Five years ago, Robbie Lee asked himself a question that would change everything: If I had a million dollars or six months to live, what would I do? The answer was simple. Build people up. Let them know they're loved.
But getting to that answer—that took a journey through hell first.
The Breaking
COVID hit. His marriage ended in divorce. Then his sister took her own life. In the span of months, everything Robbie had built—the coffee company, the American dream, the two-car garage—suddenly felt like a program he'd been running without ever questioning why.
"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."
— Robbie LeeSo he sold the coffee company. Put everything on hold. And asked himself the question he'd been avoiding his entire life: Who is this guy? Who is this being in this body? And why am I here?
The Unlearning
For five years, Robbie went deep. Not just traveling—though he did that too—but examining every thought, every pattern, every assumption he'd inherited from childhood. The American programming: get a job, get married, get a house. The constant doing without ever being.
He studied consciousness. Meditation. The mechanics of thought itself. And he discovered something that would become the foundation of Think Nice Now: everything internal is cause, everything external is effect.
The Core Realization
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.
This wasn't spiritual bypassing or 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 discovered that you can choose new programs. That being kind is a decision you make every single day.
The Question
Then came the question that launched Think Nice Now.
Robbie asked himself: If I had a million dollars or six months to live, what would I do? The answer came immediately, without hesitation: build people up and let them know they're loved.
So that's what he did. He made signs. Simple signs with bold messages: YOU ARE LOVED. NOTHING IS WRONG WITH YOU. CHASE YOUR CRAZY DREAMS. And he went to Stockholm Central Station and just... stood there.
The Station
Standing in a train station with a sign that says "You Are Loved" is terrifying. Every insecurity surfaces. Every doubt screams. Why am I this guy? Does anyone care? Am I just a weirdo?
"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."
— Robbie LeeBut something else happened too. People smiled. Some stopped. A woman talked to him about Palestine, about the pain in the world. And Robbie realized something profound: you don't know what people are going through. If other people are going through the same war he'd had in his head, how beautiful is it to tell somebody that they're loved?
Maybe he was causing a ripple effect. Maybe one message on one sign for one person could change somebody's life indefinitely.
The Philosophy
Think Nice Now isn't complicated. Robbie boils it down to three principles:
Think nice. Your thoughts create your reality. Every thought is a seed.
Be kind to yourself. Everything internal is cause. Change your internal world first.
Be kind to others. Maybe you're causing a ripple effect that will change somebody's life indefinitely.
The One Thing We Can All Agree On
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?
The Vision
Robbie's vision is deliciously delusional—in the best possible way. He sees himself traveling around the world, country to country, city to city, raising the vibration of each town. Eventually, he wants positive billboards everywhere. Messages of love instead of ads.
"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 LeeNext stop: Waikiki. 110,000 visitors every week from around the world. Four months of street signs, beach walks, and conversations with strangers. Building the movement one smile at a time.
The Transformation
Robbie is clear about one thing: he hasn't always been the nice kind person he is today. This is a new program he's running. But it's a program he's running because it feels good. It feels good to operate in love. It feels good to build other people up. It feels good to see a person smile.
Those days in the train station—weeping on the walk to the park, proud of the man he'd become—those are the moments he hopes to remember when he dies. The moments when he chose to be selfless. To build others up. To think nice.
"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."
— Robbie LeeThat's the invitation Think Nice Now offers. Not perfection. Not toxic positivity. Just a choice, made daily, to think nice. To be kind to yourself. To be kind to others. To maybe—just maybe—cause a ripple effect that changes somebody's life indefinitely.