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Last Update: Sunday February 23, 2020

Key Idea: Do It Your Way

Hattie says that Jim Morris is the perfect example of a business owner who marches to the beat of his own drummer. 

Key Question:


You have two choices. You can be the head of day-to-day operations or not.  This is a very personal decision and we tend to believe that people are doing what they would rather do than not do.  Owners may say they need to hire a manager and learn to delegate but if that hasn't happened after years of operations, it is probably because the owner is like Jim.  Jim wants to be at work.

Search for more on the topic of management and click on the question for more answers.

Think about it

Do you want to be able to walk away from your business and have it run smoothly while you are away?  What would you have to do to achieve that goal?  Can you do that now?  How do you think you got to where you are now?

Clip from: Jim Morris Environmental T-shirt Co

Boulder:  Jim Morris may look like an artist and talk like an environmentalist - he's a veteran businessman. Jim founded Jim Morris Environmental T-Shirt Company in 1977 and today does over $2 million in annual sales with about 15 employees.

Jim Morris Environmental T-shirt Co

Jim Morris, Founder

PO Box 18270
5660 Valmont Road
Boulder, CO 80308
303 444 6430

Visit our web site:

Office: 303 444 6430

Business Classification:
clothing, environmental

Year Founded: 1978

Do It Your Way


HATTIE: It's not the T-shirt, it's the message and the cause on the T-shirt that people buy. It has taken 20 years, discipline, focus and a never-veering-off-mission commitment from Jim for this company to get where it is today.

Michael Gerber's books are popular: "The E-Myth" and "The E-Myth Revisited." He would probably laugh at Jim Morris because Jim comes into work every day. Gerber says your business and your life are two totally separate things. His message is we're stupid if we make our business our life. We say that's true only for business owners who don't care what business they're in. Jim's business and personal life are seamless. He lives the life of an environmentalist. And remember, he doesn't sell T-shirts, he sells saving the Earth. This same person attracts employees who ride their bikes to work and prefer to be at a place where they feel they are making important contributions. It's OK if your business and your personal life are totally integrated. If your goal is simply to get rich, read Michael Gerber. But if your goal is to build a business in perfect sync with your life values, as Jim Morris has done, that's a solid business strategy.

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