Book Review
In just seven years, entrepreneur Jaime Schmidt, founder of Schmidt’s, the globally successful plant-based natural deodorant, went from making natural products in her Portland, Oregon kitchen to turning her brand into a household name in 30,000+ stores, and selling her company to Unilever in a nine-figure acquisition. Her new book, Supermaker, is Jaime’s guide to business and career development on your own terms.
Schmidt’s started in Portland, Oregon in 2010 when during the Maker Movement Jaime Schmidt developed a formula that filled a void in the marketplace: a plant-based natural deodorant that helped keep her family fresh and smell amazing. Fast forward to 2015, Schmidt’s viral success caught the attention of entrepreneur Michael Cammarata, and together, the unlikely power duo built Schmidt’s into a natural products empire. Today, Schmidt’s plant- and mineral-based personal care products are available all around the world.
Jaime has got quite the story to tell. Not only about how she built Schmidt’s as a successful brand, but all the unbelievable twists and turns along the way that threatened to sink her business. Through unfiltered storytelling and instructive takeaways learned during her growth from maker to magnate, Supermaker shares Jaime's secrets to financial success, marketing, operations, sales growth, product development, PR, partnerships, and customer engagement. Following Jaime’s journey from market stand to global brand, readers will take away the keys to establishing a financially successful business for entrepreneurs and professionals ready to go from maker to magnate; tactical approaches to branding, PR, sales, marketing, culture development, and team management; and candid advice and storytelling from an industry disruptor and proven executive.
Author quotes
No matter the enterprise, anyone out there building their own business will encounter a landscape that is profoundly saturated, competitive and fierce.
Nowadays the landscape is more competitive than ever. Even innovative, purpose-driven brands that kick ass on social media must go the extra mile to stand out against others like them, offering specialized products that meet the needs of conscientious, sophisticated audiences.
Today’s makers and entrepreneurs are driven to redefine excellence. They’re fueled by a passion for their product, an entrepreneurial fire, and a desire to build a better world - all while meeting their own standards for self-fulfillment along the way.
I am living proof that success is possible, despite the remarkably high bar that has been set. This book contains not just my own story, but all the lessons I learned along the way. My hope is that it will help you bypass years of toil or self-doubt, so you too can embrace and become the supermaker you are.
About the author
Jaime Schmidt is the quintessential maker-made-good. As the founder and former CEO of Schmidt’s, Jaime led the brand to sales in over 30 countries and onto the shelves of Target, Costco, CVS, Walmart, and Whole Foods. The brand was acquired by Unilever in 2017, with Jaime continuing to support their global expansion and partnerships with the likes of Jane Goodall and Justin Bieber. After selling Schmidt's, Jaime established new companies designed to support emerging entrepreneurs in achieving their own dreams. Alongside her husband Chris Cantino, she is co-founder of Supermaker, a media platform featuring diverse, independent brands and modern workplace values. They are also the founders of Color, an investment fund that supports entrepreneurs largely excluded from the venture financing system―primarily women and people of color. Jaime has been recognized twice by Goldman Sachs' 100 Most Intriguing Entrepreneurs awards, Ernst & Young's Pacific Northwest Entrepreneur of the Year, Inc.’s Female Founders 100, the Create & Cultivate 100, and is an inaugural mentor of the Inc. Founders Project.
Why LoA loves it….
Jaime Schmidt’s story is truly inspirational and sends a message to all women entrepreneurs that it really is possible to build a hugely successful business and brand that starts out life on your kitchen table. This fascinating book is such a great read as it follows Jaime’s journey from creating products literally in her own home kitchen, through to her business and brand being acquired by Unilever. Jaime’s book is an inspirational mix of honest entrepreneurial journey sharing, to mistake airing, and indispensable instruction. It truly is a go-to guide for the passion-to-profit journey, making it the perfect read for aspiring entrepreneurs, makers, creatives, and anyone with an interest in selling their products online and through digital marketing. — Melanie Hawken, founder & ceo of Lionesses of Africa