Malcolm Johnson Jr. Student-Athlete. Entrepreneur. Someone you should know.
Editor’s Note: Having been privileged to serve as an entrepreneur-in-residence at Auburn’s New Venture Accelerator (NVA) for the past year, I’ve had the opportunity to meet with many young people. Each of them with a story that is inspirational, aspirational, and motivational for young and old alike. They are dreamers who are crazy enough to believe that they can reach out into the entrepreneurial world with nothing more than a belief that they can make things happen. And they do. While many of their stories have been told, there is one young man I recently met whose story I want to share. After reading this, I hope you will reach out to, listen to, and support him in any way you can. That’s what Auburn people do. We always come back, and we always give back. – Ward Swift (’79 Marketing)
It started with a message on LinkedIn
Back in September, I received a simple LinkedIn message from Malcolm Johnson, Jr. letting me know of his interest in learning what it takes to become a successful entrepreneur.
From there, I invited him to the NVA for an introductory meeting, which for many students becomes a one-and-done…but not Malcolm! He made it very clear right off the bat that he intends to make a difference in this world and to do that he intends to meet as many people as possible so that he can learn from them. To be sure, his desire to learn from others is unique, especially for people of his age who often feel like they have it figured out already. But Malcolm was different, and I was soon to learn just how different he is.
Like many young people, text messaging is the preferred mode of communication. As it is with Malcolm. And while we meet in person at least once a week, Malcolm will reach out with greetings, thoughts, and questions of all kinds and at all times of the day or night via text. It could be about real estate, financial planning, employee benefits, brand building, problem solving and/or the power of asking why. It’s the way his mind that’s “always in motion” works, and I love it.
As you can see, Malcolm is always appreciative and respectful of the time people give to him.
Vision & Goals
While Malcolm’s outreaches are broad and deep, please don’t mistake that as a lack of focus. It’s anything but that. Yes, he thinks big for sure, but he has vision and goals that keep him grounded
When I first asked Malcolm about his vision and goals, I expected a typical vague, “I’m not really sure” kind of response, but that most definitely wasn’t the case. In fact, he pulled out pieces of paper which he used to give me very clear and direct answers to both. His written vision is to build an empire, his written goals are all designed to enable him to “give back.” Did I mention he’s special?
A few of Malcolm’s Goals:
- Start & sustain Black Student Athlete Committee
- Own one property and generate revenue
- Generate revenue via NIL-related merchandising
- Get married
- Build a home
- Buy land for his sister to build a farm
- Own a clothing brand
- Build a youth recreation center
- Create a Foundation
- Give resources to Black Student Athlete Committee
- Retire parents
- Build grandma a 1-bedroom house
- Take family on a trip
- Be a speaker around the globe
To the last goal listed of being a speaker, not only does Malcolm, seek advice and counsel, he also offers it as well with very focused efforts and a commitment to pour into our youth. He knows what it’s like to have to work your way out of your own circumstances. As Malcolm says, “You should never let your situation create a negative outlook on life. Your mind is the most powerful asset you have. YOU determine your perspective.”
He’s always had an Entrepreneurial Spirit
Looking back, Malcolm says he’s always been an entrepreneur.
His first small business was cutting grass in his neighborhood. He realized it didn’t make sense to charge the same price for smaller lawns as larger ones, so he would charge different prices depending on the size of his customer’s yard.
In winter, in his home state of Maryland, he would shovel driveways, recruit friends to join him and pay them a portion of the earnings.
And for one of his most unique business ventures, he and his friend sold “gummy worm Kool-Aid.” To be sure, Malcolm’s always been an innovator!
He’s also shown the ability to make serious and important life decisions. In 2020, with his senior season of high school football postponed by the pandemic, he decided to graduate a year early and enroll at Auburn University, just in time for preseason camp.
It was challenging for Malcolm to figure out how to navigate the waters academically and athletically, but he learned a lot of valuable lessons that made him a better person all around.
When he visited Auburn, he sensed the feeling of family that so many have experienced. Getting out and meeting people has allowed Malcolm to build a connection with the Auburn community.
