The Minions Learned the Hard Way

Like every spring, the tornadoes are upon us here in the Midwest. When the crazy storms hit the other night, and the kids experienced their predictable freak-out, we gathered in the basement to ease their fears. I took advantage of that time by snuggling with them in the guest bedroom and watching a movie on the portable projector: Minions!

I hadn't seen that movie in ages, and as expected, it was silly. Something stood out to me, though. In the opening scene, the Minions bounced from serving one evil entity to the next. From the T-Rex, to ancient Egypt, to Napoleon. Then, while between evil masters, they found refuge in this little utopic ice den. They created a sanctuary for themselves, built beautiful shelters, and lived their lives in comfort and safety.

Then, something happened. They got depressed. Too much of a good thing became a very not good thing. Endless fun, games, relaxation, and safety lost their luster, and they literally became depressed. The narrator stated, "Without a master, they had no purpose." In their world, a master represented a boss, and through the boss, they had work. Without work, they had no purpose. They didn't need money. It wasn't a necessary evil (no pun intended). Work wasn't a means to an end. The work, in and of itself, was the meaning.

I think this is such a beautiful metaphor for what we talk about on this blog and on the podcast. Work has meaning; it matters. We weren't created to be idle, living our little lives of leisure. We were created to be productive, add value, and pursue purpose. Sure, we're probably not all called to serve evil villains, but we're called to serve someone. We're probably not called to steal the British Royal Family's Crown Jewels, but we are called to be productive in some other ways.

Leisure is great, in doses. Comfort is great, in doses. Relaxation is great, in doses. All of these things are tremendously valuable, and equally important......in doses. However, when they become THE pillars of our lives, we lose meaning and purpose.

The Minions learned the hard way, but luckily, we don't have to. Meaning and purpose can take a million different shapes, but I guarantee it looks different than the endless pursuit of leisure, comfort, and relaxation.

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To What End?

I wrote two other pieces this morning, neither of which may ever see the light of day. Ultimately, they seemed a little too spicy. While I'm not opposed to pushing a little harder and risking a mini wave of unsubscribes, I always try to ask myself an important question: "To what end?"

We live in a culture that tells us to say anything and everything we want. Say it like it is. Be honest, even if it hurts. Say what needs to be said. Stand up for what you believe in. Draw a line in the sand. We've taken those sentiments and ratcheted them to an entirely new level. We'll verbally bludgeon someone into the dirt if we disagree with their opinion about Taco Bell's newest menu item! There's no limit to the amount of spouting off we do these days. But to what end?

Yes, I like to challenge people. Yes, I regularly push against our culture. Yes, I'm constantly trying to bend the needle for what we consider normal. However, it doesn't do any good for me (or anyone!) to just spout off with any and every comment imaginable.

Here's a rhetorical question. How many people do you think have completely changed their minds about a topic after seeing a loved one write a long, scathing social media post about how terrible someone or something else is? Very few, I'd suspect. Why, then, are we all so quick to burn all the bridges in the name of "standing up for what we believe in?"

Yes, we should stand up for what we believe in. There are some versions of that taking shape every day when I write this blog and record the podcast. But just lighting a torch on people isn't an effective approach. Sure, it might feel good for a few hours, but then we have to clean up the pieces from the damage we caused. Or, in some situations, mourn the loss of relationships, influence, and impact.

To what end? For me, this is a critical question to answer each day. I so badly want to bend the needle in people's lives and constantly push back against our prevailing culture. There's a dignified (effective) way, and a gross (tremendously ineffective) way.

I hope I continue earning the right each day to challenge you and make you think. You might not always agree with me (and that's okay!), but I hope you see a sincerity and dignity in my approach. I don't always get that part right, but I sure try. I hope you do the same. People need your relationships, influence, and impact. Please don't throw it away or burn it to the ground. It's not worth losing all that trust and goodwill for a few moments of dopamine-inducing, anger-filled rantings.

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Reminder

I gotta admit, I rarely feel like I have this whole life thing figured out. I wake up, try to make whatever impact I can, squeeze every ounce of meaning out of the moment I can, then repeat. I live an amazing life, and I'm grateful for every single bit of it, but I sometimes go to bed wondering if I actually moved the needle today.

Finn, one of my third graders, has a dress-up day today with the following theme: "Who or what you want to be when you grow up." What do you think he chose? A firefighter? A "mowin' man"? A professional athlete? Nope, he's dressing as me. He’s going to school dressed as his Dad! Wow, just wow! That pulled on the heartstrings, for sure! What does dressing up as Dad entail? Well, according to Sarah, he's wearing a Northern Vessel hat, a shacket, casual boots, and a Chicago Bears shirt. Not bad!!!

