You Don't Know Until You Know

Several years ago, I was listening to an Adam Carolla podcast when a caller asked an interesting question. This was shortly after Adam had released his second documentary film. To paraphrase, the caller asked, "How did you know how to make a documentary?" Adam's response was simple, but profound. "I didn't know how to make a documentary until I made a documentary. Then I knew how to make a documentary."

In other words, we don't know how to do something until we do it. There's rarely a playbook for us to reference. Instead, we must simply act. One foot in front of the other, step by step. We don't know what we don't know.....until we know it.

I bring up this topic today because of our big announcement last night. After several months of development, we're introducing our first canned beverage at Northern Vessel. It's a variation of our signature Oat Milk Cold Brew Latte. This has been one of TJ's visions for many years now, and it's surreal to see it materialize in front of our eyes.

Truth is, none of us know how to make a canned beverage. TJ knows how to make an amazing cold brew latte in the shop (which he's perfected over the last 4+ years), but creating a canned version is an entirely different animal. We don't know what we don't know.....until we know. After many meetings with food scientists, flavor chemists, and canning experts, we've finally finished the first iteration of our inaugural product. In the words of Adam Carolla, we didn't know how to make a canned beverage until we made a canned beverage. Now we know how to make a canned beverage.

This is one of my favorite things about TJ. He's as equally fearless as he is humble. He has no idea what he's doing, the humility to know he has no idea what he's doing, and the courage to figure it out. I wish I could can this energy (see what I did there?) and pass it around to all the people I know. It's ok to not know how to do something, but that shouldn't stop us from trying. I had no idea how to make a podcast.....until I had a podcast. I had no idea how to coach people.....until I started coaching people. I had no idea how to start a company.....until I started a company. One foot in front of the other, step by step. First we do it poorly, then we do it average, then we do it good, then we do it great. There are no shortcuts. We don’t know until we know.

Today's challenge: Find something you don't know how to do, then do it.

Even the Best Struggle

I received a phone call from a highly successful business owner earlier last week. This is someone who founded and runs a business many people would know. By all accounts, this company is wildly successful and holds a strong position in the culture. I know this person through a mutual friend, and we periodically have meandering conversations about business, behavioral science, and ridiculous ideas.

On this particular call, we went down the road of the day-to-day struggles of running a business. I'll remind you again this person runs a highly successful business. During the chat, he blurted out, "Every day seems hard. I often wonder if I'm cut out for this." What?!?! This is a highly respected business leader. If he isn't cut out for this, then I'm screwed!

That was yet another reminder of such a wise lesson: this isn't supposed to be easy! If I ever get to the point where it feels easy, it means one of a few different things: 1) I'm lying to myself, 2) I'm not pushing myself enough, or 3) I'm leaving impact on the table. It reminds me of a conversation I once had with an old boss. He, too, was highly successful in his career. I asked him when he finally got comfortable in his role. His answer disappointed and frustrated me. "Never." "Never?". "Every time I came close to being comfortable, it was time for me to take on new responsibilities and learn new things. So I never felt comfortable."

I'll always remember that conversation. Sometimes, in my own self-doubt, I'll look around the room of highly successful people and remember most of them are likely feeling some version of this as well. It helps to humanize people and also give ourself some grace along the way. This is an experience I get to share nearly daily with coaching clients. Many of them have a notable level of accomplishment and achievement in their respective fields, yet I get to see what's behind the curtain. Behind the curtain, they are just like you and me: self-doubting, mistake-making, outcome-fearing humans.

Even the best struggle. If they aren't perfect, maybe it's ok if you aren't, either. Let's face the day head-on and with confidence. When the challenge presents itself, do the best you can, learn, push yourself, and be better next time. Oh yeah, and along the way, don't be afraid to show your humanity to those around you. Vulnerability doesn't make you weak; it makes you real.