The Inspired // Isaac John of YKTR

Introducing The Inspired

Our newest addition to Collective is The Inspired in which we sit down with epic humans, doing epic things, people who inspire us daily. Although we'd love to keep them all to ourselves so we can pick their brains for our own benefit we figured that's just being selfish and we aren't about that. These are people we have met on our journey through life and work who have and continue to inspire us daily. 

Every month we will release a new The Inspired interview for you enjoy. Now, let's kick this thing off! 

Meet Isaac John - YKTR

You Know The Rules

We met Isaac a few years back when he was running around for the NRL's Manly Sea Eagles but we'd catch up for coffee to talk business, social media and the latest book Isaac had been reading. Now, Isaac is the business owner and brains (sorry Corey & Chicko) behind YKTR (You Know The Rules), a men's streetwear label that since it's launch 18 months ago has seen every collection sell out, it's social following boom and it's Vlog take off! It's safe to say that these boys know how to engage their audience. YKTR doesn't pretend to be something it's not, sharing content of their day to day, speak their truth in their marketing content and look like they have a heck of a time while doing it. 

We picked Isaac's brain on all things YKTR, social & marketing strategy, his personal journey to creating an empire and what advice he can share with us. It's clear Isaac knows how to hustle, he's certainly not lazy, he's creative, motivated and let's face it inspiring! Well, that's enough from us. Here's what Isaac has to say! 

1. So, whose Isaac? Tell us a little about yourself prior to launching your own business.
Small town kiwi boy. Played footy for a few years in NZ, England and Australia. Always had a small passion for reading and self-development and decided that footy was no longer for me and I wanted to take a different path.

2. How did the idea for your business come about?
Basically reverse engineering what my passions were. Creating (content and clothes), travelling and having beers with my best mates. I use clothes as a vehicle to achieve those things.

3. What was your mission at the outset?
Basically to walk a different path post-football career that stereotypically people in my profession don't usually walk or take the time to learn. Escape the blue-collar mentality associated with my previous occupation. I always heard old players say “enjoy footy while it lasts because it's the best years of your life” but why does have to be???

Instagram @yktr_

4. What're your company’s goals?
SURVIVE. We have all the cliche company goals and targets we wanna meet like providing good service etc.... But I also understand that were in a great time economically that a lot of average businesses are surviving now because everybody has disposable income. When the market crashes in the next 10-15 years I'd like to think that we can build a brand where people would support us in tougher economic times.

5. What is unique about your business?
We’ve tried to humanise our business we want people to know our backstory as we vlog about the process. We document everything we do. We try to use modern day techniques to help us grow in the digital age but also give everyone value either through entertainment or education. I personally try to reply to every single person that takes the time to message us because I understand that people are our business and not clothes. Even if the conversations don’t turn transactional.

6. Describe/outline your typical day?
WAKE UP walk listening to podcasts of people who are smarter than me. Coffee! reply to everyone who has commented to us across all social platforms and email. This can take anywhere from 10 mins to couple hours depending on how busy we are. Do my posting in terms of packing clothes and shipping them off. If I'm doing a vlog it will be around here or a photo shoot etc... Started trying to bodyweight exercise around the house or at the local park. Around 3 pm have my first meal. I intermittent fast, help me feel more alert in the morning in doing so. I try to have a nap or read between 4-5. Have dinner or if I'm being social it will be over this time. At night time 8-12ish is when I like to do anything creative. 

It's the part of my job I love the most so it doesn't feel like work to me. Designing clothes, creating new collections making vlogs. I feel I like working at night because I feel like everyone's watching TV and that's where I can grow haha.

7. It’s clear that YKTR is going from strength to strength to what do you attribute your success?
Just being adaptable to whats new and constantly trying to change. What I thought would work when starting off doesn't work at all. Just knowing when I'm wrong not getting attached or falling in love with my own ideas and moving on.

