Work hard and be nice to people. That’s CEO of Super Coffee, Jimmy DeCicco's simple, yet effective, business motto. Jimmy and his two brothers were looking to optimize their coffee by adding protein, coconut oil and monk fruit. Their post-practice pick-me-up eventually became their hit product Super Coffee, which has grown from a dorm room brew to hitting the shelves in Whole Foods, Target, Walmart, and beyond. We’re talking all about how Jimmy and his team have brought their vision of Super Coffee to life and the major lessons that he’s learned along the way.   IN THIS EPISODE, WE TALK ABOUT: How Jimmy and his brothers came up with the idea for Super Coffee  Fundraising and how that’s changed as Super Coffee has grown  Challenges and highlights of scaling a business  What has surprised Jimmy the most about his customer base  The biggest lessons that Jimmy has learned so far  Jimmy’s top three traits of a successful leader  What’s coming up for Super Coffee in 2022 (including an ad in Super Bowl LVI!) RESOURCES ENTER TO WIN OUR $2,800 HOLIDAY SWEEPSTAKES! Thanks Brooklinen. To save $20 on your purchase of $100 or more, go to brooklinen.com and use the promo code LORI. Thanks to Prose for supporting Earn Your Happy. Go to prose.com/lori for a 15% off your first order and a free in-depth hair consultation.  Text PODCAST to 310-496-8363 for updates and a chance to be featured on the show!   CONNECT WITH JIMMY Jimmy’s Instagram: @jimmydecicco5 Super Coffee Instagram: @drinksupercoffee Super Coffee Website: drinksupercoffee.com Find A Store Near You: drinksupercoffee.com/store-locator/   CONNECT WITH LORI Instagram: @loriharder Lite Pink: @drinklitepink Earn Your Happy: @earnyourhappy Girlfriends & Business: @girlfriendsandbusiness Listen to Girlfriends & Business   GUEST BIO Jimmy DeCicco is the oldest brother and Chief Executive Officer at Kitu Life Inc., makers of Super Coffee.    Jimmy is a former collegiate athlete who left a job on Wall Street six years ago to start a company with his brothers, beginning out of the youngest brother's dorm room.   Since then he’s raised hundreds of millions from celebrity investors including Jennifer Lopez, Alex Rodriguez, Baron Davis, Patrick Schwarzenegger, Aaron Rodgers and more and helped Super Coffee achieve their current $400 million valuation. Yet, he still admittedly suffers from imposter syndrome.   Jimmy and his brothers place a strong emphasis on corporate culture and Super Coffee was recently honored as one of Inc’s Best Workplaces for the second consecutive year. They firmly believe in spreading positive energy and the mantra Work Hard Be Nice to People. In addition to being hard at work themselves growing the business, Jimmy and his brothers wake up at the crack of dawn each day to get in their own workouts, living the healthy and positive energy lifestyle Super Coffee promotes.