"It Feels Like I'm Living My Dream"

Yesterday was the official launch of our new canned cold brew partnership with The We Will Collective, Iowa State University's NIL collective organization. We started by offering cans in our brick-and-mortar shop, followed by retail availability early next week and direct-to-consumer online sales a few weeks later. As I watched TJ pass out cans to eager Cyclone fans at our soft launch event yesterday morning, I couldn't help but smile. It felt like something big was happening, though none of us could adequately define what that truly means.

Several hours later, I received several missed calls from TJ. I was in a meeting and couldn't answer, but I started getting concerned. I texted him and asked if everything was ok, and if he needed me right away. Turns out, he was just really excited to talk about everything.

A few hours later, I finally had a chance to connect with him. In the first few minutes of the conversation, TJ said something I suspected earlier in the day. "I feel like I'm living my dream." I know this is true. I've felt that way for a while now, but yesterday seemed to cap off a wild 9-month run since opening our doors.

TJ's recipe is simple. Know your calling, grind, fail, learn, grind, fail, learn, continue following the call, grind, fail, learn, and suddenly, you're an overnight success. It's been a 4.5-year journey for him. Nothing about it has been easy. Lesser people (myself included) probably would have given up by now. But not him. His mission was so clear, his why so big, and his patience so great, that nothing was going to defeat his spirit or crush his dream.

Living our dream has a price. We all have different dreams, and the prices to achieve them vary, but there's no free pass. The cost is steep, but the rewards are grand. I suspect TJ already knew this, but having a front-row seat to watch it play out in real-time is special.

Here's my parting thought. I don't think TJ is special. He's just a regular guy, but a regular guy living his dream. If he can do it, so can you, and so can I. If that's true, what's stopping you from going for it?

It Doesn't Have to Break the Bank

As I mentioned in yesterday's post, TJ and I made our way to a Chicago Cubs game after our conference on Thursday night. We had the most wonderful time! It was quite spontaneous, as evidenced by our not deciding to go until 1PM the day of the game. That's what makes some of these memories so fun. While eating lunch, TJ suggested we buy tickets.....so we jumped on the Seat Geek app and bought tickets. Despite popular belief, creating memories doesn't have to cost an arm and a leg.

Do you remember those old Mastercard commercials where they listed out all the costs of a particular thing, then the last item's price was listed as "priceless?" That's what I thought of while we were at the game. Here's what my ad might look like:

Tickets to the game: $32

Parking: $15

Italian Beef: $11

Old Style Beer: $12

Lifelong Memories: Priceless

I paid $70 for an impulsive outing to create memories that I wlll surely carry with me for years to come. It was the easiest $70 I'll spend all month. I could play the "I could use that $70 for something more responsible" game, or the "but I don't need it" game, but no other use of that $70 would generate the return Thursday's night escapades did. Those memories truly are priceless!

That's the power of memories. Some memories are free, some are expensive, and some are just pretty dang affordable. They are often even sweeter when they are impulsive, as it adds a different dynamic to the situation.

What's an impulsive decision you recently made that resulted in a fun, priceless memory? I'd love to hear your stories!!!

11. Be Aggressively Patient

Yesterday was TJ's (Northern Vessel business partner) 30th birthday. To commemorate the day, he wrote and published "30 Lessons for 30 Years," a reflection on his journey to date. It was a fun list, full of wisdom and insights. Included was a phrase he talks about often: "Be aggressively patient."

He and I have bonded over the mantra over the past few years, which perfectly sums up his career. It's the idea that we need to patiently focus on the long term while giving everything we have in the near term to keep moving forward. It's about trust, belief, work ethic, and personal responsibility. The story of Northern Vessel goes back approximately five years, when TJ was living in Los Angeles. He was inspired by the combination of LA's coffee culture and organizations that practiced top-tier hospitality. Shortly thereafter, upon moving back to Iowa, Northern Vessel was born.

TJ's Northern Vessel story is one of the examples I excitedly detail in my keynote talk. Why? Because it's the perfect representation of failure, patience, aggression, redemption, and success. The Northern Vessel that I'm involved in today is actually the 4th iteration of the company, each coming on the heels of a failure and subsequent shift. The company even folded after the previous fail, but TJ eventually brought it back to life in late 2022 when he opened his brick-and-mortar location. Today, Northern Vessel is experiencing a whirlwind of success. The staff is world-class, the culture is phenomenal, the vibe in the shop feels vibrant, and each week is better than the last. Every single step of the way, he's been aggressive.....and patient. He wouldn't be where he is without the aggression, and he wouldn't be where he is without the patience. Lesser people would have long ago given up on their dream. But not TJ. Not when the "be aggressively patient" mantra is always at the center of his purview.

All he's been through in the last five years is merely the warmup for what's next. To many, 30 seems old. It's not. He's still a baby (I'm still a baby at 41, for the record). He's five years in and has another 50 years to get this right. If I can use a basketball game as the analogy, he's only a few minutes into the first quarter.....he hasn't even broken a sweat yet! If he spent four years getting his legs under him and one year experiencing meteoric success, what does that say about the next 50 years? We're about the find out, and I'm grateful to be on this journey with him.