8. What would you say are the top three skills needed to be a successful entrepreneur?
I always careful in calling myself an entrepreneur just yet because every man and his dog has it in his Instagram bio. But if I were to answer it. 1. Being all in on the process, I didn't wanna work a 9-5 because I felt it would take away from this business. I saved up a little before going in and I only just survived 2. Learning to eat shit. You don't know when you're going to get paid sometimes and that's ok. I have a cupboard stocked up with noodles tuna and Weetbix because I've learnt from experience that sometimes money goes out faster than it comes in. So if I'm struggling I've got enough food there where I might only have to spend $10 on milk and bread and I can eat for a week. 3. Got to love your own company. This shit is lonely.

9. Has there been any ‘failures’ since the launch of YKTR, and what have you learned from them?
YES! We've had a lot of little micro failures where I thought we were done. Just got to find a solution as quick as possible. I’ve wanted to quit a few times lol.

10. We know you love to read, what book has inspired you the most? (OR What is your favourite book?)
Like asking who your favourite kid is. But if I had to say one it's 'How to Win Friends and Influence People', Dale Carnegie. Written in like 1935 and teaches you to communicate with people. E.g. If you can get someone to talk about themselves they'll listen for hours. Really big into podcasts at the moment though. Saves time. You can clean your house or drive to work. With reading, you need so many variables to be right. Quiet, no distractions etc with a podcast you can run a few KMs and sit in on a conversation on some of the great minds in the world. The best thing about it you can’t interrupt so you're forced to listen. Listening = Learning.

Instagram @iice_

11. What is your favourite aspect of being an entrepreneur?
Accountability. If I fuck up it's all on me. I can't blame anyone for our mistakes. I'd rather die on my own sword then have someone tell me I'm not wanted or needed in a workplace.

12. YKTR has seen collection after collection sell out, so tell us how do you build a successful customer base?
Just by providing value. We post vlogs and people get a laugh out of them or they learn something from them so were constantly giving to people without being all about sales. Somehow it just comes back and people want to support you. Think being a good person is always practical. Karma is always practical.

13. What has been your most satisfying moment in business?
Seeing someone random walk past me in the street wearing our clothes. Also get a lot of DMs lately saying Thank you for inspiring me to try something different. BEST FEELING!!

14. How do you go about marketing your business? What has been your most successful form of marketing?
VLOGS! VLOGS! VLOGS! We document our journey and found a lot of people come to us. We also use Facebook ads on the back end to pump these Vlogs up. We don't try to oversell our products. But when it is time to sell we've found people have to sort us out instead of going looking for sales. If you're looking for a sales answer our highest conversions come from influencer marketing through my business partners and Facebook pixel ads on website conversions. I've had 4 DMs in this last week saying “love what you boys are doing you've got a customer for life in me” that's very humbling.

15. What advice would you give to other businesses entering the online space?
Learn how to market. If you're a creative find someone who knows business and vice versa. No use in having a great product if nobody knows about it. Also marketing to peoples smartphones. That's where their eyes are.

16. What sacrifices have you had to make to be a successful entrepreneur?
Those two words “successful entrepreneur” I don't think I'm any of those yet. But the sacrifice I've had to make is MONEY! I didn't get paid for 18 months and even now still not getting paid a lot but the catch is when I wake up in the morning I'm excited to get up I'm not too sure many people can say that.

17. Excluding yours, what company or business do you admire the most?
GARY VAYNERCHUK favourite person in the world at the moment he runs a few businesses but what he teaches I follow. He's mentored me without even knowing it.

18. What’s next for Isaac and YKTR?
Keep Grinding, keep learning. keep creating. Trying to grow at a scalable rate. Being adaptable. Trying to survive.

19. If you had one piece of advice to someone just starting out, what would it be?
JUST F++KING START.... Everyone's got an excuse or a sob story but no one cares, except your Mum. My only regret in YKTR is I wish I started sooner when I first thought of it.

20. Quote you live by - ‘You Know The Rules’ ;)

For all things YKTR see links below.
INSTAGRAM // FACEBOOK // VLOG // WEBSITE

Just clearing up a lot of question Ive been getting asked lately and explain how we see YKTR. All Apparel: www.yktr.com.au Instagram: @y.k.t.r Personal Instagram: @iice_ Music: Gold Link - Crew