The 99 Product Challenge

Things have been a little bit slow lately. I’ve been struggling with how to move forward with some of these projects. And it’s not that I don’t know what to do next, it’s that I feel like I’m not ready.

Ugh!

But then it hit me: Right now, I’m in the middle of my own transformation. I’m stepping away from the safety net of employment to build something new from scratch. That’s thrilling. And terrifying. Starting a company means stepping into a dozen uncomfortable roles all at once: the face of the brand, the optimist-in-chief, the creative engine, the strategy lead. It’s a tall order—especially for someone who jokes about being a lazy, introverted cynic.

But here’s the thing: none of those traits are fixed. I’m learning that creativity isn’t a switch—it’s a practice. Optimism isn’t delusion—it’s a choice to look for potential. Even introverts can find their voice when the mission matters enough.

The real secret? It starts with naming your fear. Calling it out. Recognizing when it’s holding you back—and then choosing to move forward anyway. I’ve been doing that every day as I build this business. And I suspect I’ll keep doing it for a long time.

• I’m afraid I’m too introverted
• I’m afraid I can’t promote
• I’m afraid I’m too cynical
• I’m afraid I’m too lazy

Building something new isn’t about not being afraid. It’s about doing it anyway—armed with some soft skills, some grounding practices, and a willingness to stretch into the unknown.

And if I can do it—warts, worries, and all—then maybe that’s the most honest invitation I can offer others who are trying to navigate disruption in their own work or life. Not as someone who’s got it all figured out. But as someone who’s in it with you, building, learning, adapting.

That’s the real heart of why I do this: We grow, not by avoiding change, but by learning to meet it with courage, creativity, and a little bit of humor.