From the sandy beaches of Australia to the bustling walkways of international fashion, Brian Smith has masterfully navigated his entrepreneurial journey with audacity, resilience, and a surfer’s spirit. Born with an insatiable passion for surfing, Brian has not only ridden waves but also the tides of the business world. A chartered accountant turned innovative entrepreneur, he spotted the untapped potential of sheepskin boots and introduced them to California. This marked the genesis of UGG, a brand that faced its share of rejections, only to emerge as an icon in the footwear industry, thanks to Brian’s unwavering faith and tenacity. Today, UGG is more than just a brand; it’s a global phenomenon that has redefined comfort and style in footwear. Generating billions of dollars in annual sales, UGG stands as a testament to Brian’s vision, perseverance, and entrepreneurial prowess. In this interivew, I speak to Brian Smith, Founder of UGG. We talk about his entrepreneurial journey, why it’s important to see businesses through the lens of life stages, and what it takes to build a global brand with incredible consumer loyalty.