I still don't know what impact I've made recently, but Finn really put me in my place there. It's a reminder that while I'm out there in the world trying to move the needle in people's lives, I'm still investing in those two little lives at home, too. And oddly enough, it's working!

I'm not sure if Finn will try to accessorize with a podcast mic or a cold brew latte in hand, but it will be interesting to find out! I'll try to share a pic one of these days. In the meantime, don't miss those little reminders that you are, in fact, moving the needle in people's lives.....especially those living under your roof. Wake up, make a difference, find meaning, repeat. Enjoy!

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The Tale of Two Neighbors

I'm good friends with two people, but I don't think either of them knows I'm friends with the other. These two individuals are both business owners, and as luck would have it, their retail locations are adjacent to one another. They share a wall!

During one of our recent conversations, one of these friends was expressing excitement about how amazing business has been lately. The business is hitting record numbers and has new customers coming out of their ears. 2025 was the most profitable year ever, and by the looks of the first two months of 2026, this year will crush those records. Every conversation revolves around their team culture and its customer experience.

During a recent conversation with the other friend, the theme of the conversation revolved around the idea that nobody supports small businesses anymore. Everyone just wants to eat at chain restaurants, shop at big-box stores, and order their goods from Amazon. In other words, people suck, and the stupid actions of these sucky people are driving all small businesses into the ground. Closure seems imminent, which I suppose is the natural outcome when people stop "supporting local." It's always a pity party, and this person (and their business) is always the victim of the situation.

You'd think these businesses are located on different planets, but remember, they share a wall! Same street, same foot traffic, same weather patterns, same landlord, same everything. One thing sets them apart, though. The first business is laser-focused on being excellent, offering a fantastic product, practicing unreasonable hospitality, and serving those whom they have the privilege of serving. They have a posture of gratitude and constantly have their foot on the gas.

The second business operates with a sense of entitlement, constantly asking people to come support them. They don't operate with excellence, and the staff treats people poorly. They don't have a keen sense of the numbers and are always looking for a novelty idea to get people in the door. Further, they are known to spout off about political topics.....which is likely driving away 50% of their prospective customers.

It's never really about "supporting" small business or not. People naturally gravitate toward excellence.....period. People are largely agnostic about big vs. small, national vs. local. If anything, I'd say people naturally bend toward small and local, but said small and local businesses must earn it through excellence.

Whatever you're doing today, whether you run a business or not, focus on excellence. Excellence always wins....always. Yes, there are many forces and factors at play. There's no doubt that externalities play a role in our lives, finances, careers, and businesses. However, at the same time, we must control what we can control. And today, we can control our pursuit of excellence.

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Don’t Forget to Look Down

I was recently working on a project for a client when one of the senior executives blurted out, "I can't believe you know how to do that. That's insane!"

"Well, I didn't know how to do this a year ago."

He laughed. I wasn't kidding. The truth is, some of the things I'm working on today are miles above what I could accomplish just one year ago. Think about that! At 44, much of my work involves skills that 43-year-old me had zero chance of executing......never mind 33-year-old me!

It's moments like this that remind me how important it is we look down. We're often so busy climbing this proverbial mountain of growth that we lose sight of just how far we've come. Sometimes, we need to take a little peek down the mountain to jar ourselves back to reality of just how far we've actually come.

In a world that consistently tells us we're not good enough and encourages us to unfairly compare ourselves to others, perhaps we need to start (fairly) comparing ourselves to where we've come from. I don't want to be the next xyz. I want to be the best me I can be. Therefore, instead of comparing myself to someone else, I need to compare myself to where I've come from.

Am I more skilled at x than I used to be?

Am I wiser than I used to be?

Am I a better decision-maker than I used to be?

Is my emotional intelligence better than it used to be?

Are my blog posts and podcast episodes sharper than when I first began?

Am I more effective in my coaching than I was in the past?

Are my speaking skills better honed than in my earlier talks?

These should be the measuring sticks I use to assess myself, not some celebrity version of what I do on social media. As for you, you need to create your own measuring sticks. You need to look down that proverbial mountain and see just how dang far you've come. Go ahead, take a peek. Be honest with yourself. How far have you come in the past year? 5 years? What about 10 years!?!?

Great, now just imagine how cool and awesome it's going to be 10 years from now! That version of you is really going to move the needle. Keep moving forward.

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(Un)Limited Digital Footprint

A few days ago, one of my buddies made a declaration to me that caught me somewhat offguard. What seemed out of nowhere, he definitively said, "I'm trying to leave a limited digital footprint." The heart of his message was that he is trying to stay relatively off the radar, with the intended goal of having as little about him as possible findable on the internet.

