Founder of Think Nice Now. Former coffee company owner turned positive mental health advocate. Standing in train stations with signs that say "You Are Loved."
Hawai'i · Sweden · The World
01 — The Man
I haven't always been the nice kind person that I am. This is a new program I'm running.
Robbie Lee grew up on a farm. He's worked cattle, hunted elk, built businesses. He ran a successful coffee company. He lived what he calls "the American program"—get a job, get married, get a house, get a two-car garage.
Then came COVID. A divorce. His sister took her life. And Robbie decided to put everything on hold to answer one question: Who is this guy? Who is this being in this body? And why am I here?
I decided to basically put everything in my life on hold. Business. I sold my coffee company. And I just decided to spend some time trying to figure out who this guy is. — Robbie Lee
02 — The Journey
Robbie spent five years on what he calls a spiritual journey—not just traveling, but examining every program he'd been running since childhood. Why do I think this way? What patterns am I repeating? What man do I actually want to be?
COVID, divorce, and the loss of his sister created a perfect storm. Sold the coffee company. Started questioning everything.
Began studying consciousness, meditation, and the power of thought. "We naturally run off programs that we learned from childhood."
Think Nice Now goes public. Standing in Stockholm Central Station with signs. The moment that changed everything.
Setting up for the Waikiki campaign. 110,000 weekly visitors from around the world. Building the movement.
03 — The Philosophy
If I had one superpower, it would be that all my thoughts would benefit me.
Robbie's philosophy is simple but radical: your thoughts create your reality. Not metaphorically—literally. If you want to change your external world, you have to change your internal world first. And when you do, the external world has no choice but to follow.
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. — Robbie Lee
This isn't toxic positivity. Robbie is honest about his struggles—the war in his head, the thoughts that don't benefit him, the programs he's still unlearning. But he's proof that you can install new programs. That being kind is a choice you make every day.
04 — The Vision
I see myself traveling around the world, country to country, city to city, raising the vibration of each town.
Robbie's vision is deliciously delusional—in the best way. He imagines a world where positive messages are everywhere. Where billboards say "You Are Loved" instead of selling products. Where thinking nice is the default, not the exception.
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