#52 The Republic of Tea The Story of the Creation of a Business, as Told Through the Personal Letters of Its Founders

In this episode, David, the host of Founders podcast, delves into the book "The Republic of Tea" by Mel Ziegler, Patricia Ziegler, and Bill Rosenzweig, which chronicles the creation of the Republic of Tea company through personal letters between the co-founders. The transcript reveals the struggles and philosophies encountered while transforming an idea into a tangible business. Mel Ziegler, with his experience from Banana Republic, imparts wisdom on the essence of entrepreneurship, emphasizing action over planning, while Bill Rosenzweig grapples with self-doubt and the transition from concept to execution. The narrative underscores the importance of product and customer focus over mere business ideation, with Mel advocating a customer-centric approach and Bill eventually gaining the confidence to commit fully to the venture. The episode captures the entrepreneurial journey's emotional and practical facets, highlighting the internal and external challenges of bringing a business to life.

• The conception of a business is likened to a birth process, involving energy gathering, fusion, and growth.
• The Republic of Tea was born when it was ready, after a 20-month gestation period.
• Co-founder Bill was seen as carrying the business to term, making the first sale in May 1992.
• Mel Ziegler's role was likened to getting Bill "pregnant" with the idea.
• The process of starting a business is unique to the individuals involved and cannot be reduced to a formula.
• The Republic of Tea was an exercise in allowing things to happen, paralleling the start of anything significant, such as a marriage or a new life.
• The opportunity for self-realization in starting a business is often overlooked but is its greatest benefit.

"The Republic of tea came to life when it was ready to be born." "There is no formula for starting a business. It is an exercise as unique as the individuals who undertake it."

These quotes emphasize the organic and individualistic nature of starting a business, likening it to a natural process of creation that cannot be rushed or templated.

• Starting a business is compared to ancient Hindu philosophy, suggesting everything happens as it should because the universe is as it is.
• The practicality of a business should not overshadow the initial impractical, creative ideas that can lead to long-term success.
• The Republic of Tea is expected to carry a legacy of free, unmoored thinking, which is crucial for a business's longevity.
• The future of the business, its lifespan, potential, and destiny are uncertain and cannot be predicted.
• The business has transitioned from a dialogue among founders to a dialogue between the business and its customers.

"Everything happens as it does, because the universe is as it is." "A business that is conceived in practicality will be congenitally dry."

These quotes reflect the philosophical underpinnings of the business's creation, emphasizing the importance of creativity and the unpredictability of a business's future.

• "The Republic of Tea" is a unique book that recounts the creation of a business through the personal letters of its founders.
• The book is unusual because it documents the very genesis of business ideas through real-time communication (faxes) between the founders.
• The book concludes with the founding of the business, which is a departure from the usual historical recounting of business biographies.

"The book is called the Republic of Tea." "The genesis of the ideas took place in writing because it was a series of faxes."

These quotes highlight the distinctive format and content of "The Republic of Tea," which provides a real-time look at the development of a business idea.

• Mel and Patricia Ziegler, known for founding Banana Republic, wanted to start a business to live life on their own terms, not for the sake of business itself.
• After selling Banana Republic, they became fascinated with tea, which eventually led to the start of another company through a chance meeting.
• The Zieglers' approach to business was to make enough money to have freedom, not to pursue business for its own sake.

"We were introduced to the crazy characters that are Mel and Patricia Ziegler, probably best known for being the founders of Banana Republic." "They weren't really starting businesses for business's sake."

These quotes provide insight into the Zieglers' motivations for entrepreneurship, focusing on personal freedom rather than business for the sake of business.

• The podcast discusses the gestation of an idea, the intrinsic doubts involved, and the mentorship between an experienced entrepreneur and a younger partner.
• The book and its unique format serve as a guide for aspiring entrepreneurs, especially those who have not yet started a company but wish to do so.
• The process of turning an idea into a business is likened to the rubber of an idea meeting the bumpy road of commercial reality.

"What unfolds over 250 pages is the genesis of an idea." "The intrinsic doubts... Mel is the experienced entrepreneur trying to mentor and be partners with somebody 15 years younger than him that's never started a company."

These quotes capture the essence of the entrepreneurial journey, from the initial spark of an idea to the challenges of bringing it to fruition, and the importance of mentorship in this process.

• The podcast is an independent, ad-free production supported by its listeners.
• Listeners are encouraged to leave reviews, recommend episodes, and become 'Misfits' to support the podcast financially.
• The podcast also has a Twitter presence for sharing quotes and engaging with listeners.

"This podcast is independent and ad-free." "Please sign up to become a misfit."

