Jaime Schmidt

Jaime Schmidt is known for founding the personal care brand Schmidt’s Naturals, which she started in her kitchen in 2010 and grew to an acquisition by consumer goods giant Unilever seven years later. She's shared a wealth of business wisdom in her book Supermaker: Crafting Business on Your own Terms.

Tell us a bit about you and your upcoming book.

The book tells the story of my entrepreneurial journey, including the emotional wins, failures, celebrations and struggles. It is packed with takeaway lessons for those looking to start their own businesses or scale their startups.

I also co-founded Supermaker, the media company, an inclusive platform for startups and creators, and Color, an investment fund that primarily finances consumer-facing companies led by women and people of color.

We know you as an entrepreneur, but have you always considered yourself a writer as well? What inspired you to write your book?

When I was busy running Schmidt’s, I never gave any thought to writing a book. I was focused on what was directly in front of me, putting out fires and strategizing ways to secure the success of my business. Since, I have taken an active role in building my thought leadership through speaking engagements and other published works, and seeing the book come to fruition now feels pretty natural.

Over the years, and particularly after the news of my acquisition, I’ve been approached by founders seeking consultation or advice on various aspects of running a business. I recognized one way I could have great impact was by writing a book on my experiences that could speak to emerging entrepreneurs everywhere.

Tell us about your process as you wrote the Supermaker book. What did your days look like as you worked on it?

The deal with Unilever closed December 31, 2017, and by spring 2018 I was already talking with literary agents. I found my match pretty quickly, then began laying out the foundation for my book. Within months I was having calls with publishers that resulted in a few different bids, and I was thrilled to partner with Chronicle as my top choice.

Now, I’m only a few months away from launching the book this April! This pre-order stage is exciting, as I’ve been working to build hype and spread the word of why Supermaker is a must-read.

The writing itself became a ritualistic process, where I’d always work from the same spot in my home, cozied up with coffee and candles or incense to set a calm mood and encourage focus. I’d dig deep into old emails for inspiration and to help jog my memory or fact check. I would sometimes uncover an email on something I hadn’t thought about in years, and it was a thrill to take a trip down memory lane and reflect on those times.

What was unexpected as you worked on writing this book?

A lot of emotions would surface during the writing process. The Schmidt’s business had grown so fast and I was head down in it for so long, that I hadn’t spent much time reflecting on the earlier days.

Chapter One is my favorite because it’s all about my journey of discovering my purpose and passion, and it recounts the fun stuff and tangents that got me there. The book is part memoir, which means there’s a personal element to the storytelling that is really special.

What was a misconception you went into the writing process thinking was true, but that you learned wasn't once you got into the actual writing stages of your book?

When I first started, I was worried I wouldn’t have enough to say! But then the thoughts and stories began to pour out, and I quickly recognized the wealth of knowledge and experiences I had to work with.

I ended up with a 300 page book, and I even had to cut out a good amount to ensure it would be an appropriate length digestible to the reader.

Would you encourage other entrepreneurs to share their story by writing a book?

100% yes. For now, I recommend taking way too many notes and photos to document your entrepreneurial journey. Record videos of vulnerable times or when inspiration strikes. And begin to share now! All of this is so useful in building your brand along the way.

Then, if you’re looking to write a book, you’ll have an arsenal of content to work with and an engaged audience already in place.

And for any writer: It’s important to nail down your most authentic voice. It can take time and many revisions to get it right, but you’ll know once you’ve found it.