Ana Dee is the founder and owner of Alien Outfitters, a lifestyle brand that sells a variety of graphic tees, kinky accessories, rainbow knives, and rare specialty items. She began selling clothes online at age 17 and had no idea it would eventually turn into her own business. Dee’s strategy of carving out her own niche within a particular industry has proved to be successful all the time.
Where did you grow up and what was your childhood like? Did you have any particular experiences/stories that shaped your adult life?
I was a natural-born hustler with an enormous amount of work ethic. I did lemonade stands to yard sales, to hand-making and selling trinkets in grade school. My mom understood my hurricane personality and often told me that I needed to lower my expectations within my friend circle. I tend to see the potential in people and get disappointed when they don’t exceed what I see in them. My intense ambition comes so naturally to me that I find it odd when others seek comfort in doing not much at all. This pushed me to be a bit of a loner who found a newfound joy in my independence. And with the boom of the internet in the early 2000s, I had access to unlimited knowledge, resources, and free courses to start a business. Before I turned 18 I already knew how to flip things from Goodwill on eBay. I decided to turn down college after I was making $100 a day reselling my thrift finds online.
What is something you wish you would’ve realized earlier in your life?
Work smarter, not harder. I wish I outsourced the things that took up too much of my valuable time or automated them sooner.
What are bad recommendations you hear in your profession or area of expertise?
To open a storefront, which is not necessary for the small town I am in. The foot traffic I would receive in a store would be 1% of the international traffic we receive online.
Tell me about one of the darker periods you’ve experienced in life. How you came out of it and what you learned from it?
Working rigorous hours for 5+ years took a huge toll on my health. Being isolated for years in my homemade it difficult to leave the house and interact with anyone in a social setting. The exhaustion and weight of my workload left me in a frustrating place where I couldn’t get fired nor quit. I felt like a hamster running on a wheel and my relationships were suffering all around me. I found little joy in the life I had created for myself. I finally made time to give therapy a chance and it provided me with the coping skills I desperately needed. I now have the tools to excel in my business but also thrive in my personal relationships. This gave me the confidence to hire and outsource which was critical for the growth of my business. I learned the hardship of independence and the importance of asking for help.
What is one thing that you do that you feel has been the biggest contributor to your success so far?
My assistant and her relentless ambition to parallel my goals.
What is your morning routine?
I tend to work late nights instead of early mornings. This way I don’t get interrupted with so many texts and distracting emails. There are sticky notes with my ‘to-do’s all over my office and a bottomless pot of coffee.
What habit or behavior that you have pursued for a few years has most improved your life?
I don’t put energy into anything that does not serve me.
What are your strategies for being productive and using your time most efficiently?
I create a reward system for myself. For example, I must finish ‘project X’ by 8:00 in order to have a glass of wine.
What book(s) have influenced your life the most? Why?
REWORK by Jason Fried – This easy read taught me how to turn complex problems into simple solutions. You don’t have a problem if it can be solved with action. The straightforward advice in this book applies to all my businesses big and small.
Do you have any quotes you live by or think of often?
“I welcome failure, because I overcome.”
