Be Humble, Be Kind, and Get the Work Done: Interview with Brad Liski, Co-Founder and CEO of Tru Earth

I recently went one-on-one with Brad Liski, Co-Founder and CEO of Tru Earth.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Brad: Thank you for having me. I am an entrepreneur at heart who has always had a deep respect and passion for the environment. I’ve been an advocate for eco-conscious innovation for as long as I can remember. I’ve founded many companies that leaned into sustainability, and with Tru Earth, we bring this commitment to life in every aspect of the business.

In fact, Tru Earth is rooted in a critical cause to make true lasting change that helps save the planet and we do this by battling plastic waste—a serious issue that will only get worse if we don’t act. Billions of plastic containers are filling our landfills and oceans each year. This motivated me and our co-founders to build an organization that would give consumers earth-friendly household cleaning product choices that didn’t require plastic containers.

One of the biggest challenges we have faced is changing the consumer mindset. Cleaning practices and behaviors are deep-rooted and often have existed for generations. Changing behavior has required an immense amount of education and forced us to listen closely to our customers–who we call our #TruChangeMakers–and make sure we are providing them with easy, effective, planet-friendly solutions. Our education program seems to resonate because today, we have millions of #TruChangeMakers across 80 countries.

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?

Brad: There are moments in life when you come across an opportunity to make a big difference on an issue that is very important to you, your family and friends. In our case, I, along with Tru Earth’s co-founders,  wanted a way to help eliminate plastic, especially single-use plastic, from everyday life to help offset its negative impacts on our environment, our wildlife, and our own health. At the same time, we were introduced to an innovative patent that could deliver laundry detergent in an eco-strip format packaged in a compostable envelope, rather than liquid in plastic.

While we understood that plastic was a necessary material for some industries, including medical—with the patented eco-strip—we saw an opportunity to build a business that would give consumers an earth-friendly choice in doing laundry. Since that time, our organization has become B Corp certified and today, offers a full suite of household cleaning products for laundry, kitchen, and bath that are effective, easy to use, and don’t require the production of plastic containers.

My advice: lean into not only what you are passionate about, but also what you are curious about. Just because an effective solution already exists does not mean it can’t be improved. The ‘undisruptable’ can always be disrupted.

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?

Brad: In 2019, the market for eco-alternatives had gained traction and in fact, some advisors told us that it was too competitive to break into and succeed, specifically the laundry detergent sector. But we knew we could do better, and more importantly, we realized there was a better way. We were confident we could take the patented strip technology and help people make small lifestyle changes that helped save the planet. Also, we did our homework and research and discovered that consumers wanted earth-friendly cleaning solutions, but they needed to be easier to use.

Our business idea wasn’t just about a product—it was about building an organization that would equally prioritize capitalism, environmentalism, and social good. While many might disagree with me, our success has proven that these commitments and goals can coexist and even thrive.

We tested our approach in a very unconventional way--we posted a homemade ad online and to our surprise and delight--the orders started streaming in! Ten times our expected results in the first 30 days.  We knew we had hit on something that resonated with people.

My advice is twofold: Talk, listen, and learn from others who are smarter than you with real experience in your sector. They will save you a lot of time, money, and heartache.

Secondly… Be bold! Stretch your thinking! If you’re the smartest person in the room, change rooms!

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?

Brad: Our business growth strategy started with securing a strong foothold with people through direct-to-consumer (DTC) engagement.  From there, those like-minded changemakers went to social media and shared the value of the eco-strip. Soon after we expanded into brick-and-mortar retailers. We quickly became a movement and using this as a foundation, our next move was to expand globally.

To support this growth, we secured committed, impact-oriented investors who believed in our business model and we established a strong senior management team and staff to include individuals with experience in CPG marketing, operations, manufacturing, and distribution, as well as experts and advisors in ESG and innovation. We also built a strong infrastructure that supported our critical cause through partnerships, as well as our commitment to donating to communities in need.

