“I got scared,” Mr. Goldhirsh told The Observer. “I personally got scared and I personally got stressed out about my ability to execute and really actualize the potential of the whole thing. And that for me wasn’t fun at all.” (Mr. Goldhirsh remains chairman of the company.)

The new CEO is Jonathan Grenblatt, 37, who has an MBA and sold the "Ethos" bottled water company to Starbucks for $8 million. He has moved to "really actualize the potential" of Good by signing on such "Good" advertisers as British Petroleum and diversifying the magazine into Web video.

Goldhirsh is fighting to keep what he called the company's "fail hard, fuck it all, let’s just do it" spirit, but he's also still ending his conversations with "peace, brotha."