These quotes explain the podcast's business model and how it relies on listener support to remain operational, highlighting the direct relationship between the podcast and its audience.

• It takes years to truly understand oneself, and the process may never be fully complete.
• Introspection is a solitary activity that requires quiet and personal reflection to explore the contents of one's mind and heart.

"To say it takes years to figure out who you are. And maybe we never actually really figure out who we are, but to have that introspection, you can only do this alone, in quiet moments by yourself, because only you know what the contents of your mind and your heart are."

This quote emphasizes the importance of introspection in the journey of self-discovery and acknowledges that it is a deeply personal and ongoing process.

• Mel Ziegler is passionate about tea and believes it is marketed inappropriately in the U.S.
• He sees tea as undervalued despite its rich history and variety of tastes.
• Mel criticizes the lack of respect for tea compared to other beverages in the U.S.
• Starting a business requires being its first customer and finding a second customer to sell the product to.

"He said, I am mad about tea. I can't think of a commodity more inappropriately marketed in the United States. I can't think of a product that is less appreciated for its awesome history, less heralded for its stunning effects, less savored for the haunting boundlessness of its many tastes for reasons best left to the others to explain, key, which he's calling the cup of humanity, civilization's oldest beverage."

Mel Ziegler expresses his strong feelings about tea and its marketing in the U.S., setting the stage for the founding of Republic of Tea based on a genuine passion for the product.

• Republic of Tea uses unconventional titles to foster a sense of nationhood within the company.
• Mel is the "Minister of Leaves," setting the brand's philosophy.
• Bill is the "Minister of Progress," responsible for daily operations and progress.
• Patricia is the "Minister of Enchantment," handling artistic aspects such as product design.

"That's not how they refer to one another. They're saying, hey, we're starting a republic. It's a republic of tea. And so the republics have like ministers."

This quote reveals the creative approach to company culture and hierarchy within Republic of Tea, where traditional corporate titles are replaced with unique designations that reflect the company's identity.

• Starting a business is likened to making a movie, involving a creative and structured process.
• The idea is developed into a screenplay, followed by funding, casting, and production.
• Each founder plays a role in the "production" of Republic of Tea, contributing to its narrative and appeal.

"Starting a business is like making a movie. First there is an idea, and then it gets worked into a treatment or screenplay. Next comes the money and the casting."

Mel Ziegler uses the movie-making analogy to describe the process of starting a business, highlighting the importance of creativity, planning, and execution in entrepreneurship.

• Bill Rosenzweig became obsessed with the tea idea after being sold on it by Mel.
• The idea of Republic of Tea was exhilarating and led to a shift in perspective on the tea market.
• Bill's obsession with tea influenced his daily life and thoughts, indicating a deep personal connection to the business concept.

"Honestly, I was feeling pretty woozy about this whole thing. I think I had fallen in love with an idea."

Bill's admission of falling in love with the idea of Republic of Tea shows the emotional investment and passion that can drive entrepreneurs to pursue their ventures.

• Mel emphasizes the importance of having a great product before focusing on marketing and communication.
• A business needs to have something worth communicating to customers, suggesting that product quality is paramount.

"Communications is the business, meaning we're going to have to explain why you should buy the Republic of Tea over all the other competitors. But there is nothing to communicate unless we've got great tasting teas."

Mel stresses that the foundation of a successful business is its product, and only after establishing a great product should the focus shift to marketing and communication efforts.

• Mel reflects on his experience with Banana Republic and the importance of not rushing in business.
• He advocates for a slower, more thoughtful approach to ensure long-term success and enjoyment of the journey.
• Mel believes that businesses will create themselves when the circumstances are right and the right people are ready.

"I was in no hurry when I started banana republic. I hurried, and I found out afterward that it would have been a lot more entertaining and probably no less profitable in the long run had I not hurried."

This quote from Mel highlights the lesson he learned about the value of taking one's time in business endeavors to ensure both profitability and personal satisfaction.

• Entrepreneurs often face the challenge of weighing different strategies and making decisions in the face of uncertainty.
• Bill Rosenzweig grapples with whether to launch with a full product line or start small and build up gradually.
• The ability to see both sides of an argument can lead to confusion and difficulty in choosing a course of action.

"The question we've got to ask ourselves is, should we come out of the box with everything, like a full product line, thereby making a profound statement about who we are? Or do we start with a few lines and introduce new lines gradually?"

Bill's contemplation of different launch strategies illustrates the complex decision-making process entrepreneurs face when bringing a new business to market.

