I do a lot of my own stuff and I do it because I feel like I could tell my story better than anyone else can

and it's going to come across as being passionate, that I really love my product and it really is better than anything else out there.

I think that's what makes you a great salesperson. I mean, a lot of people say I'm intense, but it's really just passionate about the product.

Welcome to How Leaders Lead, where every week you get to listen in while I interview some of the very

best leaders in the world. I break down the key learnings so that by the end of the episode,

you'll have something simple you can apply as you

develop into a better leader. That's what this podcast is all about. Now, if you want to get better

at motivating or inspiring or convincing people, then you're in the right place because my

guest today is Chris Riccabano. Now, you might recognize Chris, I'm sure you will, from his commercials as the founder of

Untuck It, the incredibly successful clothing brand known for making a dress shirt.

You don't have to tuck in.

They've sold over 12 billion shirts, but it hasn't been an easy road. Chris tried a lot of other

startup ideas before this one stuck. And during the pandemic, Untuck it really took a beating,

and they're still recovering from it, as you'll hear it today. But through it all, Chris's passion

never wavers.

And let me tell you, passion is powerful.

When you let your belief in a product or an idea shine through, people respond.

And that passion can keep you going in both the good times and the bad times.

Oh, and by the way, you're also going to hear about Chris's latest brand. I mean, he is a serial entrepreneur, and he started this brand with Derek Jeter and Misty Copeland,

and it's called Greatness Wins. And we'll get to that here in a bit. But here's the big idea.

If you want to put your passion to work for your

business and learn a lot about building great brands while you're at it, then you're going to

...