Coming to Auburn, he says, “Was a great decision.” Every day he gets to meet new people and share interesting conversations. And this will serve him well as an entrepreneur. What we teach at the NVA is that people are different. To be successful at marketing their product or service, our entrepreneurs must become good students of human behavior. They must learn everything they can about their customers: what they want, what they think, and how they think. It is not about what they like or how they think.
Football has prepared him well
It is well-documented that athletes make great entrepreneurs. For Malcolm, he points to his learnings regarding the importance of teamwork, the importance of having a positive mindset, the ability to adapt, and the significance of taking risks. All of which will serve him well in his business endeavors.
Auburn & Entrepreneurship in Malcolm’s “Own Words…”
I’ve shared a few of my thoughts about this exceptional young man, but I think you should hear some of his thoughts, in his own words.
“There is no place like Auburn”, say’s Malcolm Johnson, Jr.
My love of Auburn has grown every year as I truly began to see and understand what Auburn is about. I have an ongoing love for Auburn that grows every day.
One recent example that embodies the Auburn spirit, occurred at Tiger Walk when we played Texas A&M in November. I remember being so happy and excited. It was breathtaking seeing everybody support us while we were going through the trial of a challenging season and coaching transition. That was amazing.
At Auburn, it goes beyond football because of how pure the energy is and the support of this close community. That reinforced for me the idea of Auburn being a family.
The same qualities that allow student-athletes to excel in their sport carry over to the business world. Discipline, hard work, and competitiveness.
We consistently show up, no matter how we’re feeling on a given day. That mentality trains your mind to withstand the obstacles that all entrepreneurs encounter when they launch new ventures.
Hard work is ingrained in the Auburn Creed. Student-athletes put in countless hours. We work year-round to have the opportunity to compete on 12 Saturdays. That input-to-output ratio serves aspiring entrepreneurs well.
I love competing. That’s the only way I know to elevate. I started playing football when I was 6 years old.
Growing up, whenever I started to excel at any sport or on any athletic team, my dad would move me to a different team. He did that so I would learn to seek out the best competition, knowing it would bring out the best in me. I generally wasn’t the best player on any of the teams I was on, but the other kids would get mad at me because I competed so hard.
To be sure, the game of football has been a great experience for my family and me. As I learn more about business, it’s transformed my mind to where it’s easier for me to see the business side of college athletics. I now see things in a different light.
As I continue my Auburn University interdisciplinary studies focusing on leadership, marketing, and family business and entrepreneurship, I’ve reached out to as many people as I can to learn as much as I can.
Many have poured into me, for which I’m grateful. Now I hope to take what I’m learning, combine it with my entrepreneurial spirit, and flush out several business opportunities including some in the Name, Image, and Likeness space where I see opportunities in football and other sports to create programs and initiatives that benefit everyone fairly: student-athletes, fans, and businesses. Will there be risks? Absolutely. There always are when you attempt new ventures and try to be your own boss.
To all of this, I truly believe I can change the world, whether that’s people having more connections with each other, or just making the world a better place.
You’ve heard it said before. If you love Auburn, Auburn will love you back.
I’m living proof.
Auburn is a special place. My friends and family tell me they don’t feel this when they’re anywhere else.
I always tell them, it’s Auburn. It loves you. How could you not love it back?
I’m thrilled to be able to take this journey with you all. We are going to change the world!
– Malcom Johnson, Jr.
The startup business journey that Malcolm and all entrepreneurs embark upon is hard, really hard. This is a reality check that everyone who has ever started a business understands. And it’s why those here at the New Venture Accelerator who have started and exited businesses of their own are so willing to mentor Auburn’s young entrepreneurs along the way. As these young business leaders will come to find, working through the hard parts of starting & growing a business is the most rewarding part of being a founder / CEO. We look forward to helping Malcolm bring his entrepreneurial dreams to life. Stay tuned for updates on this young entrepreneur. He’s an Auburn man that is set to do BIG things.
If you would like to connect with Malcolm, please reach out to me at wardswift@auburn.edu and I’ll facilitate an introduction. To learn more about the New Venture Accelerator and how you can get involved, contact Lou Bifano Lou Bifano, Director, New Venture Accelerator at loubifano@auburn.edu.