• Mel believes that happiness is innate to humans and does not require external pursuit.
• A business thrives on profit, and when all associated parties benefit, the business is considered happy.
• Entrepreneurs are responsible for ensuring their business thrives, which includes making it profitable.

"To make a business thrive, however, takes a little bit of effort. Business is about another kind of relationship, the one between you and me. When we conduct business together, we create a third entity, the business relationship."

Mel's perspective on happiness and business suggests that a successful business is one where mutual benefit and profit are achieved, leading to a thriving enterprise.

• Profit is essential for business sustainability; without it, there's no business to make an impact.
• Young entrepreneurs may focus too much on social impact at the expense of profitability.
• A balance between making a profit and pursuing virtuous goals is necessary for long-term success.

"There won't be a business to save the world with if the business does not make a profit."

The quote emphasizes the importance of financial sustainability for a business to achieve its broader goals, including making a positive impact on the world.

• Importance of editing or narrowing your focus in business to succeed.
• The Republic of Tea's distribution strategy was meticulously planned in 1990 and remains effective.
• The company chose to sell through specialty stores and their website, rejecting larger distributors like Costco or Target.

"Our focus should be flavored teas. These are healthier than coffee, tastier than other teas... By staying focused on flavored, lightly caffeinated teas, we are espousing the ethic of everything in moderation."

This quote underlines the company's strategic focus on a niche market (flavored teas) and its alignment with their brand ethic of moderation.

• Product ideas should align with the company's brand and values.
• The Republic of Tea aimed to create a unique product line that would stand out in the market.
• Early product names and flavors were designed to capture attention and differentiate from competitors.

"Peach Picot, passion fruit, peppermint, BlackBerry nut. These are among the first twelve treasures we will make from the obscure, vastly underappreciated asset of flavored black teas."

This quote highlights the initial product lineup and the company's strategy to leverage a less appreciated segment of the market (flavored black teas) for differentiation.

• The importance of creating a compelling brand narrative.
• The Republic of Tea's early marketing efforts included catalogs and advertisements that reflected their unique brand identity.
• The company's approach to selling by catalog initially helped establish their brand in the market.

"So the appendix is full of stuff. The penix might be a reason enough to buy the book because it shows, like early catalogs, shows you the sketches, the early product ideas, early advertisements."

This quote indicates the value of the company's early marketing materials, which were instrumental in building the brand's identity and appeal.

• The necessity of taking action rather than getting paralyzed by over-planning.
• Entrepreneurial success often requires moving from idea to execution quickly.
• Mel reflects on the importance of action in starting a business, contrasting it with Bill's hesitation and overthinking.

"A vaguely uncomfortable feeling began to set in... He was obsessively thinking the business through. But other than typing words on a computer, he wasn't yet doing anything to get the business started."

This quote captures the tension between thinking and doing in entrepreneurship, highlighting the need for action to move a business forward.

• Entrepreneurs often face doubt and skepticism from others in the industry.
• Bill's internal conflict between the safety of his current job and the risk of the new venture is a common entrepreneurial struggle.
• Mel provides advice to Bill, encouraging him to focus on the customer and the product, not the perceived barriers to entry.

"The flip side of every opportunity is a problem... Problems drive most people to distraction. Distraction is a way to avoid looking at what wants to be looked at."

Mel's advice to Bill stresses the importance of facing problems head-on as opportunities rather than distractions, which is a critical mindset for successful entrepreneurship.

• Entrepreneurs must persist despite common objections and doubts from others.
• Mel and Bill's correspondence reveals the challenges and doubts faced when starting a new business.
• Mel's entrepreneurial philosophy is to focus on creating value for customers and letting the product speak for itself.

"No matter how good yours is, the world never finds it easy to welcome a new idea... It is our job to deliver the tea. The tea will do the rest. The time is right."

Mel encourages Bill to persist despite the challenges, emphasizing that creating a great product will ultimately lead to success.

• Mel reflects on the need for Bill to stop overthinking and start taking action.
• The comparison to Steve Jobs' "one speed: go" mentality underscores the importance of execution in entrepreneurship.
• Entrepreneurs must overcome the inertia of planning and move towards action to realize their visions.

"Steve Jobs had one speed go... And in many cases, he would even do it without the green light."

This quote serves as a reminder of the value of decisive action and the need to move quickly from idea to execution in the entrepreneurial process.

• Mel Ziegler expresses unease with the early brainstorming phase for the tea company.
• David Senra notes that Mel is perturbed by the constant faxes from Bill, which he finds premature without a product.
• Mel yearns for action rather than discussion, emphasizing the need for tangible steps to start a business.
• He outlines the practical steps required to start the company, such as deal proposals, financing, and finding investors.

