Brand Book
Brand Book
01 — Foundation
"Think Nice Now is a positive mental health movement. Can we all get behind one thing that thinking nice about ourselves and about each other would benefit everybody? Think nice, be kind to yourself, be kind to others." — Robbie Lee, Founder
Everything in this world is a thought. Your entire reality is your thought. Once you realize how powerful thought is, we should probably be thinking nice.
Your thoughts create your reality. Every thought is a seed. Plant good ones.
Everything internal is cause, everything external is effect. Change your internal world first.
Maybe you're causing a ripple effect that will change somebody's life indefinitely.
ROBBIE LEE · FOUNDER
02 — Origin Story
I asked myself: if I had a million dollars or six months to live, what would I do?
The answer was to build people up and let them know they're loved.
Five years ago, after COVID, a divorce, and losing my sister to suicide, I sold my coffee company and decided to spend time figuring out who this guy is, who this being is in this body, and why I'm here.
I realized we naturally run off programs that we learned from childhood. So I decided to install new programs and figure out the man I want to be.
Some of the days I walked out of the train station were the most I've loved myself. The most I've ever been proud of myself. I would weep when I would walk to the park, so proud of the man I had become—to be selfless and to build other people up.
I haven't always been the nice kind person that I am. This is a new program I'm running, but this is a program I'm running because it feels good. It feels good to operate in love and it feels good to build other people up. — Robbie Lee
03 — Vision
I see myself traveling around the world, country to country, city to city, raising the vibration of each town.
Eventually I will have unlimited resources. And I will put positive billboards around the world.
Over the next four months, I'm going to be in Waikiki. There's 110,000 people that visit Waikiki every week—people from around the world. It's a huge opportunity to build this Think Nice brand and have a following from around the world.
I think the most important thing is to be as delusional as possible, childlike, like you have a magic wand. Create the most crazy destiny you could imagine for yourself and just go for that. — Robbie Lee
I'm going to walk up and down the beach with my signs. I'll ask people: What is your Instagram handle? What's the coolest thing about you? If you had one positive thing to tell the world, what would it be? And will you be going to thinknicenow.com?
04 — Philosophy
If I had one superpower, it would be that all my thoughts would benefit me. Because so many of my thoughts don't benefit me. So many of my thoughts hold me back. — Robbie Lee
Everything internal is cause. Everything external is effect.
If you want to change your external world, you have to change your internal world. And when you change your internal world, your external world has no choice—it will dissolve in front of you. Physical things will dissolve and then your external world will be rebuilt accordingly.
When I wake up, I keep my body still and observe my mind. Look at the thoughts that are coming in. Are they new thoughts? Are they yesterday's thoughts? Are they thoughts that benefit me? Are they thoughts that I want?
You are God. You are created in the image of God. You look at yourself—you are a creator. I know I'm fully supported by a power that I can't comprehend. And I know I'm always in the right place at the right time. — Robbie Lee
05 — Ripple Effect
You don't know what people are going through. And if other people are going through the same war that I've had in my head, then how beautiful is it to tell somebody that they're loved.
When you stand with a sign that says "You Are Loved," some people will walk by and not think anything of it. But some people will be really affected by that—it will change how they act that day, what decisions they make. Everything will be different because of that message.
We can focus on what's beautiful. The flowers and the people and the interactions. You can focus on whatever you want to focus on—and that will be your reality.
Maybe I'm causing a ripple effect that will change somebody's life indefinitely. And if I can do that every day, it's just beautiful. — Robbie Lee
There's so much separation. You can find supporting data on both sides of everything anymore. But can we all get behind one thing—that thinking nice about ourselves and about each other would benefit everybody? Is there one thing in this world that we can all agree on?
That's what Think Nice is about.