The Pursuit of More

Nov 8

Raised in the charm of oil wealthy Fort Worth, Texas, one toy company tycoon found that success always leaves you wanting more. He spent his life chasing dollar signs, but after a hardship shook his reality, he found something much more valuable.

Upper Class Upbringing

Jamie Alter was adopted into a wonderfully unique family. His father grew up in the Bronx, New York, amidst street gangs and poverty. Needless to say, it was hard times in a harsh place.

Described to me by Jamie as a short, bald, “Danny Devito type,” his father came from a family of Russian Jews, who immigrated to the United States during World War II. He ran in gangs and waited in lines for underwear; wealth and comfort weren’t even a blip on the radar for him.

Unsatisfied with the hand he was dealt, his father longed for more. He left New York and made a man of himself, pursuing med school and eventually becoming a Osteopathic Surgeon in Fort Worth.

His mother, a tall blonde from Chicago, came from a long line of osteopaths, making her marriage to Jamie’s father mutually advantageous. After they discovered they could not have any children of their own, they decided to adopt.

Jamie is the third of four adopted siblings–each child from a different family. Jamie noted that their differences were always their strength, even to this day. The brothers and sisters came together like a symphony of talent, character, and energy, bringing a zest to each day spent together.

A complete juxtaposition to his fathers rough upbringing, Jamie had every comfort a young boy could dream of. He described his lifestyle as the epitome of southern living. With maids bustling about, plants suspended on ropes throughout the house–for Jamie, it was as close to ‘perfect’ as it could be.

Unfortunately, the road couldn’t go on forever. The party ended as he entered the 5th grade when his parents decided to divorce. “I was glad when they divorced because the fighting finally stopped.” Jamie stated plainly. As our conversation deepened, the golden veil began to lift.

His father had been instrumental in establishing the Forth Worth, Texas, College of Osteopathic Medicine and although he projected success in every outward aspect of his life, things were very different behind closed doors. Though Jamie described his father as loving and unfailingly generous, he always felt he had to tread carefully.

He explained that his father could be abusive—physically and emotionally–and Jamie and his siblings were unsure what side of their father they would get day to day. There were times that his style of discipline left visible marks, and they lingered for days.

“It was how he was raised,” he said softly. “It bonded the brothers and sisters and I, and it showed us what not to do.” Though his mother was a writer and held a PhD in literature, the family's income rested largely in the steady hands of their surgeon father. When they divorced, the shimmer of wealth disappeared and Jamie’s mother was left to pick up the pieces.

While she had previously written for magazines and newspapers, Jamie’s mother became an author, writing historical fiction about women in the west. “She loved that whole genre. She was more Texan than most Texans.” She worked her way from editor to publisher, her career leading her to new and exciting places.

Watching his mother raise four children on her own, whilst becoming an accomplished author and editor, left an impact on Jamie and reframed his view of success. His mother was his rock, and he looked back on his childhood at her side with deep affection.

Jamie recalled attending events hosted by the Western Writers of America, where he’d find himself seated beside major Western stars like Tom Selleck. The family also kept a private box at the horse races and often rubbed shoulders with influential figures.

While they were invited to glamorous events, the family's income was still significantly less than he was used to as a young boy. What felt like a certain “lacking” grew in him a hunger for more; a desire that would follow him throughout his life.

His interests were always fantastical in nature, describing a love for comic books, Dungeons and Dragons, and any fantasy book he could get his hands on. Tolkien, Stephen R Donaldson, and Robert Flynn were among his favorites.

An early love of music took root when his mother placed him in piano and violin lessons, which he continued through middle and high school. In addition to this, he also signed up for several organizations such as french and drama club and was also part of the student body council.

He joined those clubs purely for the social connection they offered. “I wasn’t there for learning, I was there to see my friends. I was a solid C student, but I didn’t care.” Unbeknownst to him, his outgoing personality and constant social interactions were forming a foundation he would later use to build a rock solid career.