I have old high school friends with ZERO digital footprint. Seriously. I was trying to find a few people recently, and to my shock, they were digital ghosts. How is that even possible?!?!

Everyone can navigate this digital footprint however they choose, but today, I want to share my perspective. Here's how I responded when my buddy said he wanted to leave a limited digital footprint. "I'm trying to leave an UNlimited digital footprint!" I laughed. He laughed. We laughed.

Seriously, though, I mean it. I want to leave the largest digital footprint possible. Perhaps we need to define the term "digital footprint." The entire concept has morphed over the years.

In 2008, a digital footprint looked something like this on Facebook: "Travis Shelton is taking a poop and hitting the gym. It's gonna be a great day!" Yes, very insightful!

Over time, we got more serious (and gross) about this whole digital footprint idea. Here's what it looks like in 2026. "Trump is evil!" or "I love Trump!"

Again, very compelling! To most people, this is what a digital footprint consists of. It's a collection of random thoughts, gut reactions, and potshots. This is not what I'm talking about when referring to my aspiration for an "unlimited digital footprint."

Instead, what I'm shooting for, and advocating others similarly pursue, is a tangible legacy that will linger long after we're gone. Photos, video, wisdom, art, and impact. That can take many different forms, but the results are similar. When we're no longer here, we're creating the opportunity to continue making a difference in other people's lives. It's a simple, but profound idea.

My family recently watched the new Twenty One Pilots movie, More Than We Ever Imagined, at the theater. I was blown away. It touched me at a very deep level, and I've been thinking about it ever since. But I keep thinking about this concept of a digital footprint. If bandmates Tyler or Josh were to pass away today, this gem would remain with us forever. This film is a masterpiece representation of their brilliance and craft. They spent their time, energy, resources, and creativity to put it together, then shipped it to the world to enjoy. It’s here permanently….forever.

To me, this is a perfect representation of this idea of leaving an unlimited digital footprint. If I get hit by a bus today, I will leave a massive digital footprint. Not some ridiculous political potshots that will be loved by half and hated by half, but sincere, authentic, (hopefully) value-add content that will make a difference in other people's lives for years to come. Will it make an impact? Hard to say, but the opportunity is there. That’s all I’m asking for.

I hope everyone takes advantage of this same opportunity. Those who come after you deserve to maintain a piece of you after you're gone. What a gift!

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An Open Postcard, Revisited

During a recent speaking event, someone in the audience asked me, "What's your origin story?" Such an intriguing question! Mere hours after that talk, I received one of those Facebook notifications about past posts "on this day." This particular post caught my eye. It was a blog post I published six years prior. In fact, it was one of the first things I ever published on my website, nearly three years before The Daily Meaning was born.

As I read that post last night, it seemed, in and of itself, the heart of my origin story. It was framed through the lens of a postcard I wrote to my then-toddler kids on the eve of resigning from my 15-year career and starting over. I was scared, excited, and queasy.....did I mention scared?!?!

As I re-read the words I wrote to my kids all those years ago, I don't think I would change a thing. I encourage you to read it, and I hope those scared words add value to you today just as I hope they someday add value to my grown kids. You can find it HERE.

Have a great day!

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Just Ship It

I don't know why this caught my eye, but once it did, I couldn't ignore it. Immediately upon opening the app on my phone that helps me control my website, I saw something strange. It was a website visit to a page I didn't recognize. I clicked the link. Ohhhhhh, yeah, now I remember. It was a blog post that I wrote more than three years ago. I clicked "back."

Wait, what?!?! In total, 37 different blog posts were read on the website yesterday from eight different countries. I can't even begin to describe how weird that feels. People from all over the world are still reading pieces I wrote years ago. Were the pieces good? Not sure. Were these people positively impacted by what they saw? I hope so, I may never know. However, the fact that I somehow earned the opportunity to play a role in the life of a faraway stranger is something I never take for granted.

I know I say this a lot, but I can't encourage people enough to create. Just create. Whatever it is, bring it to life and send it into the world. Is it good? Who cares. Will it make an impact? There's only one way to find out.

Here's one thing I know. Regardless of how much impact I make with my creative endeavors during my life, it's going to make one heck of a treasure trove for my kids someday when I'm gone. By my math, there is somewhere in the range of 650,000 words of writing and 150 hours of podcasts floating around cyberspace. I don't know what my legacy will be from all that, but those who come after me can decide that.

Whatever your thing is, please don't hesitate to put it into the world. Share it. Someone out there needs and/or wants what you have to offer. Your good work might be the linchpin to someone else's next step. Without even knowing it, your idea, your inspiration, your gift, your art might be the gasoline to someone else's flickering flame.

