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Jeff started Stoic Muse in 2020. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Stoic Muse?
I spent 2019 living in Bali Indonesia doing the “digital nomad” thing. I was building an Amazon FBA business but was getting super burned out. I wanted to start a creative side project that would allow me to learn graphic design and sell on a new platform.
Etsy seemed like a breath of fresh air coming from the soul-sucking Amazon Seller Central (if you know you know). Here is a pic of me “digital nomading” in Bali:
One of my favorite things to do in Bali was to ride my motorbike around and listen to audiobooks (crazy right?). I listened to The Obstacle is the Way by Ryan Holiday on repeat and was really inspired by the underlying Stoic Philosophy themes. I thought it would be cool to make some art inspired by Marcus Aurelius (who is the OG Stoic Philosopher), and then use a Print on Demand company to fulfill the merch. I wasn’t totally sure what the most profitable PoD products were, so I started out designing t-shirts, stickers, and posters.
Contributors to this article:
- Pat Walls, Founder @ Starter Story