TMBA628: Staying True to Yourself in Business

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This week’s guest has done something that so many entrepreneurs aspire to do: they have turned a bespoke creative shop into a truly successful internet business.

Lisa Norman is the co-founder of Authentic Leather Patch Co. Together with her partner Ian, they have been manufacturing custom leather patches for clients around the US, which they stitch onto a variety of products.

We personally love their hats, which are consistently the most sought-after swag at our Dynamite Circle events.

Their story is not your typical “4-Hour Workweek” startup tale. What started in a small shop in California, has turned into a business that generated over 2 million in revenue last year.

Lisa joins us this week to share the origins of Authentic Leather Patch Co., how they were able to grow their company to the heights it has reached today, how they have navigated the supply chain issues and uncertainty of Covid, and a whole lot more.

See the full transcript below

Listen to this week’s show and learn:

  • How Lisa met her business partner Ian. (9:17)
  • When their business partnership became more serious. (21:18)
  • How Covid forced them to lay off a significant portion of their team. (26:32)
  • Some of the unique approaches they have taken to marketing their products. (34:23)
  • What their plans are for 2022 and beyond. (41:41)

Mentioned in the episode:

Before the Exit – Our New Book
Partner With Us
The Dynamite Circle
Dynamite Jobs
Dynamite Deals
Tropical MBA on YouTube
Post a Remote Job
Dynamite Jobs – Remote Recruiting Sales Page
Let’s Talk High-Level Podcast Strategy for 1 Hour
Lisa Norman
Authentic Leather Patch Co.
Western Hunting & Conservation Expo

Enjoyed this podcast? Check out these:

TMBA498: When Does an Artist Become an Entrepreneur?
TMBA503: What’s Your ‘Founder Fit’?
TMBA625: Living Outside Your Comfort Zone

This week’s sponsor:

Today’s podcast is sponsored by AppSumo.

AppSumo is the #1 digital marketplace for entrepreneurs.

That’s right, they’re a marketplace and a great way to get your name in front of 1 million-plus entrepreneurs, founders, affiliate marketers, and small businesses. You can sell your software, ebook PDF template library, online course, WP Plugin extension, or even event tickets.

On average digital products on AppSumo earn between $700 – $5000 a month depending on the type of product, and many listeners of this show are already getting results from using their marketplace.

If you want to try them out, head on over to to find out more, and a big thanks to AppSumo for sponsoring the show.

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Have comments about the show?

Do you have ideas for things you’d like Dan and Ian to discuss on future episodes?

Our producer Jane would love to hear from you at [email protected] or leave us a voice message using the record button below.



Thanks for listening to our show! We’ll be back next Thursday morning 8AM EST.


Dan & Ian


Full Transcript

(Transcript Forthcoming)

(Transcript Forthcoming)