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Greetings,
In 2006, I had my first chance to create and produce a TV series about entrepreneurs. To secure the show, we needed to create an hour-long pilot, which meant finding a high-profile founder willing to be filmed. Fortunately, a friend introduced us to John Paul DeJoria, founder of Paul Mitchell and Patron Tequila. John Paul graciously allowed us to capture his story over three days for the pilot episode.
His story epitomized the American entrepreneurial dream, providing a compelling foundation for the pilot that became CNBC's original primetime series 'American Made'.
In this issue, you’ll learn about his story and explore:
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How to make your story more compelling by studying his style.
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Neuroscience insights on why emotional stories engage more brain areas than facts.
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A thought-provoking video by Joe Rogan on being the hero of your own movie.
Enjoy,
LG
Founder Story: John Paul DeJoria, Founder of Paul Mitchell and Patron Tequila
Turning The Conviction of Belief Into a Billion Dollar Empire
John Paul’s parents divorced when he was two years old, and he lived with his mom in East Los Angeles in constant poverty. By the age of nine or ten, he was selling Christmas cards door-to-door and delivering newspapers to help his family make ends meet. By twelve, his mother could no longer support him, and he ended up in a foster home before eventually joining an LA street gang. Fortunately, he didn’t stay in the gang for long and decided to join the navy. After his service, he worked various jobs selling products door-to-door, from cleaning supplies to encyclopedias, before landing in the beauty industry, believing he could make a name for himself selling beauty products.
John Paul excelled in his sales roles, but his success threatened others, leading to him being fired from every sales job he held. During these tough times, he often found himself homeless, living in his car or sleeping on friends’ couches, all while caring for his three-year-old son.
Despite these setbacks, John Paul knew he was a skilled salesman with great ideas. Eventually, he partnered with Paul Mitchell, a chemist, and together they created a shampoo-and-conditioner combo they believed was superior to anything on the market and easier to sell.
They initially secured a $500,000 investment to launch their company, but the investor backed out at the last minute. Determined to move forward, John Paul managed to cut, drastically reduce, or delay every expense except one: the $700 needed to pay the bottle designer upfront. Because color printing was too expensive, they opted for a black-and-white logo, which saved costs but still provided the physical product they needed.
Out of options, John Paul borrowed the $700 from his mother, which allowed them to pay for the logo and bottle design. With the product ready, he began selling their hair-care line door-to-door at salons, determined to get the company off the ground.
In their first year, they made over a million dollars. Today, their company, now known as John Paul Mitchell Systems, is worth over a billion dollars and is one of the most recognized hair-care brands in the world. The black-and-white logo, originally a cost-saving measure, has since become an iconic style statement in the industry.
Storytelling Lesson: Own Your Story
After spending those days with John Paul DeJoria, I was captivated not just by the details of his life story but by the way he told it. He wasn’t an eloquent speaker or a polished motivational figure, yet his storytelling was incredibly compelling. Unlike other successful entrepreneurs who captivate with their speaking skills, John Paul’s allure came from a different source entirely.
Here are 3 key lessons you can incorporate into your own storytelling efforts:
