September 14, 2023

But Who’s Counting? Season 2 Episode 10: Scaling a Business One Shirt at a Time with Jimmy Sansone of The Normal Brand 

Creating a business from scratch requires you to accept the risks that come with entrepreneurship, overcome ever-changing challenges and above all else nurture the passion that drove you into the business in the first place.  

In this episode of But Who’s Counting?, host Dave Hartley is joined by Jimmy Sansone, Brother and Co-Owner of The Normal Brand, a St. Louis-based clothing startup success story. Dave and Jimmy discuss how they grew The Normal Brand from their parents’ basement to eight stores across five states with ups and downs along the way. The conversation dives into: 

  • Overcoming sudden adversity and leading your team to the other side intact 
  • Putting family first in the family business and why Jimmy’s most important title is “Brother” 
  • Managing supply chain disruptions and keeping shipments on schedule 
  • How to build a business that scales even once it leaves your home state 

“Action is the best response [to an unexpected disaster]. We couldn’t control everything, the one thing we could control was our reaction to it. Action is the best antidote to anything and so getting to action right away instead of sitting and stewing about it is something that my mom, my dad, my grandparents always encouraged.” 

Jimmy Sansone 

Resources to Count On 

Want more insight into Dave and Jimmy’s conversation? Check out these resources to learn more: 

Listen to But Who’s Counting? by subscribing on Spotify or Apple Podcasts and let us know what you think by rating and reviewing.   

All Podcasts

Keep up with Anders

Want to keep up with all the latest insights from Anders? Subscribe and receive the information that matters to you.