There's nothing better than doing life with people who focus on being aggressively patient. There's a fire in them, but also a peace. They run extremely hard, but enjoy the journey. They celebrate the big wins, and the small. They never lose sight of where they are going, or where they came from. Always aggressive, always patient!

The Psychological Impact of Sunk Costs

I thought you deserve an update on my NBA play-in game ticket debacle. After literally everything working against me, I had two tickets to last night’s 8-seed play-in game (which cost a total of $550)…..and nobody to go with me. As the week played out, I continually debated what to do about the situation.

So here’s where I was a few days ago. Due to the trainwreck that is the Minnesota Timberwolves organization, ticket prices plummeted for an event they should have increased for. That will happen when one of your best players punches another player, and a different player punches a wall and breaks his hand. As a result, I had two tickets worth a total of $250….down $300 from when I originally purchased them. Whenever I discussed this situation with people, their collective reaction was something along the lines of “Obviously you have to go, otherwise you lost $300.”

This is a very typical way of looking at the situation, but not the right way. This is where the idea of sunk costs comes into play. There’s no way around it, I already spent $550 on these tickets. There’s no undoing that or wishing it away. That’s referred to as a sunk cost….the price that has already been paid for something. What I originally paid for the tickets is absolutely irrelevant to the decision in front of me. It happened and the money is already gone from my bank account.

I had two primary choices in front of me. I could sell the tickets for $250, or I could keep the tickets, add $50 of fuel costs to the equation, and road trip to the game. Put in those terms, going to the game would cost me $300 and not going to the game would give me $300. This decision has to be made without regard for the original $550 of sunk costs. Do I want to stay home and have $300 or pay $300 to go to the game? It’s a much different decision when we look at it that way.

Let’s be honest, it’s hard to think this way. The moment I decide to sell these tickets, I solidify the financial and emotional loss of my mistake. However, what if I didn’t want to go to the game now? Stubbornly thinking with my pride would have cost me $300 for an experience I didn’t want. This is the same psychological warfare that causes us to stay in toxic relationships, hold onto bad financial investments, and stay in crappy jobs. We’ve put so much into them (time, money, energy, love, etc.) and we don’t want to realize the loss. However, we need to disregard the sunk costs. Instead, we need to ask ourselves what the cost/upside is from today. If we’re in a terrible relationship, for example, we can choose to either a) leave and move on to a better life (recognizing the past 6 weeks, 6 months, or 6 years may have been garbage), or b) linger in misery, hoping to rectify a bad situation and justify the misery experienced the past 6 weeks, 6 months, or 6 years. The sunk costs often mess with us, resulting in us inadvertently causing further harm/pain. I know I’ve fallen for that trap before!

So what did I do about the tickets? After much consideration, I decided $300 is still a worthwhile price to pay for a memorable experience and to check off a bucket list item. My buddy TJ even came with me! It was fun gifting him a ticket and sharing that experience together. Considering we didn’t get home until the middle of the night, additional thoughts/reflections on the experience will have to wait for another day. Have a great Saturday!

The Chicken and Egg of Hospitality

Yesterday, I woke up to the pleasant surprise of my friend TJ having an op-ep published in the Des Moines Register. In it, he makes a case for genuine, servant-hearted hospitality. Not service, but hospitality. This is a topic that’s near and dear to TJ’s heart. I know this because I talk to him maybe 4-6 times per week and it comes up in approximately 100% of our conversations. It’s at the core of everything he does as a business owner (and as a person, frankly).

On the heels of this article being published, I quickly jumped into the social media comments…..that’s where all the good stuff happens, right?!?! I didn’t find as much ridiculous nonsense as I had expected, but this little gem jumped off the screen:

“Maybe if they paid better with benefits and customers weren’t dicks people would want to go back to ‘Hospitality’”

At my core, I understand where this person is coming from. I’ve personally witnessed disgusting behavior from retail management and customers alike. It feels ugly out there. Stores are short-staffed and their teams are underpaid, under-trained, under-appreciated, and under-cared for. It can be a recipe for disaster.

On the flip side, however, this idea feels a bit like a chicken-and-egg scenario. Does hospitality need to be earned, as this commenter is implying? If management only paid better and customers only acted better, then maybe retail employees would be willing to show hospitality. Really? I don’t think hospitality is something to be earned. I think it’s something that should be offered from the base level of human dignity and respect. It comes from a place of gratitude, humility, and a desire to meet another’s needs.

Here’s where the chicken-and-egg situation comes into play. The businesses in my world that show the most hospitality are often the ones that experience the most success, treat their staff with respect, pay fairly (or even generously), and have far fewer unhappy or abusive customers. Is genuine hospitality shown in these businesses because these things happened, or did these things happen because hospitality was shown? Do businesses treat people well because they are successful, or are they successful because they treat people well? Chicken, or egg?

It’s a question worth thinking about. I know where I stand, but I’ll let you decide for yourself.