Stylish shades shed light on goodr founder’s success

The word “reckless” doesn’t exactly call savvy business skills to mind. But for Metropolitan State University of Denver alumnus Stephen Lease, co-founder and CEO of the successful active-sunglasses brand goodr, it’s a vital component of a thriving business.

The brand leader throws himself into his work, and it shows. Lease is a 2005 “-ish”  graduate* of the College of Business with a degree in Marketing. The Colorado native is now a CEO, co-host of the popular Culture goodr podcast and a serial entrepreneur. And he was named the 2024 MSU Denver Distinguished Alumni of the Year, all because of that recklessly creative approach to business and life.

Here are some of Lease’s top insights into success as a CEO.

Relax where you can …

Lease has a laid-back attitude at work — when it comes to the less-urgent formalities of business life, that is. “They can make up their own job titles,” Lease said of his employees. “They’re not allowed to send internal emails.”

Those employees have ditched email in exchange for Slack chats and refer to themselves as “Flamingoes.” When building his company culture, Lease said, “We realized, ‘Man, it’s our company. Let’s have fun with it.’”

… but add structure where it counts

That doesn’t mean things are loosey-goosey at goodr, which has made a name for itself in products designed to revolutionize the world of eyewear. “You build containers,” said Lease, who cites his parents as an influence for scaffolding his success, then stepping back to let him learn and lead. “You hold people accountable in certain areas and trust them in others.”

Let go of your ego

“I’m not trying to be liked as the CEO of goodr; I’m trying to be respected,” Lease said. Mistakes and missteps happen, he said, “when people are unwilling not to be liked sometimes.” Such a people-pleasing habit can lead to crossed wires and missed opportunities, he said.

Get educated

Lease’s education at MSU Denver was just the beginning. His entire team is certified in “Dare to Lead,” a program designed by bestselling author and researcher Brené Brown that educates leaders on how to build courage and cohesion in their organizations. Lease said the benefits of these continuing educational efforts show up outside the office, too, rippling out from his employees into the wider world. “We’re giving people life skills,” he said. “They go home and are better husbands, wives, parents, partners, friends. We want to build trust, not so we can always live in harmony but so we can create safe friction.”

Challenge the status quo

Lease’s vision for a company that creates stylish, affordable sunglasses was always about pushing boundaries. The company’s wild names, in-your-face advertising and irreverent approach to the world show how far he’s willing to go in the name of a better brand. He says the accessibility of his education at MSU Denver taught him to challenge people’s assumptions and chip away at norms as he leverages his education in the sunglasses business.

“MSU Denver has a special place in my heart,” Lease said. “The accessibility that MSU Denver provided me is probably the only reason I have a degree. It met me where I was, and I’ll always be grateful for that.”

When you show up as your authentic self, Lease said, you’ll get uncomfortable. But you’ll also get noticed and create new opportunities. “If you want to create real change,” he said, “get comfortable challenging the status quo.”

*Listen to the podcast to find out the reason behind the “ish”!