Summary of Findings

The case “More than a Good Story” primarily deals with applying management principles. Items discussed are (1)

Management Issues; (2) Management Functions; (3) Managerial Style; (4) Company Motto; (5) Managerial

Challenges with Friends; (5) Working for a company like Life is Good; and (6) Dealing with Customer Service,

Innovation and Sustainability.

Management issues that Bert and John might encounter vary depending on their surroundings. Primary issues are:

decision making, motivation, communication and team unity.

Planning was evaluated to be the most important function, but only because it is the first step in doing anything.

The functions are equally important and they are needed to be performed in order to reach success.

Bert and John's managerial style promotes being optimistic, doing what one wants. This is reflected in the

company motto and is very important as in doing something that one wants, they feel a sense of purpose, and they

have better contributions towards the team's goals. This makes their company, an ideal place to work for.

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Background Information

Jake and Rocket, a cartoon guy and his cartoon dog, can be found on most of the apparel and other branded

products sold by the Life is good® company.44 With his perky beret (or other appropriate head gear), Jake has that

contented look of being able to enjoy life as it is and finding reasons to be happy right now. And Rocket? Well, he’s

just happy to be along for the ride. And what a ride it’s been for the two! They’ve been a part of the company’s

growth to over $100 million in revenues. Company co-founders and brothers, Bert and John Jacobs have a personal

and business philosophy much like Jake: simplicity, humor, and humility. However, both understand that even with

this philosophy, they need to be good managers and they need good managers throughout the organization in

order to stay successful.

Bert and John designed their first tee shirts in 1989 and sold them door-to-door in college dorms along the East

Coast and in Boston where they’d set up shop using an old card table in locations on one-way streets so they could

pick up and move quickly if they needed to. They used this simple sales approach because, like many young

entrepreneurs, they couldn’t afford required business licenses. Although they met a lot of wonderful people and

heard a lot of good stories during those early years, sales weren’t that great. As the company legend goes, the

brothers “lived on peanut butter and jelly, slept in their beat-up van, and showered when they could.”During one

of their usual post-sales-trip parties, Bert and John asked some friends for advice on an assortment of images and

slogans they had put together. Those friends (some of whom now work for the company) liked the “Life is good”

slogan and a drawing of Jake that had been sketched by John. So Bert and John printed up 48 Jake shirts for a local

street fair in Cambridge, Massachusetts. By noon, the 48 shirts were gone, something that had never happened!

The brothers were smart enough to recognize that they might be on to something. And, as the old saying goes . . .

the rest is history! Since that momentous day in 1994, they’ve sold nearly 20 million Life is good tee shirts

featuring Jake and Rocket. Bert attributes their success to his belief that “the ‘Life is good’ message, coupled with

the carefree image of Jake, was simple enough to swallow, light enough not to be mistaken for preachy, and

profound enough to matter.” He goes on to say that, “Note that we don’t say ‘Life is great!’ We say life is good,

period. Three simple words. People connect with it instantly.”

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Another important facet of Life is good is their commitment to good causes. And those aren’t just “words” to Bert

and John; they act on their words. They are passionately involved with Project Joy, which is a nonprofit

organization that fosters the development of at-risk children through the art of play. Bert says their partnership

with Project Joy aligns with Life is good’s whole philosophy. The financial commitment the company has made is

supported by its Life is good Kids Foundation, which raises funds through the popular Life is good festivals and

through sales of fundraising t-shirts and books at its retail stores.

Today, Life is good, based in Boston, has a product line of more than 900 items. The company continues to grow

about 30 to 40 percent annually. Bert and John’s style of managing is guided by another of the company’s mottoes,

“Do what you like. Like what you do.”® As the company’s Web site states, “In addition to knowledge, skills, and

experience, we look to hire people who possess the same optimistic outlook on life that Jake has.” It’s an approach

that seems to be working for Bert and John and for Jake and Rocket.

