Model Citizen: How to Start a Merchandise Business: Branding, E-Commerce & Print-on-Demand Explained ft. Jess Thibodeau Part 2

Send us Fan MailEric sits down with Jess, founder of Model Citizen, a creative branding agency specializing in custom merch, apparel, and e-commerce experiences. With over 20 years of entrepreneurial experience and nearly a decade in the promotional branding space, Jess shares how he transitioned from working behind the scenes executing others’ visions to building something fully his own—where creativity, control, and long-term vision finally align.In this episode, they break down the realities of running a modern creative business—from landing clients through relationships and referrals to navigating the shift into direct-to-consumer with his new retail concept, Creature Comforts. Jess also opens up about the challenges of balancing business growth, content creation, and family life, while staying authentic in a world that constantly demands attention online.In This Episode: What Model Citizen is and how it evolved into a full creative branding agency  The shift from working under others to owning the creative process  How custom merch and print-on-demand are changing the industry  Why word-of-mouth and relationships still drive most business  The move from B2B services into B2C retail with Creature Comforts  The challenges of building a brand without an existing audience  Social media burnout—and learning to re-engage with it intentionally  Why most print-on-demand merch quality falls short (and how to fix it)  Balancing content creation with actually running a business  Starting a podcast vs. just feeding the content machine  Parenting, entrepreneurship, and the reality of time constraints  Building something authentic instead of chasing trends 🔗 Connect with Jess & Model Citizen Model Citizen: https://modelcitizenbrands.com  Creature Comforts Shop: shop.modelcitizenbrands.com 🎧 Final ThoughtsThis episode is a real look at what it actually takes to build something from the ground up—especially later in life with more responsibilities. From creative fulfillment to operational pressure, Jess breaks down the trade-offs, the wins, and the mindset required to keep going.