Duck Commander

This episode of In The Beginning tells the origin story of Duck Commander, founded by Phil Robertson in Louisiana.

It covers how Robertson, an avid hunter dissatisfied with existing duck calls, invented a more realistic-sounding double-reed version in his home workshop. Starting as a seasonal side hustle selling from his truck, the company grew through word-of-mouth among serious hunters. In the early 1970s, Duck Commander became an official business, built on family labor and authenticity.

The turning point came when Phil’s son Willie Robertson took over as CEO in the 2000s, branding the family’s lifestyle and leveraging media exposure — culminating in the hit TV series Duck Dynasty in 2012. This catapulted Duck Commander from a respected hunting gear maker to a mainstream lifestyle brand, with massive merchandise sales.

The key lessons: build something exceptional, own your niche, tell your story authentically, and focus deeply on one thing until the world comes to you.

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