It took me nearly 40 years to finally gain the courage to ship my art. I regret not doing it sooner, but now, with the benefit of hindsight after these past five years, I can confidently say it's the best thing I've ever done. I wish the same for you.

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Two Scared Little Boys

What comes to mind when you hear the word "Trees"?

For me, this word brings a rush of emotion. Funny, I know. Trees is the title of an iconic Twenty One Pilots song. For the past 15 years, nearly every live show has ended with this song. It's one of the most iconic endings to one of the most iconic live shows performed by (what I believe) is one of the most iconic bands in the world.

It's not just the song itself that makes it iconic, but how it's performed. There's a moment, right at the very end of the song, where both band members (Tyler and Josh) navigate into the crowd and perform dual drums. Then, right as the end nears, confetti rains from the sky. It's a euphoric ending to a breathtaking show.

Check out this image:

This is a photo from a live show approximately 15 years ago, in what appears to be someone's living room. You can see the dual drums of the Trees performance. I'd like to imagine that the dozen people in that room were as mesmerized then as I am now.

Now, check out this next image.

Same song. Same moment. Same dual drums. This time, though, they are in the midst of 65,000 loyal fans in a sold-out Mexico City stadium.

The juxtaposition of these two images gives me chills. 15 years, same song, same moment, same dual drums. It's the same, but at the same time, it might as well be on a different planet.

A movie is coming to theaters next weekend about this Mexico City show. Our family is eagerly awaiting its release, and we have an entire night planned around it. Yesterday, I stumbled upon a short video clip of the two band members explaining the movie. Josh was explaining everything you can expect to see. Then, suddenly, Tyler interrupts: "Let's be honest, the movie is about two scared little boys."

"Two scared little boys." That's a pretty wild thing to say for being one of the most successful bands of all time. They've performed thousands of shows worldwide, released eight albums, produced more than 50 music videos, and earned the trust of millions of fans. Yet, as they describe the show featured in the movie, they use the phrase "two scared little boys."

The fear doesn't go away. Fear shouldn't be the barometer by which we gauge our "yes" and "no" decisions. Rather, the presence of fear is a telltale sign that we're growing and making an impact.

The world says to pursue comfort, but I believe we should aggressively pursue discomfort. Not only discomfort, but pushing it far enough that we allow fear to be the sidekick I mentioned the last few days (HERE and HERE). I'll go out on a limb and say that Twenty One Pilots probably wouldn't have progressed much further than a house show with a dozen people if they let fear be the boundary of their decisions. Instead, they leaned into the fear, for 15 years and counting, to the point they are "two scared little boys" ripping out an iconic show in front of 65,000 fans whose lives have been impacted by their courage.

That's a story worth living, and we each have the opportunity to live our own version of it today.

Oh yeah, one last thing. If you want to see what all this Trees talk is about, below is an excellent version of the song performed at a live show. It’s one of my favorite music videos of all time.

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Fear as a Sidekick

I'll be speaking at a company later this morning. Right on cue, the fear is creeping in. I knew it was coming, as it always comes right about now. And by "fear," I mean something that resembles absolute terror. Many people don't know this, but my professional speaking career began with my desire to overcome my overly dramatic fear of public speaking. While I still get nerves leading up to my speaking events, at least it no longer involves profuse vomiting into whatever trash can is nearby.

I don't know about you, but I live in some level of fear most weeks. Fear of failure. Fear of not being good enough. Fear of letting the other person down. Fear of not living up to my potential. The fear of not making the impact I'm called to make.

To be honest, I don't think there's anything weird or bad about this. In fact, I'll take it one more step. I think fear is a common ingredient for impact. If we look around and see all the progress, innovation, and productivity around us, most of it was created in the shadow of fear. Creation is scary. Impact is scary. Progress is scary. Thus, fear is often an organic sidekick when we go about our business.

I hope you're scared this week. I hope you endeavor to do something that scares the living daylights out of you. I hope you pursue fear in a way that will make a deep and meaningful impact on someone. Maybe it's a bit pitch at work. Maybe it's an important prospect meeting. Maybe it's a one-on-one with one of your direct reports (or your boss). Maybe it's a big test at school. Maybe it's a job interview. Maybe it's the next step in something you're trying to build. Whatever it is, lean into the fear headfirst and know it's not only normal, but natural. It means you care. It means you're pushing yourself. It means you're trying to make an impact in this world. Embrace the fear…it means you’re on the right track.

