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?