There is no one-size-fits-all model, but to take your business to the next level, you must make sure to have the right, committed people on your team. Not only those who are qualified to get the job done, but ones who are willing to be bold, provide new perspectives, and stretch your thinking.

Adam: What are your best sales and marketing tips?

Brad: In my experience, I’ve found talking to people is the simple tip, and then let social media drive rapid growth. Investing in your social channels and maintaining an evolving product line by prioritizing feedback is integral. At Tru Earth, social media enabled us to market DTC, starting with early adopters and then expanding into an ever-growing loyal base of customers.  Now as we grow, we have expanded into television and out-of-home marketing.

When it comes to eco-alternatives specifically, the key is to not “sell” anyone. Develop innovative solutions that are better for the planet and prioritize educating people who want to make a change–and do not shame anyone if they don’t make a change. You want people to really understand the WHY behind your brand, and as a result, buy the product, try it out, and then hopefully continue to try other offerings.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Brad: I never stop learning about leadership, both from my own experiences and by talking to the advisors, CEOs, entrepreneurs, and other experts that I trust and respect. I started my first business at the age of 18 and have spent more than 35 years dragging my face through gravel learning how to lead.  Leadership is partly an inherent characteristic, but it's truly a skill developed over time. For me, it’s grounded in a belief that effective leaders understand the importance of humility and recognize that no one person has all the answers.

While leaders bear the responsibility of often difficult decision-making, it's always wise to make well-informed decisions. This means actively listening to your team, valuing their perspectives, and encouraging outside-the-box thinking. As leaders, our job is to make the best decision we can based on the information we have, and if we are wrong… clean up the mess.

Effective leaders lead by example and practice what they preach. To gain the trust and commitment of your team, you must exemplify the values and behaviors you expect from them. Leadership isn't just about words; it's about making commitments and delivering on them in a way that advances the business, supports a best place to work culture, and honors your critical cause. First one in, last one to leave, share the wins, and own the losses.

Adam: What is your best advice on building, leading, and managing teams?

Brad: First, it's crucial to focus on finding individuals who are genuinely committed to your mission or critical cause. When team members are aligned with the overarching goals and values, it creates a strong foundation, which is imperative for success.

Second, maintaining an open line of communication as a leader is paramount. Encourage your team to voice their ideas, concerns, and feedback. Effective communication fosters a culture of collaboration and innovation, which ultimately drives positive results.

Lastly, trust is a cornerstone of effective leadership. Trust your team to carry out their responsibilities and make decisions that align with the overarching goals and values. By delegating responsibility and empowering team members, you not only instill confidence but make room for yourself to focus on the broader, strategic aspects of the business.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Brad:  

1. Everyone says this, but: Do what you love. I have always been passionate about the environment and running a business that is helping eliminate plastic containers in the home, and therefore reducing plastic pollution doesn’t feel like work. I am in my passion seat and living my dream.

2. Build and sustain a strong relationship with your local community. From other businesses to local leaders, politicians, and media, these relationships are essential to your long-term growth.  We all have a responsibility to the people on the planet and around the corner.  There is no business without people.

3. Surround yourself with smart people. If you are the smartest person in the room, then you should probably change rooms. There are very smart people in the world and listening to their experience and training can save you a great deal of pain and money.

Adam: What is the single best piece of advice you have ever received?

Brad: This advice came from my dad who passed away when I was 15.  I don’t remember him ever saying the words, but his actions were crystal clear.  Be humble, be kind, and get the work done. I live by this credo every day and try hard to instill it in my own kids.

Adam: Is there anything else you would like to share? 

Brad: Industry disruption is necessary to solve today’s climate crisis. For business leaders working to be a part of this solution, I challenge you to ask how you can better leverage your company’s resources or networks to drive positive environmental and social impact. As companies and organizations, the onus is on us–not consumers–to continue innovating and developing eco-conscious, socially good solutions.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

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