GOOD was founded in 2006 by Ben Goldhirsh (son of "Inc. magazine" founder Bernie Goldhirsh) who wanted to create a "free press for the critical idealist." Eschewing experienced editors, he hired friends from college and high school, including Al Gore's son, Al Gore III, to create a media company characterized by "both bold graphic style and an unconventional approach to business." The team was initially criticized by some industry experts, such as magazine executive and publishing expert Chip Block, who said, "This sounds a lot to me like vanity publishing, a bunch of kids sitting around with something they think is a really good idea, and one of them has a lot of money." Others in the industry praised the magazine's design and concept upon its launch.