"The brainstorming for names before we had even decided on the teas we would sell began to unsettle me." "That doesn't matter because you still don't have a product." "Taking action, not talk about taking action is the one absolute requirement to start a business."

These quotes illustrate Mel's frustration with the premature focus on branding before establishing a product and his belief in action over discussion in entrepreneurship.

• Mel questions Bill's understanding of basic entrepreneurial practices.
• The discussion references a famous quote attributed to Mozart about creating a symphony without seeking advice, drawing a parallel to starting a business.
• Bill is perceived as lacking the confidence and understanding to lead the business independently.
• Mel's departure on a retreat is intended to prompt Bill to take practical action.

"It should be obvious to Bill, but we have a bigger problem. If I have to tell him this." "Like, what's the chance of a business succeed if he doesn't understand the basic fundamentals?" "And so Mozart's point there to me is like, if you want to make a symphony, you just make a symphony. You don't go around asking people how to do it."

These quotes convey the expectation that an entrepreneur should inherently grasp the essentials of starting a business and the importance of self-reliance and initiative.

• Mel believes that nerve and practicality are the top attributes of an entrepreneur.
• He challenges Bill to demonstrate practical progress, not just theoretical planning.
• Bill's self-awareness about his doubts and limitations is viewed as a positive, yet his reliance on Mel for direction is problematic.

"If anybody shows you a list of attributes that make up the entrepreneurial spirit, don't even bother to read to the second item. If the first item is not nerve, it takes nerve to start a business, lots of it." "It was time to probe a little to find out if this whole affair was never going to be anything more than the clever finger exercises of two guys tapping on computer keyboards."

These quotes emphasize the importance of courage and practical action in entrepreneurship, suggesting that without these qualities, a business venture may not progress beyond mere conceptualization.

• Bill acknowledges his role as "minister of progress" lacked decision-making power.
• He desired to become the leader of the business but continued to seek guidance from Mel.
• Mel's silence during his retreat leaves Bill to confront his own abilities and the reality of starting the business.

"I wanted to become the leader and driving force of this business, but I was still looking to Mel for the big answers." "So Mel's departure was that much more unsettling. But I also didn't want Mel to lose confidence in me, so I kept trying to make a plan."

These quotes highlight Bill's internal conflict between his ambition to lead and his dependence on Mel for direction, underscoring the challenges faced by emerging entrepreneurs.

• Mel shares his philosophy on business, stating that it should only be pursued if necessary and with full commitment.
• He views business as a means to financial independence and personal growth, not as a compulsive activity.
• Mel stresses that the entrepreneur must invent the business, not rely on others to define it.

"There are people who do business even when they don't have to. They do it compulsively for the game of it." "Nobody invents the business for the entrepreneur. That's his job."

These quotes reflect Mel's perspective that true entrepreneurship is driven by necessity and personal conviction, and that the entrepreneur must be the architect of their own venture.

• Mel advises Bill to focus on the customer's needs rather than on selling.
• He criticizes the common pitfall of businesses selling products that customers may not need.
• Mel emphasizes the importance of passion and understanding the customer's perspective.

"Be the customer, not the seller. Approach business from the standpoint of the customer's needs, not yours. All else will follow." "We're selling tea from an inner passion. Passion is something that everyone understands."

These quotes advocate for a customer-centric approach to business, suggesting that success follows from aligning products with genuine customer needs and passion.

• Bill's journey reflects a common narrative arc of struggle, self-doubt, and eventual triumph in entrepreneurship.
• After a year of stagnation, Bill gains the confidence to take ownership of the tea business.
• He recognizes the importance of a tangible product, full-time commitment, and intrinsic value to the customer.

"I finally gained the confidence I needed to jump into the tea business." "Business isn't just about an idea for a business. It's fundamentally about a product that has an intrinsic value to a customer."

These quotes capture the pivotal moment when Bill embraces his entrepreneurial potential and understands the core elements of building a successful business.

• The podcast concludes with an appeal for listener support and engagement with the podcast's resources, including books and notes.
• The host encourages listeners to join the "world's largest book club on entrepreneurship" by reading along with the featured books.
• The podcast offers additional content and ways to support the work being done.

"If you are getting value from the work I'm doing, please consider supporting this podcast on a monthly basis." "I've done this myself with ideas, and I've just seen this, so many other people do it. It's just so much easier to see it when it's happening outside of ourselves."

The final quotes encourage listeners to support the podcast if they find value in it, while also acknowledging the universal challenges faced by entrepreneurs.