"Tacky Place, Tacky Owner"

We recently passed the 9-month mark since opening Northern Vessel's brick-and-mortar location. To say it's been a whirlwind would be a gross understatement. We're equally shocked and grateful for what's transpired in this short time. 

One of our greatest honors is the opportunity to serve thousands of people. Some are friends, some are strangers, and some are strangers who become friends. It's an opportunity and responsibility we never take for granted. Our customers are so generous to us. They post about us on social media, share our content with their circles, and bring friends/family into the shop to try it out. They also leave us reviews on various platforms. 

Since opening our doors in November 2022, we've received 104 Google reviews. The breakdown is interesting, to say the least:

• 5-Star: 100

• 4-Star: 2

• 3-Star: 0

• 2-Star: 1

• 1-Star: 1

The sole 1-star review was left by someone before we even opened our doors. We were in the final stages of installing our equipment and furniture, hoping to open our doors soon. They were upset we weren't open for business yet.....and decided to punish us accordingly. Shame on us! 

The sole 2-star review was made a month ago. It was an interesting experience for everyone involved, staff and customers alike. Nothing particularly bad happened, but this customer's behavior made people uncomfortable. A few hours later, the following review popped up on Google. 

At least the coffee was decent, though. And can we please let the record show that TJ shall forever be known as “tacky?” Let’s put that on a t-shirt!

You can't win 'em all. Some people simply won't be happy with you. For this small minority of people in our lives, we have two options: 1) Try, try, and try (likely unsuccessfully) to make them happy, or 2) Do the right thing for the right reasons and let the cards fall how they may. I used to pursue option #1 in most situations. Surprise (!!), it never seemed to work. It took me far too long to realize these people aren't actually desirous to be satisfied, but rather to find reasons to be upset. There's always something to be mad about! As such, my efforts were futile, and I continually beat my head against the wall in an attempt to achieve the impossible feat. 

Now, however, I focus my attention and energy on the second option: do the right thing for the right reasons and let the cards fall how they may. I still don't make everyone happy, but I go to bed most nights knowing I did the right thing. This approach isn't easy, and I doubt it will ever be. 

Whatever the relevant application in your life, I hope you find this idea useful. We can't win 'em all, so let's keep focus on where our attention is most needed and best applied. Don't let the unattainable expectations of the few hinder your ability to serve those who you wish to serve.

"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?

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!

Letting Opportunity be Opportunity

We work, work, and work some more. All the while, we’re hoping that opportunity finally comes our way. We wait, wait, and wait some more. When will it finally happen?!?! So we work, wait, work, wait, and work some more. Finally, the opportunity of a lifetime slaps us right in the face. It finally happened!!!

We’re so excited for the opportunity, and of course grateful, but instead of just saying ”yes”, the self-talk creeps in. Is this really what we want? What if we fail? Maybe it’s too much work. What if we’re too successful? If it came to us, maybe it’s not as good of an opportunity as we thought. There are probably many more opportunities where that came from. The spiral begins. This is a pattern I see with so many people, in all different industries and contexts. I wish I could say I’m immune, but I’m not.

I was recently flirting with a writing deadline on my plate. I knew I owed my Media Director a first draft, but I didn’t produce it as quickly as I should have. She waited…..then waited some more. Finally, it happened. Fun article, great feedback, mission accomplished. Next article…..the same story unfolded. That’s when my Media Director dropped a little reality bomb on me. “Travis, I have colleagues asking me how they can get their people an opportunity to write for this publication.” Crap, I knew where she was going with this. I responded with a question, “Is this your way of telling me I’m taking this opportunity for granted?” Of course I already knew the answer. It’s never fun eating a slice of humble pie, but that’s why we need to surround ourselves with good people. They will feed it to you when it’s necessary to do so.

Another example. Northern Vessel, the coffee company I co-own, has two amazing opportunities in front of it*. Either one would easily be the biggest opportunity in the four-year history of the company. These opportunities have the potential to fundamentally alter the trajectory and direction of the company forever. While I wish TJ (NV founder) would have had these opportunities sooner than now, he wasn’t ready. But today? He’s ready today! He has the team, infrastructure, technology, brand, processes, experience, systems, and products to not only embrace the opportunity, but thrive through it. Then, there’s the work. These will no doubt be some of the hardest things he’s ever done or had to figure out. To be honest, it would be really easy for TJ to say “no.” There’s no risk of failing by respectfully declining. Since these opportunities came, maybe it’s easy for him to think many more will come in the months and years to come. TJ could have easily spiraled his way out of these opportunities.