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God Bless, Mr. Van Der Beek

I was floored. I opened Twitter a few days ago, only to discover that James Van Der Beek had passed away after a brief battle with cancer. As a '90s kid, Van Der Beek was everywhere. From Varsity Blues to Dawson's Creek to countless appearances everywhere else, James was a fixture of the time. Every girl wanted to date him, and every guy wanted to be him. He seemed invincible.

Maybe it's because of his position in my life during those formative years, or perhaps because he's only four years older than me, but his passing has sat heavily on me these past few days. It's yet another reminder of our mortality and the fragility of life. Also, as a father, it feels like a gut punch knowing he left behind six children ranging from 4 to 15 years old.

James hasn't played a meaningful role in my life for more than 20 years, but when I learned of his cancer battle a few years ago, I started watching his content. He's a sweet, introspective, and wise man. In just a short video clip, James has the ability to cut through the noise and offer insights that seem truly valuable. Today, I want to share one clip that has stuck with me for a few years. It's only fitting that I share his words today in celebration of his life.

I'm not going to provide any context or follow-up commentary, as I think James communicates it so eloquently. HERE’S THE VIDEO CLIP…..ENJOY!

Life is short. Pursue wins that matter. Don't lose sight of what's important. Have a great day.

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Plumbers and Alyssas

Every week, my assistant Alyssa sends me an e-mail that breaks down what she worked on, what she's working on, and how much time she logged. My contract with her is an hourly rate with a minimum number of hours per month, so she's continually clocking her time.

Yesterday, when I opened her weekly e-mail, I was startled to learn that she had logged only 40% of the hours I paid her for in January. Oops! Conventional wisdom would say that I overpaid her; I got ripped off. After all, if she only worked 40% of the hours she was paid for, that means she technically made 2.5x our billable hourly rate. Know what I think of that? Excellent!

While our contract is based on a specific hourly rate (with a minimum of x hours), I don't actually pay her for her time. Instead, I pay her for her impact. I'm better because of her. While she might have logged fewer hours than anticipated, which was primarily because my month was jam-packed with consulting work, I can still look back at the month and say she did a phenomenal job at helping me keep my proverbial train on the tracks. And if she made more per hour for doing so, great for her!

Even if she only logged 10% of the hours I'm paying her for, that's still a win for me. The impact she's having on my work life is tremendous. If I'm measuring her fee based on the number of hours she worked, it appears I grossly overpaid. However, if I'm measuring her fee based on the impact she had on me and my business, I underpaid her! Perspective matters.

It reminds me of the old business parable about the plumber:

"You were only here for 15 minutes! Why are you charging me $200?!?!"

"You weren't paying me for my time. You were paying to have an unclogged toilet. Your toilet is now unclogged."

A job well done is a job well done, regardless of how much time it takes. Why should someone be rewarded for taking too much time and punished for taking too little time? While Alyssa logged fewer hours than anticipated last month, it was enough to achieve the mission. I call that a giant win! I’m so grateful for her and what she brings to my work life.

It's amazing how different the world looks when we look at life through this lens. Pay for impact.....period. Life-altering stuff.

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What a Privilege

I recently stumbled upon a quote that stopped me in my tracks:

"What a privilege to be tired from the work that you once prayed for."

I've had quite the month. I'm utterly exhausted. Some days were fun, many were a grind, and a handful excruciating. All the while, though, I kept thinking about that quote. What a privilege it is, indeed, to be tired from the work I once prayed for.

It's so easy to lose sight of how blessed we are. I'm immensely grateful for every opportunity on my plate. Nearly seven years ago, with two toddlers and Sarah locked into her stay-at-home mom role, I left my prior career, and our family took a 90% pay cut. Overnight, we went from having plenty to not having nearly enough. Every month was a struggle. The budget was cut down to about nothing, and we had to be tediously careful with every dollar spent. Month after month, we struggled to build the business and get our legs under us. Fast forward to today, and there's no other word to use than "grateful."

I'll never take for granted how this journey has played out. We've experienced the worst of the worst and the best of the best. Though I have some scars from along the way, I'm not sure I'd undo any of it if I had the chance. Instead, I think those scars will continuously help remind me what a privilege it is to be tired from the work (and life) I once prayed for.

I hope this resonates today. Have a blessed day!

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Respecting Lanes

About 15 years ago, Sarah and I were watching Netflix on the couch when I received an urgent text. It was about 1 AM, and the text was from one of my youth group kids, a 16-year-old girl. After making a few questionable decisions, she found herself in an uncomfortable position at a house party. She was somewhere between not wanting to make poor choices, scared of getting hurt, and nervous that she would end up in the car with an impaired driver. Needless to say, she was freaking out. One of my policies as a youth group leader was that if the kids ever found themselves in a tough spot, I would pick them up, no questions asked. On this particular night, she was nervous about calling her parents, so she texted me. Sarah and I jumped into the car, picked her up, and took her home.

