This week, we chatted to Adam Jelic, Founder of stationary brand Mi GoalsAdam is based in Melbourne and started the brand there in 2010 with the intention of empowering individuals to set and also achieve their goals – his products aim to keep you on track with regular check-ins so you stick to the plan and achieve all those goal ticks! Today the brand is uber successful with worldwide stockists and a large range of stationary gold to choose from.

OC: Where are you and what time is it?

The time is 4:29pm and I am in our office in Braeside (Melbourne) sitting on a bright yellow beanbag, with the laptop in my hands and sun beaming brightly on my legs typing away. So much to do, feeling quite overwhelmed


OC: Tell us a little bit about what you do.

I started a business called Mi Goals a few years back, basically we create design savvy stationery products that aim to help and empower people to get shit done and live the life of their dreams. Our range of products includes diaries, planners, goal journals and Get Shit Done notebooks.


OC: It feels BIG, but what does the word “entrepreneur” mean to you?

For me it means someone who is out there willing to back themselves and their dreams. They may not be 100% clear on what they are doing but they are giving it a crack and leaving no stone unturned in turning there dreams into reality.




OC: You open your eyes, take a deep breath, what morning rituals do you have that get you movin to meet the sun?  

Coffee first, it’s not probably the right thing to do but I do enjoy a nice nespresso latte. From there its breakfast and then I take a few minutes to plan the day ahead, I write my list of things to do, so I can get off to a good start first thing when I am in the office.


OC: WE ARE STALKING YOU {in a loving, not creepy way} – what will we see in your regular day to day?

Predominantly at my desk, working on a number of key tasks that focus on growing the business. Being a small team, you have to be adaptable and work across numerous parts of the business. In a perfect world it would be great to be able to simply focus on 1 or 2 things but for many that isn’t the reality when it comes to building a growing business. Another thing you will see me and the team do is have a few games of table tennis downstairs, it’s become the go to activity for the team and its always a good way to de-stress throughout the day. After work I head home to see my family, I have two young daughters so spending some time with them before they go to bed is important to me.


OC: What’s the biggest brick wall you’ve scaled in business, and how did you do it?

The biggest brick wall is yourself and the constant ups and downs in business. Business is not an easy thing and your constantly facing challenges day in day out and if your mindset isn’t equipped to deal with it, there’ a chance your going to give up when times get tough. I have my good days and I have my bad days, I have learnt to acknowledge and understand its going to happen, but then I have choice at how I react and turn those “bad days” into a positive and still make progress….


OC: What’s your coffee religion and how do you worship?

Latte, half sugar in a takeaway cup  love it.


OC: EPIC books + podcasts that have blown the matrix of your mind?

Shoe Dog – Phil Knight founder of Nike.

Such a brilliant book that’s relatable and really shows that even the biggest brands in the world had struggles and challenges in building their businesses to where they are today. Shoe Dog really shows that anything is possible if you just do it and never give up on the vision.


OC: Insta quote that has you stroking your white cat + planning world domination?

It always seems impossible until it’s done.

(Along the journey there are so many people who will doubt you and what you are doing you just need to keep backing yourself and ultimately believe its possible)


OC: You get your very own misty, dream sequence in a movie of your life, where 3 people alive or dead come to you like the ghosts of the Christmas past, present, future – who makes the cut?

Will Ferrel – The funny ghost

The Rock – The inspiring ghost

Emily Ratajkowksi – The pretty ghost


More About Mi Goals

MiGoals is a stationery collection carefully structured to help game changes set goals, then motivate them to make that list a reality. The brand first started after Adam Jelic realised his frustration with the diaries on the market. There were plenty of daily planners, but nothing designed specifically to help you focus on your goals. With this as his motivation, the team launched the first diary in 2010. The gamble paid off and now tens of thousands of people have used MiGoals products to define their goals, live their dreams and get shit done.