Robby Lee
Founder of Think Nice Now. Serial entrepreneur, turned proactive positive mental health advocate.
From one decision, to Stand Sweden train stations with signs that say “You Are Loved,
Create the reality you desire, and chase your crazy dreams like you don’t have a damn plan b.
Hawai’i ·AUSTRALIA · Sweden · The World
01 — The Man
From Coffee Trucks to Consciousness
“I haven’t always been the nice kind soul that I am. This is a new program I’m running.”
Robby Lee grew up on a farm in Wyoming—working cattle, horses, and building fences. He studied media arts, became a carpenter and contractor. His passions range from vintage cars and Harleys to surfing, surfskating, horticulture, and art. He’s built construction companies, an organic garden supply store, cafes, and vintage coffee truck businesses. For years, he lived what he calls “the American program”—get a job, get married, get a house, clock in, be part of the system.
Then came a “Triple Whammy” , the perfect storm hit. A beautiful longterm relationship completed, COVID strained my coffee business, then he lost his sister to suicide.
I decided to basically put everything in my life on hold. Knowing I had two choices: spiral up, or spiral down, I liquidated my business and started an inward journey. Who was I? Why was I here? What do I do with this experience I am having?
— Robby Lee
02 — The Journey
Five Years of Unlearning – an inward Journey
Robby spent five years on what he calls his spiritual journey—his time in the desert. Not just traveling, but searching. Examining every program he’d been running since childhood. Why do I think this way? What patterns am I repeating? What man do I actually want to be?
2020
The catalyst
A triple whammy—the perfect storm. A long-term relationship completed. COVID strained his coffee business. Then he lost his sister to suicide. Everything that defined “normal” dissolved.
2021-2023
The Inner Work
He began studying consciousness, meditation, the power of thought. Searching esoteric knowledge, different practices, spiritual traditions. “We naturally run off programs learned from childhood—family, environment, truths and false truths we create.” The Think Nice Now concept was born.
Think Nice Now logo and Concept created.
2024-2025
Australia & Sweden
Think Nice Now went public—first on surfvans in Australia, then standing in Sweden’s central train stations with hand-drawn signs. Proactive positive mental health, face to face. This is when the movement organically became.
2026
Hawai’i – Sweden..?
Waikiki campaign designed and deployed. The start of THink Nice Now becoming a global movement.
03 — The Philosophy
Thoughts cause emotions, and this is our present moment or state of being.
If I had one superpower, it would be that all my thoughts would be intentional and benefit me. That would be God mode.
Robby’s philosophy is simple but radical: your thoughts create your reality. Not metaphorically—literally. If you want to change your external world, you have to change your internal world first. And when you do, the external world has no choice but to follow.
Everything in this world is a thought. Your entire reality is your thought. Once you realize how powerful thought is, we should probably be thinking nice now.
— Robby Lee
This isn’t toxic positivity. This isn’t avoidance. This is quantum operating. Robby is honest about his struggles—the war in his head, the thoughts that don’t benefit him, the programs he’s still unlearning. But he’s proof that you can install new programs. That being kind to yourself, others, and Thinking Nice Now is a choice you make every day.
04 — The Vision
Positive Billboards Around the World Proactive positive mental Health Movement
I see myself traveling around the world, country to country, city to city, raising the vibration of each town.
He now travels the world solo, in the near future Think Nice Now will have a small team, a squad traveling from city to city, country to country spreading the theme of love, individual empowerment and the collective, and raising the frequency wherever they go.
He sees unlimited resources for Think Nice Now and positive billboards around the world, a global impact. A proactive mental health campaign
Robby Lee’s vision is deliciously delusional—in the best way. He imagines a world where positive messages are everywhere. Where billboards say “You Are Loved, you are incredibly beautiful, you got the sauce, do it.” instead of just selling products. Where Thinking Nice Now is the default, not the exception.
The most important thing is to be as delusional as possible, childlike, like you have a magic wand. Create the most crazy destiny you could imagine for yourself and just go for that. Why Not?
— Robby Lee