Fast forward 15 years, I recently reached out to this young lady for advice. Yes, I was her youth group leader. Yes, I'm nearly twice her age. Yes, I walked alongside her during some of her most difficult teenage moments. But today, I need her wisdom, insights, and expertise. She works in a field that falls outside my purview, and today, I need her help.

I spent my entire life being disregarded and dismissed by the generation ahead of me. I was constantly treated like my wisdom, insights, and expertise didn't count. After all, these people were decades older than me. I was just a kid to them. What could some young dude have to offer them?!?! They were worse off for having this short-sighted perspective. I always promised myself that one day, when the roles reversed, I wouldn't do the same.

Well, as Father Time would have it, I'm no longer the youngest guy in most rooms. I now regularly find myself being on the older end of the age range in conversations. How am I doing with the promise I made myself? I suppose I need to let others answer that question for me, but considering I'm actively seeking advice from a woman whom I walked alongside during her teenage years, I'd like to think I'm succeeding.

We all have lanes. I have lanes, and you have lanes. Some of my strongest lanes revolve around the intersection of meaning, work, and money. I can help move the needle in this area of people's lives. Another lane is helping businesses gain greater clarity and control over the inner workings of their financial operations. Those are lanes I specialize in. Simultaneously, I need to recognize all the things in life that aren't my lane.

Enter my young friend. Despite being half my age, she has a wealth of knowledge in a lane where I desperately need help. I'm not going to her for career, financial, or business advice. I'm not going to her for parenting advice. I'm not going to her for marriage advice. I deeply respect her lane, and as such, I need to have the humility to allow her to speak into that area of my life.

This is a dynamic that most of us confront on a daily basis. In and out of the workplace, we constantly interact with other generations. If we simply get over ourselves and respect people's lanes, we can open ourselves up to so many wonderful things. It's not always easy, but it's always the right (and best!) thing to do.

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Silver Lining to the Memory Loss

I discovered something wild yesterday while I was working in my home office. I stumbled upon a random and mysterious yellow envelope. It had been sent through the Postal Service, but I didn't recognize it. I eagerly but nervously opened it, only to discover it housed 13 handwritten cards addressed to me.

Unreal! The cards were from high school students who attended a talk I gave on December 4th. Turns out, I received this package of cards during the stretch when I was suffering cognitive function decline and short-term memory loss as a result of a neck injury. In fact, I didn't piece this together until yesterday, but I actually gave this talk the morning of the day when my cognitive function deteriorated. I remember this talk well, but I don't recall much about a family event I attended later that evening.

As I read through the cards yesterday, I couldn't help but think how this was such beautiful timing. I've had an absolutely brutal week. It was the kind of week where one can start questioning if they are actually in the right place. Is this where I belong? Am I doing the right things? Is this where I'm meant to be?

As I opened the first card and read the generous words, those doubts I had been carrying were immediately swept away. In an instant, I was jolted back to reality, a reality where I recognize I'm exactly where I'm called to be. Following meaning is a treacherous endeavor. It sometimes means turning our backs on comfort, status, material gain, and an easier path. In its place can be uncertainty, risk, pain, frustration, and heartache.

I've been on all sides of this coin: the good, the bad, and the ugly. I've experienced comfort, status, material gain, and an easier path. I've also performed a drastic 180-degree turn and ran headfirst into uncertainty, risk, pain, frustration, and heartache. I don't claim to be a know-it-all here, but I can confidently testify that despite being the hardest seven years of my life, it's been the most rewarding, fulfilling, and impactful seven years of my life. Knowing what I know now, I'd never go back to "the old way."

I hope some of you have similar stories. If so, please share them with others. In a world that pushes one way to see the world, these stories can be powerful. On the flip side, if you don't have any of these stories, perhaps now is a great time to create them. It's not supposed to be easy, but it is supposed to be rewarding.

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3 Men, 3 Mindsets

Today's post is inspired by a recent piece written by my great friend, Gary Hoag. If you're a longtime reader of this blog, you probably know that Gary is the inspiration and encouragement behind this blog. If you didn't know that, now you do! In either case, you should totally subscribe to Gary's daily writings.

An excerpt from Gary's recent article:

"A story is told of a visitor to London during the time of the construction of St. Paul's Cathedral, the architect of which was Sir Christopher Wren. The visitor stopped at the construction site and asked some of the workmen what they were doing. One said, 'I am working to get money to keep my family.' Another said, 'I am working here because it is the kind of work I have been trained to do.' A third man said, 'I am helping Sir Christopher Wren build a great cathedral.'"

