The Truth About Starting

The hardest conversation I ever had wasn’t with anyone else. It was with myself.

I was standing on a dock in Miami, watching boats cut through waters that felt angry, restless, unpredictable, so unlike the Caribbean I grew up in. The contrast hit me like vertigo.

Back home in Roatán, Honduras, storms meant preparation and unity. People secured their homes, checked on neighbors, and rebuilt what broke. Struggle was never an excuse to mistreat others. It was a test of resilience and community.

But Miami taught me a new language: the language of excuses.

“I’m going through something.”
“You don’t understand my situation.”
“I’m having a bad day.”

All valid feelings, but repeated until they became permanent residence instead of temporary shelter. That day on the dock, I realized I was learning this language too. And I hated it.

The Birth of a Different Question

Most brands ask, “What do people want?” We asked, “What do people need to hear?”

• Circumstances do not define character, choices do.
• Growth requires discomfort.