TJ is built differently, though. He knows he’s ready. He also doesn’t take things for granted. If you’ve fought, failed, climbed, and clawed through as much as he has as a business owner (many of you know exactly what I’m talking about), you need to let opportunity be opportunity. Embrace it, give it everything you got, and accept whatever comes of it. Maybe you’ll crush it….or maybe you’ll fall flat on your face. But just make sure you don’t look back and regret not simply letting opportunity be opportunity.

* I hate not being fully transparent. My apologies for having to be a bit vague on the Northern Vessel front. I have full intention of sharing in more detail when I’m able! Stay tuned.

The Many Shapes and Sizes of Sacrifice

On the heels of yesterday’s post, a handful of people reached out asking about the idea of sacrifice. The joy piece is simple and self-explanatory. The sacrifice piece, however, can be a bit trickier. Sacrifice looks different for everyone. For my youth group students, giving $20 may be a sacrifice. To a few of my clients, though, a $10,000 gift wouldn’t be a sacrifice at all.

Looking at it from a broader level, sacrifice comes in many forms. Let’s go back to the person who could give $10,000 and it not be sacrificial. That same person could volunteer to serve at the very same organization for a day and it would be a huge sacrifice.

I stumbled into an interesting situation yesterday. I was in a text exchange with my friend, Bailey, who is coming back to see her family this weekend. Somewhere in there, I thought it would be a fun idea to bring her family a 64-ounce bottle of Northern Vessel cold brew latte to enjoy at their Easter brunch. Then, my brain went one step further. What if I bought bottles for a whole bunch of families to enjoy at their Easter celebrations? Fast forward a few hours and my day went from getting a lot of pressing work tasks done to becoming a Northern Vessel DoorDash Santa Claus. It was a really fun day and I thoroughly enjoyed blessing these families. Pure joy in my book!

It was only a few hundred dollars, which came from our giving fund. We plan for things like this, so that piece in and of itself wasn't necessarily sacrificial. The sacrifice was the fact I gave up much of my workday to make it happen. There was a very real cost to this, as I was up until about 2AM this morning doing the work items I was supposed to be doing when I was delivering bottles. No complaints from me…..it was so worth it! The sacrifice was what made it that much sweeter.

So here’s my big takeaway today: sacrifice is always contextual to the giver. It’s not a one-size-fits-all. Sometimes it takes creativity and out-of-the-box thinking to create sacrificial giving opportunities. You won’t always get it right, but generosity is always a fun thing to fail forward in. Happy giving!

What We're Really Buying

We think we’re buying a car, but we’re often buying status. We think we’re buying plane tickets, but we’re really buying memories. We think we’re buying a college degree, but we’re really buying credibility. We think we’re buying an app or software, but we’re really buying time and efficiency. We think we’re buying a babysitter when we go on a date night, but we’re really investing in our marriage.

I was thinking about this idea recently while sipping on a Spanish Latte at our coffee shop, Northern Vessel. As I’m enjoying my drink, and watching other people enjoying theirs, I realize none of us really paid for coffee. We paid for hospitality and a feeling. We can get a cup of coffee anywhere, and I often do. I make coffee at home each morning and I frequent many different copy shops around my metro. Each one offers a different experience. Some offer a bland experience, some offer a bad experience, and some offer something worth investing in. Yes, the coffee matters. Nobody wants to pay for bad coffee. However, at the heart of it, especially when done well, it’s not really about the coffee. It’s about how the experience, staff, and product make us feel.

When we walk into a business and are met with a smile and warm welcome, it matters. There’s nothing more demoralizing than walking into some business and immediately feeling like we’re inconveniencing them. It makes me not want to buy their product. Why? Because we’re really not just buying the product…..there’s something more.

The message behind this post is two-fold. First, as a consumer, we should take a moment when we’re about to make a purchase and ask ourselves what we’re really buying. I’m about to buy new bikes for my kids. They like riding bikes, they need new bikes, and they will benefit from having new bikes. But if I ask myself my own question, I have a different answer. The nighttime and summer rides I share with my boys are sacred to me. It’s a chance to spend meaningful time with them, explore, get exercise, teach them about pushing themselves, and create memories. In other words, these bikes are priceless. Through that lens, these bikes may be the biggest bargain I pay for all year.

Second, we should think about this idea from the perspective of a business owner, employee, or whatever role you play in your work. We aren’t just selling products. We are offering something much deeper. Whenever someone purchases my services, listens to our podcast, reads this blog, or listens to me speak, it’s not about the product. Instead, it’s about how they feel and experience it…..meeting that deeper need. Everything in my career changed when I learned this lesson many years ago. You have your own version of this in your work. Really embrace that and use your opportunity for impact. Even something as simple as a cup of coffee has the power to make a difference. Just imagine the opportunity in front of you!