Three different men, three different mindsets. All things being equal, I think we can assume that all three of these men were doing similar work and earning similar wages. However, they might as well have been living on different planets. Each of these men woke up in the morning, got dressed, commuted to work, and started their workday. All three of their daily routines might have also looked similar to one another.

What happened when they got to the worksite, though, is where everything changed. Sure, they were performing the same work, but the mindset behind said work changes everything.

• One man was there because work is a necessary evil.

• One man was there to put his training and skills into practice.

• One man was there to make an impact.

Three men, three mindsets.

All work matters. Your work matters! Regardless of what you're doing today, your work matters. You might make the same dollar amount regardless of your mindset (I would argue even that's up for debate), but there's no doubt which mindset will drain our tank and which mindset will satiate something deep within us. Same paycheck, drastically different experience.

We can talk all we want about our work not having to have meaning, but considering we spend half our waking hours at work, feeling meaning in our work makes a world of difference in our journey. It has the power to turn terrible into okay, okay into good, and good into great. It puts an extra pep in our step, makes the tough moments worthwhile, and juices up the wins. Regardless of what work I'm performing, I want to be more like the third man. "I am helping Sir Christopher Wren build a great cathedral."

Meaning is a choice. Apathy is a choice. Impact is a choice. Misery is a choice. Choose wisely.

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The Endless Pursuit of Better

We had our first official full-day experiment with our canned drink concept at Northern Vessel last week. To say people were excited would be a gross understatement. I could figuratively see people's brains melting before my eyes. Needless to say, the overwhelming feedback tells us we're on the right track.

To summarize, we're trying to innovate the way we serve our customers. About 70% of our beverages are served iced, even in the dead of winter. Instead of serving our iced drinks in traditional cups, we're piloting a process to can handmade drinks on the fly. Here's what it looks like in action:

I firmly believe this will be one of the most revolutionary things we've ever done at NV. It will have ripple effects that I don't yet even know about. Can you tell I'm excited?!?!

One of my friends happened to stop by the shop on that canning test day. He sent me the following text several hours later: "What's the point in doing this? You're already the best coffee shop in the state....probably the Midwest. Why rock the boat?"

Whether we're the best shop in the state or region is entirely up for debate. That's what we desire to be, but it's obviously a subjective topic. However, it's clear we've carved out some level of success. If that's true, "why rock the boat?" as my friend so bluntly inquired?

I've received this question countless times over the past 3+ years since we began building NV into what it is today. "It's good enough" is another way it's often phrased.

All this brings me back to an idea I can't let go of: The endless pursuit of better. If there's a better way to do something, don't we owe it to those we serve to find it? If our drinks can be better, why not serve them better drinks? If the experience can be enhanced, why not provide it? Sure, there's a "normal" way to do things in every industry. But sometimes, we need to look past normal and find "better."

All of us have things in our day-to-day lives that fall into the "good enough" camp. It's good enough, and good enough is good enough. But what if we could find a better way? A better way to do the laundry. A better way to handle our money. A better way to get to work. A better way to serve our clients. A better way to keep the madness in order. Better is better. This isn't about lack of contentment, but rather a deep-seated desire to grow, improve, and make a more impactful difference in the world.

Back to the canned drinks. Why would we blow up our entire workflow, increase our COGS (cost of goods sold), lower our gross margins, further constrain our already-tight dry storage capacity, and risk losing customers when we've already established ourselves as "successful"? Because our guests deserve better, and we firmly believe this will provide a better overall experience.

I invite you into the endless pursuit of better….in all you do. It's a fun and humbling journey, but we ALWAYS end up better for it.

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Scared of the Medicine

As yesterday unfolded, I kept coming up with new ideas for today's post. I have so many things to write about. I could write about this, or maybe that. What about that really cool thing that happened? Oh, wait, what about this other thing? Needless to say, my brain melted.

Considering I publish every day, I have plenty of time to unpack these stories in the coming days/weeks. One thread seemed to weave through each of my ideas, though: Failure.

On the whole, we humans are terrified of failure. We're scared enough that we go to great lengths to avoid it. We'd rather not pursue something we want out of fear that we might not get it. See the irony in that? We regularly accept a 0% chance of success in xyz goal because not even trying feels better than trying and failing.

Here's the wild part about failure. Failure isn't the manifestation of a loss. It's not some finality that ends the story. Rather, failure is the admission price to success. Failure isn't losing.....it's a necessary step toward the victory we seek.

