeJoria's life is guided by core maxims: "Do unto others as you would have others do unto you" and "In the end, everything will be okay, and if it's not okay, it's not the end." He frequently gifts Dale Carnegie's 'How to Win Friends and Influence People,' emphasizing its timeless wisdom. These principles reflect a profound commitment to empathy, resilience, and unwavering optimism, shaping his perspective on success and happiness.
Mentioned in This Episode
●Supplements
●Products
●Software & Apps
●Companies
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●Books
●People Referenced
Common Questions
John Paul DeJoria believes that true success isn't measured by money or power, but by how well you perform your duties when no one is watching. Richness, to him, prioritizes happiness, health, and having a giving heart, doing something to make life better for others.
Topics
Mentioned in this video
Recommended Eero Wi-Fi to the host.
A hairstylist who co-founded John Paul Mitchell Systems with John Paul DeJoria with only $700.
Mentioned as a signatory of The Giving Pledge.
A mutual friend of John Paul DeJoria and Tim Ferriss, who shared a story about John Paul's impressive physicality.
An illiterate blues singer, friend of John Paul DeJoria, who shared a profound quote about age and mindset: 'You will always be as old as your mind leads you to believe'.
Mentioned as a signatory of The Giving Pledge.
A singer and performer, friend of John Paul DeJoria, known for his incredible fitness even at age 80, inspiring John Paul to maintain his own physical abilities.
A famous chef and friend of John Paul DeJoria, who agreed to carry Patrón Tequila at his restaurant, Spago's, helping establish brand credibility.
The president of Patrón Tequila, who John Paul DeJoria credits with 90% of the company's success by building a great team and focusing on Patrón as the star of its advertising.
Associated with the Waterkeeper Alliance, which focuses on saving global waterways by busting polluters.
A friend and joint venture partner with John Paul DeJoria, initially involved in an architectural product company. Later co-founded Patrón Tequila, where he contributed to its early development and distribution before his passing.
Authored the book 'The Patrón Way,' which offers an inside look at the creation and behind-the-scenes life of Patrón Tequila.
Author of 'How to Win Friends and Influence People,' a book highly recommended by John Paul DeJoria for interpersonal communication.
A friend of John Paul DeJoria, known for being very fit and buff, who witnessed John Paul's impressive gymnastic feats.
An employment counselor who helped John Paul DeJoria find jobs after he left Time Inc.
Associated with Sea Shepherd, involved in 'Whale Wars,' recognized for combating illegal whaling and poaching on the open seas.
The 'genius' behind the Mobile Loaves & Fishes community in Austin, which built tiny houses for the chronically homeless.
A platform for B2B marketers to build campaigns using objective-based advertising, connecting with decision-makers, and reaching precise audiences.
A company co-founded by John Paul DeJoria, focusing on pet care products.
The largest privately held salon hair care line, co-founded by John Paul DeJoria from humble beginnings.
One of three beauty industry companies John Paul DeJoria worked for, eventually being fired for speaking out against animal testing.
A hot restaurant in West Hollywood owned by Wolfgang Puck, which began serving Patrón Tequila through a deal with John Paul DeJoria, boosting the brand's early presence.
An alcohol distribution company that took over from Jim Beam and significantly increased Patrón's sales before John Paul DeJoria bought them out to take over distribution himself.
John Paul DeJoria worked in the circulation department of Time Inc., for magazines like Sports Illustrated and Life.
A beauty industry company purchased by Centex, where John Paul DeJoria increased business by 50% and continued to learn about product formulation.
A pharmaceutical company that purchased a company called Fermodal where John Paul DeJoria worked.
A large alcohol distribution company that initially distributed Patrón Tequila but underestimated its potential, believing its price was too high.
Acquired Patrón Tequila from John Paul DeJoria in 2018.
A smartphone developed by Rocket (company), featuring 3D without glasses, telemedicine services, and worldwide Wi-Fi for free calls.
A famous high-quality red wine from the United States that John Paul DeJoria enjoys, highlighting it as an incredible choice.
The first ultra-premium tequila, co-founded by John Paul DeJoria in 1989 and later sold to Bacardi in 2018. It became the world's number one ultra-premium tequila.
A mesh Wi-Fi network system that provides fast, reliable Wi-Fi coverage both indoors and outdoors, recommended for easy setup and consistent signal strength.
A well-known and very good red wine mentioned by John Paul DeJoria as another example of high-quality wine.
Encyclopedias John Paul DeJoria sold door-to-door for three and a half years after leaving the Navy, gaining invaluable sales and persuasion experience.
A documentary featuring John Paul DeJoria's life story, including his experiences with homelessness and building billion-dollar businesses.
A magazine under Time Inc. where John Paul DeJoria worked in the circulation department.
A TV series about the Sea Shepherd Conservation Society, which John Paul DeJoria supports in their efforts against illegal whaling and poaching.
Featured an article in 2013 about John Paul DeJoria's unconventional business communication methods, noting his lack of email and reliance on faxes and phone calls.
A book written by Elana Edelstein detailing the internal operations and journey of Patrón Tequila, recommended for business study.
An 70-80 year old book by Dale Carnegie, frequently gifted by John Paul DeJoria, which teaches how to acknowledge people and make them feel good in conversations, emphasizing respect.
An organization supported by John Paul DeJoria and Bobby Kennedy Jr. that works to save waterways by fundraising and prosecuting polluters, leaving funds locally for enforcement.
Recognized John Paul DeJoria as one of the '100 Greatest Living Business Minds'.
A foundation established by John Paul DeJoria, serving as a hub for his charitable investments in sustainability, social responsibility, and animal friendliness.
John Paul DeJoria performs 'Navy SEAL push-ups' as part of his exercise routine, a type of push-up that involves twisting.
A magazine under Time Inc. where John Paul DeJoria worked in the circulation department.
A community in Austin, Texas, co-founded with Alan Graham, that built 240 tiny homes for chronically homeless individuals, providing shelter, community, and entrepreneurial opportunities.
The newspaper John Paul DeJoria and his brother delivered daily as children, learning early sales and rejection skills.
An organization supported by John Paul DeJoria that combats illegal whaling and poaching of marine life, featured in the 'Whale Wars' series.
A college in Kentucky that partnered with John Paul DeJoria to finance and implement the Grow Appalachia program, teaching self-sufficiency through gardening.
A program co-founded by John Paul DeJoria and Berea College to help Appalachian residents become self-sufficient through gardening and local produce sales.
Partnered with Rocket (company) to develop phones with a coating that neutralizes harmful substances on contact, initially for outer space but with applications for everyday use.
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