Entrepreneurship at its most fundamental level demands a certain mindset, a toughness and endurance without which no startup can succeed. But there are many ways to run a company, and many philosophies underpinning each. Tatsu Tea is a company founded by dedicated practitioners of jiu jitsu, and we infuse the principles of that art into every aspect of our business. It is our operating manual and our business ethos. The lessons we’ve learned through literal blood, sweat, and tears on the mats define the framework within which we operate, influencing our company’s culture, values, and vision for the future.
A combat sport might seem antithetical to the running of a beverage company. After all, what do arm bars and black belts have to do with tea? More than you’d think.
First, there is perhaps the most clear cut parallel, the characteristic fundamental to both entrepreneurship and jiu jitsu - strength of mind and body. The ability to do hard things and welcome the bruises that come with it. Jiu jitsu demands incredible strength on all fronts. Physical strength to continue pushing forward with resilience despite injury and exhaustion. Mental strength to maintain focus and think critically in the face of obstacles or stress. Emotional strength to stay calm under pressure and recover from setbacks. And moral strength to make ethical decisions and stand by your principles. A fellow jiu jitsu practitioner once quipped, “You get beat up, but you’re smiling the whole time.” Any founder can attest the same is true for running a startup. Every day is a challenge and the toughness developed in the practice of jiu jitsu allows us to not only face but actually welcome those challenges.
Next, practicing jiu jitsu requires slow, deliberate movement to ensure proper form and mechanics and to help practitioners internalize the techniques, making them more effective and efficient when performed at full speed. The temptation for a CPG startup is to race to market and seize big opportunities for which they might not yet be ready. Shelf space at Whole Foods is a coveted opportunity, but if sought too quickly missteps are made and the long-term success of the company can be jeopardized. We try to run Tatsu with patience and balance, mastering each step before moving on to the next in order to ensure that our company has a strong foundation that will allow the best possible performance once we’re running at full speed.
Third, jiu jitsu cultivates mental acuity and strategic planning. Our founders may regularly show up with bruises, but jiu jitsu is far from a purely brute sport. It’s a physical chess match of sorts, requiring significant forethought and intelligence. The practitioner must anticipate his opponent’s moves and counter strategically, always thinking several steps ahead. And when things don’t go as planned, he must be able to adapt quickly. These same skills are essential in entrepreneurship. Founders need the mental resilience to navigate challenges, the strategic mindset to outmaneuver competition, and the flexibility to pivot when market conditions shift. The mental fortitude and strategic agility honed on the mat become invaluable assets in the dynamic world of business.
Next, jiu jitsu teaches practitioners to be efficient with their energy, enabling them to maintain their effectiveness through a match. Its emphasis on mastering precise techniques minimizes wasted effort and maximizes the impact of every action. It teaches economy of movement, using the least movement necessary to attain a goal, so as to conserve energy. It uses leverage over strength, allowing for submission of an opponent using minimal strength, regardless of size or strength differences. It teaches practitioners to go with the flow, transitioning smoothly between techniques so as to minimize forceful, energy-draining actions. This is where our motto, “Perform with Purpose”, comes in. It’s a philosophy drilled into our hearts and souls over years of training. To us, it means we focus our energy and efforts on intentional, well-directed action, rather than constant, undirected activity. We believe that success in any endeavor comes not just from effort, but from the correct effort - taking precise, purposeful actions that are directly aligned with our goals.
Finally, jiu jitsu demands a humble willingness to constantly seek improvement. It typically takes well over a decade to earn a black belt, and the path there requires consistent training by and sparring with those who know better. Without the humility to acknowledge limitations and recognize the great value of others’ experiences, there is no progression. Four of our founders are black belts (two are very rare 5th and 6th degree black belts), who have spent decades training under this belief. Our fifth founder is working his way there and grateful for every black eye and submission, because each one represents a mistake he won’t ever make again, each one makes him a little bit better. Tatsu Tea may be only a “white belt” company now, but because we will never stop trying to improve, we will never become complacent. We keep an open mindset and are grateful for every learning opportunity because we know that’s what is required for our company to be the best possible version of itself.
Tough. Measured. Strategic. Efficient. Humble. These are the hallmarks of a great jiu jitsu practitioner. And together they form the foundation upon which Tatsu Tea was built and the ethos by which we are growing it into the very best company it can be.