Yesterday, I watched the product of failure. In multiple situations, I saw pain turn into glory, fear into joy, and terror into confidence. My kids get sick of me talking about the pursuit of failure; I celebrate it. I applaud them each time they give something their best shot and subsequently fall flat on their face. It's never fun in the moment, but that's where our character and grit are built. Not only do I not shield my kids from failure, but I put them in situations to fail.

I want to unpack this idea more in the coming days, but until I do, just know that we've had a LOT of failure over here in the Shelton household. And that, friends, is where the beauty comes from. I can't wait to share those stories soon!

Here are three questions for you to sit on today:

1. Where have you let fear of failure hold you back from doing something that mattered?

2. When have you shielded your kids from potential failure?

3. How might these situations played out differently if instead of trying to avoid failure, we chased it?

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The “Normal” Way

Things are done a certain way. In nearly every area of our lives, there's a "normal" way to do something. Is it the right way? Is it the best way? Is it the most beneficial way? Doesn't matter! It's the normal way, and that's all that matters. Get in line, stay in line, and don't rock the boat!

This is a concept we often talk about at Northern Vessel. We ask ourselves what the "normal" way is, then obsessively explore if there's a better way. In many circumstances, this has drawn much criticism (and sometimes hate). However, bucking "normal" can also be the gateway to something much, much better.

We put that idea to the test again this week as we try to re-imagine what a coffee shop drink experience could and should be. We've been in the lab drumming up something truly weird and (possibly) exceptional, and we'll be testing it at a bigger scale soon. Nobody's seen this yet, so I thought I'd give you a little peek:

A coffee shop iced beverage served in a can. You order your drink, the barista handcrafts it in front of you, and it's served in a sealed can. Want to drink it immediately? Simply pop the top and enjoy (with or without a straw). Want to enjoy it during an upcoming meeting? Toss it in your bag or purse and pop the top once you get to your destination. So simple, so effective, so not "normal." Is this a great idea? I’m not sure, but I suspect we’ll find out soon.

So many things in our lives fall into this bucket. The way we approach our careers. The way we handle our finances each month. The way we perceive generosity. The way we invest. The way we engage (or don't) with debt. There's the "normal" way, then there's the, in my strong die-on-the-hill opinion, a better way. A simpler, more effective, not so "normal" way.

A few years ago, I met with a young lady who was struggling in her career. The "normal" path wasn't satisfying her. She was doing everything she was taught to do when navigating a career, but it felt empty. She confessed to me her real dream. It was a weird dream. Then, she added, "But that's not how we're supposed to do things."

"Who cares!?!?" I asked her. It's her journey, and she's the only one who would ultimately eat the consequences of her actions (for better or worse). I told her that while her dream was in fact "not normal," that's exactly why she should pursue it. And pursue it she did! She's now more than two years into a very non-traditional career path, and she's loving every moment of the wild ride. It's not easy, and it's most certainly not always fun, but it's the most rewarding adventure she's ever been on. This only happened because she was willing to challenge the "normal" way.

You do countless things because it's the "normal" way. Which ones do you need to look more closely at to determine if there's actually a better way?

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Win the Moment

Two nights ago, we held our annual State of the Union meeting for our Northern Vessel Coffee team. It was great to gather everyone in the room together. We shared laughs, enjoyed food, discussed friction points, and cast a vision for the year to come. In short, our 2026 strategy is boring: No major changes. No shiny objects. No distractions. We're simply going to lock in and endeavor to become more excellent at every aspect of our business.

The idea of "no shiny objects" came up a few times. In the past, we've always had some audacious idea in the works; something to look forward to. Some were massive successes, and others were epic failures. This year, however, there is no such shiny object.

I felt moved in the moment and shared something with the team. For me, there is something better than a shiny object: the moment. Every single person we have the privilege of serving creates a moment—a brief moment of their life for us to make a positive impact. A moment of encouragement. A moment of laughter. A moment of mourning. A moment of being seen. A moment of support. A moment of something.

My best advice and encouragement for the team is to "win the moment." Our team is blessed with the opportunity to create thousands of moments. Each offers the possibility for us to "win the moment." Not "win" in the sense of competition or achievement, but rather, making a difference for good. It's hard to fully explain what I mean, but a Google review came in yesterday that sums it up so beautifully:

"The best part of our day." Our team won the moment. They created something special out of what could have otherwise been a mere transaction. This person didn't merely buy coffee; they shared an experience.

Shiny objects are fun (and oftentimes euphoric), but choosing to win the moments of life is far more satiating and lasting than any of that. That's my encouragement today. Whatever you're doing today or this week, win the moment. The opportunities are right there in front of you; it only requires us to step into them.

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