Growing up, Jamie and his siblings were all expected to work through school. If there was something he wanted, it was his wallet that supplied the funds. He recalled saving up for several bikes he’d wanted, one in particular being a Honda Elite with pop-up headlights. You’ll want to remember that one.

When it was time to head to college, Jamie only had one plan–get a degree that would get him back to that life he had lost. He wanted to taste the good life again, so naturally, he went into pre-med freshman year.

College and Elusive Confidence

His mother’s affiliation with the University Press and reputation as a writer in Fort Worth earned him free admission to the prestigious Texas Christian University. As head of the university’s publishing arm, her close ties to the school gave him an easy in. Jamie expressed it was a struggle to keep up with his classmates socially. The other kids’ parents had blank-check class while he was bussing tables to stay in their orbit.

“It’s tough when everyone seems to have what you want. You see friends and other students who don’t have a financial care in the world. They’re recovering from a hangover, and so am I, but I have to get up and go wait tables for six hours.” Jamie stated, adjusting the cuff on his sleeve.

It wasn’t long before he landed on academic probation and found himself screaming into the void of mounting credit card debt. Pre-med was not going to pan out. He needed a new plan, and fast.

He ended up selling his prized Honda because he couldn’t afford the insurance on it, and he needed cash yesterday. Where is JG Wentworth when you need them? Through a buddy of his, he heard about a job opportunity the summer after freshman year.

It was a sales and leadership program through Southwestern Company where he would be selling educational resources door to door. It was an opportunity to try something new, which Jamie never shied away from.

The company took him and a few friends to Minnesota where he spent the summer building sales and communication skills. The boys were responsible for their own housing, so they found the cheapest place they could; dragging in discarded mattresses and making a home on the floor of their tiny apartment.

Jamie went on to receive top performance rankings and won an all expenses paid trip to Puerto Vallarta as a reward. Along the way, he discovered a genuine passion for sales. With a renewed confidence and drive, Jamie returned to TCU the fall of his Junior year and declared ‘Advertising’ as his new major, with an emphasis in Business.

He partook in several internships, one was with Merrill Lynch and he found it incredibly boring. Hilariously, he ended up getting let go from that spot because he kept making prank calls to other brokers to pass the time. He ended up landing an internship with an ad agency and loved it so much that he changed his major to advertising.

While waiting tables at Cafe Aspen, a small restaurant with a wealthy clientele, he met the owner of a boutique firm called Team and Associates. He asked the man if they did any advertising. “He said ‘Oh, advertising’s not for us.’ and I said ‘Oh advertising is for everybody!’” Jamie added, his eyes lighting up.

The man was intrigued and invited Jamie to visit his firm. After learning what the company did, he put together a presentation complete with 6 foam boards and print offs he got using the university’s iMac’s. The owner was sold and Jamie got his first client. “I was off to the races! I got my first taste so I started approaching all these other small businesses in Forth Worth.”

Jamie built a small business from the idea and called it Creative Advertising Concepts. Soon, he had to recruit younger students to keep up with the steady stream of work. The money he was making was covering his cost and then some, but it wasn’t exactly what he wanted to do long term.

A conversation with his ad professor got him thinking about life after graduation, and what he would be doing if he kept on this path.

“He said something along the lines of ‘You’re not going to be able to leave this establishment and do what you’re doing,” Jamie said, mimicking his professor's voice. “You’re selling, you’re conceptualizing, you’re desktop publishing– You’re doing it all but what parts do you actually like?’ And I liked going in and talking so he’s like ‘Yeah that’s a creative director which is a very senior position.”

He realized at that moment that unless he wanted to start at the bottom, drawing up templates using 4 point Helvetica and Sans-Serif, he was going to have to shift gears.

He started looking for another internship.

If selling was what he wanted to do, he knew just the place to find his next gig–The Dallas World Trade Center.

One day after school, he made the drive to Dallas from Forth Worth and snuck into the Trade Center. He found his way to an upper floor showroom that looked like a scene out of ‘Big.’ A toy company, with a 20,000 sqft show room in all its glory, loomed before him. The plaque on the door read ‘Ross Vick and Associates.’

