What’s the secret to building a brand that customers obsess over? In Part 2 of this conversation with Jim Santos, co-owner of Outer Shell, we dive into the behind-the-scenes of scaling a product-based business, the challenges and rewards of manufacturing in the USA, and how grassroots marketing and community events fueled Outer Shell’s success. Jim shares how their Coffee Outside meetups became an organic marketing powerhouse, why product design obsession pays off, and how building strong partnerships makes all the difference. If you’re an entrepreneur looking to build brand loyalty, scale efficiently, and create meaningful customer connections, this episode is packed with insights.

Also Listen On:

Apple

Spotify

Quotables:

• "We’re not chasing hyper-growth. We’re focused on making the best product possible and keeping our customers for life." – Jim Santos
• "The best marketing doesn’t feel like marketing. It’s just building community around something people love." – Jim Santos
• "Freedom is priceless. The ability to control your time and build something meaningful is worth more than any salary." – Jim Santos
  

What You’ll Learn in This Episode:

• The pros and cons of manufacturing in the USA vs. overseas production
• How efficient production and lean operations help keep Outer Shell’s pricing competitive
• The power of community-driven marketing and why the Coffee Outside meetups became a game-changer
• The impact of organic brand growth through influential connections and industry credibility
• The challenges of burnout in entrepreneurship and how Jim and Kyle navigate creative differences

Key Takeaways from This Episode

• Manufacturing in the USA is a strategic choice – While it has higher costs, it allows for rapid innovation, better quality control, and strong company culture.
• Community is the best marketing – Outer Shell’s Coffee Outside meetups built a loyal customer base without traditional advertising.
• Terry B & The Radavist Website💡 Sustainability in business isn’t just about money – Thoughtful design, lean operations, and customer satisfaction matter more than chasing high margins.
• The best products come from passion and iteration – Listening to customer feedback and obsessing over details makes a brand stand out.
• Entrepreneurship is a marathon, not a sprint – Burnout is real, but finding balance, partnerships, and freedom makes the journey worthwhile
  

People and Resources Mentioned in This Episode

• Jim Santos Instagram

• Outer Shell Instagram

• Outer Shell Website

• Mafia Bags Website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!