In this episode of The Brian Green Show, Jordan Harbertson, co-founder of MTN OPS and serial entrepreneur, joins the podcast for a deeply personal conversation about faith, family, and business that goes far beyond the typical ”how I built my company” story. Jordan opens up about growing up in an entrepreneurial family in Farmington, Utah, the lessons his father (former Farmington mayor Scott Harbertson) taught him through childhood businesses like lemonade stands and basketball card machines, and the lifelong struggle with depression and self-worth that shaped his drive to succeed. He breaks down the philosophy behind MTN OPS's explosive growth, why he ignored spreadsheets and CAC metrics in favor of building genuine human connection, and how that approach turned customers into ”crusaders” loyal enough to tattoo the brand on their skin. The conversation closes with hard-won advice on work-life balance, prioritizing family as a father and entrepreneur, and the one question every founder needs to answer before building a brand.

5 Key Takeaways:

1. People over metrics: the real secret to brand loyalty. Jordan reveals that in MTN OPS's first six years, he never looked at a spreadsheet or tracked CAC, AOV, or CPA. Instead, he obsessed over human connection, a strategy that turned everyday customers into brand ”crusaders” loyal enough to get MTN OPS tattoos.
2. Find your ”why” before you build a business or brand. Jordan argues that any brand built without a strong, human-rooted ”why” is meaningless. A business survives adversity only when its founder's purpose is bigger than profit or looking cool to peers.
3. Entrepreneurial roots run in families, and so do the lessons. Jordan traces his business instincts back through four generations of Harbertsons, sharing how his father turned a childhood lemonade-stand idea into a real-world lesson on profit, competition, and innovation.
4. Mental health and entrepreneurship: the hidden struggle behind the success. Despite his high-energy public persona, Jordan opens up about a lifelong battle with depression and self-worth, and how his father's mantra, ”your attitude will always determine your altitude,” became a foundational tool for resilience.
5. Redefining work-life balance as a founder and father. Jordan shares how he shifted his time allocation to 60% family and 40% business after recognizing that early sacrifices for career growth can pay off later, when kids need a present father most.