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Problem Statement

The case, “More than a Good Story”, focuses on answering and discussing the following points:

 As the top managers of their company, what types of issues might Bert and John have to deal

with? Be as specific as possible. Which management functions might be most important to

them? Why?

 Using descriptions from the case, describe Bert and John’s managerial style. Would this

approach work for other organizations? Why or why not?

 How do you think the company’s motto “Do what you like. Like what you do” might affect how

managers manage? Be specific.

 What managerial challenges might there be in having friends work for your business? How could

these challenges be kept inconsequential?

 Would you want to work for a company like this? Why or why not?

 In what ways would the Life is good managers (corporate and retail store) have to deal with the

challenges of customer service, innovation, and sustainability? Be specific in your description.

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Answer to Case Questions

Management Issues

The type of issues that Bert and John might encounter will vary depending on their surroundings. But as top

managers of the company they have to establish goals, plans, and make decisions. The following issues may arise:

Leadership - They clearly have a different type of leadership style. But as leaders they must have the ability to

execute things according to the skills and abilities of his employees. (1) Decision Making – Your people and your

customer largely depends on every decisions you will come out. Consistency and accuracy is a must; (2)

Motivational Issue – Hiring the right people from the very beginning is very important, thus a little motivation is

needed. But for workers who lack and loss focus are becoming unproductive. Being top managers they must try to

fix and work with their workers and figure out an effective incentive structure; (3) Communication – An effective

teamwork comes with openness both from the manager and the employee. An employee should not feel

uncomfortable with the managers, that way they can freely discuss progress and problems; and (4) Creating Team

Unity – In order to achieve one common goal, the managers must develop relationship between staff members.

Team Unity requires trusting each other.

Planning

The most important of the management functions for Bert and John is planning. As a company in the apparel and

other branded products industry, there are lots of competition for them. With trends always changing, they must

always be up to date with consumers’ tastes and preferences. Failure in planning well will probably lead to their

business falling apart. Also, they must take into consideration their customers’ comments and suggestions to

improve their products and/or services. In every product they produce, they must keep its quality at its peak; this

also involves careful planning. Every action that they do needs to be thoroughly planned before execution.

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Bert and John’s Managerial Style

Bert and John’s managerial style is for people who are optimistic, willing to take actions, where in you will feel your

existence and that you are part of the company. Bert and John develop a kind of company with a culture of as it is

of their company motto “Do what you like. Like what you do”

“Do what you like, Like what you do”

The company’s motto emphasizes the personal values and perspective of managers and employees towards what

they do. It shows what kind of people they are looking for to help them achieve their goals. Employees are more

committed to the organization when they enjoy what they do, and that they know and feel that they will be able to

achieve the ideal career that they want. Motivational support from the company is also important as it makes their

people dedicated towards their work.

Managerial Challenges in having friends working for the

business

Balancing personal relationships at work is complicated.Having friends in the same company might be difficult to

handle, some of them might not treat you as boss but rather, as friends. However, as friends, it will be easier to

communicate with them. Certain issues, such as favoritism, or conflict of interest may also arise. The most difficult

part, disciplining or firing a friend. Professionalism in the work place must always be instilled.

Working in a Company like Life is Good

A slogan might give an insight on what the company philosophy is. A slogan that goes “ Life is Good.” Implies that

the company believes in the power of positivity. Having a positive disposition will take a company like Life is Good

to greater heights. However, words are not always enough, as at the end of the day, it will always be their actions

that count. Actions would show if they really put into heart their positive disposition. A positive working

environment helps employees’ productivity. The company promotes and maintains a stress free working

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environment. Their management style encourages employees to learn new things and let their employees improve

their individual performances. Simply put, it makes them happy, and they are in their best working condition. With

all of these being said, a company such as Life is Good is an ideal company to work for.

