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About John and Alex

Co-founders of Truman's

  • Co-founders of Truman's, in which Jon serves as the CEO and Alex the CMO
  • Self-proclaimed neat freaks obessed with reducing waste and clutter
If you could invite 1 person to a dinner party – who would it be and why?
We’d enjoy hosting Jeff Bezos for a grill-out. His relentless focus on improving Amazon’s customer-centric approach has been simply inspiring to watch since the company’s founding in the mid-1990s.
What motivates you? Makes you happy?
Outside of family and the personal relationships we cherish, we take great pride in delighting our customers. Each day, we make sure to personally interact with as many as possible, as we want to understand how they’re using our cleaners and how we can provide the best experience. Always set aside time to speak directly with your customers.
What advice would you give your 10-year-old self?
Following the rules is overrated.
If you could make 1 global change – what would it be?
Create a world with truly fair and free trade. Fair trade is critical to ensure work benefits all people everywhere.
What are your Top 3 achievements?
Jon’s career has seen him drive change at the top of General Electric, working from 30 Rock to instill innovation from major divisions all the way to startup ventures. His move to Big Ass Fans also saw him guide the company’s $500 million sale.

It was there that he met Alex, who oversaw the company’s global marketing efforts. He led its expansion from solely business-to-business by creating a direct-to-consumer division that generated $60 million in revenue in just a few short years.

Overall, though, they both point to their decision to start Truman’s with its goal of removing the clutter from cleaning and helping reduce the scourge of single-use plastic bottles. They’ve also successfully turned ordinary touchpoints into extraordinary experiences from packaging and product design to the “I’m Dirty” hotline at 1-833-IM-DIRTY.

What does sustainability mean for you?
Doing more with less should always be your intent. With our Truman’s product line, we consciously made decisions to declutter cleaning. Our four non-toxic cleaners tackle virtually all hard surfaces in a home. Our decision to utilize reusable bottles and patented concentrate cartridges mean it takes 30 times as many tractor-trailers to ship ready-to-use bottles as it does our refill cartridges. Our cartridges are 100% recyclable as is our packaging.
What was the most important event/influence that changed your perspective?
Having kids. Our families have focused us on making more meaningful choices with our lives. We seek to create more opportunities for our kids and a better world for them going forward.
Is there anything else you would like to share with us?
So much of the conversation surrounding sustainability and conservation focuses on radical, world-changing ideas of a long-term nature. It’s like filling a baseball team with only home-run hitters.

To continue the analogy, there’s so much that can be done so much more easily by focusing on singles and doubles and even the occasional bunt.

The world of spray cleaners is a $10 billion industry with virtually every single cleaner coming in a single-use plastic bottle. And 90% of that solution is water, which is readily available in any home. Cleaning concentrates, which have been widely adopted in Europe, are not world-changing ideas, but they would dramatically change how Americans use cleaning products.

If just 5% of people choose Truman’s over traditional Big Cleaning brands, we can save approximately 4 billion pounds of water from being shipped and 300 million pounds of plastic from being used.