Start the year with a bit more clarity. Use Add20 for 20% off MiGoals.
Adam Jelic didn’t set out to build a cult stationery brand. He was just trying to get his own head straight. Anxiety, big ideas, too many thoughts, not enough direction. So he did what a lot of founders eventually do. He built the tool he wished already existed. Fifteen years later, MiGoals is stocked everywhere from Officeworks to Barnes & Noble, used by Canva, Lululemon and Apple teams, and quietly helping thousands of people untangle their thinking.
Not bad for something that started as a Word doc and a local bindery.
What’s my definition of success? Do I want to do that? Do I want to put my family through that? What am I willing to sacrifice?
Adam Jelic | Founder
What makes Adam interesting isn’t just the product. It’s how grounded his approach to growth is. No blitzscaling bravado. No “we just 10x’d” nonsense. Just a very honest view of what it’s like to run an ecommerce business while juggling comfort, ambition, family, shiny-object syndrome and the constant urge to do more. The conversation digs into Amazon as a US growth lever, why storytelling matters more than tactics, and why focus is becoming one of the most underrated competitive advantages in ecommerce right now.
There’s also a refreshing reminder threaded through the whole chat. Progress beats perfection. Writing things down doesn’t guarantee success, but it dramatically improves your odds. And in a world where ecommerce operators are drowning in dashboards, notifications and “one more channel to try”, sometimes the smartest move is stepping back, grabbing a pen, and asking a very unsexy question: what actually matters this year?
Adam’s answer is simple. Clarity first. Momentum next. Everything else compounds from there.
Use the code Add20 to get 20% off at MiGoal’s checkout and start 2026 with fewer tabs open, both on your laptop and in your head.
Today, we’re discussing…
- How MiGoals grew from a personal coping tool into a global stationery and wellness brand
- Why writing goals down improves focus, belief and momentum
- The role of anxiety, self-awareness and clarity in entrepreneurship
- Staying disciplined in a world full of distractions and opportunities
- Expanding into the US market using Amazon as a growth lever
- Balancing analogue products with digital tools and AI
- Community, accountability and why progress equals happiness
- Practical advice for setting meaningful goals in 2026 and beyond
Chapters
4:50 The Journey of Building a Goal Setting Business
7:51 Clarity and Direction in Goal Setting
13:00 Creating a Product for Personal Use
15:29 Evolving Goal Setting Practices
18:00 Marketing Messages and Target Audience
20:39 Balancing Growth and Stability in Business
26:46 Future Directions and International Expansion
29:14 Marketing Entry Strategies and Competitor Analysis
31:22 Navigating Amazon
34:19 Influencer Marketing and Content Creation
39:40 Collaborations and Brand Alignment
Join us!
Come behind the scenes with Add To Cart Community: Join our crew of ecommerce operators chasing growth, sharing wins, and staying sharp with deep dives, live events and no-BS inspiration.