Filled to the brim with handheld electronics, cars, and board games, it was like Santa’s workshop come to life before his very eyes. The little boy in him, always reading and playing make-believe, was scratching to the surface.

He wandered inside and asked the receptionist if he could speak to someone about an internship opportunity. He waited for a few minutes and eventually, a tall handsome man appeared from the back office.

“I tell him I want to talk about internships. The guy says ‘I can appreciate what you’re doing, and we probably have the work, but I don’t have anyone who can train you.’ He wished me all the best and I’m like, ‘I’ll empty your waste baskets, I’ll file papers, you won’t have to teach me, I will pick it up.”

The man agreed to call him, and Jamie left feeling hopeful. About 3 weeks later, Jamie got the call–”When can you start?” As Matthew McConaughey would say, “Greenlight.”

“I had a light class load on Tuesdays and Thursdays so I would drive up to Dallas and get there at noon. I knew I wasn’t the smartest guy, but I had the work ethic. I would stay later than their sales guys filing and doing paperwork–menial stuff.”

Jamie learned as he worked, picking up tips and tricks along the way. One day, one of their largest clients, JC Penny, was coming in. They rearranged the showroom to look like a cafe, and had coffee and snacks ready to be served.

Drawing on his advertising background, Jamie proposed creating a presentation, rather than providing a basic product printout. He leaned into the cafe theme, and the result was a meticulously designed menu with each item artfully arranged and labeled.

With each new task, Jamie earned more trust. Eventually, the owner, Ross, pulled him aside and asked what it would take to bring him on exclusively.

At the time, Jamie was still waiting tables and juggling advertising work on the side–his credit debt, like a Jack-In-The-Box waiting to burst, lingered in the back of his mind. He came up with a number and met with Ross a few days later to discuss it.

“I told him $30,000 a year and he just sat there and looked at me. There was this long pause,” Jamie noted, explaining that he started to get shifty. “I started back tracking saying ‘I can do $25,000, or, you know, even $20,000 would be fine. This is such an incredible opportunity for me!’ and he stopped me and said ‘James if you keep talking you’re going to end up paying me to work here. $30,000 is fine.’”

They agreed, and Jamie quit his advertising business, left the server position, and started working at the company after school on Tuesdays and Thursdays.

The ‘Big’ Leagues

After he graduated in 1995, he went to work for Ross Vick and Associates (later renamed to SMI- Sales Management Inc) full time. He began his career working with specialty and independent “mom and pop” stores, gradually progressing into the big box retailers and mass market accounts.

It wasn’t long before he was managing major accounts such as Costco, Sam’s Club, Walmart, and Target–some of the largest retailers in the world. His first big year financially came when he discovered Billy Bass, the singing fish we all know and love.

“I remember my first big commission check, which ultimately allowed me to pay off the mounds of high-interest, revolving debt I’d accrued over the years. Ross had the check in his jack and he said something I’ll never forget: ‘Now Jamie, money can’t buy you happiness…but it sure makes it a lot easier.’ I started dancing around his office and he was just laughing at me.” Jamie said through a smile.

It was now 2000, and Jamie had worked his way up to Director of Sales at RVA. He was married and finally debt-free, thanks to the Billy Bass commission.

Through the years, he developed a close father-like/mentor relationship with Ross and over a scotch in his office one night, they began discussing the company’s future. Ross was wanting to retire soon, and was looking for someone who could fill his shoes.

Ross asked Jamie plainly what he would do with the company, if given the chance. Jamie explained that he wanted to streamline business, and focus more on quality over quantity with their vendors.

“He started talking about ‘Would you ever want to buy this business?’ and I told him I couldn’t afford it but he was like, ‘Well what if you could, and I worked with you on it?’” By 2004, he’d taken ownership of the business, sealing it with a decade-long deal to pay Ross a fixed sum each year.

“I was well aware I was getting into something but it was one of those things where you knew you were going to have to work, and it was going to be difficult, but you also knew that that person wasn’t going to let you fail.”