As you start your day, please take a moment to think about this idea through the various aspects of your life and work. It can be a game-changer!

We Can't Just Skip to the Good Part

A while back, I was talking to my Meaning Over Money business partner, Cole Netten. We were talking about the podcast and how much traction we’ve gained with it. In that chat, I made a comment about how, in some ways, I wish we would have just started our business with the podcast instead of some of the other less-successful endeavors. I quickly realized how naive this comment was. Truth is, the podcast couldn’t have existed had we not been through all the other things. The thesis behind Meaning Over Money wouldn’t have been vetted like it is now. I wouldn’t have been able to clearly communicate ideas via video and audio on the podcast had we not done some of our earlier media projects (I was a hot mess in our early productions!). Even the name Meaning Over Money wouldn’t exist had we not worked on those earlier projects. None of what we have today would be possible without what we went through. We can’t just skip to the good part.

Yesterday, the Des Moines Register did a full-page story about my friend and Northern Vessel business partner, TJ Rude. I was a bit surprised by how vulnerable TJ was about his past failures and burnout. The birth of his coffee dream was full of so much hope and optimism, but just two years later he announced the closure of his shop and the potential end of his dream. Today, not only is Northern Vessel back, but it’s taken our metro by storm. Four years after its original launch, TJ has created something truly special…..and there’s no telling where it will go from here. In many ways, I suspect TJ wishes he could have just skipped to the good part. However, none of what he has today, or even who he is as a person, would be remotely possible had he not gone through everything before it. We can’t just skip to the good part…..and we should be grateful for that.

This Is Pointless

I recently became a partner in a start-up coffee company, Northern Vessel. Today marks the one-month anniversary of our brick-and-mortar opening. By any metric or measurement, the most appropriate way to describe the results of the last month is, well, meteoric. It’s been far greater than we could have ever imagined, and for that we’re grateful.

I’ve had lots of people ask me why Northern Vessel has experienced so much success, so quickly. My answer is always the same: failure and persistence. While Northern Vessel is a start-up, this is actually the fourth iteration of the company. We call it NV 4.0. The concept was birthed five years ago when our founder, TJ Rude, lived in Los Angeles and fell in love with their unique coffee culture. Soon after that, NV 1.0 was born. It was a coffee cart that served up their signature Cold Brew Lattes at grad parties, weddings, and other events worth celebrating. I was first introduced to NV at a grad party for one of my youth group kids and was immediately fascinated.

During COVID, as all events were shut down, NV started a delivery service (NV 2.0), where TJ would hand-deliver larger batches of drinks right to people’s doors (which is the first time I met TJ…..at my front door with a big bottle of Cold Brew Latte in his hands). It was during this stretch of time that Alex Prins, our creative and branding guru, entered the mix. TJ and Alex made a fantastic team and they had pretty big dreams about what NV could someday become. As COVID waned, they reopened their cart outside a restaurant…..then eventually took occupancy in that restaurant space (NV 3.0). Then suddenly, it all just ended. Due to a combination of factors, TJ pulled the plug and NV ceased to exist in any material form. Though I still wasn’t involved at that point, my heart broke for them….especially TJ. This was his baby and his dream. You can listen to a great podcast episode where TJ tells his story HERE.

Fast forward a year, from an outside perspective NV is an overnight success. When I think about NV, I think about this image:

From @visualizevalue on IG. Go follow them!

What people don’t see today is the blood, sweat, and tears TJ put in for nearly a half-decade. Or the awesome work Alex put in for the last 2+ years. They didn’t see the brutal grind, long hours, low pay, and less-than-glamorous lifestyle these two guys lived. I coached both of these guys for a season and I can attest nobody would have been jealous of their budgets or bank accounts. They were a couple of guys with a big dream, filled to the brim with passion, and talent coming out their ears.

I think the world is a better place because of what they built. Had TJ and Alex just walked away, thousands of people wouldn’t have the opportunity to enjoy it today. We all reach a point on our journey where it just feels pointless. We aren’t seeing the fruit, we encounter obstacle after obstacle, and it would just be easier to quit. It makes me wonder how many books, songs, businesses, ministries, and movies end up in a grave because their creators thought it was pointless and simply walked away. What if they were just one year, one month, or one week away from it all finally clicking?

What if it’s not pointless? What if it’s actually what you’re meant to do?