Challenges of Customer Service, Innovation and Sustainability

Customers are what keep businesses running. Without them, a business would not survive for too long. Taking

care of customers’ needs, delivering high quality products and services, providing needed assistance are some

things that establishments much provide their customers. During a transaction, if a customer is satisfied, there is a

higher chance that that customer might actually come back. Customer loyalty is the result of good customer

service. Business establishments’ two of their main goals are to minimize costs and maximize profits; customer

loyalty helps them achieve the latter.

As the old saying goes, “Nothing is constant except change.” Trends are always changing. What is good for today,

might not be good anymore in the future. Businesses must always be updated in these trends, and they must be

prepared to innovate. Failure to do so will left them out. There are lots of alternatives elsewhere, hence, many

competition. They might lose their loyal customers, and go out of business.

Innovation is not only concerned with a business’ product offerings; it also concerns how an organization is being

run. With new technologies everywhere, they have to find new ways on how they will incorporate these to ensure

an effective and efficient organization. Innovation helps in achieving the business’ goals and objectives.

It is not easy to attain the success that Life is good has attained. Environmental, social and financial demands and

concerns must be well coordinated to ensure responsible, ethical and ongoing success.it is important that take

consideration all their actions today because everything will have an effect in the future. Top managers must have

to take the following important actions: (1) Shaping customer taste, build a strong market, to sustain Life is Good

products; (2) Communication with investors to create and maintain strong partnership; and (3) Working with

government to shape clearer regulations.

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Analysis of Alternatives and Recommendations

Organizing, Leading and Controlling

While planning may be the most important function, it, along with the three other functions – organizing, leading

and controlling, are required to be performed to achieve the goals. After strategic planning, comes organizing.

Tasks are grouped, assigned to a resource and certain decisions are made, before implementing the plan. They say

that once the plan has started to be implemented, they are already half-way done, as the other half is finishing

what they started, and implementation comes leading. Managers work with people, set examples, and resolve

conflicts. And lastly, controlling. Evaluation on what has been done to assess on whether they are actually moving

towards the goal. If there is a problem in the operation of the plan, the problem is identified and solutions are

performed.

With all of these being said, every function is an integral one to achieve success. Planning might be the most

important, but only by a little is how more important it is compared to the others. They go alongside one another.

Expansion

With their business doing great, a next step might be future expansions. This may be in terms of

reaching out to more locations, or developing new product offerings. What is very important is that all

people within the organization is aware of the company’s goal, and in doing an expansion, it requires the

support of every one, no matter how big or small they can affect the said move. Managers must have to

motivate people, and focus on achieving the goal. Expansion also involves hiring the right people. Having

the right people for a specific job has a great impact on company’s performance.

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Learnings

Business is a long journey.As a future entrepreneur, one must know how to understand and realize this. There are

different situations that we one learn how to handle without compromising out business goals and objectives.

There are difficult circumstances that needs strategic thinking and knowledge in order for an individual to make

the best decision.

The road to success is not an easy one. There are hardships, failures, and disappointments along the way. But the

difference between those who succeeded and those who did not, is that those who succeeded did not quit.

Everyone encounters setbacks, in which the important thing is that they stand and continue until they reach their

goal. They take each and every setback as a learning opportunity, as a challenge that would make them better

businessmen.

On the other views, operating and managing a business can be compared to: 1. it is like managing a family,

everything comes and goes around. The owner, as the head of the company plays like a father that sets the pace -

playing different roles in every situation. 2. A business is like a queen in a chess game and a saying goes like “How

to treat a Lady”. The success of a business is on the hands of the managers. Managers are bound to choose

whatever managing style upon the basis of a deep study to execute in coordination with his/her colleagues.

One of the best factor that can be added in the learnings of management principles based on “More than a Good

Story” is that “Learning is by doing” – an endless study applications.

Business is a school – management bounded by lessons and constraints. A manager is a leader and not a “boss”

according to layman’s terms and on the other hand, a company is a team composing of team leaders and members

who plays together having a main target – growth and success.

Thus, a manager is at the same time a teacher, facilitator and counselor who does the functions of management –

planning, organizing, leading and controlling.

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