He made good on his promise to Ross by streamlining business and cutting the fat where necessary, which resulted in substantial growth for the company. He made many connections in the toy business throughout the years and was approached several times by ZURU, a China based company founded in New Zealand. In 2018, he made the leap, sold SMI, and went to work for ZURU as the Vice President of Sales.

Over the next several years, Jamie reached new heights at ZURU as the company rapidly expanded its presence in the US market. Known for it’s innovation and explosive growth, ZURU’s aggressive, fast-paced culture felt like the perfect fit.

By 2020, Covid was in full swing, and all the trips to China and L.A. for meetings were now online. After two decades of running at full speed, Jamie found himself not just burned out, but completely consumed by the flames. That relentless pace had come at a cost, and Jamie soon found his personal life paying the price.

Jamie reflected on that time noting, “If all you have in your tool belt is a hammer then the world looks like a nail. My toolbelt was very limited on the personal side of things.”

“I was always money focused and the problem with that is that it’s a moving target; whereas if I had decided what I wanted to do, and made time for my family and personal interests, my work would’ve added to my life, not the other way around.”

After over twenty years of marriage, Jamie and his wife decided to part ways. After his divorce, he came to understand that love requires more than providing—it needs presence, too. He noted that he had believed financial stability would solve all their problems.

“I didn't know how to show up for my person, you know, do they feel like you're helping them, do they feel like you're empathizing with them, are you curious how their day was? It wound up after twenty plus years of marriage like hey, this was supposed to be getting better and it's getting worse.”

After three years with ZURU, he decided to take time away from work to redefine what was important in his life. His lifestyle looked like a full bank account, but internally, the balance was in the negatives. He spent time reconnecting with himself and his family, and along the way, found a passion for yoga and meditation.

The next year or two was a journey of self-discovery, during which Jamie reconnected with a lifelong friend in the toy industry who had launched a rapidly growing distribution company. He was looking for someone to help expand into larger markets and believed Jamie would be a valuable asset to help spearhead that growth.

He admitted to me that the previous few years had left him with lingering concerns about work-life balance. However, he was open about those challenges, and the two aligned early on to ensure a healthy, sustainable, working relationship. He accepted the role of Vice President of Sales at Little Buddy, a rising toy company eager to make its mark on the industry.

Current

Jamie still insists he’s a work in progress. “To be fair, it is probably the healthiest mindset there is.” He has redesigned his life to better match his new perspective, prioritizing what truly matters. One thing has always remained consistent–his pride in being a devoted father. This is something that is deeply important to him, given his own difficult experiences growing up.

He still travels the world making deals and chasing the next big toy idea, but the world that matters most to him has become much smaller and more intimate. I personally find Jamie to be a magnetic individual. He has such a bright, energetic spirit– one that you don’t normally find in the CEO types.

The Takeaway

Over the few hours I spent with Jamie, I learned several things: Having wealth doesn’t come without sacrifices (unless you're a nepo baby). Jamie’s parents both worked tirelessly to provide a comfortable life for him and his siblings. When it was Jamie’s turn to earn, he spent his time like money–maxing himself out like his credit line in college.

Along the way he was able to afford the life that we wanted for his kids, and satisfy his inner child, who still remembered that fall from social grace. Something else I learned along with Jamie, is that chasing money is like climbing a ladder that you’ll never reach the top of. There's always another rung, another height to get to, with no end in sight.

Having a goal, or goals, is absolutely necessary, but finding the right goal is the key. Jamie put it nicely when he said, “We will all arrive. Everyone arrives. The question is where you are when you do.” Whatever your goals may be, let it be something that when you get there, you can genuinely be satisfied with it. That is more of a deeper question though; Can you be satisfied with what you have, or will you always be left wanting more?

I asked Jamie what advice he would give college students or those looking to break into a new industry. “Take every internship you can,” he stated. “Know what your goals are and exactly where you want to go.”

With that, I’ll leave you with one last piece of advice, courtesy of Jamie Alter– toy connoisseur, titan of industry, and the real life Josh Baskin. “Decide what you want and be happy with that.”

Simple, and easy to remember.